Apex Business Advisors has four core values: 1) They focus on fair treatment and win-win situations for both buyers and sellers while maintaining confidentiality. 2) As entrepreneurs themselves, they understand what clients are going through and can recommend other professionals. 3) They provide honest advice and set straightforward expectations about business transactions rather than sugarcoating. 4) They believe success requires overcoming obstacles through teamwork rather than giving up on challenges or issues.