The article considers the prerequisites and the possibility of selling a business in order to avoid the consequences of the risks of the activity. In today's economic situation, the traditional principles of doing business, which consist in building a long-term relationship between the beneficiary and the business, are giving way to the principles of adaptation and minimizing risks and their consequences. To do this, it is proposed from the point of view of the beneficiary to consider the business as a potential commodity, and to endow it with certain commodity properties. Changes in the economic environment, legislation, or goals of the beneficiary should not become an obstacle to obtaining the ultimate goal of owning a business – to make a profit. The theses of the concept of risk control are considered. Examples are given from the existing practice, when the sale of a business could save its owners from the problems caused by the realized risks, would allow not to miss the possible benefit from a timely sale.