HOW TO SELL A SMALL BUSINESS WITHOUT A BROKER

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.

Selling a business is never just a transaction. It’s a major moment that often comes with big emotions and even bigger decisions. For many small business owners, the first step is figuring out how to approach the sale. Do you hire a broker? Do you go through an agency? Or do you handle the process yourself?

If you’re looking to sell your business without an agent, you’re not alone. Plenty of business owners choose to take the DIY route, whether to save on broker fees, stay in control, or because they already have a potential buyer in mind. While the process can feel overwhelming at first, it’s absolutely doable with a bit of preparation and a clear plan.

This guide breaks down what to expect, what to prepare, and how to move through the steps with confidence.

Why Some Owners Choose to Sell Without an Agent

There are plenty of reasons to sell your business without an agent. For starters, agents often charge a commission that ranges from 8 to 12 percent of the final sale price. If you’re selling a business worth $300,000, that means giving up $24,000 or more just in fees.

Beyond the financial side, some business owners simply prefer to handle things personally. After all, no one knows your business like you do. You’ve built it, managed it, and nurtured its growth. That kind of insight can be incredibly valuable when speaking with potential buyers.

Additionally, many people already have potential buyers in their networks. Whether it’s a longtime employee, a competitor, or a family friend, it’s often easier than you think to find someone interested. Selling your business on your own also allows you to set the pace, decide how much information to share, and manage negotiations directly.

Of course, selling without an agent also means taking on more responsibility. But if you’re organized and ready to do the work, the payoff can be worth it.

What You’ll Need to Sell Your Business Without an Agent

Here’s what you’ll want to have in place before you start marketing your business.

1. Organized Financial Records

Any serious buyer is going to ask for financials. Make sure your books are clean, up to date, and easy to understand. Ideally, you should have the past two to three years of tax returns, profit and loss statements, and balance sheets ready to go.

If you use accounting software, export reports that clearly show trends, margins, and revenue streams. If your books are messy or inconsistent, consider hiring a bookkeeper for a quick cleanup before you begin the sales process.

2. A Realistic Business Valuation

One of the trickiest parts of selling a business is deciding what it’s actually worth. There are several ways to approach this. You can base your valuation on cash flow, assets, or multiples of annual revenue, depending on your industry.

There are online calculators and valuation tools available, but they only go so far. If you’re unsure, it may be worth paying a professional appraiser for a one-time consultation. Getting the price right will help attract serious buyers and avoid long, drawn-out negotiations.

3. A Business Summary or Selling Memorandum

Think of this as your business’s resume. It should include an overview of your operations, what makes your business unique, financial highlights, customer base, marketing strategies, and opportunities for growth.

Keep it professional, but also clear and conversational. Your goal is to help buyers understand what they’re investing in and why it matters.

4. A Plan for Marketing the Business

Since you’re not using an agent, you’ll need to get the word out yourself. Start with online marketplaces like BizBuySell, BizQuest, or Flippa. You can also reach out to local business associations, industry contacts, and even vendors or suppliers who might know of someone looking to buy.

Social media platforms like LinkedIn can be surprisingly effective, especially if your business is B2B. Just be mindful of confidentiality—if you don’t want employees or customers to know you’re selling yet, keep your listings discreet.

5. Buyer Screening and NDAs

Not every inquiry will be a good fit. Before sharing any sensitive business information, ask interested buyers to sign a non-disclosure agreement (NDA). This protects your financial and operational details.

You’ll also want to verify that potential buyers are financially capable of making a purchase. Ask about their funding source early in the conversation to avoid wasting time later.

6. Negotiation and Deal Structuring

When you find a serious buyer, it’s time to negotiate. This includes not only the sale price, but also the structure of the deal. Will it be a lump sum payment? Will you offer seller financing? Are you staying on for a training or transition period?

Be clear about your terms and open to questions. The more transparent you are, the smoother the process will be.

7. Legal and Closing Process

Once you’ve agreed on the terms, you’ll need an attorney to draft the purchase agreement. This is a critical step that protects both sides and outlines exactly what’s included in the sale.

Don’t forget to handle the final administrative tasks: transferring business licenses, changing ownership on accounts, updating contracts, and informing necessary stakeholders.

Taking the DIY Route? You’ve Got This

Choosing to sell business without agent support may feel like a bold move, but for many small business owners, it’s the right one. It gives you control, saves money, and allows you to stay closely involved every step of the way.

With solid preparation and a realistic approach, you can sell your business confidently—and on your own terms. Whether you’ve got a potential buyer already or you’re just exploring your options, take it one step at a time.

You’ve built something valuable. Now it’s time to finish strong and make sure the next chapter starts on the right foot.

Selling your business is a major milestone, and choosing to do it without a broker can save you a significant amount of money. Many business owners assume that hiring a broker is the only way to find the right buyer, but that’s not the case. With the right strategy, you can successfully handle marketing a business for sale by owner while keeping costs low and maximizing your profits.

Marketing a business for sale by owner requires a targeted approach. Instead of relying on a broker’s network, you’ll need to use online platforms, social media, and local connections to attract buyers. This guide will walk you through the most effective methods to market your business, find the right buyer, and close the deal efficiently.

Why Sell Without a Broker?

Before diving into the marketing strategies, it’s important to understand the benefits of marketing a business for sale by owner.

• Save on Commission Fees – Brokers typically charge a commission of 10% or more, cutting into your final sale price.
• Maintain Control – You make all decisions about pricing, negotiations, and marketing strategies.
• Direct Buyer Interaction – Engaging directly with potential buyers allows you to answer their questions and gauge their interest firsthand.
• Flexibility in Pricing – Without a broker’s fees, you can offer a more competitive price or increase your net profits.

Step-by-Step Guide to Marketing a Business for Sale by Owner

1. Prepare Your Business for Sale

A well-prepared business is easier to market and more attractive to buyers. Take the time to organize financial documents, streamline operations, and highlight the strengths of your business.

• Get Your Financials in Order – Ensure that your profit and loss statements, tax returns, and other financial records are accurate and up to date.
• Identify Your Unique Selling Points – What makes your business stand out? Strong branding, a loyal customer base, or a niche market appeal can be key selling points.
• Improve Operational Efficiency – Buyers want a business that runs smoothly. Address any inefficiencies before listing your business for sale.

2. Use Online Marketplaces

One of the best ways to market your business for sale by owner is by leveraging online business-for-sale marketplaces. Platforms like BizBuySell, BusinessesForSale, and LoopNet allow you to list your business where serious buyers are searching.

• Craft a Compelling Listing – Highlight your business’s key strengths, financial performance, and growth potential.
• Include High-Quality Photos – Visuals make a strong first impression and can increase buyer interest.
• Be Transparent – Providing clear details about your business prevents unnecessary back-and-forth with unqualified buyers.

3. Leverage Social Media and Online Networking

Social media is a powerful tool for marketing a business for sale by owner. Platforms like LinkedIn, Facebook, and industry-specific forums can help you reach potential buyers.

• Post on Business Groups and Forums – Many entrepreneurs and investors are actively looking for businesses to buy in these communities.
• Use LinkedIn for Professional Outreach – Connecting with industry professionals and potential buyers can increase your chances of finding the right match.
• Engage in Direct Messaging – Reaching out directly to potential buyers can yield faster results than waiting for inquiries.

4. Tap into Your Local Network

Your existing network can be a valuable resource when marketing a business for sale by owner. Word-of-mouth marketing can help you find buyers who are already familiar with your business or industry.

• Inform Your Customers and Suppliers – They may know someone interested in purchasing your business.
• Attend Local Business Events – Networking at industry meetups and business expos can put you in touch with potential buyers.
• Connect with Local Investors – Many local investors are actively looking for profitable business opportunities.

5. Offer Seller Financing

One way to make your business more attractive to buyers is by offering seller financing. This option allows you to receive part of the payment upfront while the buyer pays the remaining balance over time.

• Expands Buyer Pool – Not all buyers have the full purchase price available upfront.
• Demonstrates Confidence in the Business – Buyers may feel more secure knowing that the seller believes in the business’s future success.
• Can Lead to a Higher Selling Price – Buyers may be willing to pay more if financing is available.

6. Negotiate and Close the Deal

Once you’ve attracted a serious buyer, it’s time to negotiate and finalize the sale. Since you’re marketing a business for sale by owner, you’ll need to handle these discussions yourself or with the help of an attorney.

• Set a Fair Asking Price – Use market data and business valuation tools to determine a competitive price.
• Be Open to Offers – Negotiations may involve counteroffers, so be flexible while protecting your bottom line.
• Prepare the Legal Documents – Work with an attorney to draft a sale agreement that protects both parties.

Final Thoughts

Marketing a business for sale by owner doesn’t have to be overwhelming. By leveraging online marketplaces, social media, and local networking, you can successfully sell your business without the expense of a broker. The key is to be proactive, strategic, and well-prepared.

By following the steps outlined in this guide, you can attract serious buyers, negotiate confidently, and close the deal on your terms. Whether you’re looking to retire, move on to a new venture, or simply cash out, marketing a business for sale by owner can be a cost-effective and rewarding experience.