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How do you sell something, when the knowledge of its sale can hurt its asking price? Unlike selling a car, house, or another kind of fixed asset, a lot of a business’s value is tied up in its intangible assets. Your brand, your customer base, your vendor connections: these can be imperiled by the rumors a sell-off can cause. If you don’t have a buyer lined up, you could be tossing thousands away between the time of an announcement and finding a buyer.