Learn about the key components of a sales deal structure, including business valuation, purchase price, financing means, earnouts, and more. Navigate the negotiation process and close deals with confidence.


In the world of sales, the ability to structure deals effectively is crucial for success. A well-designed sales deal structure can not only facilitate the buying and selling process but also ensure that both parties meet their objectives and achieve their desired outcomes. But what are the key components of a sales deal structure? In this article, we will explore the essential elements to consider when managing and structuring sales deals. Whether you are a buyer or a seller, understanding these components will help you navigate the negotiation process, optimize value, and ultimately close deals with confidence.

Business Valuation

One of the fundamental components of a sales deal structure is business valuation. Before entering into a deal, both the buyer and the seller must determine the value of the business being transacted. Business valuation involves analyzing various financial aspects of the business, such as its assets, liabilities, revenue, and profitability. By conducting a thorough business valuation, the parties can assess the fair market value of the business, which will influence the purchase price and other aspects of the deal.

Purchase Price

The purchase price is the agreed-upon amount of money that the buyer will pay to acquire the business. It is essential for both parties to negotiate a purchase price that is fair and realistic based on the business’s value and financial performance. The purchase price may include various components, such as the initial cash payment, future contingent payments, and any assumed liabilities. Negotiating a mutually acceptable purchase price is a critical step in structuring a sales deal and requires careful consideration of the business’s financials, market conditions, and other relevant factors.

Financing Means

Determining how the purchase price will be financed is another key component of a sales deal structure. The financing means can vary depending on the agreement between the buyer and the seller. It may involve a mix of cash payments, debt financing, equity financing, or a combination of these options. The financing means should align with the financial capabilities and preferences of both parties. For example, if the buyer has limited cash resources, they may seek external financing or propose a payment plan that accommodates their financial constraints. On the other hand, if the seller prefers a cash transaction, they may be open to providing financing options such as installment payments or seller financing.


Earnouts are contingent payments that are dependent on the future performance or achievements of the business. They are commonly used in sales deals to bridge the gap between the buyer and seller’s valuation expectations. Earnouts can be structured in various ways, such as milestone-based payments tied to specific financial indicators or performance-based payments based on the business’s future revenue or profitability. By including earnouts in the deal structure, the buyer can mitigate their risk by tying a portion of the purchase price to the business’s future success, while the seller can maintain some financial stake in the business’s performance.

Promissory Notes

Promissory notes are legal agreements that outline the terms of payment between the buyer and seller. They specify the repayment schedule, interest rates, and other financial terms associated with any debt-based financing arrangements. Promissory notes provide clarity and legal protection for both parties regarding the financial obligations and expectations of the deal. It is crucial for the parties to negotiate and document the promissory notes accurately to avoid any disputes or misunderstandings in the future.

Current Market Conditions

The current market conditions play a significant role in structuring sales deals. Economic conditions, industry trends, and market competition can impact the deal’s terms, including the purchase price, financing options, and other key components. It is important for both the buyer and the seller to analyze the relevant market factors and adjust their expectations accordingly. For example, in a buoyant market with high demand for businesses in a particular industry, the seller may have more leverage in negotiating favorable deal terms. Conversely, in a challenging economic climate, the buyer may seek more favorable financial arrangements or price adjustments.

Accounting Policies

The accounting policies used by both parties can affect the financials of the business and, consequently, the deal structure. It is important to align accounting practices and standards to ensure consistency and transparency in financial reporting. By having a clear understanding of each party’s accounting policies, potential discrepancies or risks can be identified and addressed during the negotiation process. It is advisable to involve financial professionals or consultants with expertise in accounting and financial reporting to ensure accuracy and compliance with relevant regulations.

Employment or Consulting Agreements

Employment or consulting agreements are another crucial component of a sales deal structure, particularly when the seller is expected to remain involved in the business post-sale. These agreements define the terms and conditions of the seller’s continued involvement, including the duration, responsibilities, and compensation arrangements. Employment or consulting agreements can help facilitate a smooth transition of ownership and ensure the buyer has access to the seller’s knowledge, expertise, and industry relationships if desired. It is essential to clearly define the roles and responsibilities of each party to avoid any potential conflicts or misunderstandings.

Non-compete Agreements

Non-compete agreements are contracts that restrict the seller from starting or joining a similar business that could compete with the buyer. These agreements are designed to protect the buyer’s interests and prevent the seller from leveraging their knowledge, customer relationships, or trade secrets in a way that could undermine the value of the business being sold. Non-compete agreements typically specify the duration and geographic scope of the restriction. They are an essential component of the deal structure, particularly in industries where non-compete clauses are common or necessary to safeguard the buyer’s investment.

Working Capital Peg

The working capital peg refers to the amount of working capital that will be left in the business after the deal is completed. It represents the level of funds required to support the ongoing operations of the business and meet its short-term financial obligations. Both the buyer and the seller need to agree on an appropriate working capital peg to ensure the business can continue to operate smoothly after the transition of ownership. The working capital peg is typically calculated based on a predetermined formula or a percentage of the business’s revenue or expenses.


In conclusion, structuring a sales deal requires careful consideration of various key components. Business valuation, purchase price, financing means, earnouts, promissory notes, current market conditions, accounting policies, employment or consulting agreements, non-compete agreements, and the working capital peg all play vital roles in creating a successful deal structure. By thoroughly analyzing these components and aligning them with the interests and objectives of both parties, a well-structured sales deal can be achieved. It is essential to approach the negotiation process with transparency, effective communication, and a willingness to find mutually beneficial solutions. By doing so, both the buyer and the seller can optimize value, minimize risks, and set the foundation for a successful post-deal integration or business transition.


[^1]: Deal Structure Basics: What Sellers Need to Know. (n.d.). Retrieved from https://allantaylorbrokers.com/deal-structure/
[^2]: Deal Structure Components to Understand Before Selling Your Business. (n.d.). Retrieved from https://melcap.com/deal-structure-101-components-understand-selling-business/
[^3]: Salesforce. (n.d.). Select Appropriate Sales Deal Structures. Retrieved from https://trailhead.salesforce.com/content/learn/modules/sales-deal-structures
[^4]: M&A Deal Structure. (n.d.). Retrieved from https://corporatefinanceinstitute.com/resources/valuation/ma-acquisition-deal-structure/

Leave a Reply

Your email address will not be published. Required fields are marked *