How to Find Buyers for My Business Without a Broker

Selling your business is one of the biggest decisions you’ll ever make. And while many owners automatically turn to brokers for help, it’s completely possible to handle the sale yourself—and walk away with more money in your pocket.

So if you’ve been wondering, how to find buyers for my business without a broker, you’re in the right place. With the right strategy, preparation, and outreach, you can attract qualified buyers while maintaining control over the entire process.

Let’s break down why this approach works—and how to make it successful.

Why More Business Owners Are Skipping Brokers

There’s a reason “how to find buyers for my business” has become such a popular question online. More and more small business owners are realizing that selling without a broker can save thousands in commissions—often 8–12% of the sale price.

Beyond the savings, going broker-free gives you:

More control over negotiations and marketing,
Faster timelines, and
Direct contact with potential buyers.

Of course, it also means more responsibility. But with a clear roadmap and a bit of patience, you can make it happen—and on your terms.

Let’s walk through the key steps to finding buyers without using a business broker.

Step 1: Get Your Business Ready for Sale

Before you even start looking for buyers, make sure your business is ready to be sold. This includes:

Organizing your financials (profit and loss statements, tax returns, balance sheets),
Documenting operations (SOPs, employee roles, vendor contacts),
Cleaning up legal matters (leases, contracts, trademarks).

The more organized and transparent you are, the more confident your potential buyers will be.

Step 2: Determine a Fair Asking Price

When researching how to find buyers for my business, one critical mistake to avoid is overpricing. Use realistic valuation methods like:

Earnings multiples (SDE or EBITDA),
Asset-based valuation, or
Industry benchmarks.

If you’re unsure, consider a one-time consultation with a CPA or valuation expert to make sure your price makes sense.

Step 3: Identify Your Ideal Buyer

Think about who would benefit most from buying your business:

A competitor looking to expand,
A current employee or manager,
An investor interested in passive income,
A family member or friend.

Having a clear buyer profile helps you narrow down your outreach strategy.

Step 4: Use Business-for-Sale Marketplaces

There are several platforms where buyers actively look for businesses to purchase, including:

BizBuySell
Flippa
LoopNet
Facebook Marketplace (for local businesses)

Make sure your listing is professional, includes enough detail to spark interest, but keeps sensitive information (like your business name or client list) private until buyers sign an NDA.

Step 5: Tap Into Your Network

One of the most overlooked strategies in learning how to find buyers for my business is using your existing connections. You never know who might be interested—or know someone who is.

Start with:

Industry contacts,
Suppliers or vendors,
Customers,
Former colleagues.

A simple email, LinkedIn message, or phone call could lead to serious interest.

Step 6: Reach Out to Competitors or Complementary Businesses

Some of your best potential buyers may already be in your industry. Competitors often want to acquire businesses to expand market share, while complementary businesses may see value in offering your services to their existing customer base.

Be tactful—use a general pitch without revealing too much information up front.

Step 7: Market the Business Anonymously

You don’t need to reveal everything right away. Use a “blind listing” or teaser to protect your identity while still highlighting:

Your business model,
Annual revenue,
Key differentiators,
General location.

Once a buyer shows genuine interest and signs a non-disclosure agreement, you can share the full details.

Qualifying Buyers and Managing Inquiries

Just because someone reaches out doesn’t mean they’re a serious buyer. Set up a qualification process:

Ask for a proof of funds or financing,
Have them sign an NDA,
Prepare a professional seller packet or info memo,
Keep a spreadsheet of all communication and follow-ups.

This helps you stay organized and spot red flags early—like buyers who can’t commit, are too vague, or ask for too much info up front.

When to Bring in Legal or Financial Help

Even if you’re selling without a broker, it’s smart to bring in professionals for specific parts of the process:

A CPA can help structure the deal for tax efficiency,
An attorney should review (or draft) the purchase agreement and assist during closing.

These one-time services cost far less than a full broker commission, but still give you peace of mind.

Final Thoughts

If you’ve ever typed “how to find buyers for my business” into a search engine, know this: it’s absolutely doable without a broker. Yes, it takes some extra effort. But the reward—more money in your pocket and full control of your business sale—can be well worth it.

To recap:

Get your business in order,
Know your numbers,
Use both public listings and private outreach,
Qualify every lead,
Don’t be afraid to get help with legal and financial parts of the process.

Selling a business is a big milestone. And with the right steps, you can do it confidently—no broker required.

How to Find Buyers for My Business Without a Broker