I’m Michelle Regner, founder of Business Brokers of America. I help business owners navigate every step of the sale—from organizing financials to negotiating the right deal—so they feel supported, informed, and in control. My mission is simple: to make sure you exit on your terms—with confidence, clean financials, and a strategy that protects what you’ve built.
You wouldn’t negotiate your own lawsuit. Or list your house without a trusted agent. But every year, I see smart, capable business owners try to sell their company without professional help. And they pay the price.
That’s where a business broker comes in. Here’s what we actually do—and why it matters more than most sellers realize.
Related: Planning to sell your business in 2025? These SBA loan changes could make or break your deal
What business brokers do—and why it matters more than most sellers realize
- We set a real market valuation. Not based on what you hope it’s worth—based on comps, performance, and buyer expectations.
- We run the buyer process. From pre-screening financials to negotiating NDAs and prepping due diligence.
- We protect confidentiality. Even if you’re talking to a competitor—once the word’s out, it’s out. We avoid that.
- We keep the deal moving. Managing timelines, momentum, and milestones is a full-time job.
- We buffer emotion. Negotiating the sale of your own business is personal—and it will get emotional. We act as your advocate and sounding board so the deal doesn’t get derailed by stress or tension.
Related: 6 quirky (but very real) reasons buyers walked away after signing the LOI
10 risks sellers face when they don’t use a broker
1. You overprice the business.
Sellers often think their business is worth more than it is. It ends up sitting—and nothing happens.
2. You underprice the business.
Surprisingly, most sellers come to us undervaluing their company. One of the first things we’re able to do is show them they’re potentially leaving serious money on the table. In some cases, we’ve seen that number reach $500,000. It’s a moment that shifts their entire outlook on the deal.
3. You trust the wrong buyer.
Sellers often say, “I have these two guys who want to buy my business.” That almost never works out. 99.9% of the time, those are not our buyers.
4. You waste time on unqualified leads.
Someone comes in through a friend or Googles them—and they end up wasting weeks on someone who isn’t real.
5. You reveal sensitive info too early.
Without NDAs or a process in place, sellers sometimes share information with competitors. All of a sudden, the word’s out.
6. You handle negotiations emotionally.
Selling your business is already personal. It’s hard to separate emotions from decision-making. We act as a buffer so that doesn’t derail the deal.
7. You mismanage due diligence.
Buyers ask for A, B, C, and D. Sellers say, “I’ll get it to you,” but don’t have a system. There’s no process, and deals fall apart.
8. You skip financial prep.
Buyers expect investor-grade packages. Not a messy QuickBooks export or rough estimates. It needs to be dialed in.
9. You go silent or slow.
Time kills deals. Without a broker pushing things forward, you lose momentum—and often the buyer.
10. You burn out.
Trying to run a business while selling it is exhausting. For many sellers, it’s simply unsustainable. Deals stall, burnout sets in, and the business itself can suffer.
I had one client who tried to DIY the deal while also running the business. He listed it on Craigslist and a few local sites, got busy chasing a single buyer—and neglected operations. The business suffered, and it reduced the overall value of his company. That’s when he came to us. “It’s so much work to run a deal and to sell a business. It’s a full-time job,” I told him. “Let us do our job—and you don’t take your foot off the gas.”
True story: $1M left on the table
As I tell clients: If they’re not working with a broker—and they’re not getting the true valuation, not normalizing financials, not doing all these things—they leave money on the table.
We had a lead come in and give me some back-of-the-napkin numbers. I said, okay, yeah, your business is probably valued around three million dollars. A few weeks later, when I followed up, she told me her son had already sold it. A friend of a friend gave him a deal in all cash—for two million. I immediately knew they’d left at least a million dollars on the table.
Why use a business broker? The ROI is real
A good broker pays for themselves in:
- Higher valuation. If the business is trending really well, I can sell it on what 2025 is going to do—not just what 2024 did.
- Faster timelines. We have a tight process. We manage the milestones. We solve problems when they pop up.
- Cleaner close. We manage expectations and emotions—and get to the end of the deal together.
This isn’t like selling a house. It’s not even close.
Related: How to price a business for sale: 7 mistakes that could cost you the deal
How much do business brokers charge—and is it worth it?
Clients ask this all the time. And I get it—commission sounds expensive.
Here’s the truth: Would you rather invest in professional help and walk away with what your business is actually worth—or skip the commission and potentially leave hundreds of thousands on the table?
We do charge a small retainer—but that all goes to our marketing. We don’t put any money in our pocket. We only get paid when you do.
Related: How to calculate EBITDA—and why it’s just the starting point for serious buyers
Final thoughts
Most sellers don’t expect the emotional roller coaster. But it’s real—and it’s one more reason it helps to have someone in your corner.
At Business Brokers of America, we guide you through every step—from valuation to close—so you get the outcome you deserve.
More about Michelle Regner, Founder & CEO of Business Brokers of America
Michelle Regner is a powerhouse entrepreneur and business strategist with a proven track record of founding and successfully exiting three SaaS technology companies. As the Founder and CEO of Business Brokers of America, she’s on a mission to elevate business brokerage standards nationwide, also serving as President and Managing Partner at Business Brokers of Utah.
Drawing on her firsthand experience launching and scaling startups, Michelle offers unparalleled insight into the realities of small business ownership. She specializes in advising entrepreneurs on growth strategies, exit planning, and digital transformation, having coached dozens to leverage digital marketing, overcome obstacles, and build scalable operational systems.
A Silicon Valley native, Michelle’s entrepreneurial journey began after earning her B.A. in Business from Notre Dame de Namur University and a stint at Morgan Stanley. Her impact quickly gained national recognition, leading to features in Fast Company and being named one of the top business leaders by The Economist in 2014. She’s also a sought-after speaker and previously hosted a five-year podcast series.
Related articles
