Joe Valley


Author, Guest Speaker, EXITpreneur, Advisor, and Partner at Quiet Light, Joe Valley has also built, bought, or sold over half a dozen of his own companies.

Over the last nine years, Joe has mentored thousands of entrepreneurs whose goal is to achieve their own eventual exit. He is a ​Certified Mergers & Acquisitions Professional, and a frequent guest expert in mastermind groups, on podcasts, and at events for entrepreneurs worldwide.

Joe has written a book (released in May 2021), The EXITpreneur’s Playbook – How to Sell your Online Business for Top Dollar. The book shares real-life stories of successful and failed exits, and teaches you how to reverse engineer a pathway to your own incredible exit.

Endorsing the book is Gino Wickman (author of Traction, and The Entrepreneurial Leap), saying, “This book is a must-read for online entrepreneurs. The EXITpreneur’s Playbook provides powerful, clear, and easy to read information to help you understand the value of your most valuable asset, your business.”

Before joining the team in 2012, Joe sold his own business through Quiet Light. Since then, he has personally closed nearly 100 million in transactions and touched nearly a half-billion in online exits through the entrepreneur-led team of Quiet Light Advisors.


What is the #1 mistake people make when selling their website?

They assume the deal is done. No deal is done until it closes. Every seller should run their business as if they plan on keeping it for the next ten years…until the day someone else takes the reins.

What drew you to make your career online?

I’ve always been an entrepreneur. After being in the radio direct response marketing business for many years, the logical step for the last product I marketed was to take it online. I took a simple body cleansing product and created an online digestive wellness center with many informational resources. I then researched and added a complete line of digestion aiding products to this resource center, resulting in 300,000 unique visitors every month.

Did you always know that you were going to be an entrepreneur?

Absolutely. I started with a paper route, mowing lawns and selling nightcrawlers before the age of 12, then launched my first business while in college…I learned from every mistake…and there were plenty. Now I am proud to say I’ve succeeded, but I am not done…not quite yet.

What is the greatest benefit of helping people sell their online businesses?

People work hard to build their businesses…I understand that very well. It is very satisfying to help them get a solid value for their “baby” and in many cases help create a lifetime event sale. It is also very gratifying to see both the buyer and seller, extremely pleased, excited, and satisfied when we get to closing! Since I’ve been at this for 9+ years now…the buyers are starting to come back as clients to sell the businesses they bought from me. Knowing that I was a part of their goals and dreams being achieved is genuinely fulfilling for me.

If you could have just one superpower, what would it be?

To harness all superpowers, why settle for just one?

What is the best bit of advice you ever received?

When I was in high school, my Dad’s best friend was truly the “millionaire next door” type of guy, and a straightforward, “no bull” mentor. One day I was complaining that I wasn’t making enough money – he told me to work more, to put in more hours, and that there was no shortage of work that needed to be done (at his company). I interpreted it to mean “man up”, stop complaining, and put in more time to achieve my financial goals. I did exactly what he told me to do.

If you could have dinner with just one person (they don’t have to be living still), who would it be?

Aunt Olive. She lived to be 105, was full of joy, and never stopped telling her life stories.


“Working with Joe helped us better prepare our wordpress plugin business listing and gather all of the data needed to attract the right buyer. The advance work on the listing paid off big time because we had three offers within the first week. We had the luxury of choosing our buyer. I have since referred colleagues to Joe and would highly recommend Quiet Light Brokerage to anyone wishing to sell or buy a SaaS business.”

– Syed Balki, Founder of WPBeginner & OptinMonster

“We used Joe Valley of Quiet Light Brokerage to broker the sale of our Amazon eCommerce business.  We would not hesitate to recommend his services to anyone wishing to sell their business.  He worked diligently and with endless patience while we went through the process.  He was always available and supportive when we needed him to be and he always showed great integrity while working to achieve an outcome which was fair and acceptable to both us and the purchaser.

We could not have achieved the outcome we did without Joe’s experience, knowledge and professionalism.”

– Ross & Sarah M.

“When I first started considering selling my content business, I really didn’t know what that meant or how to make it happen. I stumbled across Quiet Light Brokerage through a Google search and from the very first contact with Joe Valley I felt like I was in good hands. Joe helped me understand all the complexities of the process in a way that made perfect sense to me, always encouraging me along the way. It wasn’t an easy or quick road, but Joe was always there to offer support. Plus, he’s an easy guy to talk to, doing his best to relieve all pressure of such a big decision. If I ever have another business to sell, I would gladly go back to Joe to get it done.”

– Ricky Brigante, Founder of

“Anyone who has talked to one or more business brokers knows that most are full of high pressure and empty promises. Joe Valley and the team at Quiet Light are the exception to the rule. I chatted with Joe for over a year before listing my drop ship business. He was patient, knowledgeable and understanding of my anxiety, based on his own experience of selling his ecommerce business.

I can’t imagine doing the deal without Joe. He is truly the best and I now count him as a friend, mentor and confidant”

– Craig A.

“From start to finish, Joe made this entire process seamless, pain-free, and exciting! I was a first-time seller and he took the time and care to address all of my questions and concerns, and put in ample time truing up my business’ finances, in order to attract a buyer quickly for my Amazon business. And he delivered on that end as well! Joe found a cash buyer for my business in a matter of DAYS.

Joe also recommended a fantastic attorney to assist me with the closing. All in all, I truly could not have had a better experience throughout this entire process. I felt like I had a friend in my corner the entire time. I can’t recommend Joe Valley enough.  He made the selling of my business a true pleasure. Thank you, Joe!!”

– Hayes M.

“Joe is the Gold Star Standard”

“Out of all the brokers I’ve worked with over the years I can say Joe has proven to be the gold standard for this industry. His experience, professionalism and attention to detail are the reasons why I’ve sold and bought my SAAS businesses through him.

When I was selling my business he did a great job not only representing me but also looking out for the buyer. As a buyer I felt comfortable knowing I was in good hands simply because I witnessed him take care of my previous buyer who raved about his service. His guidance during those transactions ensured a smooth and successful closing for the deals.

I value Joe’s straightforward no nonsense approach and look forward to continue working with him.”

– Nathan Singh

“I highly recommend listing your business with Joe Valley. He is a professional in every respect and has shown tremendous integrity. I’ve worked with other brokers on both sides of the table and can honestly say I would use Joe again for my next transaction. He was able to find qualified buyers quickly and smoothly closed the deal within a very short period of time. He met all my expectations.”

– Khuram Dhanani

“I’ve been looking to purchase an Internet Based Business for the past several years. I’ve spoken or worked with just about everyone I could find on the Internet. Of all of them I would prefer to work with Quiet Light Brokerage. They have some of the best offerings I have examined for many reasons, they clearly present the strengths, and the challenges with each opportunity. They thoroughly interview the seller to present a clear picture of the business. They help to identify good fit opportunities versus trying to sell you everything under the sun. Finally they clearly communicate throughout the process, helping to manage explications on both sides while building rapport between seller and buyer. “

– Alex Vine

I’m very happy I chose Joe Valley and Quiet Light Brokerage to help sell my business. He employs a no-pressure approach and is very straightforward, which absolutely earned my trust. I would definitely use him again to either buy or sell an online business.

– Evan

“Joe was a True Partner During the Process”

“I’ve had several businesses and have encountered many business brokers in my time. None can compare to Joe Valley. From the minute I started working with him, I was impressed by his integrity, professionalism, accountability and acumen. His calm, confident demeanor coupled with his keen know-how made the entire experience easy and even enjoyable. More than a broker, Joe was a true partner during the process. As such, I felt confident that we’d not only find a buyer, but find the right buyer–which we did in less than one month. And in just one month after that, my business was officially sold!”

– Jillian S.

“I would also note that in contrast to many brokers I have dealt with, you get huge points for taking an operator’s perspective on things – having been an operator yourself. So many brokers are so obviously just interested in closing a deal, but you have shown a real commitment to helping people (buyer and seller) be successful, so kudos to you.”

– Dan Rippy

“My experience with Quiet Light Brokerage was nothing less than sensational. From the broker, Joe Valley, to our buyer, the transition was smooth, professional at every level, and  worth the brokerage fee. Our particular business needed to be sold because of health issues of one of the partners. Joe tuned in to that, had immediate contact with several buyers, and even arranged conference calling and personal meetings.

He got our business sold and closed in a matter of days, not months. I cannot express how important it was to find the right broker. Joe took calls at all hours of the day and night, spoke to us whenever needed, did everything he said he would, and more. His patience, professionalism and sense of humor make it easy to recommend him and Quiet Light Brokerage for the sale of any business. I am honored to have done business with Joe Valley and would be glad to speak to potential customers on his behalf.”

– Doug Rose

“I’ve had the distinct pleasure of working with @JoeValley . While I can’t discuss the details of the work, what I can say is that Joe is game changer. In any deal things are going to go wrong, way wrong, and the people involved in those deals are going get emotional – Joe is world class at quickly getting things back on track.

As @DavidBryant mentioned, Joe is a low pressure guy. In high pressure deals (all deals) having a low pressure navigator makes a world of difference. He is highly rational, level headed and can cut through the bullshit.

He is a great listener – he is really 1 part broker and 1 part therapist. He listens to what is going on, what you are feeling and then gets to the bottom of why you are feeling the way you are feeling. Once you get to the bottom of the why, then you can address the how we can fix it. There is almost always a compromise in the middle that makes both parties happy if they can take a step back and take the time to understand what that is. This is exactly what Joe does.

Thanks for doing what you do Joe – and also thanks for being a great guy too.”

– Ried C.

“It’s The Absolute Best and Most Complete Prospectus I Have Ever Seen”

“Joe, I just finished the prospectus on (URL removed).  It’s the absolute best and most complete prospectus I have ever seen.  I love the biz, my wife has been a customer for years!  There are just SO many challenges that I thinks are insurmountable for me on this one.  However, I just HAD to thank you for the excellent info.

If you are as good at closing a deal as you are at putting together a prospectus, I REALLY want to buy a business from you!”

– Bob

“Thank you for the prompt reply, Joe. You are a refreshing and welcome dose of professionalism in a field that could use a stronger injection.”

– Tim Soots

“I have worked with Joe (and QLB) on multiple occasions both as a business buyer and a business seller, but never in the context of an eCommerce (Amazon) business until just recently.  I am an experienced buyer but navigating the Amazon jungle is a totally different process.  I would strongly urge you, whether you’re a buyer or seller, to work with an experienced professional such as you’ll find with Joe.  The fact that I’ve engaged him multiple times should hopefully speak for itself but I’ll share one specific detail which should be of special interest to a new buyer, regardless of whether or not it’s an Amazon deal.  Joe isn’t out to “sell” you anything.  Sure, he represents the seller, but you can rest confidently knowing that he’s a true professional with no interest in a quick win.  You can expect transparent and honest communication, quick replies, and a tactful negotiation process on any Asset Purchase, Amazon-based or otherwise.”

– Travis D.

“You Coached Me to the Finish Line”

“I needed to drop you a note of thanks and appreciation.  You took someone who didn’t even know that I had a saleable asset (Amazon Store) and literally “coached” me to the finish line.  And I know I wasn’t easy.  But you did it with a steady hand and patience.  For that I truly thank you.

Not only that, but you actually did get us to the finish line.  Your insights were right on as to who it was that would be the party to buy our business.  It is obvious that your experience puts you way ahead of the competition when it comes to selling an online business like ours.

Thanks again Joe.”

– Julie Hardin

“I wanted to thank you for your help and guidance you provided with the sale of the business. Before I chose a brokerage firm, I did some research and I immediately recognized your professionalism and understanding in the online businesses. Your great assistance and advice were fantastic throughout the whole process. With answers to all queries and your incredible attention to detail made it all a wonderful experience and I didn’t expect for everything to be so quick and simple. Thank you for everything.”

– Shai B.

“As a first time seller, I was very apprehensive. Now that the deal is done I cannot imagine having dealt with anyone else other than Quiet Light and Joe. Quiet Light has my highest recommendation, and I do not give that recommendation lightly or very often. Five stars!”

– Eric Dahle

“You are Freaking Good at What You Do”

“You are freaking good at what you do.  You come across as if you genuinely care about the person, their business, and the success of it all. Hell, I’ve never met you and yet I promise we could just meet up at a bar and start talking like we were best friends.  That is unique.”

“You are smart, way smarter than your clients but you don’t make them feel dumb.  That is important.  Really Joe, I don’t know what else to say.  Keep being you.  Share you stories with people.  Pick your clients wisely.  And most of the time, put the client first.  You already do these things.”

“You really are…..exceptional.”

– Darin H.

“Joe, I must commend you on your approach and organization. We have dealt with many, many brokers, and very few of them have been as professional. I especially like that your process has built into it that the first step is an LOI. It has been very hard to get conventional business brokers to understand that it’s not worth it to a buyer to spend all of the overhead on building out a contract if you can’t even come to an agreement on the basic terms.”

– Laura F.

“Thanks Joe.  I did want to convey my thanks and appreciation to you during the entire process.  I’ve been genuinely impressed with your professionalism and fairness.  I’ve looked at a lot of opportunities and deals over the last 2+ months and found you to be the most helpful and genuine broker that I’ve dealt with thus far.”

– Kuk Yi

“Choosing QLB and specifically your service turned out to be an exceptional choice for us.  Once we decided to sell our business, our goal was to quickly find a quality buyer, close the deal, and successfully transfer the business into new hands.  In just over two weeks, the deal was closed and the business handed off to a new owner with a renewed vision!  During the process, you (Joe Valley) brokered the deal with precision and skill helping to overcome the inevitable uncertainty periods which are part of every deal to make the sale a success.  Thanks for your professionalism and guidance!”

– Mike S.

“My interaction with QLB throughout this whole process has been more than excellent. I really appreciate the great service & the great value you all bring. You are now my go to broker for all transactions!”

– Ash Metry

“Truly Professional, Honest and Knowledgeable about the Businesses You Represent”

“On a side note, Amy and I really appreciate working with you as a broker.  I have worked with a lot of brokers over the past couple of months and there are only a handful like you that are truly professional, honest and knowledgeable about the businesses they represent. “

– Eric Gustafson

“You have been a huge help throughout this process and we really appreciate it. We were very excited to close the sale only 11 days after receiving the letter of intent. Thanks again!”

– Adam F.

“I have had the pleasure of working with Joe on several deals both as a seller and as a buyer in the past year.  Joe is an incredible professional who knows how to help his buyers and sellers through this process.  He continues to foster great relationships, builds trust and offers help through every step in the process.  His dedication and professionalism are what have us coming back time after time to use Joe and the QLB team.  They are truly the best in the business.”

– Jim Gladden

“As a domain broker, I have worked with other brokers in the industry, Joe at Quiet Light Brokerage made me feel more comfortable than most. He expressed a firm knowledge of the industry, markets and technology. I strongly recommend working with this company.”

– John Daly @

“I was nervous about the process of selling my business, but Joe really made it quick and easy! He sold my business in less than 2 weeks, and I would highly recommend him to anyone selling an internet business.”

– Eddie R

“I Had 3 Offers in 24 Hours”

“Joe was invaluable in helping me navigate the waters as I was trying to determine whether to sell my website.  When I did decide to sell Joe was extremely helpful guiding me through the entire process.  He is very well connected in this industry and had a list of potential buyers lined up the minute we listed the site.  I had 3 offers within 24 hours from listing the site.  We chose one buyer and closed within 10 days.  I would highly recommend Joe to anyone interested in selling their website.”

– Clarke C

“Joe at QLB is a consummate professional. I am an entrepreneur and have gone through the processes of purchasing several businesses in the past, that being said this was my first foray into any kind of internet based or online business. Joe is a very good communicator and kept the process moving. This transaction required some extra work on Joe’s part to make it all happen, and he was always very willing to do whatever was necessary, focused on the end result of closing my deal. I feel like I not only made a strong and worthy business ally but also a friend. Thank you Joe, I look forward to working with you again in the future. “

– Nathan F

“Joe did a superb job in helping me sell my website.  By doing an in-depth interview and asking me all of the most pertinent questions up front, he was able to prepare an extremely thorough sales prospectus, as well as answer many of the questions that potential buyers were going to ask.  His prospectus and presentation was instrumental in making this a compelling sale.  I had several full price offers for my website within a couple of weeks.  You can’t ask for much better results than that.”

– Alec – Delaware

“Your Prompt Responses Were Most Appreciated”

“Joe thanks a ton for your assistance during the transaction process. You made things pretty simple for someone who had never bought an internet business before. Your prompt responses to my questions were most appreciated!”

– John G

“I’m very impressed with your follow-up – Quiet Light really stands out in a crowd with a high level of service and the quality of your listings.”

– J.A.

“Joe, Thanks a lot…it has been a pleasure working with you.  Your integrity, pragmatism, class and execution are impeccable.  I look forward to many future transactions.”

– Ken

“Joe…thank you again for your professionalism and for keeping the transaction on course to a successful closing.  The entire transaction could not have gone smoother from start to finish.  I could not have asked for more.  Thank you again. Good Luck and God Bless. “

– Rod Schaefer

“Thank you so much Joe! This wouldn’t have been possible without your experience and skill in guiding me through the delicate phases of this process. It has been a pleasure working with you! Thanks a lot!”

– MK Safi

“Joe…thank you also for all your help and patience with all of us!  Without you this website sale would not have happened and that would have been a shame, because it is a perfect fit for Debbie and we are working together like we have known each other all our lives.”

– Dee Dee Potter

“Nothing Compares to How Quickly QLB and Joe Specifically, Listed and Sold Our Business”

“I have worked with a few different brokers over the past few years and nothing compares to how quickly Quiet Light Brokerage and Joe specifically, listed and sold our business.  I cannot thank him enough.  Quiet Light provides great service; they are very reputable and are easy to work with.”

– Ben Halverson

“Joe Valley = extremely impressive. He explained the process of valuations, listing, marketing and closing the sale of our online business. Every step of the way, he communicated his availability and never left us wondering what our next move should be. He has a firm grasp of what buyers and sellers want. He was firm when necessary, but very objective and helpful coaching us all through the emotional ups and downs that go along with this. He helped get through a tumultuous situation with our buyer at closing. He earned every dollar of the brokerage fee.”

– Collin Bustanoby

“Joe, I just wanted to thank you for your efforts… and for being a “mensch” (a good guy). I wish you continued success in this business, and any others that you are involved in.”

– GB

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