Selling a company is a significant decision that often represents a culmination of years of hard work and dedication. When the time comes to sell, business owners face a crucial choice: Should they handle the sale themselves or enlist the services of a business broker? We’ll explore the pros and cons of each approach to help you make an informed decision about whether to sell your company independently or with the assistance of a professional business broker.

Selling Your Company Independently


  • Cost Savings: One of the primary advantages of selling your company without a broker is the potential cost savings. You won’t have to pay broker commissions or fees, which can range from 5% to 10% or more of the sale price.
  • Control: When you sell your company independently, you maintain full control over the process. You can set the terms, negotiate directly with buyers, and make decisions without third-party involvement.
  • Familiarity: You know your business better than anyone else. This deep understanding can be a valuable asset when presenting your company to potential buyers and answering their questions.


  • Time-Consuming: Selling a business is a complex and time-consuming process that involves various stages, from valuation to marketing, due diligence, and negotiations. Doing it all yourself can be overwhelming and distracting from running your business.
  • Lack of Expertise: Business brokers have specialized knowledge and experience in facilitating business sales. They can navigate legal, financial, and operational complexities, which you may not be familiar with. 
  • Lower sale price: The commission fee that you’d normally need to pay a broker for will often be smaller than the increased sale price a business broker can get for you. A broker’s experience in dealing with buyers, their network of active buyers, and ability to negotiate a higher sale price will typically represent more than the 5-10% commission you need to pay.
  • Limited Network: Brokers often have extensive networks of potential buyers and industry contacts, which can help them identify qualified buyers more quickly.
  • Privacy: Many sellers want to keep the business sale private so to not disturb the operation of the business and to be able to carefully vet the buyers before disclosing any information to them. 

Hiring a Business Broker


  • Expertise: Business brokers are experienced professionals who understand the intricacies of the buying and selling process. They can guide you through each stage, ensuring you make informed decisions.
  • Access to Buyers: Brokers have a network of pre-qualified buyers actively seeking businesses. This can significantly expedite the sales process and increase the likelihood of finding the right buyer.
  • Valuation Assistance: Brokers can help you accurately value your business, ensuring you receive fair market value. Overpricing or underpricing can hinder your sale.
  • Confidentiality: Brokers can maintain confidentiality throughout the sale process, protecting sensitive information from competitors, employees, and customers.


  • Cost: Hiring a business broker comes with a cost. As mentioned earlier, broker commissions or fees can eat into your proceeds from the sale.
  • Loss of Control: While brokers provide valuable expertise, you may have to relinquish some control over the sales process, including negotiations and decision-making.
  • Varied Quality: The quality of business brokers can vary, so it’s crucial to conduct thorough research and select a reputable, experienced broker.

Making the Decision

The decision to sell your company yourself or hire a business broker depends on your specific circumstances, experience, and preferences. Here are some factors to consider:

  • Complexity of Your Business: If your business is relatively straightforward and you have prior experience in buying or selling businesses, you might consider selling it independently.
  • Time and Resources: Selling a business is a significant undertaking that can be very time-consuming. Evaluate whether you have the time and resources to handle the process yourself.
  • Expertise and Network: If you lack experience in business sales and have a limited network of potential buyers, a business broker can provide invaluable assistance.
  • Desire for Confidentiality: If maintaining confidentiality is crucial, a broker can help safeguard sensitive information throughout the sale.
  • Cost Tolerance: Consider whether you are willing to pay broker fees in exchange for professional guidance and access to a wider pool of potential buyers.

Ultimately, the decision should align with your goals and the unique characteristics of your business. Whether you choose to go it alone or hire a business broker, thorough preparation, clear communication, and careful consideration of your options will be essential to achieving a successful business sale.