Let me tell you a little story.

It starts like this: I’m sitting in my office, staring at the same corkboard I’d pinned my five-year plan to… five years ago. Coffee’s gone cold. The clock’s ticking louder than usual. And I’m thinking, “Is it time to sell this thing?”

Spoiler: Yeah. It was time.

But what no one tells you is this—selling your business isn’t the hard part. Nah, it’s getting it in front of the right people that’ll make you want to scream into a pillow.

This post? It’s everything I wish someone told me before I decided to market my business for sale. So if you’re in that weird limbo—half ready to walk away, half wondering what’s next—pull up a chair, my friend.

So… How Do You Actually Market a Business for Sale?

You’d think it’s as easy as listing it on a fancy broker website like Businessbroker News, kicking back, and waiting for the offers to roll in. That’s what I thought, too.

Plot twist: it ain’t.

What worked for me was a mix of strategy, patience, and—real talk—swallowing my pride a few times.

Here’s how it went down

1. Start With Your Why (Buyers Care)

Before you blast your listing out to the world, ask yourself: Why am I selling this thing?

I’ll be straight with you—I was burnt out. Ten years of late nights, weekend emails, and making payroll when cash flow was tighter than my high school jeans. I needed out.

But saying “I’m tired” doesn’t exactly scream “buy my thriving operation!”

So I reframed it. I positioned the sale around growth:

“We’ve hit a ceiling that needs fresh energy and a new strategic direction. The foundation is built. The next phase? Ready for a sharper operator.”

Buyers don’t just want numbers. They want a story. Something they can step into and carry forward. So paint that picture.

2. Tighten Up Your Financials (Like… Seriously)

Listen, this part was painful.

I thought I had clean books. I mean, I used QuickBooks. I had a CPA. But when the due diligence started? Holy mother of reconciliations.

Buyers are gonna ask questions you’ve never thought to answer. What’s your gross margin on Product Line B? Why did your payroll spike in Q3 last year? Why are you paying your brother’s company $4K/month for “consulting”? (Okay, that one was awkward.)

If you want serious buyers, give them serious records. Clean, organized, defensible. Get a third-party valuation if you can—it’s like a pre-inspection when selling a house. Buyers love it, and you’ll love not getting lowballed.

3. Craft the Perfect Business Listing (This Ain’t Craigslist)

When I finally got around to writing my listing, I made the classic rookie mistake.

Too much jargon. Not enough punch.

Here’s what turned it around:

• Headline: Make it irresistible. Think: “Profitable E-Commerce Business | 20% YoY Growth | Fully Remote”

• Snapshot Stats: Revenue, profit, team size, customer base. Hit ’em with the highlights first.

• The Story: Like I said earlier, people want narrative. Give them a reason to want to be the next owner.

• Growth Potential: This is where you dangle the carrot. What you didn’t have time or energy to do, but they could.

• Why You’re Selling: Be honest, but strategic. “Ready to retire” plays better than “I’m over it.”

I treated it like copywriting for my most important product launch. Because it was.

4. Leverage Business Broker Sites (The Good Ones)

I’m not saying don’t use a broker—if you’ve got a business doing $5M+ annually, you probably should.

But for me? I went DIY… with a little help.

These platforms made a big difference:

• BizBuySell – Massive reach. Kinda like Zillow for businesses.

• Website Closers – Great for digital businesses.

• Empire Flippers – Niche but high-quality buyers.

• Flippa – Hit or miss, but worth testing.

• MicroAcquire – Sleek, startup-friendly.

I posted on three, tested the response, then doubled down on the one that brought in real leads.

Pro tip: use a unique contact email for each listing site so you can track where the good leads are coming from.

5. Build a Teaser Deck (Not Just a PDF, A Hook)

One mistake I made early on? Sending out full P&Ls to anyone who asked.

Don’t do that.

Instead, I created a teaser deck—a short, punchy overview that hit the high points without revealing trade secrets. Think:

• Overview of the business

• Key financials (in ranges)

• Market opportunity

• Reasons for selling

• Contact for next steps (usually under NDA)

It made me look more professional, and it kept the tire-kickers from wasting my time.

6. Word-of-Mouth Magic (aka “Tell Your Network”)

This is the part I almost skipped.

I didn’t want my team—or competitors—to find out too early. But once I had my ducks in a row, I carefully floated the idea with:

• Fellow business owners

• Past clients

• Friendly competitors (yep, it works)

• My accountant, lawyer, and even my barista (who knew a guy who knew a guy… you get the idea)

Within two weeks, I had three warm intros—one of which turned into a serious offer.

Don’t underestimate the power of whisper networks.

7. Keep the Sale Confidential (But Market Loudly)

This was the trickiest tightrope to walk. You want interest, but you don’t want chaos.

Here’s what I did:

• Used a generic name for my listings (“Established Local Services Biz”)

• Blurred identifying details until NDAs were signed

• Used a Google Voice number for all inquiries

• Created a separate email alias just for the sale

It let me control the flow of info while still casting a wide net.

8. Follow Up Like a Closer

This might be where most people drop the ball.

I treated every inquiry like a potential investor. Sent fast replies. Answered questions clearly. Didn’t BS. And when someone went quiet?

I followed up. Twice. Then I moved on.

Eventually, I had three offers on the table—and here’s the kicker—I didn’t go with the highest bidder.

I went with the one who understood the business and wouldn’t wreck the culture I’d spent years building.

It wasn’t just about the check. It was about the legacy. And sleeping well at night.

Key Takeaways (If You Skimmed Everything Else )

• Position your sale around opportunity, not burnout.

• Get your financials rock solid—buyers are sharks, not saints.

• Write a listing like it’s your most important ad. Because it is.

• Use platforms, teaser decks, and your network to spread the word.

• Stay professional, but protect your time and privacy.

• When the offers come? Don’t just chase the biggest number—chase the best fit.

Final Thoughts: Don’t Just Sell—Sell Smart

Marketing a business for sale is weirdly emotional. It’s not just a transaction—it’s like handing over the keys to your baby. You built it. You bled for it. And now you’re letting go.

So yeah, you could wing it.

Or you could treat it like your last big campaign—and make it count.

If you’re where I was—sitting at your desk, staring at your corkboard—know this: There’s a right buyer out there. But they won’t find you if you’re hiding.

So step up. Get loud. And sell like a boss.

You got this.