Never Sell Through an Agent

Selling your business is one of the most significant financial decisions you’ll ever make. It’s the culmination of your hard work, risk-taking, and relentless problem-solving over years — maybe decades. And yet, when the time comes to exit, many owners fall into the same trap: they hand over control to a business broker or sales agent.

At Brighter Horizon Capital Ltd, we’ve seen the damage this can do — inflated expectations, lost time, wasted money, and most importantly, missed opportunities to secure a fair and rewarding exit.

In this blog, we’ll explain why selling through agents is often the worst route for small to mid-sized business owners — and what a better, smarter alternative looks like.

1. Brokers Sell the Dream — But Rarely the Business

When you search online for “how to sell my business,” the top results will almost always be business brokers. Their websites are slick, and the promises are tempting: fast sales, big valuations, and lots of interest from buyers.But here’s the truth most brokers won’t tell you:- Many of them are not experienced dealmakers.- Most don’t understand your business or your sector.- They rely on inflated valuations to win your trust.Brokers often hook you by telling you your business is worth far more than it really is — five or even ten times its actual value. You’re excited. You imagine the big payday. Then they ask for a monthly retainer — usually £2,000 to £5,000 — just to start the process.What do you get in return? A basic PDF brochure and a listing on their website. Real buyer engagement? Rare. Strategic insight? Unlikely.

2. High Fees, Low Accountability

Unlike professionals who are paid on results, many brokers are paid regardless of success. Whether or not your business sells, they’ve earned their fee. The result? Little incentive to close a deal. Even worse, many brokers delay the sale process or scare off buyers with poor communication and unrealistic price expectations. At Brighter Horizon Capital, we believe you should never pay someone to sell your business unless they have real skin in the game. That’s why we don’t charge upfront fees or monthly retainers. We invest our time and expertise to grow your business’s value first, then structure a deal that works for everyone.

3. Brokers Create Friction — Not Solutions

Buyers often avoid broker-listed businesses. Why? Because brokers get in the way. Sophisticated acquirers — like private investors, M&A professionals, or strategic buyers — know that brokers:- Inflate prices- Misrepresent performance- Add unnecessary layers of communication. When buyers want clarity and confidence, brokers introduce uncertainty. They become gatekeepers, not facilitators.

4. The Misconceptions Brokers Rely

OnBrokers thrive on one thing: your misconceptions about value. They tell you your revenue matters more than profit. They ignore operational risk. They overlook your personal involvement in the day-to-day. Here’s what really drives business value:- Sustainable profits- A reliable team and systems- Clear financials- Minimal reliance on the ownerIf your business depends entirely on you, it’s not an asset — it’s a job. Buyers won’t pay a premium for a job.

5. The Market Is Changing — And You Need to Adapt

We are in the middle of a generational shift. Thousands of baby boomer owners are retiring, and their businesses are hitting the market. It’s a buyer’s market, not a seller’s market. And in a buyer’s market, your company needs to stand out. At Brighter Horizon Capital, we help owners position their businesses properly — improving profitability, building systems, and crafting a compelling story for acquisition. We’re not here to promise a magic number — we’re here to make your business actually worth it

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6. What We Do Differently at Brighter Horizon Capital

We’re not brokers. We’re buyers — and we think like buyers. That’s what makes our model so different. Here’s how we work:- No agent fees. We don’t charge upfront retainers or commissions.- We invest in your business. We help you grow your company, make it attractive, and structure a deal when it’s ready.- We offer tax-efficient exits. Our approach is designed to maximise value for owners, not middlemen.- We respect your legacy. We understand that your company is more than numbers — it’s your life’s work.

7. How to Sell Without a Broker (and Still Get a Great Result)

Here’s how to sell smart, without paying broker fees: Focus on profit — Clean up your P&L. Reduce personal expenses running through the business. Maximise net margins. Build systems — Can your business run without you? If not, invest time in training a team and documenting processes. Start early — Give yourself 1–2 years to prepare. A well-prepped business attracts better buyers and stronger offers. Target the right buyers — You don’t need to list your business on public sites. Strategic buyers can be found directly or through discreet networking. Work with people who’ve done this before — That’s where Brighter Horizon Capital comes in.

8. Real Stories, Real Frustration

We’ve met business owners who spent four years on a broker’s website with no offers. One transport company was told they were worth £4 million — despite turning over just £750k with £150k profit. No surprise: the business didn’t sell.In another case, a recruitment firm with £300k profit and substantial debt was promised a £2.5 million valuation by an agent. The result? No offers, lost time, and a missed opportunity to exit cleanly.

Final Thought: Avoid the Agent Trap

Your exit deserves better than a sales agent with a script. If your business is profitable, well-run, and prepared for transition, there are buyers out there who will pay a fair price — but only if you’ve done the groundwork.At Brighter Horizon Capital, we’re building a better way: One that avoids false promises, respects your time, and delivers real value.Ready to explore your exit strategy?

Contact us at

www.brighterhorizoncapital.com

and let’s build a smarter path forward together.

At Brighter Horizon Capital, we provide more than just advice — we give you tools to take action. That’s why we’ve created a completely free Valuation Calculator available on our website. Just enter your turnover, EBITDA or profit for the last three years, the number of employees, and your sector. The tool will instantly calculate your estimated business valuation and provide insights into your overall profitability, including a per-employee profitability score benchmarked against industry norms. You can choose to receive your valuation results automatically by entering your email or WhatsApp number. There are no obligations — just clear, confidential insight into what your business might be worth today.

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Visit brighterhorizoncapital.com and give it a try — it’s fast, free, and built to help business owners like you make informed decisions.