Business Broker vs. Selling It Yourself: What Retiring Owners Need to Know

One of the first decisions a retiring owner faces is whether to hire a business broker or sell the business themselves. Both paths can work — here's how to decide.

What a Business Broker Does

A broker handles the heavy lifting of a sale: valuing the business, preparing marketing materials, confidentially finding and screening buyers, managing negotiations, and shepherding the deal to close. They typically charge a commission of 5–10% of the sale price, paid at closing.

The Case for Using a Broker

• Confidentiality. Brokers market your business without revealing its identity, protecting you from employees, customers, and competitors learning it's for sale prematurely.
• Buyer screening. They filter out tire-kickers so you only spend time with serious, qualified buyers.
• Better pricing. Experienced brokers know the market and often net you a higher price even after their commission.
• Time. Selling a business is nearly a full-time job. A broker lets you keep running your business while it's on the market.

The Case for Selling Yourself

• No commission. You keep the full sale price.
• Direct control. You manage every conversation and decision.
• Works best when you already have a buyer in mind — a key employee, family member, or competitor.

The Honest Trade-Off

Selling yourself saves the commission but costs you time, confidentiality, and often negotiating leverage. For most retiring owners without a buyer already lined up, a good broker more than pays for themselves.

A Middle Path

You can also list on a focused marketplace to generate buyer interest while keeping a broker in your back pocket for screening and negotiation. Many retiring owners combine both approaches.

The Bottom Line

If you have a buyer ready and the time to manage a sale, selling yourself can work. Otherwise, a specialist broker's expertise, network, and confidentiality usually justify the commission.

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