I remember the first time I even considered selling my business. I was in my home office, staring at a wall full of sticky notes that once represented ambition… and now looked more like Post-it-sized exhaustion. After years of hustling, growing, grinding — I hit a wall. Not burnout, per se. Just a gut-deep feeling that it was time. Time for the next chapter. But here’s the thing:
I had no freakin’ idea how to sell a business.
Let alone who to trust to guide me through it.
So I did what most people do. I Googled.
“Best business brokers near me.”
“How to sell a business without getting ripped off.”
“Do I need a broker to sell my business?”
(Rhetorical question, but I typed it anyway.)
What followed was a crash course in one of the weirdest, most emotional, high-stakes processes I’ve ever gone through. And spoiler alert: choosing the right broker made all the difference.
Let me walk you through what I learned — the easy way and the hard way.
What a Business Broker Really Does
Let’s clear something up: A business broker isn’t just a middleman.
A great broker is part therapist, part dealmaker, part bodyguard, and part rainmaker. They don’t just stick a price tag on your company and pray someone bites. They package your life’s work in a way that attracts serious buyers, filters out the tire-kickers, negotiates like a street fighter in a tailored suit, and helps you land a deal that makes you proud to sign your name at closing.
Think of them like a realtor for your business — but with way more on the line than granite countertops and good curb appeal.
If you’re in the Los Angeles area here is a good list of business brokers to work with.
The Rookie Mistake: Going with the First One You Meet
Guilty.
The first broker I talked to had a polished website, a flashy slideshow, and a phone voice that sounded like he could sell ice to a polar bear. I was this close to signing the listing agreement on the spot.
But something didn’t sit right. His answers were too smooth. He was vague about past deals. His “strategy” sounded a lot like throwing my business on a marketplace and hoping someone clicked.
So I pumped the brakes. Best decision I ever made.
How I Found The Broker That Got It Done
Here’s what I did instead. Took me a few weeks, but saved me hundreds of thousands in the long run:
1. Talked to Other Business Owners
Not the ones still grinding… the ones who sold. I asked who they used, what they liked, what they’d do differently. Real-world war stories. Gold.
2. Interviewed Multiple Brokers (Like I Was Hiring a CEO)
I didn’t just take meetings. I interrogated them — respectfully, of course. I asked:
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What’s your track record in my industry?
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How do you qualify buyers?
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How long does it typically take to sell a business like mine?
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What’s your marketing strategy?
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What are the hidden costs I should know about?
Some stumbled. One actually thanked me for the thorough questions. Guess who I hired?
3. Checked Credentials… But Didn’t Obsess Over Them
Certified Business Intermediary (CBI)? Cool. IBBA member? Nice. But letters behind your name mean nothing if your last three deals tanked. I focused on results, not resume padding.
Red Flags That Screamed “Run”
Let’s get blunt for a second. Some brokers are glorified listing agents. Some are just chasing commissions. Here’s what I learned to spot — and dodge:
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“We can get you $10 million” …on a $1 million EBITDA? Uh huh. Wild overpromises = .
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They talk more than they listen. Your broker should know your business almost as well as you do by the end of the first week.
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Vague about buyer screening. If they’re just forwarding inquiries without vetting them, you’re gonna waste time (and sanity).
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No defined process. “We’ll see what happens” is not a plan.
The Gut Check: Trust Your Instincts
I wish I had a spreadsheet formula for this, but sometimes it’s just a vibe. One of the brokers I passed on looked perfect on paper. But every conversation felt like I was being sold to, not listened to.
The broker I chose? He challenged me. Asked tough questions. Told me when I was being unrealistic. He treated my business like his reputation was on the line — because it was.
That level of skin in the game? That’s rare. And that’s what made the difference.
What Happened Next (The Good Part )
Within 3 months of listing, I had two serious buyers. One lowballed me with a pretty offer but sketchy terms. The other came in slightly under asking, but with solid financing and a team that “got” the brand.
My broker helped me peel back the layers, pushed for a few last-minute improvements in the deal, and — I kid you not — negotiated an extra $120k just by knowing where to push.
When we closed, it wasn’t just relief. It was satisfaction. I felt like I exited on top, not just “got out.”
Final Thoughts: Don’t Rush the Hire. This Ain’t Uber Eats.
Finding the right broker isn’t a task to check off. It’s the decision that sets the tone for your entire exit. Take your time. Ask the uncomfortable questions. Look past the brochures and titles.
And when you find someone who listens more than they talk, who understands your business and your goals, who’s not afraid to say “no” when it matters — grab ’em.
That broker might just be the difference between a decent exit… and a life-changing one.
Key Takeaways
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Interview multiple brokers — treat it like hiring your successor.
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Ask tough questions — especially around process and buyer screening.
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Watch for red flags — overpromising, vagueness, and ego.
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Check results, not just credentials — past performance matters.
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Trust your gut — if something feels off, it probably is.
If you’re sitting there with that feeling — the maybe it’s time voice whispering in your gut — listen to it. And if you do decide to sell, don’t just find a broker.
Find the one.