In the intricate world of buying or selling a business, a business broker can be an invaluable ally. Their expertise, market knowledge, and negotiation skills can make the difference between a successful transaction and a lost opportunity. However, choosing the right broker is crucial. There are many business brokers out there who will claim to do the same thing, but your results will be likely be different depending on knowledge, experience, and resources of the broker and their respective brokerage. Here are seven tips to help you find the best business broker.

  1. Evaluate Their Track Record
  2. Understand Their Role & Expertise
  3. Assess Their Marketing Strategies
  4. Evaluate Their Communication Skills
  5. Understand Their Fee Structure
  6. Ask About Their Brokerage
  7. Evaluate Their Professionalism and Integrity
How to find the best business broker? Happy business broker Utah

1. Evaluate Their Track Record

Experience is a critical factor when selecting a business broker. How many current listings do they have? An experienced broker will have a deep understanding of market dynamics, a well-established network, and a proven history of successful transactions. Reviewing their track record can give you confidence in their ability to handle your deal effectively. Pay attention to the types of businesses they have sold, the sale prices, and the timelines involved. This information helps you gauge whether the broker has the experience and skills to handle your specific transaction. Additionally, consider the complexity and size of the deals they have managed, as this can be an indicator of their capability.

2. Understand Their Role and Expertise

Before diving into your search, it’s essential to understand what a business broker does. A business broker assists in the sale and purchase of businesses, acting as an intermediary between the seller and the buyer. Their responsibilities include valuing the business, marketing it, identifying potential buyers, and facilitating negotiations. This comprehensive role means that a broker’s expertise can significantly impact the outcome of your transaction.

The Brokerage Matters

If a broker is part of a larger brokerage with multiple active brokers, this is often a positive sign. Such firms typically have a reputation for excellence that attracts top talent. Business brokers tend to affiliate with companies that provide robust support, resources, and a collaborative environment, indicating that the brokerage likely exceeds industry standards. While many real estate agents might dabble in business sales to make an extra buck, selling a business requires a completely different skill set and network. We never recommend working with real estate agents as they typically don’t have the required business understanding to properly represent your business and bring in qualified buyers. The more brokers apart of the business brokerage, the greater the chance of attracting qualified buyers and selling your business for the optimized price.

Additional Advantages. Questions to Consider:

  • Does the brokerage have an in-person office?
  • Does the brokerage have 6+ licensed brokers?
  • Does the brokerage have over 50 active listings?
  • Does the brokerage have good reviews on google?
  • Does the brokerage have any expertise in-house? Financing, Marketing, Etc.

Specialization Matters

Just as in any profession, specialization can significantly impact the quality of service. Some brokers specialize in specific industries or types of businesses, such as restaurants, manufacturing, or tech companies. Choosing a broker who understands the nuances of your industry can provide you with insights and advantages that a generalist might not offer. Their industry-specific knowledge can help them identify potential buyers more effectively and anticipate challenges unique to your sector.

Credentials and Affiliations

Check if the broker holds any professional credentials or is affiliated with reputable organizations like the International Business Brokers Association (IBBA) or the Certified Business Intermediary (CBI). These affiliations often require adherence to professional standards and ongoing education, which can be a good indicator of the broker’s commitment to excellence. Credentials and affiliations demonstrate a broker’s dedication to maintaining high standards and staying current with industry trends.

3. Assess Their Marketing Strategies

Effective marketing is crucial to attracting potential buyers. A good business broker should have a comprehensive marketing strategy that goes beyond just listing your business on popular websites. Their approach should include various methods to reach a broad audience and present your business in the best possible light.

Marketing Plan

Ask the broker about their marketing plan for your business. A robust plan should include a mix of online and offline strategies, such as listing on multiple business-for-sale websites, leveraging social media, email marketing, and direct outreach to their network of potential buyers. The marketing plan should be tailored to your business and target the right audience to maximize interest and potential offers.

Confidentiality Measures

Confidentiality is paramount in business transactions. Ensure the broker has measures in place to protect your business’s identity and sensitive information during the marketing process. This might include using blind ads, requiring potential buyers to sign non-disclosure agreements (NDAs), and screening buyers before providing detailed information. Maintaining confidentiality can prevent disruptions in your business operations and preserve relationships with employees and clients.

4. Evaluate Their Communication Skills

Clear and consistent communication is key to a smooth transaction. A good business broker should keep you informed throughout the process, providing updates and addressing any concerns promptly. Effective communication can help build trust and ensure that you are well-informed throughout the process.

Availability and Responsiveness

Assess the broker’s availability and responsiveness during your initial interactions. Do they respond to your inquiries promptly? Are they available for meetings and discussions as needed? A broker who is too busy to communicate effectively might not be able to give your transaction the attention it deserves. Prompt and clear communication can alleviate stress and keep you engaged in the process.

Communication Style

Consider the broker’s communication style. Do they explain things clearly and concisely? Are they patient and willing to answer your questions? Good communication can help build trust and ensure that you are well-informed throughout the process. A broker who communicates well can help you understand complex aspects of the transaction and make informed decisions.

5. Understand Their Fee Structure

What value does their brokerage bring?

Business brokers typically charge a commission, which is a percentage of the sale price, but their fee structures can vary. Understanding their fees upfront can help you avoid surprises later on. Clarifying the costs involved ensures transparency and helps you budget appropriately for the broker’s services.

Commission Rates

Commission rates generally range from 10% to 15%, depending on the size and complexity of the transaction. Oftentimes, you get what you pay for, but it’s important to do your research as to why they charge what they charge. Larger deals might have lower commission rates, while smaller or more complex deals might attract higher rates. Be sure to understand what the commission covers and whether there are any additional fees. Knowing the commission rates helps you evaluate the broker’s pricing and compare it with others in the market.

Payment Terms

Clarify the payment terms with the broker. Typically, the commission is paid at the closing of the sale, but there might be upfront fees for valuation, marketing, or other services. Make sure you have a clear understanding of all costs involved before signing any agreements. Understanding payment terms can help you plan financially and ensure there are no unexpected expenses.

6. Ask About Their Brokerage 

Negotiation is a critical component of the buying or selling process. A skilled negotiator can help you achieve the best possible terms and price. Effective negotiation can make a significant difference in the final outcome of the transaction, impacting both the sale price and the terms of the agreement.

Track Record in Negotiations

Look into the broker’s track record in negotiations. Have they been able to secure favorable terms for their clients consistently? You can ask for examples or references that can speak to their negotiation abilities. A broker with a strong track record in negotiations is likely to secure better deals and protect your interests.

Approach to Negotiation

Discuss the broker’s approach to negotiation. Are they aggressive or more collaborative? Do they focus on finding win-win solutions or maximizing their client’s advantage? Ensure their style aligns with your expectations and comfort level. Understanding their negotiation style can help you determine if they will represent your interests effectively and handle any conflicts that arise.

7. Evaluate Their Professionalism and Integrity

The business broker you choose will be your representative throughout the transaction, so it’s crucial that they exhibit professionalism and integrity. Their conduct and ethical standards will reflect on you and influence the success of the transaction.

Professional Conduct

Observe the broker’s conduct during your interactions. Are they punctual, organized, and respectful? Do they exhibit a thorough understanding of the business sales process? Professionalism in these areas often reflects a commitment to high standards in all aspects of their work. A professional broker will manage the transaction efficiently and with respect for all parties involved.

Ethical Standards

Integrity is paramount in business transactions. Ensure the broker adheres to ethical standards and has a reputation for honesty and transparency. You can check for any complaints or disciplinary actions through professional associations or licensing boards. A broker with high ethical standards will prioritize your interests and maintain the integrity of the transaction.

Client-Centric Approach

A good business broker should prioritize your interests above all. They should be transparent about any potential conflicts of interest and ensure that their advice is aligned with your goals. This client-centric approach builds trust and fosters a successful working relationship. A broker focused on your needs will work diligently to achieve the best possible outcome for you.


Finding the best business broker requires careful consideration of various factors, from their track record and expertise to their communication skills and ethical standards. By taking the time to evaluate potential brokers thoroughly, you can ensure that you have a capable and trustworthy partner to guide you through the complex process of buying or selling a business. Remember, the right broker can significantly enhance the chances of a successful transaction, making your investment in their services well worth it.