The Value Builder System™ Helps Indiana Business Advisors Sell 80% of Listings

Ed Mysogland

Business Broker

16 Number of Professionals
40+ Number of Years Established

Indiana Business Advisors (IBA) is Indiana’s largest business brokerage. They have sold over 2,100 businesses in nearly 40 years of brokering companies of all sizes. IBA also offers consulting services, helping buyers save and sellers maximize and retain value. IBA’s managing partner, Ed Mysogland, guides his organization in evaluating small and mid-size businesses. Mysogland has over a quarter century of expertise in appraising businesses of every shape and size. He is also a chapter president of the Exit Planning Institute.


Business Challenges

Mysogland was searching for a lead-generation platform that would help identify interested clients. He also lacked a system that could automate marketing and qualify if business owners were a good fit. With the right software solution, he could generate more leads while reducing qualification time, allowing him to spend more time selling companies.

Ideally, he also needed an application that would aid in determining business value. A crucial part of uncovering value is identifying risks specific to a client’s business. These weak areas are potential sticking points for a buyer, but they are also fertile ground for building the company’s value.

Finally, Mysogland was looking for a way to ensure a deal. He found that he would spend 6–12 months preparing and marketing a sale, but the client would often back out at the last moment. Although these businesses attracted interested buyers, the owners simply weren’t ready to sell.


Why The Value Builder System?

Mysogland uses lead magnets and the Value Builder Questionnaire to attract business owners to his firm. The lead magnets are prebuilt responsive marketing content for his website, social media, and email. They include landing pages, templates, and questionnaires designed to easily capture and engage leads. These out-of-the-box products help to attract new business owners to IBA’s services while providing meaningful content.

The Value Builder Questionnaire contains 34 questions that assess the business through the eyes of a potential buyer. It pinpoints areas for improvement and demonstrates how addressing certain areas can increase the value of the business. It is based on the 8 Key Drivers that are important to acquirers. As Mysogland puts it, “We know that those are the negotiating points that are either going to amplify value or detract from it.” They are the specific data about his client’s company that can move a buyer from interested to making an offer.

However, the drivers can also reveal areas of weakness that indicate potential risks for a buyer. Mysogland says, “If you can quantify that company-specific risk, which the Value Builder System does, it makes your valuation better.” The process not only gives the seller a clear picture of the value of the business but also tells them why it merits that value. This avoids unpleasant surprises, such as a reduced offer based on a problem area the seller may have been unaware of. But beyond awareness, the 8 Key Drivers indicate areas in which a business owner can make improvements to proactively build the value of their company.

In conjunction with the Value Builder Questionnaire, Mysogland leverages PREScore™ (Personal Readiness to Exit Score) to help avoid client cold feet as well as the lost effort—and revenue—of a failed sale. “Utilizing the Value Builder System™, you start to see that the business owner has never thought of their business in this way.” The PREScore includes 12 questions that trigger business owners to assess their personal and psychological readiness to sell. This holistic approach to selling a company has allowed IBA to invert the typical sales success rate from around 20% to 70%–80%.

The Value Builder System™ is a platform at the forefront of business sales. “The industry is changing as value building and value creation become more mainstream,” Mysogland says. Brokerages are moving away from selling a business as is and toward increasing its value through specific actions. “And that’s where we want to be—where you create, preserve, and transfer value.”



With out-of-the-box lead magnets, Mysogland can better attract and retain business owners to his practice. The Value Builder Questionnaire then benchmarks business owners, giving Mysogland the ability to sell his services. To help business owners in the selling process, he leverages the PREScore™ self-assessment, which forces them to evaluate their own preparedness to, as Mysogland put it, “take that illiquid asset”—their company—“and make it liquid for the next chapter of their lives.”

Whereas the industry average rate of successful sales is around 20%, Mysogland’s team consistently achieves a 70%–80% success rate “because the business owner understands just what the buyer is going to have to address.” For Mysogland, this is a direct result of the clarity the Value Builder System™ provides.

In today’s market, business brokerage is more than a transaction. It’s a relationship in which brokers help their clients maximize value. With The Value Builder System™, benefits are twofold: business owners maximize their value through a sale, and brokers collect recurring revenue and higher fees from a successful transaction.

More Case Studies

Jennifer Ramos Expects Her Business to Double Next Year with The Value Builder System™

Jennifer Ramos is the CEO and founder of JR3 Consulting Group. JR3 helps business owners i…

Productizing Helped Paul Wirth Double his Close Rate and Increase Client Lifetime Value by 250%

Paul Wirth has over 35 years of experience in executive national leadership roles in finan…

Susan Giddings improved close rate by 33% and increased profits by 27%

Susan Giddings is the founder and CEO of Susan Giddings Consulting. She has over 35 years …

Blue Sky Exit Planning Achieves a 60% Email Open Rate Without Lifting a Finger

Joseph Gitto is an accomplished senior finance, sales and operational executive, entrepren…

Denver Business Coach Increased Revenue per Client by 3X Leveraging One Tool

Steve Kohnke is the CEO of Denver Business Coach and has helped hundreds of owners build v…

The Value Builder System™ Helps Tom Jordan Save $650 a Month While Increasing Close Rate by 50%

Tom Jordan is the Chairman of Exodus Complink, based in San Antonio, Texas. He helps busin…

Sunbelt Guatemala Is on Pace to Increase Lead Generation by 300% With The Value Builder System™

The Sunbelt Business Brokers Network is an international leader in mediation for the purch…

Gina Catalano Converts 40% of Workshop Attendees into Paying Clients with The Value Builder System™

Gina Catalano has been helping business owners grow their companies for over 20 years. She…

CPA Adds Consulting Services, Doubles Revenue with The Value Builder System™

As the COO of CPA firm Gheen & Co., Mark Tuggle helped provide a wide array of busines…

Debra Robinson Law More Than Doubled in Value with the Help of a Certified Value Builder™

Debra Robinson owned and operated Debra Robinson Law for over twenty years. Her practice o…

Peak Value CEO Saves Time and Earns Recurring Revenue Through Mastermind Groups

Chris Ayers is a Certified Value Builder™ with over 30 years of experience in sales…

MassMutual Now Has an Accurate Method for Determining Business Value

The MassMutual Financial Group is a Fortune 500 life insurance company providing life insu…

Execuity Increased Revenue by 300% After Implementing The Value Builder System™

Linda Ruffenach is the founder and chief strategist for Execuity, a consulting firm servin…

Peter Boolkah Accelerated his Sales & Marketing Funnel With The Value Builder System™

For the last 15 years, Peter Boolkah has served as the Global Trainer & MasterCOACH Di…

Prosperity Plus Doubled their Revenue with The Value Builder System™

Jim Kahrs is the founder and president of Prosperity Plus, a management consultancy specia…

Copywriting Agency Owner Productized Her Service and Increased Recurring Revenue

In 2009, Anna Woolliscroft founded Market Avenue Limited, a marketing consultancy based in…

Air Free Duct Cleaning Increased Revenue by 50% in Its First Year Working with a Certified Value Builder™

In 2018, John Brummett and BJ Windhorst partnered to purchase Air Free Duct Cleaning. Toge…

Martin Williamson Converts 30% of Paid Assessments into Recurring Revenue

Martin Williamson is a Business Doctors advisor who helps SME business owners with strateg…

Danny Sleswick went from working 65 hours a week to 5 hours while increasing his company’s value by 83%

In 2008, Danny Sleswick decided to join his brother-in-law’s company, Image Cabinets, a ca…

The Owners of All About Bakery Equipment Increased Company Value by 28% While Improving Work–Life Balance

In 1996, David and Noela Tscheinig started All About Bakery Equipment, selling refurbished…

Final Ascent Qualifies Leads 8x Faster with The Value Builder System™

Steve Conwell is the owner and CEO of Final Ascent, a business consulting firm that specia…

The Value Builder System™ Helped Mobius Financial Advisors Improve Their Bottom Line

Ray Croff is the CEO and president of Mobius Financial Advisors. Croff also serves as an a…

BizNavigators Achieves a 70% Conversion Rate with The Value Builder System™

As co-owner and CEO of BizNavigators, Marla DiCarlo helps business owners prepare for a su…

In 30 Months, Marigold Resources Helped 22 Business Owners Exit Using Value Builder System™

Founded in 2011, Marigold Resources is an Iowa-based M&A firm that provides business o…

The Selfassembled Network Uses The Value Builder System™ Content for the Entire Business Owner Journey

Glenn Grant is the co-founder and chief visionary of Selfassembled Ventures, a business ad…

Dumas Capital Partners Finds Untapped Market with The Value Builder System™

Dumas Capital Partners is a boutique corporate finance firm that provides advisory service…

Tech Owner Doubled Revenue After Working with a Certified Value Builder™

In 2001 MRM Global launched as a digital printing company in Scotland. Ten years later, it…

Exit Strategy Group Reduced Qualifying Time From Months to Days

Kerry Boulton is the owner of Exit Strategy Group based out of Australia. Boulton’s main f…

GRG Momentum Leverages The Value Builder System™ For Over 1/3 of its Clients

As the founder and managing director of GRG Momentum, Geoff Green helps entrepreneurs buil…

The Value Builder System™ Helps Business Owners See The Big Picture

Bob Green is the owner of TAB (The Alternative Board) North Shore. TAB is modeled after a …

The Value Builder System™ Was Almost Too Impactful Too Quickly

Founded by Allen Harris in 2001, Berkshire Money Management (BMM) is a full-service money …

Beickman Advisory Group Earns Over 120% More Per Client as a Certified Value Builder™

Beickman Advisory Group provides personalized finance consulting to individuals and b…

DBG Advisors Earns an Additional $5,000 a Month Using The Value Builder System™

Dr. L. Nolan Duck established DBG Advisors in 2006 and currently serves as the CEO. In the…

A value assessment toolset that helps advisors start more strategic conversations with business owners.