Buying or selling a business is a complex matter. There is no question about it. The complexities start from the moment a buyer and seller start interacting but there is natural conflict in place. For a start, the buyer doesn’t have any history of the operation of the business and so has to rely entirely on the representations of the seller. Conversely, the seller has lived and breathed the business, knows its upsides and downs including its strengths and weaknesses. My Golden Rule when assisting with a business transaction is for each party to put their feet in the shoes of the other party. In other words, the seller should see things from the buyer’s perspective and the buyer should see things from the seller’s perspective.