Most business owners assume they need a broker to sell. Often that’s the right call. But for some $1.5M–$10M businesses, a confidential direct conversation is a better first step than a public listing. Here’s how to tell which suits you.
Why owners are selling direct
A traditional business broker or transfer agent lists your business, markets it, and takes a success fee when it sells. That service has real value. The trade-offs to weigh are:
- Commission of around 5–10%+ of the sale price (often higher on smaller deals), frequently on top of an upfront marketing or engagement fee.
- Public exposure. A listing on a marketplace signals to staff, customers, suppliers and competitors that you’re selling — before you’re ready.
- Tyre-kickers. Open listings attract unqualified enquiries that waste weeks of your time.
Selling directly to a vetted buyer avoids these. You stay in control of who sees your numbers and talk to one genuine party at a time. The trade-off is less competition for your business, which is where a good broker can add value.
How much does a broker actually cost?
Broker fees usually scale with the sale price. An indicative example on a $2,000,000 sale:
Typical broker fees — on a $2M sale
Figures are indicative — broker rates vary by deal size and market — so always ask for a written quote. Weigh the fee against what a broker brings: a wider pool of buyers, competitive tension and someone to manage the process for you.
Is selling without a broker right for you?
Direct selling suits owners who want confidentiality and are open to dealing with a buyer directly. It works best when:
- Your business turns over roughly $1.5M–$10M.
- You’re in a service, B2B, professional services, trades, health, tech or distribution sector (we don’t currently acquire hotels, accommodation, bricks-and-mortar retail, cafes or restaurants).
- You’d rather have a confidential conversation than a public auction.
What a direct, confidential sale looks like
- A short, confidential enquiry. Around 60 seconds — no sensitive details upfront. We check industry, revenue, headcount and location to confirm we can genuinely help.
- Your private deal room. If it’s a fit, you get a secure, token-gated deal room — no login required — to share financials, an information memorandum or a teaser, or simply send a message.
- You talk to a buyer directly. We respond within 48 hours. If there’s a fit, we talk through structure, price and timeline directly, with no public listing. If there isn’t, I can introduce you to a trusted local broker, only with your OK.
What about tax when I sell?
How much you keep also depends on tax — and the structure of the deal matters as much as the headline price.
- UK: qualifying sellers may claim Business Asset Disposal Relief (BADR) — a reduced Capital Gains Tax rate (18% from 6 April 2026, up from the old 10%) on qualifying gains up to a £1m lifetime limit. Loan notes and earn-outs have specific CGT timing rules. Read the full BADR guide →
- Australia: the small business CGT concessions (Division 152) — the 15-year exemption, 50% active-asset reduction, retirement exemption and rollover — can substantially reduce or eliminate CGT for eligible owners.
Ready to sell on your terms?
Start a confidential, no-obligation enquiry. The enquiry, the deal room and a first conversation are free, and your details stay private.
Start your confidential enquiry →Frequently asked questions
Can I sell my business without a broker?
Yes. Many SME owners sell directly to a qualified buyer without a broker. You keep control of confidentiality and avoid a broker’s success fee. It suits some owners better than others; for many, a good broker is worth the fee.
How much do business brokers charge?
In Australia and the UK, brokers typically charge a success fee of around 5–10% of the sale price (higher on smaller deals), often plus an upfront fee. On a $2M sale that’s commonly $100,000–$200,000 or more.
Is selling without a broker confidential?
It can be more confidential than a public listing. Selling directly through a private, token-gated deal room means your details are shared only with a vetted buyer, and only with your consent.
What does it cost me to sell through BuyBuildSell?
The enquiry, the deal room and a first conversation are free, with no listing fee. I value businesses, and sometimes partner with or buy them myself. If yours isn’t a fit, I can introduce you to a trusted local broker, only with your OK.
How do I start?
Complete the short confidential enquiry. If it’s a fit you’ll get a private deal room within 48 hours to share figures and talk directly.
Related: What’s your business worth? · UK CGT & BADR · AU CGT & small business concessions · Vendor finance & earn-outs.