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.

The Moment It Got Real

Let me set the scene.
Laptop open. Buyer on Zoom. My lawyer on mute (but very much giving me side-eyes on a second monitor). I was sweating through a decent shirt, pretending like I’d done this a hundred times.

Spoiler: I hadn’t.

But by the end of that call? I had the makings of a deal that felt like a win-win, not a win-meh. So if you’re selling your business and don’t want to get bulldozed, here’s what actually worked for me.

Step One: Know Your Walk-Away Point Before the Talk Even Starts

This sounds obvious until you’re offered a number that almost works. Then it’s tempting to just… bend.

I made a “non-negotiables” list. It included:

• Minimum sale price

• Payment structure (no 90% deferred nonsense)

• Timeline (no 18-month maybe-we-close limbo)

• Level of post-sale involvement (spoiler: very little)

That list was my anchor. Without it, I might’ve folded like a cheap tent the moment someone threw around phrases like “earn-out potential.”

Step Two: Price Is Only One Piece of the Puzzle

Here’s the trap: you get fixated on the dollar amount. But terms matter just as much—sometimes more.

One buyer offered me $500K all cash. The other? $600K… but over 24 months, tied to revenue benchmarks I had zero control over.

Guess what? I took the $600K.

Why? Because I negotiated:

• A 50% upfront payment

• Clear milestones that couldn’t be manipulated

• Legal protections if the business tanked post-sale

It took three weeks of back-and-forth, some creative structuring, and a few deep sighs—but I walked away with more and slept at night.

Step Three: The Power of “Let Me Think About That”

The biggest lie we tell ourselves is, “I need to respond now.”

No, you don’t. I once sat on a counteroffer for 48 hours, even though my gut reaction was “yes.” I wanted to say yes so badly.

Instead, I paused. I walked my dog. I drank absurd amounts of green tea. I even called a friend who once sold a SaaS company and made him break down his entire deal over tacos.

Only after that pause did I come back and say, “Here’s what would make this work for me.”

That phrase—not “no,” not “yes,” but “here’s what would make this work”—was magic.

Step Four: Don’ Be the Only One Without a Lawyer

Listen, I love reading contracts about as much as I love stepping on Legos barefoot.

But my attorney? She lived for that stuff.

She found:

• A clause that would’ve made me liable for future vendor debts

• An earn-out term that gave the buyer veto power on marketing spend

• A “non-compete radius” that included the entire internet (seriously?)

Having a professional in your corner is not just smart—it’s survival.

If you’re balking at legal fees, remember: one bad clause could cost you more than your entire asking price.

Step Five: The Final “Gut Check” Before You Sign

Here’s the moment no one talks about.

It’s 11 p.m. The contract’s on your screen. Your finger is hovering over “DocuSign.”

And you hesitate.

Not because the deal is bad, but because… it’s real now.

Before I signed, I re-read one paragraph. Just one.

The one that said I’d be officially out—ownership transferred, identity detached.

And I asked myself: Will Future Me thank me for this?

When the answer was yes—even through the nerves—I clicked.

Bonus Tip: Keep It Friendly, But Keep Receipts

I liked my buyer. Genuinely. We cracked jokes. Shared stories. Even had a beer after closing.

But don’t mistake chemistry for trust.

Every conversation? Followed up by email. Every verbal agreement? Documented.

Not because I expected things to go wrong, but because business is business. You owe it to yourself to protect the legacy you built.

Final Thought: You Can Win Without Being a Shark

I didn’t threaten. I didn’t bluff. I didn’t lowball or hardball or any of the other “ball” tactics people love to tweet about.

I just:
✅ Knew what I needed
✅ Stayed calm under pressure
✅ Negotiated for value, not just vanity
✅ Got good help (and actually listened to it)

And I sold my business on my terms.

That’s not just a good deal—it’s a great ending.

So… You’re Thinking of Selling Your Business?

First off, congrats. Seriously, getting to a point where you can even consider selling your business means you’ve built something worth buying. That alone puts you in rare air—like nosebleed-section-at-a-private-jet-auction rare.

Now, if you’re anything like I was (think: highly caffeinated, slightly panicked, staring at spreadsheets at 3 a.m. wondering what EBITDA really means), the idea of selling your business probably feels a little like walking a tightrope over a pit of flaming contracts and tax code.

But don’t worry—I’ve been there. Actually, I lived there for six exhausting, exhilarating months. I’ll walk you through what I wish someone had told me before I dove in face-first.

Step One: Get Real About Why You’re Selling

You need to ask yourself a brutally honest question—and no, it’s not “how much money can I get?”

It’s: Why now?

In my case, burnout had crept in like a raccoon through a cracked basement window. I was still “in it” mentally, but the thrill was gone. I wasn’t pushing new ideas, just pushing paper.

Whether it’s burnout, a better opportunity, or you just want to spend more time fly-fishing in Montana (respect), be crystal clear with yourself—and eventually your buyers—about why you’re ready to part ways. It sets the tone for everything else.

Step Two: Know What You’re Selling (Hint: It’s Not Just Profits)

Here’s a hard pill I had to swallow: your business isn’t just a pile of revenue and some office furniture. It’s systems, people, processes, brand, customer loyalty… and a story.

Buyers don’t just want your numbers—they want to know your business is a machine that runs without you needing to crank the gears every morning.

So, before I even thought about listing, I documented the living daylights out of everything: SOPs, workflows, client onboarding, the works. Yes, it was a colossal pain. Yes, it paid off big time when a serious buyer said, “Wow, this looks turnkey.”

Pro tip? If you are the business (hello, solo consultants ), start grooming someone now to handle client work, or at least build repeatable packages that can survive without you playing Captain Everything.

Step Three: Valuation Is Part Math, Part Witchcraft

This part? Oh boy. I felt like a contestant on Shark Tank every time I tried to figure out what my company was worth. There are formulas (SDE, EBITDA multiples, market comps), sure. But let’s be honest—value is also about perception.

I had one buyer offer 3x my earnings and another offer 1.5x—for the same business. The difference? One saw a future without me. The other saw a job opening they didn’t want to fill.

Here’s what worked for me:

• Hired a professional valuator (worth every penny)

• Talked to brokers even if I didn’t plan to use one

• Created a killer info packet that made my business look irresistible (think: business Tinder profile, but with more spreadsheets)

Step Four: List Smart, Negotiate Smarter

Okay, here’s the part that separated the wheat from the tire-kickers. I listed through a niche marketplace, but also tapped my network hard—LinkedIn posts, quiet word-of-mouth, even a few “I might be looking for a change” chats over overpriced oat milk lattes.

Then came the calls.

Some were laughably unqualified (“Can I pay with crypto?”), and others were dangerously slick (like, Wolf of Wall Street slick).

Eventually, I landed on two legit buyers. One was all-cash, the other offered a higher price… with seller financing.

I wanted to scream into a pillow.

In the end, I chose the second deal—but only after hiring a contract lawyer who made sure I wouldn’t be left holding the bag if payments went south.

Step Five: Due Diligence Is Basically an FBI Investigation

If you’ve ever applied for a mortgage, imagine that—but on steroids and laced with legal jargon.

Buyers will dig through your books, your systems, even your Google reviews. It’s not personal—it’s just smart business.

My advice?

• Keep immaculate records (seriously, QuickBooks is your best friend)

• Be honest about any skeletons in the closet (they will find them)

• Don’t try to hide that one angry client who left you a 1-star review in 2018 (I tried. It backfired.)

I made a checklist, treated it like my business’s annual physical, and actually pre-sent due diligence docs to look proactive. One buyer said it made me “look like a seller who knew what he was doing.” I just didn’t want to get ghosted.

Step Six: After the Sale… Who Are You?

This is where it gets weird. The moment the wire hit my account, I expected to feel triumphant. Instead, I felt… lost?

You spend years tying your identity to this thing. Then one day, poof—it’s not yours anymore.

For the record, I did eventually celebrate (two weeks in Spain, a little too much sangria). But more importantly, I planned for life after the business. Whether it’s starting something new, mentoring founders, or just chilling, give yourself space to figure out who you are without the company hoodie.

Final Thoughts: You’re Not Just Selling a Business—You’re Selling Years of Your Life

Look, this process isn’t for the faint of heart. It will test your patience, your ego, your sanity. But done right, it can be one of the most empowering exits of your life.

Just remember:
✅ Know your why
✅ Prep like a pro
✅ Get the right price and the right terms
✅ Guard your peace like a golden goose

And don’t forget to take a breath. You built something valuable. Now go sell it like you mean it.

Ready for a Successful Exit?
Stick around—I’ll be sharing the exact info packet I used (redacted, of course) in my next post. Trust me, it’ll save you weeks of stress.