EP 133: The Story That Sells Your Business with Charlie Stanton

In a business appraisal, the numbers will always matter — but how they’re communicated can have just as much impact on value.

Charlie Stanton, CFA and founder of Stanton Valuation Advisors, believes every valuation tells a story. Drawing from his work in estate planning, litigation, and succession, he explains how storytelling can transform the way a business’s worth is understood.

This episode explores the eight elements every appraisal story should include, why owning your narrative builds buyer trust, and how a clear, consistent story can make your business more saleable.

In this episode, you will:

• Learn how to communicate risks without hurting your valuation

• Understand the impact of transfer restrictions and illiquidity on appraisal outcomes

• Understand why regulatory appraisals differ from deal-market valuations

Highlights:

(00:00) Meet Charlie Stanton

(03:01) Why every valuation is really a story

(09:31) Building trust with a transparent narrative 

(14:52) Valuation for different purposes

(17:14) Fair market value vs. market value explained

(21:00) Understanding control and marketability discounts

(27:44) The difference between appraisers and deal advisors

(33:22) Advice for owners who want to increase business value

Resources:

For past guests, please visit https://www.defendersofbusinessvalue.com/

Follow Charlie:

Connect on LinkedIn: https://www.linkedin.com/in/charles-stanton-cfa-b8172591/ 

Email: charlie@stantonvalue.com 

Learn more about Stanton Valuation Advisors: https://stantonvalue.com/ 

Follow Ed:

Connect on LinkedIn: https://www.linkedin.com/in/edmysogland/

Instagram: https://www.instagram.com/defendersofbusinessvalue/

Facebook: https://www.facebook.com/bvdefenders