Most founders approach a sale with one goal: get the highest price possible. But Mark Ferrer argues that focusing only on price can lead to the wrong deal, the wrong partner, and a painful transition after closing. In this episode of Built to Sell Radio, John Warrillow talks with Ferrer about what he has learned after moving from founder to buyer, and why every owner needs to know whether they are a transactional, transitional, or transformative seller before they go to market. In this episode, you discover how to identify your seller type before a buyer does it for you. You'll learn: Why a transactional founder who insists they just want the money often turns out to be something else entirely — and why getting that wrong poisons the deal What a buyer learns about you when they ask whether you would sell to your biggest competitor for the same price Why the multiple is just the starting point, and how cash at closing, seller financing, and rolled equity can swing the real outcome by more than most founders expect How Mark lost 8 to 14 percent of his own deal proceeds not because of bad faith, but because he did not ask the right questions about his rolled equity Why pushing for agreement after a sale closes is the fastest way to destroy a partnership — and what to focus on instead What working capital and normalized earnings actually mean, and why founders who gloss over both almost always regret it How to clarify the role you want after closing before it becomes the source of tension no one saw coming

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