Most people considering selling their business automatically assume they need a broker to do it. The truth is that a great many business sales — particularly the small and medium-sized ones — can perfectly well be completed yourself, if you know the steps a broker would otherwise handle.

What does a broker actually do — and can you do it yourself?

Valuation

A broker assesses the business's value based on accounts and comparable deals. You can largely do this yourself — see our guide to business valuation, or use our free valuation tool for a quick estimate.

Buyer identification

Instead of a broker hand-picking buyers for you, you list the business for sale yourself on a visible platform, where interested buyers find their way to you.

Negotiation

This is where experience makes the biggest difference — but most business sale negotiations fundamentally come down to knowing your own bottom line, staying level-headed, and not signing until you're comfortable with the terms.

How to sell your business yourself, step by step

  1. Prepare the accounts — at least 2–3 years of figures, clear and presentable.
  2. Set a realistic price — use industry multiples, not a wish number.
  3. Write a sale-ready listing — see our guide to sales materials that work.
  4. Use an NDA before sharing sensitive details — see what a confidentiality agreement should contain.
  5. Negotiate the terms, and get them into a letter of intent.
  6. Go through due diligence with the buyer — see what's typically investigated.
  7. Sign the transfer agreement — ideally with a lawyer to quality-check the final agreement.

When should you bring in help anyway?

  • The business is large or complex, with multiple owners or an intricate company structure.
  • You have several potential buyers in play at once and lack the time to manage it all.
  • The negotiation has stalled, and a neutral third party can help move it forward — see the mediator's role in a business sale.

It doesn't have to be all or nothing: you can sell yourself and add professional advice on the specific points where you need it, without committing to a fixed broker fee on the entire sale price.

What's the difference from the big business marketplaces?

Most well-known business marketplaces in Denmark are built around a broker handling the process for you — often for a fee calculated as a share of the sale price. With us, you instead pay one fixed, transparent amount to run the sale yourself, with no commission, regardless of how high the business ends up selling for.

Ready to sell your business yourself? Create your listing here — it takes 10–15 minutes.

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