Why I Tell Some Clients to Fire Their Business Broker

Last month, a client called me and panicked. His broker had just told him to drop his asking price by $300,000 because “the market’s tough right now.” The broker wanted a quick sale to collect his commission. My client wanted his full business value.

I told him to fire the broker and sell it himself. Three months later, he closed at his original asking price and saved $180,000 in broker fees.

Here’s the thing most business owners don’t realize: you can sell your business without a broker and often get better results. In some cases, handling the process yourself gives you more control over pricing, buyers, and terms.

The Broker Lie That’s Costing You

Walk into any broker’s office and they’ll tell you two things:

• You can’t price your business correctly.
• You’ll never negotiate a deal on your own.

Both are lies designed to justify their 10-12% commission.

Here’s what they won’t tell you. The International Business Brokers Association’s own data shows that 73% of business sales under $2 million happen through owner networks, not broker listings. You already know the buyers. You just don’t know it yet.

The real question isn’t whether you can sell without a broker. It’s whether you should—and understanding how to sell a business yourself can help you decide if going solo is truly the right choice.

I don’t recommend the DIY route for everyone. But if these three factors line up, you might have the perfect setup for a broker-free exit:

1. You’re Not Desperate

The moment you must sell, you’ve lost. The strongest position in any negotiation is being able to walk away. If your business is profitable and you can wait for the right buyer at the right price, you hold all the cards.

2. You Know Your Numbers

Not just revenue and expenses. I’m talking about the story behind your numbers. Why did revenue dip in Q2 2023? Which customers drive the highest margins? What does that equipment purchase really mean for future cash flow? This knowledge becomes your secret weapon in negotiations.

3. Your Network Has Money

The best buyers are often hiding in plain sight. Industry colleagues who’ve watched your success. Suppliers who want to integrate vertically. Even customers who’ve grown large enough to acquire their key vendors.

Here’s the framework I walk clients through when they’re ready to skip the broker:

• Start with Real Numbers. Get your CPA to run a proper business valuation without a broker. Not a guess, not a rule-of-thumb multiple. A real analysis using comparable sales, industry data, and asset values. Then stress-test it by looking through a buyer’s eyes. What would worry you about this deal?

• Find Buyers in Your Backyard. Stop thinking about mysterious buyers from far away. Start with your Christmas card list. Who in your professional circle has the money and motivation to buy what you’ve built? That competitor who’s always asking how you do it. The customer who keeps saying they should get into your business. The supplier who sees your success every month.

• Structure for Success, Not Stubbornness. Most deals die because sellers want all cash at closing, and buyers need terms. Winners get creative. Seller financing at above-market rates. Performance earnouts reward you for accuracy. Lease-back arrangements that solve timing problems. The goal is closing, not winning every point.

• Hire Experts, Stay in Charge. Going DIY doesn’t mean going alone. You still need legal counsel for contracts, tax advisors for structure, and financial help with escrow. The difference is you’re directing the orchestra, not sitting in the audience.

Planning ahead is essential for maximizing your business’s value. A well-thought-out business exit strategy without brokers ensures you retain control, reduce costs, and attract the right buyers while avoiding unnecessary fees.

Negotiating a business sale can feel intimidating, especially if you’re not a professional broker or experienced seller. The key is preparation. Start by knowing your business’s real value, including assets, cash flow, and customer base. This helps you confidently answer questions and justify your asking price.

Next, set clear goals for the sale. Decide on your minimum acceptable price, your ideal timeline, and any conditions that are important to you. Understanding these points ahead of time gives you control during negotiations and prevents you from making impulsive decisions under pressure.

Finally, communicate clearly and professionally with potential buyers. Listen to their concerns, respond honestly, and be ready to explain why your business is worth the price. Even without professional experience, staying organized, patient, and informed will help you navigate the process successfully and reach a fair deal.

One of my clients built a specialized consulting firm serving medical practices. Fifteen years in, he was earning great money but working 70-hour weeks. The joy was gone, replaced by constant firefighting.

Three brokers told him his $1.8 million asking price was “unrealistic in this market.” They wanted him to list at $1.3 million and “see what happens.”

Instead, we had his accountant run the numbers. The valuation supported $1.8 million. We identified twelve potential buyers from his industry network. Within six months, he had two serious offers.

He closed at $1.75 million with a buyer who already understood his systems and client base. Total savings: $210,000 in broker fees plus $450,000 in sale price he would have left on the table.

The key wasn’t just the money. It was controlled over the timeline, buyer selection, and deal terms. When you know your business better than anyone else, why let someone else drive the bus?

Discover why so many business owners settle for less:

Read Why 71% of Business Owners Accept Below-Market Offers (And Leave $500K+ on the Table) to avoid making the same costly mistakes.

This approach isn’t for everyone. You need three things that can’t be faked:

Time and emotional bandwidth to manage the process. If you’re already maxed out, a broker might be worth the cost.

Financial security to walk away from lowball offers. Desperation kills deal value faster than any market condition.

Access to potential buyers through your network. If you’re starting from zero, building that takes time you might not have.

The biggest mistake I see is waiting until you’re ready to sell to start preparing. Your exit strategy should begin three years before you list the business.

Clean financials that tell your story clearly. Documented processes that run without you. Strong management team that reduces buyer risk. Diversified customer base that survives your departure.

As Proverbs 21:5 teaches us, “The plans of the diligent lead to profit as surely as haste leads to poverty.” The owners who get premium valuations are the ones who plan their exits like they planned their businesses.

Want to build a business that doesn’t rely on you?

Read How to Build a Business That Runs Without You to learn the systems and strategies that make your business more valuable, even when you step away.

Whether you choose a broker or go solo, remember this: it’s your business, your life’s work, your family’s financial future. You get to decide who controls the process.

The broker route offers convenience and industry connections. The DIY path offers control and significant cost savings. Both can work, but only one keeps you in the driver’s seat for the most important business transaction of your life.

If you’re considering an exit in the next two years, start now. Get your valuation done. Clean up your finances. Build your advisory team. Most importantly, decide whether you want to drive your exit or delegate it.

Ready to find out what your business is really worth and whether you have what it takes to manage your own exit? The DecaMillionaire Way Free Strategy Call will give you the clarity and confidence to make this decision on your terms, not theirs.