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Here’s a shocker: Most owners accidentally kill their momentum in the final years before selling.

It’s called the“coast and hope” trap — and it silently drains the value of great businesses.

Here’s how it happens:

You’ve worked hard. You’re tired. You start thinking about selling.

Instead of dialing things up, you start winding things down — taking fewer risks, holding off on new hires, slowing marketing, avoiding hard decisions.

You tell yourself,“Why bother? I’m leaving anyway.”

But here’s the problem…

Buyers aren’t buying your past. They’re buying your future.

The Trap: Slowing Down Right When You Should Be Speeding Up

When buyers look at your business, they don’t just care about how you used to perform. They zoom in on the last 12–24 months.

If they see flat or declining growth, they’ll either:

  • Lower the offer, or
  • Walk away completely.

Even if it’s a great business, a slow finish makes buyers nervous.

The “Momentum Meter” Check-In

Ask yourself these four questions:

Are you investing in growth — or holding back?

Are you hiring and training people who could take over key roles?

Are you still pushing marketing and sales — or just coasting?

Is the business getting stronger — or staying stuck?

If most of your answers feel “meh,” that’s a sign you’re in the trap.

One Action You Can Take Today

Make one decision today that builds future value.
It could be:

  • Starting a new marketing campaign
  • Hiring a team member to replace something you do
  • Documenting a growth strategy to show buyers

Doesn’t have to be big. It just needs to move the needle forward.

Remember: The best way to sell your business is to keep running it like you’re going to keep it.

Want to build that kind of momentum?
Grab the Exit Toolkit to see where you stand — and how to fix what matters most.