When a Buyer Comes Knocking: Why You Still Need a Broker

So — a buyer’s shown up. They say they’re interested. They’ve asked for numbers. Maybe they’ve even floated a price.

That’s a great position to be in. But here’s the mistake too many owners make: they think a known buyer means they can skip the broker.

They shouldn't.

Whether it’s a competitor, a management team, or an interested party from your network — having a buyer on the radar changes nothing about what it takes to get a deal done properly. In fact, it’s when a buyer is already circling that a broker becomes most critical.

Let’s break down why.

1. A Broker Adds Pressure — Without Panic

If a buyer thinks they’re the only one at the table, they have no reason to move quickly or seriously. They’ll ask questions, stall, go quiet, then resurface when it suits them. A broker changes that.

When a buyer sees a broker involved, they know the window is limited. Your business is on a path to market — even if off-market — and this is their shot.

You don’t even need to say you’ve got other buyers — you just need to act like someone who's running a process. That alone moves things forward.

2. The Competitor Trap

This is one most sellers miss until it’s too late.

If the buyer is a competitor, they may not actually want your business. What they want is:

a look at your books,

insight into your pricing,

access to your team structure,

and enough delays to stop you from making your next move.

They'll pretend to be interested, drag it out for six months, then vanish — having learned everything they need to go after your market.

It’s not paranoia — it’s a tactic. And it works best when sellers give too much access, too early, with no gatekeeper in place.

A broker puts a wall between you and that risk:

Staged disclosure,

NDA enforcement,

Competitive tension,

and firm timelines.

You’re not here to run a masterclass in how your business works. You’re here to sell it — and that means controlling the flow.

3. Protect the Relationship — Use a Buffer

If your buyer is a management team, a customer, a supplier — someone you'll still deal with post-sale — this is non-negotiable.

Any time there's a disagreement about value, terms, or timing, that relationship takes a hit. And once trust goes, it rarely recovers.

A broker gives you distance. You stay the good guy. You keep things personal, friendly, and future-focused — while your broker handles the hard conversations behind the scenes.

That’s what keeps the deal — and your reputation — intact.

4. Process Is the Differentiator

Even with a willing buyer, you still need:

an NDA,

a data room,

financial presentation,

a heads of agreement,

due diligence coordination,

legal/commercial negotiation,

and completion.

Miss one of those steps or let the timeline slip, and you’ll end up chasing your tail. Deals don’t fall over because people say no — they fall over because no one manages the clock.

A broker sets the pace and keeps it moving. That alone can be worth six figures in outcome.

5. Valuation Isn’t a Solo Act

Too often, sellers rely solely on their accountant’s view of value. That might be a tax-driven number, a cost-based view, or something wildly optimistic.

No disrespect — but a business valuation isn’t a compliance exercise.

A good broker doesn’t override the accountant. They bring another lens — based on actual market comparables, buyer sentiment, deal structuring, and transaction leverage.

Diversity of opinion is a strength. That triangulation between your accountant, lawyer, and broker is what gives you confidence in your price.

6. Not Every Buyer Makes It

Some buyers look real — until they hit a bank hurdle, or their board hesitates, or their partner gets cold feet.

You need a fallback. A broker gives you options, even quietly, in the background. So if your first buyer drops off, the process doesn’t die with them.

It’s not about shopping your business around. It’s about being smart enough to not bet everything on one handshake.

Final Word: The Time to Broker Up Is Early

The worst time to bring in a broker is when the buyer disappears and you’re left holding a half-built deal. The best time is when the first signs of interest show up — and you still have control.

Even better? Many brokers (myself included) will reduce fees if your buyer ends up being the one who closes. You're not paying full freight to go back to market — you're paying for risk management, deal certainty, and peace of mind.

You’re running a business, not a transaction. Let someone else handle the sale.