HOW TO SELL A SMALL BUSINESS WITHOUT A BROKER

Selling a business is a big decision. And for many owners, the idea of doing it without a broker might seem overwhelming at first. But here’s the truth: yes, you can sell your business on your own in 2025. It takes some planning, a bit of patience, and a clear strategy — but it’s absolutely doable.

Whether you’re looking to avoid hefty commissions or just want more control over the process, going the DIY route might be the right move for you. This guide walks you through how to make it happen while keeping things confidential, professional, and successful.

Why Some Business Owners Skip the Broker

For a lot of business owners, the idea of handing over such a personal process to a broker just doesn’t sit right. Maybe you want to stay hands-on. Maybe you’re trying to avoid a five- or even six-figure commission. Or maybe it’s about confidentiality — not everyone wants their employees or customers to find out prematurely that a sale is in motion.

On top of that, 2025 has made the DIY route a whole lot easier. From online marketplaces to AI-driven valuation tools and virtual data rooms, you’ve got access to the kind of tech that used to only be available to brokers. That means fewer gatekeepers and more freedom to sell on your own terms.

What You Need Before You List

Before jumping into the sale process, you need to get your ducks in a row. This starts with your financials. Buyers want to see the numbers — clean, organized, and ready to review. That means up-to-date profit and loss statements, balance sheets, and tax returns from the past three years.

The next step is understanding what your business is actually worth. You can use valuation software or pay for a one-time consultation with a valuation expert. Knowing your value helps you set the right asking price and avoid wasting time with lowball offers.

Where to Find Buyers Without a Broker

You don’t need a broker to connect with buyers anymore. Online marketplaces like BizBuySell, Flippa, and Acquire have made it easy for independent sellers to get visibility. These platforms let you share the key details buyers care about — like revenue, profit, customer demographics, and growth potential.

But don’t overlook the power of your network. Quietly letting trusted contacts know that your business is for sale can lead to serious inquiries. Vendors, colleagues, and industry connections might know someone actively looking — or they might be interested themselves.

Navigating Negotiations and Offers

Once the inquiries start coming in, it’s time to navigate offers and negotiate. This part can be tricky, but preparation is everything.

Start by setting clear boundaries. Know your minimum price. Decide what you’re willing to negotiate — and what’s off the table. If things get tense, stay calm and professional. Selling a business is emotional, but it’s also a business deal. Keeping your cool can make all the difference.

Even though you’re not using a broker, you shouldn’t go through this alone. Having a good attorney and CPA on your team is non-negotiable. They’ll help with contracts, tax implications, and due diligence. The good news is they work on flat fees or hourly rates — not percentages — so you stay in control.

Pros and Cons of Selling Without a Broker

Selling without a broker has its perks. You save a significant amount of money on commissions. You get full control over how and when your business is marketed. And you’re the one managing conversations with buyers, so nothing gets lost in translation.

But it also means more responsibility. You’ll need to market the business, screen potential buyers, and keep everything organized. It can take time, and there’s a learning curve if it’s your first sale. Still, if you’re motivated and have the right support team, you can absolutely make it work.

So, Can You Sell a Business Without a Broker in 2025?

Yes, you can — and many business owners are doing just that. With the right preparation, the right tools, and the right mindset, you can sell your business successfully without relying on a broker.

From listing your business to sealing the deal, it’s your journey to run. And if you play it smart, it might just be one of the most rewarding moves you make.

Frequently Asked Questions

Do I need a broker to sell a small business?

Not at all. Many small business owners successfully sell without one. You just need to prepare well, price your business accurately, and make sure you have the right legal and financial support.

Where can I list my business for sale by myself?

Platforms like BizBuySell, Flippa, and Acquire are popular options. These websites are designed for independent sellers and attract thousands of buyers actively searching for businesses.

How do I keep the sale confidential?

You can use non-disclosure agreements (NDAs) before sharing sensitive information. Be selective about where you list and who you talk to. Your attorney can also help draft confidentiality clauses in the sale process.

What documents do I need to sell without a broker?

You’ll need your last three years of financial statements, tax returns, a detailed business summary, a list of assets, and any legal documentation like leases or contracts. It helps to have an organized folder or data room where buyers can review everything securely.

Can I still get professional help without hiring a broker?

Absolutely. Hiring an attorney and an accountant is highly recommended. You might also bring in a business valuation expert for a one-time fee to get your pricing right. These pros can guide you through the process without taking a cut of your sale.

What’s the biggest challenge of selling without a broker?

Time and experience. You’ll be handling buyer inquiries, marketing the business, and negotiating terms — all while running the business itself. But with a solid plan and a bit of patience, it’s definitely manageable.

Many small business owners wonder if it’s possible to sell their business without using a broker. The answer is yes, but selling without a broker requires careful planning, time, and a strategy to ensure you find serious buyers.

While brokers can help find buyers and negotiate deals, they charge commissions — often a percentage of the sale price. Selling on your own means saving that money, but it also means doing the heavy lifting yourself. If you’re up for the challenge, you can successfully sell your business on your own. This guide will walk you through how to find buyers for your business without a broker.

1. Know Your Ideal Buyer Profile

Before you start advertising your business for sale, it’s essential to define the type of buyer you’re looking for. Having a clear picture of your ideal buyer helps you target your marketing efforts and ensures you’re attracting the right people.

Types of Buyers to Consider:

• Individual Entrepreneurs
  An individual entrepreneur may be looking to take over an established business, especially if it aligns with their skills or passions. These buyers are typically interested in smaller businesses and will often be actively looking for opportunities like yours.

• Competitors
  Your competitors may be interested in purchasing your business as a way to expand their operations, access new customers, or gain a competitive edge. It can be a discreet way to find a buyer, as these transactions are often handled privately.

• Vendors
  Businesses that supply products or services to your company might be interested in acquiring your business to expand their customer base or integrate your processes with theirs.

• Investors
  Investors typically want businesses with growth potential. These buyers may look for established companies that can generate strong returns over time, and they often have the capital ready for the transaction.

Why Defining Your Buyer Matters

Understanding your ideal buyer profile allows you to target your outreach, refine your messaging, and use the right platforms for listing your business. A targeted approach helps ensure you attract buyers who are serious about the transaction.

2. Get Your Business Ready to Sell

Once you know who you’re targeting, it’s time to prepare your business for sale. A well-organized, clean business is more appealing to buyers and increases the likelihood of a smooth transaction.

Key Steps to Prepare:

• Clean and Organize Your Financials
  Your financial records need to be up-to-date and easily accessible. Buyers want to see clear, accurate records of revenue, expenses, and profits. Make sure your tax returns, balance sheets, and profit and loss statements are in order.

• Prepare a Basic Info Packet
  Create an information packet for potential buyers that includes key details about your business, such as:

  • Revenue and profitability

  • Assets and liabilities

  • Staffing and roles

  • Processes and systems

  • Growth potential

• Confidentiality
  If you’re sharing sensitive business information, make sure to have buyers sign a non-disclosure agreement (NDA). This ensures that they don’t misuse your data or disclose it to competitors.

3. Use Online Marketplaces to List Your Business

Online business marketplaces are an excellent way to find buyers without a broker. These platforms allow you to list your business for sale and connect directly with potential buyers.

Popular Marketplaces to Consider:

• BizBuySell
  One of the largest online platforms for buying and selling businesses, BizBuySell allows you to create a detailed listing and get exposure to a wide audience of buyers.

• Flippa
  Flippa is another popular marketplace, particularly for online businesses like websites, e-commerce stores, and apps. It’s a great option if you have an online business to sell.

• BusinessesForSale
  This site allows you to list your business for sale and gives you access to a global marketplace of potential buyers.

• Facebook Groups and LinkedIn
  Don’t overlook social media! Facebook groups focused on entrepreneurship and business buying can be a goldmine for finding buyers. Similarly, LinkedIn can be a powerful tool for connecting with investors and entrepreneurs.

Creating a Strong Listing

Make sure your listing is clear, compelling, and professional. Include:

• A headline that grabs attention

• Clear, verifiable financials

• A concise but compelling story about your business and its potential

• Relevant photos or videos to make the listing more engaging

4. Tap Into Your Own Network

You may already have valuable contacts within your network who are looking for a business to buy. Tapping into your network can be one of the most effective ways to find buyers without a broker.

Networking Strategies:

• Contact Trusted Contacts
  Reach out to colleagues, vendors, and partners who may be interested in acquiring your business. These individuals already have a relationship with you and might be more inclined to trust the deal.

• Chamber of Commerce and Business Associations
  Local business networks, such as your Chamber of Commerce, can help you connect with potential buyers. Attend networking events or get the word out about your business sale within these groups.

• Word of Mouth
  Let people know that you are selling your business, but do so discreetly to avoid disrupting your operations. Often, potential buyers are closer than you think.

5. Market Your Business Discreetly

When selling a business without a broker, confidentiality is key. You want to attract serious buyers but without broadcasting the sale to your competitors, employees, or customers.

Discreet Marketing Options:

• Blind Listings and Teaser Ads
  Use a blind listing or teaser ad that doesn’t disclose your business name but piques the interest of potential buyers. This allows you to gauge interest without revealing too much information.

• Landing Pages
  Consider creating a simple landing page that provides basic details about your business. Include a contact form, a short teaser video, or an introductory deck that entices buyers to inquire further.

6. Screen Buyers Carefully

It’s important not to rush the process. Take the time to carefully vet potential buyers to ensure they’re serious and capable of completing the transaction.

Screening Buyers:

• Check Financial Capability
  Ensure that buyers have the necessary funding or financing to purchase your business. If they need a loan, make sure they have a clear plan in place.

• Industry Knowledge
  Buyers should have some understanding of your industry, or at least the business acumen to run your company successfully. This will make the transition smoother and increase the chances of long-term success.

• Legal Review
  Always consult with a legal advisor to review the offers and terms of sale before you make any decisions.

7. Be Prepared to Negotiate

Selling a business without a broker means you’ll be the one handling negotiations. It’s important to be prepared and set clear expectations for yourself ahead of time.

Negotiation Tips:

• Set a bottom-line sale price and terms.

• Keep the tone professional and don’t rush into any deal.

• Don’t be afraid to walk away from deals that don’t meet your expectations.

8. Consider Hiring an Attorney or Consultant

Even if you’re not using a broker, you might still want legal or financial help when drafting contracts, handling compliance, and managing the closing process. An attorney can ensure everything is done correctly and protects both you and the buyer.

FAQs About How to Find Buyers for Business Without Broker

1. Is it possible to sell a business without using a broker?

Yes, but it requires more effort on your part in terms of marketing, negotiating, and handling paperwork. If you’re organized and proactive, you can certainly sell without a broker.

2. What’s the best site to list a small business for sale?

BizBuySell, Flippa, and BusinessesForSale are all excellent platforms to list your business for sale.

3. How do I keep the sale confidential?

Use blind listings, teaser ads, and have buyers sign non-disclosure agreements (NDAs) before you share sensitive information.

4. Can I save money by not hiring a broker?

Yes, you’ll save on commission fees, but you’ll need to invest more time in managing the sale yourself.

5. What’s the biggest risk of selling without a broker?

You may risk undervaluing your business, spending too much time with unqualified buyers, or missing important legal details during closing.

Selling your business without a broker can be a rewarding and cost-effective option, but it requires careful planning, networking, and negotiation. By following the steps outlined in this guide, you’ll be better equipped to find the right buyer and complete the sale successfully.

Thinking about selling your business in 2025? One of the first questions you’ll face is: do I need a broker to sell my business — or can I handle it on my own?

The short answer? It depends.

Selling a business isn’t a one-size-fits-all process. Your decision will come down to your goals, the complexity of your business, and how involved you want to be in the selling process. Here’s what you should consider.

What Does a Business Broker Actually Do?

A business broker is like a real estate agent — but for businesses. They help business owners prepare for sale, attract buyers, handle negotiations, and manage the paperwork that comes with closing the deal.

More specifically, a good broker can:

• Estimate your business’s value

• Create marketing materials and buyer profiles

• Maintain confidentiality while reaching qualified buyers

• Screen leads to avoid time-wasters

• Negotiate terms

• Coordinate due diligence and legal documents

In other words, they wear many hats so you don’t have to.

When Can You Sell Without a Broker?

You can sell your business without a broker — and in some cases, that makes perfect sense.

You might not need a broker if:

• You already have a buyer lined up (like a business partner, employee, or competitor)

• Your business is small and straightforward (e.g., under $100k in revenue)

• You’ve sold a business before and feel confident managing the process

• You want to avoid paying commission fees

Selling without a broker gives you full control. But it also means you’ll need to take on every detail — from pricing and paperwork to negotiation and marketing.

When a Broker Adds Real Value

For more complex or high-value businesses, a broker can be a serious asset. Here’s when working with one pays off:

• You don’t have time. Running your business and selling it at the same time can be overwhelming.

• You’re unsure how to price it. A broker can provide a realistic valuation based on recent deals in your industry.

• You want to reach more buyers. Brokers have access to private databases and networks that aren’t public.

• You want to keep the sale confidential. A broker can advertise your business without revealing its identity.

• You want to avoid emotional decisions. Negotiating the sale of your own business can be tough. Brokers bring objectivity to the table.

In short, a broker doesn’t just find a buyer — they help you get the right buyer, at the right price.

How to Decide If You Need One

Not sure which path is right for you? Ask yourself:

• Do I already have a buyer?

• Can I value and market my business confidently?

• Do I have time to manage the sale?

• How important is confidentiality?

• Am I emotionally prepared to negotiate with buyers?

If most of your answers lean toward “no,” a broker might be worth the investment. But if you’re experienced and ready to DIY the process, going solo could save you money — as long as you’re prepared.

Tips for Finding the Right Broker

If you decide to hire a broker, don’t settle for the first one you meet. Look for:

• Experience in your industry
  Not all brokers understand every niche. Ask about past sales like yours.

• Transparent fees
  Most brokers charge a success fee (usually 8–12%) and some may ask for upfront retainers. Get the terms in writing.

• Strong buyer network
  Ask how they plan to market your business and where they source buyers.

• Clear communication
  You’ll be working closely together, so make sure they’re responsive and trustworthy.

• Good reviews and references
  A reputable broker should have happy past clients who can vouch for them.

Remember: The right broker doesn’t just help you sell — they help you sell smarter.

FAQs About Selling Your Business Without a Broker

Can I sell my business without a broker?

Yes, especially if you already have a buyer or the sale is straightforward. However, going solo means managing everything from valuation to negotiations yourself.

How much do business brokers charge?

Most charge a success fee — often 8% to 12% of the final sale price — and some may also charge upfront fees. Always ask for a clear breakdown before signing anything.

What are the risks of selling without a broker?

You might undervalue your business, miss key legal steps, or struggle to find serious buyers. It can also take much longer without a broker’s network and experience.

Is confidentiality easier with a broker?

Yes. Brokers are skilled at marketing your business without disclosing its identity — which protects your team, customers, and brand while the sale is in progress.

When should I start talking to a broker?

Ideally, at least 6–12 months before you want to sell. This gives you time to prepare your financials, clean up operations, and plan your exit.

Final Thoughts

So, do you need a broker to sell your business in 2025? Only you can answer that. The right path depends on your experience, timeline, and what kind of support you want throughout the process.

Either way, the most important thing is to start early — and do your homework. Whether you go it alone or hire help, the more prepared you are, the better your sale will go.