If you’re planning to sell your business, one of the first questions you might ask is: Do I need a broker to do this right? Not necessarily. In fact, learning how to market your business without a broker can save you time, money, and give you complete control over the process.
Whether you’re preparing for retirement, looking for a fresh start, or cashing in after years of hard work, going broker-free is absolutely doable for small business owners who are ready to plan and take action.
Let’s walk through exactly how to do it, step by step.
Why Market Your Business Without a Broker?
A lot of small business owners are moving away from traditional brokerage services. And there’s a good reason for that.
Here’s what you gain when you take the DIY route:
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You avoid expensive commissions
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You stay in charge of who sees your business details
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You keep the pace, communication, and strategy in your hands
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You build real connections with potential buyers
If you’re organized, know your numbers, and are ready to be hands-on, you can market your business without a broker and still get great results.
How to Market Your Business Without a Broker
Step 1: Make Sure Your Business Is Ready
Before you even think about marketing, take a good look at your business. Would a buyer find it attractive?
Here’s what to have in place:
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Financials that are clean, updated, and easy to understand
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Documented systems, processes, and team roles
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Proof of consistent revenue and profitability
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A business that isn’t completely dependent on you
These basics will make it much easier to talk with buyers confidently.
Step 2: Know What It’s Worth
The biggest mistake you can make is guessing your sale price. Buyers are smart. They’ll compare your asking price to similar businesses and dig into your numbers.
To market your business without a broker and get taken seriously, you need a solid starting point.
You can work with your CPA or use a trusted online valuation tool. Here’s a free one to help you get started:
👉 Get your free preliminary valuation
Once you know what your business is worth, you can build a listing that supports the value you’re asking for.
Step 3: Build a Simple, Professional Listing
Think of your listing as a teaser. It should spark interest without giving away all the details.
Include:
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A clear summary of what the business does
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High-level financial info (like annual revenue and profit)
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Your location (city or region is enough at this stage)
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A few key strengths or selling points
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A call to action for interested buyers to reach out
When you market your business without a broker, this one-page summary will be the first thing potential buyers see—make it count.
Step 4: Use the Right Platforms
You don’t need a broker’s connections to find buyers. There are several platforms where you can list your business yourself.
Try these options:
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BizBuySell
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Flippa
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Facebook Marketplace
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LinkedIn
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Your business website
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Industry-specific forums or newsletters
When you market your business without a broker, visibility matters. Use more than one platform to get in front of the right eyes.
Step 5: Talk to Your Network
Don’t underestimate the power of your own contacts. Some of the best deals happen through people you already know—or people they know.
Reach out to:
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Industry peers
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Loyal customers
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Suppliers
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Past employees
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Local business groups
You don’t need a full pitch. Just a simple message asking, “Do you know someone looking to buy a business like mine?” can go a long way.
Step 6: Protect the Details
When you market your business without a broker, it’s up to you to manage confidentiality.
Use a non-disclosure agreement (NDA) before you share your full financials, customer lists, or employee info. You can find simple NDA templates online or have an attorney draft one for you.
This step keeps your information safe and shows buyers you’re serious.
Step 7: Qualify and Negotiate
Not every inquiry is from a serious buyer. Ask questions before going too deep:
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What’s your background in business ownership?
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Do you have financing in place or are you pre-qualified?
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What interests you about this business?
When you’re ready to move forward, bring in a lawyer to help draft the purchase agreement. Even if you choose to market your business without a broker, legal guidance is a smart investment.
Final Thoughts: You Can Sell Without a Broker
You don’t need a broker to sell your business successfully. What you do need is preparation, confidence, and a clear plan. When you know how to market your business without a broker, you get to control the narrative, set your timeline, and keep more of the profit in your hands.
Start by knowing your numbers, building a solid listing, and putting your business in front of the right people. Then take your time. The right buyer is out there—and you’re fully capable of finding them.
Ready to begin? Start with a free valuation to see what your business is worth:
Let’s make this sale happen—your way.
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