Selling a business is like going on a dating website and trying to choose the right partner. If you’re gorgeous, intelligent, and financially secure, it shouldn’t take any time at all—but if you’re overweight, unattractive, and broke—it might take a while. Christina Lazuric Woscoff advises clients to stay real about the business they’re selling and disregard emotions about what they “feel” it’s worth. Buyers, she says, don’t care about the late nights you toiled on the business. They care about desirability and cash flow.