There are two broad ways to sell: engage a business broker or M&A advisor to run a process and find buyers, or deal directly with a buyer who approaches you. Neither is right for everyone.
Selling through a broker
A good broker markets the business, brings competing buyers to the table, and manages the process. That competition can raise the price — but it comes with a success fee (commonly a percentage of the sale), a wider circle of people who know the business is for sale, and a process that can take many months.
Selling directly to a buyer
A direct sale skips the intermediary. It is more confidential, there is no broker commission, and it can move faster — but you give up the competitive tension a broker creates, so it depends heavily on the buyer being credible, fair, and genuinely able to close.
How to decide
| If you value most… | Lean toward |
|---|---|
| Maximum competitive price | Broker / advised process |
| Confidentiality and discretion | Direct sale |
| Speed and simplicity | Direct sale |
| Hands-off management of the process | Broker / advised process |
Whichever path you choose, judge the buyer, not just the price: who they are, how they will treat your team, and whether they can actually fund and close.