Thinking About Selling Without a Broker? Here’s What Actually Happened When I Did It
So, picture this: it’s a Tuesday morning, and I’m staring at my espresso machine like it’s gonna give me the answer to life’s biggest question—
Do I really need a business broker to sell this thing?
Spoiler: I didn’t use one. And not only did I survive, but I also came out the other side a little wiser, a little richer (🎉), and yeah… a lot more tired than I expected.
But let me rewind a bit and walk you through what that journey really looked like. No sugarcoating. No rah-rah fluff. Just the straight-up story from someone who’s been there, done that, and spilled coffee on the closing docs.
Why I Even Considered Selling Without a Broker
I’d spent a good eight years building my business. Blood, sweat, midnight email sessions, and way too many cups of reheated coffee. It wasn’t a unicorn or anything—it was a service business pulling seven figures and running lean.
But I’d hit a wall. Not a burnout wall, more like a “what’s next?” kind of wall.
So I started poking around, asking other business owners what selling was like. Most people immediately said, “Get a broker.” And I almost did… until I saw that 10% commission.
Ten. Percent. Of everything I built?
Listen, I’m not cheap. But I also didn’t want to hand over a chunk of my life’s work to someone who might not hustle harder than me. I figured if anyone could pitch, negotiate, and close this sale—it was me.
That might sound cocky. It wasn’t. It was calculated.
Step One: Getting Real With Myself
Before I listed anything, I had to face the facts—warts and all.
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I wasn’t running a perfect business.
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My books were clean(ish), but not buyer-ready.
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I had systems… but most of them lived in my head or on sticky notes.
If you’re reading this and nodding, welcome to the club.
So I made a checklist (yes, like a nerd):
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✅ Clean up financials (two years back minimum)
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✅ Organize SOPs and key processes
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✅ Lock in contracts and client retention data
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✅ Create a one-page teaser
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✅ Build a data room for due diligence
This stuff isn’t sexy. No one brags about spreadsheets on Instagram. But it matters.
Step Two: Finding the Right Buyer (Without Looking Like a Desperate Ex)
This part was tricky. I couldn’t exactly shout from the rooftops, “HEY I’M SELLING!”—not unless I wanted my employees spooked and competitors sniffing around like vultures.
So I went stealth.
I reached out to a few contacts in my industry. Former clients. Friendly competitors. Even a private equity guy I met at a conference back in ‘19 (who turned out to be way too aggressive, but that’s another story).
Eventually, I found a strategic buyer—someone who was already in a parallel space, looking to grow via acquisition. They weren’t just buying a revenue stream; they were buying synergy, relationships, and the systems I built.
And best of all? No middleman. Just two grown-ups, hashing it out.
Step Three: Negotiating Without Losing My Sanity (or My Shirt)
Let’s get real—this was the most nerve-wracking part.
Without a broker to play “bad cop,” I had to do the dance myself:
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Pushing on valuation without sounding arrogant.
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Justifying my price with real numbers (not “vibes”).
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Setting deal terms that protected me, not just the buyer.
Here’s what helped:
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I brought in a kickass attorney. Don’t skimp here. Seriously.
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I had a CPA scrub everything. Numbers don’t lie—but they do confuse if not explained right.
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I stayed emotionally detached. Okay, that’s a lie. I tried to stay detached. But every founder gets a little misty when talking about “their baby.” Just don’t let it cloud your judgment.
We went back and forth. I walked away once (for real). They came back with better terms. In the end, I got a deal that felt fair—without giving up control or crawling away broke.
What I Learned (The Hard Way)
Selling without a broker isn’t for everyone. But if you’re the hands-on type? The kind who likes to control the narrative, meet your buyer face-to-face, and save five to six figures in fees?
It might be for you.
Just keep in mind:
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You’ll work your tail off. There’s no sugar mama to handle the paperwork or screen buyers. It’s all you, baby.
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You need a solid team. CPA. Attorney. Maybe even a consultant if this is your first rodeo.
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You can’t be in a rush. I thought it would take 60 days. It took almost six months. (And yes, I almost threw my phone more than once.)
But here’s the thing…
When the wire transfer hit, and I walked out of my office for the last time? I didn’t just feel relief.
I felt ownership.
I’d built it. I’d sold it. My way.
Should You Sell Without a Broker?
Let me say this loud and clear: It depends.
If your business is messy, your financials are fuzzy, or you hate confrontation—get a broker.
If you love negotiation, have a high risk tolerance, and can keep a cool head under pressure? You might just crush it.
Just don’t go in blind. Be real with yourself. Set a game plan. And have a team who can back you up when the pressure’s on.
Oh, and drink way more water than I did. Trust me, coffee alone won’t get you through this.
Final Thought: This Wasn’t Just a Transaction
It was closure.
It was a handshake on everything I built.
And if you’re thinking of going this route, just know—you don’t need permission. You just need a plan.
Now go write your own ending. 🔥