Firms with superior leadership, young talent and a sales culture get the best price

You've all heard the story about the agency down the street and the deal they got when they sold out to the bank, or the national broker, or the newest insurance consolidator. They got two-times-revenue! Or three-times! The ubiquitous high-multiple-of-revenue deal is enough to make you wonder whether it makes sense to remain privately held.

Before you pack it in and head off looking for the ultimate payday, keep in mind that you are probably only getting half of the story from the seller, if that.

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