Should I Use a Business Broker to Sell My Business?

When most founders decide it’s time to sell, the first thing they hear is:
“You should speak to a broker.”

And for some, that might be the right path. But for many founder-led businesses — especially those between £1M and £10M in revenue — using a traditional broker can limit both your exit options and your exit value.

Before you sign a mandate, it’s worth asking: What’s the real role of a broker — and is it what you actually need right now?

What Business Brokers Actually Do

Brokers play a transactional role. Their focus is on:

• Listing your business on a network

• Introducing it to potential buyers

• Managing initial interest and negotiations

• Taking a commission if a deal completes

For some founders — especially those in smaller, lifestyle businesses — this works.

But if you’re building something with long-term value, a strong team, and serious buyer appeal… a broker often comes in after the most critical work is done.

And they rarely help with that work.

The Risks of Relying Solely on a Broker

Here’s where many founders trip up when relying solely on brokers:

1. They list, but don’t prepare
Most brokers don’t help you systemise your business, reduce founder reliance, or structure for value. They simply present what already exists.

2. They pitch too broadly
To maximise speed, brokers often cast a wide net — sending your company profile to generic buyer lists, not strategic matches.

3. They create a “for sale” dynamic
The moment your business hits the market publicly, you lose leverage. Strategic buyers want access, not auctions. The best deals happen before you're visibly on the market.

4. They’re incentivised to close — not maximise
Most brokers get paid on deal size, not value creation. The faster they close, the better for them. That doesn’t always mean the best outcome for you.

DIY: What to Consider Before Hiring a Broker

Before engaging any broker, ask yourself:

• Do I know what my business is really worth — and what drives that valuation?

• Have I already reduced risk, systemised operations, and defined a buyer-aligned strategy?

• Would a strategic buyer prefer to engage directly, before the business is publicly listed?

• Do I want to lead the process — or hand it over?

If you're unclear on any of these, a broker might be premature.

Where Unique Direction Fits

Our Entire Framework: From BuyerLens to Exit Execution

At Unique Direction, we work with founders before they reach the broker stage — and in many cases, to help them avoid it altogether.

Our approach is different:

• The BuyerLens Audit shows you how a buyer will value your business — and where risk lives

• The Strategic Exit Multiplier helps you shape the business around valuation growth and buyer alignment

• The Deal Ready Accelerator ensures your operations, people, and systems are built for scrutiny — and transfer

With this foundation in place, you’re in control. Whether you choose a broker, approach buyers directly, or consider a management buyout — you’re positioned to lead the deal, not follow it.

Why Founders Choose Strategy Over Brokerage First

Brokers sell what exists. We help you build the business that gets a better deal.

That difference — between listing and leading — can mean hundreds of thousands in additional value, more favourable terms, and a smoother transition on your own terms.

Final Thought

You don’t need a broker to get started. You need insight. You need preparation. You need a clear strategy — not just an agent.

Then, if you choose to bring a broker in later, they’re not creating the story — they’re helping you tell it.

Want to explore a strategic, broker-free path to exit? Start with a discovery call.

Recommendations:

1. When Is the Right Time to Sell My Company?

2. What Documents Do I Need to Sell My Business?