Can I refuse to lower my price even if every buyer says it's too high?

Yes, you're always free to hold your price — there's no legal obligation to lower it just because buyers say so, and you can simply decline to sell rather than accept less than you're comfortable with. The practical question is what that choice actually costs you: if multiple serious, qualified buyers independently push back on the same price, that's meaningful market feedback, and continuing to hold firm without adjusting anything usually means the business stays unsold rather than that a buyer eventually meets your number.

The nuance is distinguishing consistent pushback from a single buyer's negotiating tactic. One buyer arguing your price is high could just be a normal opening move in a negotiation. Several unrelated, qualified buyers independently raising the same concern is a different signal, and it's worth taking seriously, whether that means revisiting your valuation's assumptions, addressing whatever specific concern buyers keep raising, or genuinely deciding you'd rather not sell than accept less.

If you're getting this feedback repeatedly, it's worth understanding exactly what's driving it, rather than assuming every buyer is simply trying to lowball you. A business lawyer or valuator can help you interpret whether the feedback reflects your market or just tough negotiating.