Many business owners assume they need a broker to find buyers for their company. The logic seems obvious: brokers have networks, know investors, and maintain lists of potential acquirers.
So if you want to sell your business, hiring a broker feels like the safest option. But in reality, the process often looks very different. Even experienced brokers usually start with the same challenge you do: finding the right buyers. They typically build a shortlist using a structured approach that includes research, outreach, and listing the business on marketplaces.
The good news is that you can follow exactly the same process yourself.
In this article we explain how to find buyers for your business without a broker and how tools like BestBonobos can guide you through the process.
Step 1: Make sure your sales documents are ready
Before approaching buyers, you need to present your company in a professional way.
Two documents are essential.
The teaser or one-pager
A one-pager is a short overview of your business.
Think of it as a teaser for potential buyers.
It typically includes:
- industry and activities
- revenue and profit range
- growth opportunities
- reason for selling
- investment highlights
This document is usually anonymous, so the company identity remains confidential. An example of a one-pager such as BestBonoBos that generates:
The CIM (Confidential Information Memorandum)
The CIM is the full information package about your business. It often includes:
- company history
- market positioning
- products or services
- customer base
- financial performance
- growth strategy
Most CIMs are 20 to 40 pages long.
Serious buyers receive this document only after signing a Non-Disclosure Agreement (NDA). Within BestBonobos you can automatically generate both a professional CIM and a one-pager.
Step 2: start with buyers in your own network
One of the most overlooked sources of buyers is your own network.
Many successful business acquisitions originate from existing relationships.
Potential buyers could include:
- entrepreneurs who previously expressed interest
- former colleagues
- suppliers
- customers
- competitors
- management team members
- friends or family
- investors
In the United States this is particularly common in industries like:
- digital marketing agencies
- HVAC companies
- local service businesses
- SaaS startups
- e-commerce brands
For example, a profitable HVAC company in Atlanta might be acquired by a regional HVAC group expanding across Georgia.
A SaaS startup in Austin might be attractive to a larger software platform looking to add features.
Build a longlist first
Start by identifying as many potential buyers as possible.
For example:
- 30 to 100 possible candidates.
Then narrow this down to a shortlist of:
- 10 to 20 serious prospects.
BestBonobos helps entrepreneurs build this longlist using 18 structured questions that identify potential buyers.
Step 3: identify strategic buyers outside your network
The next step is identifying companies that look similar to yours. These are often called strategic buyers.
Examples include:
- direct competitors
- companies serving the same customers
- suppliers
- partners
- companies expanding into your region
Example:
A logistics SaaS company in Chicago could attract interest from:
- enterprise software providers
- logistics consulting firms
- private equity platforms
- international SaaS companies entering the US market
For these companies, acquiring your business could accelerate growth.
The question every buyer asks
Every potential buyer is asking one simple question:
Why should we acquire this company?
Possible answers include:
- access to customers
- technology
- geographic expansion
- operational synergies
- acquiring talent
BestBonobos uses AI to identify similar companies and explain why they might be interested in your business.
This helps create a highly targeted shortlist:
Step 4: list your company on acquisition marketplaces
In addition to direct outreach, many buyers actively search for companies online.
Popular marketplaces in the US include:
Most brokers list businesses on these platforms.
You can do exactly the same.
Keep your listing anonymous
Confidentiality is critical. Employees, customers, and suppliers should not suddenly discover that the business is for sale. Therefore listings are typically anonymous.
For example:
“Profitable digital marketing agency with $2.3M revenue”.
Interested buyers can request more information and receive the CIM after signing an NDA.
Step 5: determine the right valuation
Pricing your business correctly is one of the most important steps in the selling process. A price that is too high can scare away buyers. A price that is too low leaves money on the table. A structured business valuation helps you determine the right range. This allows you to justify your asking price with credible data.
Within Bestbonobos you can get an extensive valuation in about 10 minutes for free make based on:
- EBITDA multiples
- Growth expectations
- Sector benchmarks
- FINANCIAL DATA
This rating helps you one realistic price to be determined and properly substantiated towards buyers.
How BestBonobos helps you sell your business
BestBonobos is an AI platform designed to guide entrepreneurs through the entire business sale process.
The platform helps with:
Free business valuation
Understand what your company might be worth.
Action plan to increase valuation
Practical steps to make your business more attractive to buyers.
Automatic CIM and teaser creation
Generate professional sale documents instantly.
Buyer longlist and shortlist
Identify potential buyers systematically.
NDA templates
Protect confidential information.
LOI guidance and negotiation tips
Navigate offers and negotiations.
Secure data room
Organize documents for due diligence.
No broker commissions
Traditional business brokers typically charge 5% to 15% commission on the final sale price. For a $2M business sale, that could mean paying $100,000 to $300,000 in fees. BestBonobos takes a different approach. Instead of commissions, you pay a flat monthly fee of $299, only for as long as you need the platform.
View our demo
See how the platform works here:
Conclusion
Selling your business without a broker is entirely possible if you follow a structured process.
The key steps are:
- Prepare professional sale documents
- Start with your existing network
- Identify strategic buyers
- Use acquisition marketplaces
- Determine a realistic valuation
With the right preparation and tools, many entrepreneurs can successfully sell their business themselves.
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