Listen, I don’t like asking for help. I’m the kind of person who will carry 13 grocery bags at once just to avoid making two trips. So naturally, when I decided to sell my business—the one I built from scratch with blood, sweat, and very little sleep—I figured, How hard could it be?
Turns out, very.
I was knee-deep in spreadsheets, answering late-night inquiries from “buyers” who ghosted faster than my ex on Valentine’s Day, and wasting precious hours explaining EBITDA to people who thought it was a protein shake. That’s when a buddy of mine (who I swear only speaks in investment metaphors) dropped this gem:
“You’re not selling your kid’s lemonade stand—hire a pro.”
Enter: the business broker.
What Even Is a Business Broker? (And Why Didn’t I Know Sooner?)
If you’re imagining some slick-suited Wall Street type shouting “SELL!” into a Bluetooth earpiece, same. But I was wrong.
A business broker is more like the wise Sherpa guiding you up the mountain—minus the altitude sickness. The broker I hired is the one that told me to do my research by reading this article on the Business Broker News website https://businessbrokernews.org/how-to-list-your-business-for-sale/.
A broker is also the one that will handle the behind-the-scenes chaos:
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Valuation: figuring out what your business is actually worth (not just what your mom thinks).
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Marketing: finding serious buyers, not tire-kickers with pipe dreams.
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Negotiation: playing corporate Cupid, connecting you with the right buyer and making sure you get the deal you deserve.
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Paperwork: mountains of it. All sorted. Thank. Goodness.
I didn’t realize how many moving parts were involved until someone else started moving them for me.
The Day I Let Go (And Gained So Much More)
I remember the exact moment I handed over the reins. It felt weirdly like dropping my kid off at college—equal parts relief, pride, and a hint of panic. But my broker? Cool as a cucumber. She broke down every step with this quiet confidence that made me think, Okay… maybe I don’t need to white-knuckle this.
What blew my mind was how she positioned my business. I had been pitching it like a used car—“low mileage, one owner, runs great”—but she turned it into a legacy brand with untapped growth potential. (I mean, dang. Even I was ready to buy it again.)
The Offers Rolled In… Then Came the Hard Part
Here’s where things got spicy. We had multiple offers, some from private equity firms, others from strategic buyers. It wasn’t just about the number on the check anymore—it was about legacy, fit, and future potential.
And this is where my broker really earned her stripes. She helped me:
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Filter the noise: Just because someone’s flashing cash doesn’t mean they’re the right buyer.
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Avoid emotional traps: I nearly took a lowball offer just because the buyer reminded me of a younger me. 🙃
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Navigate due diligence: Ever been cross-examined about your own bookkeeping habits? Yeah. Not fun.
Thanks to her, I didn’t just sell—I sold smart.
What I Learned (So You Don’t Have to Crash Like I Almost Did)
Here’s what no one tells you when you’re thinking about selling your business:
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Your business is emotional real estate. You’re too close to it to see it objectively.
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Time is money. The hours I wasted trying to DIY this? I could’ve been scaling my next venture.
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Buyers take you more seriously with a broker. It’s like showing up to a job interview with a reference from Warren Buffett.
And most importantly…
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A broker isn’t a cost—they’re an investment. My broker’s fee? Paid for itself three times over in the final sale price and saved me from a nervous breakdown.
Would I Do It Again? In a Heartbeat
Selling your business is one of the biggest financial (and emotional) decisions you’ll ever make. Trying to do it solo is like performing surgery on yourself—technically possible, but why would you?
Working with a broker gave me clarity, confidence, and (ironically) control. Because the real power move? Knowing when to hand off the baton so you can sprint toward your next chapter.
Ready to Sell? Don’t Go It Alone
If you’re sitting on the fence, wondering if you really need a broker to sell your business, let me just say this:
You wouldn’t cut your own hair before a job interview, right?
Then don’t try to sell the business you spent years building without someone who knows the game inside out.
Trust me. Your future self (and your bank account) will thank you.
Frequently Asked Questions
Do I really need a business broker to sell my company?
You don’t need one—but having a broker can dramatically increase your chances of a smooth, profitable sale. They handle everything from finding qualified buyers to negotiating terms and managing the paperwork. Unless you’ve got deep experience in business sales, flying solo can cost you time, money, and sanity.
How much does a business broker charge?
Most brokers charge a success fee (also called a commission) based on the final sale price—typically between 8%–12% for small to mid-sized businesses. Some may charge a small upfront retainer as well. The good ones more than earn their fee through stronger offers and a faster, cleaner sale.
Can I trust a broker to value my business fairly?
A reputable broker will provide a market-based valuation backed by comps, cash flow analysis, and industry data. They’re incentivized to price it right—too high and it won’t sell, too low and they make less. Still, it’s smart to get a second opinion or ask for a breakdown of how they reached the number.
How long does it take to sell a business with a broker?
It depends on your industry, price point, and how prepared you are. On average, it takes 6–12 months from listing to close. A broker helps shorten the timeline by marketing your business strategically and pre-screening serious buyers.
What’s the biggest benefit of using a broker?
Peace of mind. While you stay focused on running your business (and keeping it profitable), your broker works behind the scenes to position it, pitch it, and close the best deal possible.