Why? Because they thought they could do it themselves.
They found a buyer, skipped the broker fees, and figured they’d keep more of the sale price in their own pocket. But here’s the truth: what they “save” on fees often costs them 15-30% or more on the final sale price. The terms? Usually even worse. If you’re thinking about handling your business sale solo, read this first. It’ll likely be your most profitable five minutes this year.
Why This Belief Costs Owners More Than They Realize
Most owners are smart, strategic, and fiercely independent. They built something from scratch. So naturally they believe they can sell it too – especially once they’ve got someone interested.
They say things like:
- “I already found a buyer.”
- “I don’t need help negotiating.”
- “That broker fee is outrageous.”
I hear these exact lines every week. And then, six months later, many of those same owners call back with one sentence that says it all: “That was the most expensive money I ever saved.”
Here’s what they didn’t account for:
- One buyer means zero leverage.
- Deal terms can gut your future upside, even if the headline number looks okay.
- And when things go sideways (and they do), there’s no Plan B.
I have personally seen many owners settle for hundreds of thousands if not millions less than they could’ve made. I’ve seen longtime clients “interested” in buying a business just to fish for pricing and client lists. I’ve seen smart people lose control of the deal – and regret it deeply. And I’ve lived it myself. When I sold my business, we paid a fee most owners would call crazy. It was worth every single dollar. Here’s why.
The 4 Reasons DIY Sellers Lose Money (and Sleep)
1. No Competitive Tension = No Leverage
Buyers know when they’re the only one at the table. And when that happens? They set the pace.
They dictate terms. They push harder – and harder – because they can.
A good broker or advisor brings multiple qualified buyers to the table who are ready right now to
transact. When buyers compete, you get control. Higher price. Cleaner terms. More options. Real
leverage.
2. Poorly Structured Deals
You might get a decent sale price. But what about the terms?
- Is there a holdback?
- Is there an earnout?
- Are you still on the hook for liabilities after closing?
I’ve seen owners “sell” their business and end up working 24 months with no real payout, chasing earnouts they’ll never collect. The paperwork matters. The structure matters. You don’t know what you don’t know – and that’s expensive.
3. No Backup Plan
If your only buyer backs out, what happens next?
Here’s what happened to an agency owner I met a few months ago: One buyer. Six months of “progress.” Deal fell apart. No pipeline. No other buyers. He had to take the next offer he could get – which was significantly worse than the first.
The best intermediaries always have other buyers in motion. Because Plan A rarely closes without surprises.
4. Distraction = Decline
Sellers who try to manage their exit solo end up pulling focus from what matters: running the business. Revenue drops. Margins tighten. And buyers notice.
A good advisor lets you stay in your lane – driving the business – while they handle the sale. That alone protects your valuation.
The 3 Most Common Myths About “Saving Money” on a Sale
Myth #1: “I already have a buyer.”
Yes – and they know it. So they’re not going to fight to give you the best deal. They don’t have to.
Myth #2: “The broker fee is too high.” The fee looks big on paper. But the ROI is even bigger. Most good advisors add far more value than they cost. If you get 20% more on the sale, what did you actually “save” by skipping the fee?
Myth #3: “I know how to negotiate.” You might. But probably not a business sale. Business sales aren’t just about negotiating price. They’re about managing process, momentum, deal fatigue, buyer psychology, and legal traps. That’s a
different game.
Transaction Expertise Is a Specialized Skill
Imagine if a business owner told you they were going to do what you do professionally – without any experience or training.
“I’m going to handle this myself. How hard can it be?” You’d laugh and say “good luck” – knowing they’d learn some expensive lessons. That’s exactly my reaction when owners say they’ll handle their own business sale. And it should be yours too. Being a transaction intermediary requires specific knowledge, skills, and experience. It’s knowing which levers to pull, which red flags to spot, and which tactics buyers use to gradually erode your position. You wouldn’t perform your own surgery. You wouldn’t represent yourself in court. Why risk everything on the most important financial transaction of your life?
If You’re Serious About a Great Exit, Don’t Go It Alone
Here’s the reality: You’ve spent years building your business. Maybe decades. The sale is your payday, your legacy, your shot at real financial freedom.
And yet… many owners try to go solo on the most complex, high-stakes transaction of their lives. That broker fee? It’s not an expense. It’s a multiplier. It buys you better buyers, better deals, better terms, and better peace of mind. That’s worth every penny.
If you’re thinking about selling your business – now or soon – get the help you need. I’ve walked this path myself and also helped dozens of owners find the right transaction intermediary.
I’ll answer your questions and share how to avoid leaving money on the table – no charge. I am happy if I can simply help you avoid a tough mistake.
And if you’re planning to sell later? Join my Skool Community for business owners who want to maximize their value and get sale-ready when the time comes.
Ready to build a business that buyers will fight over? Join my free Skool Community, where business owners get real strategies to maximize their value and create smoother exits. No fluff, no theory, just practical advice from someone who’s been through the process successfully.
