One of the more difficult areas of pricing a business for sale is that of all professional operations that can not be evaluated by inventory or hard assets. It takes precise knowledge of the emotional and goodwill factors to come anywhere near close to estimating these values/ Take dental practice valuation for example. Its value is far more dependent on the patient list's factors. There are age factors, location factors and things like referrals to other family members. The list goes on and on. Obviously it takes a highly proficient company to be able to realistically come up with the right price for the seller as well as the buyer.