Best Business Brokers: Review & Why Baton Is Better

This article was originally written in March 2023 and has since been updated with new discoveries and research in January 2026.

Selling a business is one of those rare decisions where the stakes are bigger than the spreadsheet. It is your livelihood, your reputation, your future plans, and often your family’s safety net, all bundled into one transaction.

That’s why a search for best business brokers is usually less about finding a famous name and more about finding a process you can trust, one that protects confidentiality, filters for serious buyers, and helps you keep more of what you built. When selling your business, seeking professional guidance from experienced brokers is essential to maximize value and ensure a smooth, confidential transaction.

This guide reviews the common options that show up on “best business brokers” lists, how fees and incentives really work, where deals tend to stall, and where Baton fits when you want a simplified selling process with visibility and control. Many business brokers offer a confidential consultation to assess the value of a business before selling.

What “Best Business Brokers” Means for Main Street Sellers

“Best” is a tempting word because it sounds like a shortcut. For most main street owners, though, the best business brokers are the ones who consistently produce the outcomes that matter when the business is your life’s work, not just a line item. The best brokers build trust with their clients by providing personalized service and focusing on their unique needs throughout the process.

In practice, that usually comes down to three things: time to close business sale, protecting confidentiality in business sale, and net proceeds after broker fees. The “best” choice is the one that fits the deal you actually have (size, complexity, industry nuance), not the deal you wish you had, and helps you understand what to expect at each stage of the sale process.

A useful reframe: a search for “best business brokers” is often really a search for “the best way to sell a business without surprises.” That puts more weight on process, transparency, and buyer fit than on any single brand name or list ranking. Achieving maximum value for your business is a key goal, and the right broker will work to ensure you get the best possible outcome.

How We Evaluated the Best Business Brokers

Most best of lists compare logos. A more reliable evaluation compares mechanisms, meaning how the work actually gets done and what happens when a deal gets complicated. In our review, careful consideration was given to weighing different aspects of business brokers to ensure a thorough and fair assessment.

This review uses four key factors that map to real outcomes for sellers:

• Fees and transparency: business broker commission rates, minimums, retainers, and the fine print that changes the effective fee

• Buyer access and screening: reach, buyer quality, and how buyer vetting is handled when interest spikes

• Process and data quality: valuation for business sale, packaging for business sale, reporting cadence, and diligence readiness

• Fit for sub-$5M deals: whether the model is designed for main street realities (thin teams, owner dependence, and limited bandwidth)

One guiding principle runs through all four: channel matters, but quality signals matter more. A clear process, direct answers, a credible track record, and a free assessment that helps you understand your options tend to predict a better outcome than a polished pitch.

The Main Options That Make “Best Business Brokers” Lists

Most people land on the same menu of options, even if the listicle order changes. The smarter move is understanding what each option is built to optimize, and what it tends to sacrifice.

If you’ve browsed best business brokers roundups before, you’ve probably seen a mix of categories and recognizable names. For main street, lists often cite national broker networks like Sunbelt, VR Business Brokers, or Murphy Business Sales. For franchises, names like Transworld Business Advisors come up. The specific names matter less than the models behind them, because models determine incentives, timelines, and how much work lands back on you.

Traditional Business Brokers (Local and Regional)

Traditional business brokers can be a strong fit when the broker is experienced in your deal size and industry, and when the broker’s process is disciplined. Working with a team of experienced professionals ensures hands-on support, negotiation experience, and a familiar model for buyers in the main street market.

The downside is variability. Two brokers with similar promises can deliver wildly different outcomes depending on how they price, how they market, and whether their buyer screening is rigorous or reactive. Evaluating a broker's skills is crucial to ensuring a successful outcome. This is the category where “best” is least transferable. It depends on the individual.

Boutique M&A Advisors for Smaller Deals

Boutique M&A advisory firms (including those focused on the lower-middle-market) are often better structured for complexity: multi-party negotiations, sophisticated buyers, and deals where structure matters as much as price. These firms typically provide full service support for mergers and acquisitions, handling every aspect of the transaction process from valuation to closing.

The tradeoff is that many boutique firms naturally prioritize larger mergers and acquisitions transactions. If the deal economics are tight, smaller sellers can get less attention, slower outreach, or a fee model that makes the math hard to justify.

Online Marketplaces and Tech-Enabled Platforms

Online marketplaces can create reach quickly, which is attractive when momentum matters. Many of these platforms have a user-friendly website and specialize in internet-based business transactions. Some owners also like the control and the ability to see activity in real time.

When putting a business up for sale on these platforms, the website provides significant visibility and reach, helping sellers attract a wide pool of potential buyers interested in internet businesses.

The marketplace vs broker question usually comes down to this: does the seller want to trade fees for personal time and deal management responsibility? Marketplaces can work, but the cost often reappears as time, follow-up, and the burden of filtering tire-kickers from real buyers.

Tech-enabled platforms aim to keep the reach and visibility of a marketplace while improving the weak spots: data quality, standardization, and consistent buyer screening.

Franchise Specialists and Niche Specialists

Franchise specialists and other niche advisors shine when the transaction has industry-specific rules, buyer expectations, or reputation sensitivity. Many of these specialists focus on selling companies within particular industries or specific regions, such as Southern California, and they often specialize in facilitating transactions for clients in those niches. A specialist can also protect confidentiality better in tight communities because they understand how information travels.

The risk is that specialization can narrow the buyer universe too much if the advisor relies on a familiar network instead of a broader, targeted outreach plan.

DIY or Attorney-Led Sales, When They Can Work

DIY can work when the business is clean, demand is steady, and the seller has time to respond quickly. Attorney-led sales can work when the buyer is already known, the negotiation is simple, and the owner mainly needs transaction execution.

However, entrepreneurs who choose the DIY route should be aware of the significant effort required to manage every aspect of the sale process. The hidden cost is that selling is rarely a side project. Response time, documentation, and managing diligence requests are where DIY deals often lose momentum, and momentum is hard to regain once it’s gone. Aligning the interests of all parties involved is also crucial for a successful transaction, as it helps ensure that buyers are matched with businesses that fit their passions and skills, keeping everyone engaged throughout the process. The U.S. Small Business Administration frames selling (or closing) as a process that benefits from a thorough plan and qualified advice, which is a good reality check even if you decide to stay hands-on throughout the transaction (see the SBA guidance on how to close or sell your business).

The Real Cost: Fees, Incentives, and Net Proceeds

Fees are not just a line item. The range of services offered by the best business brokers (such as valuations, transaction consulting, and M&A advisory) directly impacts the sale process and the overall experience for sellers. These services guide business owners through each step of the sale process, ensuring a smooth and efficient transaction. Understanding how money flows in the transaction is crucial, as it affects the seller's net proceeds and the financial outcome of the deal. That’s why many sellers feel like they are not just choosing a broker, they are choosing a deal system.

Here’s the practical breakdown:

Typical Business Broker Commission Rates and Minimums

Most sellers encounter percentage-based broker fees first. Commission ranges vary widely, and it’s common to see a success fee layered with minimums, retainers, or marketing add-ons. Some business brokers charge an upfront fee in addition to or instead of a success fee. Business brokers typically charge fees based on the sale of the business, with some charging upfront fees and others charging only upon successful sale. Even the same percentage can behave differently depending on the definition of “sale price,” whether expenses are netted, and whether there are step-down tiers as price increases.

This is where sellers often miscalculate net proceeds. They focus on the headline commission, then discover late-stage costs that were never part of their mental math.

Who Pays Business Broker Fee, and When It Is Triggered

In most small business deals, business brokers play a crucial role in facilitating negotiations between buyers and sellers, helping to ensure a fair deal for all parties involved. Typically, the seller pays the broker fee, and the fee is triggered at closing (a success fee). That answers the basic “who pays business broker fee” question, but it does not answer the more important one: what actions are being incentivized before closing?

A pure success fee can incentivize urgency, but it can also create pressure to accept the “good enough” offer that closes fastest. Retainers can fund upfront work and outreach, but they can also feel like paying for activity rather than outcomes if reporting is weak.

Retainers, Marketing Packages, and Other Add-Ons

Upfront charges are not automatically bad. They are a sign to ask better questions.

The most useful questions are simple:

• What deliverables are included (valuation, packaging, outreach, buyer screening, diligence support)?

• What is the reporting cadence, and what does a “weekly update” actually contain?

• What costs might show up later that are not in the base agreement?

If the answers are vague, the agreement usually is too.

Simple Examples at $5M and $20M to Model Net Proceeds

A rough model helps sellers think clearly, even if the final numbers vary.

Assume:

• A traditional broker charges 10% on a $5M sale (some charge less, some more).

• Baton’s Lite and Pro plans list a 6% success fee, plus a monthly retainer that is credited against the success fee due at close, with plan terms shown in more detail on Baton’s pricing page.

Example 1: $5M sale price

• 10% success fee: $500,000 broker fee

• 6% success fee: $300,000 broker fee

• Difference: $200,000 in net proceeds before legal, tax, and closing costs

That $200,000 is often the entire “quality of life” gap between offers. It can fund a cleaner transition, reduce seller financing pressure, or simply protect what you built.

Example 2: $20M sale price
At larger sizes, fee structures often change. Baton’s Premium plan uses a Double Lehman success fee structure (tiered pricing based on transaction value), which means you need to model the effective fee under the actual schedule, not assume a flat percentage.

The point is not the exact number. The point is that sellers should calculate net proceeds under real contract terms early, not when you’re already emotionally invested in a buyer.

For tax treatment questions, broker commissions and other selling costs are often treated as transaction expenses that can affect the seller’s amount realized and gain calculations, depending on deal structure. The IRS guidance on the sale of a business and the IRS publication on installment sales are strong starting points, and a tax professional should confirm how they apply to your transaction.

Where Many “Best Business Brokers” Fall Short for Smaller Deals

Many brokers are good people working in a hard market. The problem is that smaller deals amplify process flaws. What feels like a minor inefficiency at $30M becomes a deal killer at $800K.

Four patterns show up repeatedly.

Limited Buyer Vetting and Inconsistent Outreach

The most common failure mode is confusing interest with readiness. A buyer who “loves the business” but cannot finance it is not a buyer. Without consistent seeking and vetting of potential buyers, the seller ends up spending weeks answering questions that never turn into an LOI.

Strong outcomes usually come from targeted outreach to potential buyers who match the business, plus a visible way to track who is serious and why.

Opaque Process and Slow Communication

Selling creates anxiety because most owners do it once. When updates are vague, sellers fill the gaps with worst-case assumptions.

A strong process makes progress visible. It defines stages (valuation, packaging, outreach, LOI, diligence, closing) and sets expectations for what happens next. Without that structure, “busy” can look like “stuck,” and deals lose momentum.

Inflexible Pricing That Penalizes Smaller Deals

A flat percentage can be disproportionate at smaller sizes, and add-ons can make it worse. This is where sellers feel they are paying premium prices for non-premium execution.

The best systems make pricing transparent and proportional, and they tie cost to outcomes, not mystery.

Weak Packaging and Data Standardization That Slow Diligence

Diligence readiness is not a nice-to-have. It is the difference between a buyer leaning in and a buyer re-trading price.

When packaging for business sale is inconsistent, buyers lose trust. When financials are not reconciled, lenders get cautious. When a data room is incomplete, time to close stretches.

This is why sellers should ask early what “investor-ready” actually means, and what the platform or broker does to make diligence faster, not just possible.

Why Baton Belongs on Any Shortlist

Most sellers don’t need more opinions. They need fewer unknowns. Baton’s model is built around reducing uncertainty through data, transparency, and support, without forcing owners into a one-size-fits-all approach.

That matters because selling is rare for most owners. The best support is the support that makes the sale feel more predictable.

Data-Backed Valuation That Anchors Pricing and Speeds Negotiations

A valuation for business sale is only useful if it is defensible. Baton starts with a free valuation and a review call, so you can understand the inputs before the market does.

That anchor matters because price disagreements are often really trust disagreements. Clear inputs reduce friction when buyers ask, “Why is it priced this way?”

Pre-Qualified Buyers With Targeted Outreach You Can See

A big network is not the same as pre-qualified buyers. Baton emphasizes outreach that is visible, with buyer interest tracking and consistent screening.

That changes the seller experience from “hope and wait” to “see and decide.” It also makes confidentiality easier to manage because you can control what is shared and when.

Standardized, Investor-Ready Packaging and Weekly Updates

Standardization is not about making businesses look the same. It is about making them legible.

With standardized packaging, a clear diligence workspace, and weekly updates, sellers spend less time translating their business into buyer language. That is also where diligence readiness improves, because the materials are prepared to be reviewed, not just uploaded.

Clear Pricing That Stays Close to Outcomes

Baton publishes plan-based pricing, including a 6% success fee for Lite and Pro, plus monthly retainers, and a Double Lehman success fee structure for Premium. Baton also reports a current time to close of 5.5 months with nearly a 70% close rate, which helps sellers benchmark expectations against more opaque models.

For sellers comparing broker fees and outcomes, the goal is not to “pay less,” it’s to reduce wasted cycles so your time, your confidentiality, and your negotiating leverage stay intact.

Step-by-Step Comparison

Most comparisons fail because they compare labels instead of steps. The real question is what happens in each phase, and how predictable that phase feels when you’re living it.

Below is a step-by-step view of the same sale across three common models: a traditional broker, a marketplace, and Baton’s blend of technology and expertise.

Valuation

Traditional broker: Often, a broker opinion of value is based on experience and comps, which can be excellent or inconsistent depending on the broker.

Marketplace: Typically self-serve comps and tools, which can help owners orient, but can also encourage unrealistic pricing without context.

Baton: Data-backed valuation with transparent inputs, designed to create a defendable pricing anchor before outreach starts.

Packaging

Traditional broker: Usually a custom CIM, with variable quality. Strong brokers tell a clean story, weaker ones hand buyers a messy folder.

Marketplace: Often a listing-style profile, which increases speed but can leave serious buyers with too many unanswered questions.

Baton: Standardized, investor-ready package designed to support diligence readiness, not just interest.

Outreach

Traditional broker: Relies on the broker’s network and selective listings, which can be effective, but can also be limited if the broker is not proactive.

Marketplace: Broad marketplace distribution, which can generate volume quickly, but can skew toward lower-quality inquiries.

Baton: Targeted distribution to a pre-qualified pool, paired with strategic outreach you can track.

Buyer Vetting

Traditional broker: Manual, highly variable, and dependent on broker discipline.

Marketplace: Often light screening. Sellers frequently end up doing the real filtering themselves.

Baton: Consistent checklist and visible buyer profiles, built to reduce wasted cycles and protect confidentiality.

Updates and Visibility

Traditional broker: Periodic calls and emails, where progress can feel subjective.

Marketplace: Dashboard visibility, often with limited context and limited support.

Baton: A buyer interest dashboard plus a structured cadence of updates, so progress is visible, and expectations are clearer.

Fees

Traditional broker: Success commission, sometimes paired with retainers or minimums, plus possible marketing add-ons.

Marketplace: Listing fees and optional upgrades, sometimes paired with success fees.

Baton: Transparent plan-based pricing with a success-based fee structure, plus monthly retainers on paid plans.

Time to Close

Traditional broker: Varies widely by broker, deal quality, and buyer financing.

Marketplace: Varies by the seller’s ability to manage inquiries, documentation, and follow-up.

Baton: A streamlined set of steps designed to compress timelines, supported by standardized packaging and consistent diligence workflows.

Control and Ownership

Traditional broker: Broker intermediates most steps, which can reduce workload but can also reduce visibility.

Marketplace: Owner-led process, which preserves control but increases workload.

Baton: You keep line of sight in one place, with support scaled to match how hands-on you want to be.

How to Choose the Best Fit for You

The best choice is rarely about choosing the “most famous” broker. For business owners, it’s about selecting services that match your specific needs and goals, as well as choosing a model that matches your deal’s constraints and your tolerance for uncertainty.

A practical selection process focuses on proof, not promises. Start by validating track record by size and model, not just by industry label. A broker who excels at $10M deals may not be the best fit for a $750K owner-operated business, even if they’re excellent at what they do.

Next, ask for the sourcing plan, buyer screening method, and the reporting cadence you will see. If the answers feel slippery, treat that as a signal. Early conversations should feel like clarity, not pressure.

Then, review agreement terms that matter, including exclusivity and tail provisions, termination terms, and what deliverables are actually included:

• exclusivity length, and what “exclusive” means in practice

• tail provisions (how long a broker can claim a fee after termination)

• termination terms and what happens to materials and listings

• included deliverables (valuation, packaging, outreach, diligence support)

Finally, request proof points that signal execution quality:

• anonymized case summaries aligned to your deal size

• time to LOI and time to close

• close rate (not just “listings taken”)

• examples of how buyer vetting is documented

For more details on broker selection signals, our guide to finding a business broker is a useful companion read, and finding a broker can help you sanity-check what “good” looks like before you sign anything.

When Baton Is Ideal, and When Another Option Wins

It’s tempting to look for a single winner, but the strongest outcomes usually come from matching the tool to the job.

Baton is ideal for owner-operated businesses that are ready to sell and want clarity, speed, and a simplified selling process with transparent steps. It’s also a strong fit when you want demand signals without turning the sale into a second full-time job.

A boutique M&A advisor can win when the deal is unusually complex, lender-heavy, or structure-driven (partner buyouts, earnouts, complex tax structuring). In those cases, bespoke experience can matter more than platform efficiency.

A niche specialist can win when the industry is regulated, reputation-sensitive, or relationship-based in a way that requires discreet outreach and careful confidentiality management.

DIY or a pure marketplace can work when books are clean, demand is obvious, and you can commit time to screening, follow-up, and diligence coordination. If you can’t, the “savings” can disappear quickly.

If the decision is still uncertain, it can help to start with a business broker primer to clarify which responsibilities you want to own and which you want to delegate.

FAQs 

In this section, we discuss common questions about business brokers to help you feel confident rather than rushed.

What Is The Average Commission For A Business Broker?

Commission varies by deal size, market, and broker model. Many main street sellers see business broker commission rates quoted as a percentage of the sale price, sometimes paired with minimums, retainers, or add-on packages.

The most important step is not finding the “average,” it’s modeling your net proceeds under the actual fee schedule in the agreement.

Do I Need A Broker To Sell My Business?

Not always. Some owners can sell your business successfully without a broker, especially if there is a known buyer and the business is well-prepared for diligence.

That said, most sellers underestimate the workload and the emotional drag of managing the process while also running day-to-day operations. This is why many owners start by reading about when a broker to sell business is worth it, then decide how much support they actually want.

How Do Business Brokers Get Paid And Who Pays Business Broker Fees?

In most cases, the seller pays the broker fee, and the broker is paid at closing through a success fee. That is the simple answer to “how do business brokers get paid.”

The more useful follow-up is what else is charged: retainers, marketing fees, and other broker fees that can change the effective percentage. A good agreement makes this transparent in writing.

How Long Does It Take To Sell With A Broker Versus Baton?

Timelines vary, but most owners should plan for months, not weeks. CO by the U.S. Chamber of Commerce cites an average sale timeline of about 10 to 12 months, including choosing a buyer and completing closing tasks, with the range shifting based on pricing, terms, location, and the market (see their guide on how to prepare your business for sale).

If speed matters, the highest-leverage move is usually deal readiness: clean financials, organized documentation, and a buyer screening process that prevents wasted cycles.

Are Broker Fees Tax Deductible?

Broker fees are often treated as selling expenses tied to the transaction, and the tax impact depends on how the sale is structured (asset sale vs. equity sale, installment sales, and allocation of purchase price).

The safest approach is to treat this as a tax planning question, not a rule-of-thumb question. Start with the IRS guidance on the sale of a business and confirm details with your tax professional.

Keep More Of What You Built, With Baton

The best business brokers don’t just find a buyer. They reduce uncertainty. They protect your confidentiality, keep the process moving, and help you hold onto leverage long enough to get to a clean LOI and a predictable close.

If you want your next step to feel less like guessing and more like planning, start with a free business valuation. It gives you a grounded range, a clearer view of your options, and a way to compare pricing models before you sign an exclusivity agreement.

Ready to see your range and access pre-qualified buyers on your timeline? Get started here: get a free business valuation.