How to Vet a Company That Helps You Sell Your Business

Selling your business is a big deal. Whether you're stepping away after decades or closing a business or selling one outright, choosing the right partner can make or break the outcome. And with so many options out there—from traditional business brokers to tech-enabled platforms—not all professionals are created equal.

Many owners don’t realize the importance of the vetting process until it’s too late. They get stuck with slow-moving advisors, unqualified prospective buyers, or inflated promises that never deliver. Here’s how to vet a company that helps you sell your business—so you can protect your time, money, and future.

1. Start With Track Record and Relevance

Ask the basics first: How many businesses has this company actually helped sell? Do they have experience with similar businesses in your sector or business model? A partner who understands how online businesses differ from brick-and-mortar operations will bring sharper focus and better positioning.

Don’t just settle for glossy stats. Ask for real numbers: How many businesses have they sold in the last year, average time on market, and examples of profitable businesses they’ve supported. This shows their ability to deliver results in your specific category and to determine the right valuation and buyer fit.

2. Make Sure They Know Your Industry

Selling a landscaping company isn’t the same as selling a subscription-based SaaS platform. A good partner should understand the nuances in your sector and be able to position your business accordingly.

That includes knowing what multiples are realistic in your category, what risks potential buyers typically raise, and which buyer types tend to be most interested in acquiring a business like yours. If they can’t speak to similar businesses, they might not be the right fit. Understanding how acquisitions work in your industry ensures your business is marketed to the right kind of buyers.

The best advisors help you land a fair price by leaning on accurate valuations, market data, and a clear sense of what profitable businesses in your space are selling for.

3. Dig Into Their Buyer Network

One of the most important—but often overlooked—questions to ask is how a company finds and qualifies buyers.

Some sales partners rely entirely on passive listing exposure, leaving you to wait and hope. Others actively match listings with qualified buyers based on fit, financing capability, and deal intent. That’s what makes the difference between wasting months on unqualified leads and getting serious offers quickly.

You want to know: Are these prospective buyers pre-vetted? Are they financially capable? Do they have relevant experience? And more importantly, how does the company verify all that? They should also have a clear method to vet prospective buyers—checking for both financial capability and acquisition intent.

If the answer is, “We get a lot of traffic,” that’s not enough. It’s not about volume. It’s about quality. They should be able to vet buyers effectively and demonstrate their vetting process in detail.

4. Communication Can Make or Break Your Deal

Selling a business is an emotional and financial rollercoaster. The last thing you need is a partner who leaves you in the dark.

Before you sign anything, ask how they communicate throughout the process. Will you get weekly updates? Who will you be talking to if questions come up? Will they tell you which prospective buyers are interested and what kind of feedback your listing is getting?

You deserve clarity and consistency. If it feels hard to get answers upfront, it’s only going to get worse once the sale is underway.

5. Do Your Own Research

Even if a company checks out on paper, it’s worth doing a little digging yourself. Look up reviews on platforms like Google and Trustpilot. See how they respond to both praise and criticism.

Look at their team—on LinkedIn, through thought leadership, or in industry publications. Do they have real experience in selling businesses, or just slick marketing? Do they contribute insights or stay behind the curtain?

Transparency leaves a trail. And in business sales, credibility is everything. In the UK, checking Companies House is another smart step to validate legitimacy.

Red Flags to Avoid

Some warning signs are easy to spot once you know what to look for:

• They guarantee results: No one can promise a sale, especially in a short timeframe. The best partners talk in data and probabilities, not absolutes.

• They pressure you to sign quickly: If someone’s pushing you to commit without giving you time to evaluate, it’s likely because the experience won’t hold up under scrutiny.

• Their pricing is vague: You should know exactly what you’re paying, when, and for what. If the pricing structure seems unclear, expect unexpected fees later.

These kinds of red flags usually indicate one thing: misaligned incentives. And when you're selling a business, especially to serious, genuine buyers, you can't afford that.

Why the Right Partner Matters

Selling your business isn’t just a transaction. It’s the culmination of years—sometimes decades—of work. If you choose the wrong partner, the consequences go beyond missed dollars.

A poor sales process can drag on for months, exhaust your energy, and erode your leverage. If your listing sits too long with no traction, buyers start to wonder what’s wrong. That perception can be hard to reverse, even with the right help later on.

The right advisor will help you price your business correctly, connect with serious prospective buyers, and guide you through negotiations with clarity and confidence. They’ll prep you for due diligence, handle buyer objections, and keep your deal moving—all while giving you the visibility you need to stay in control.

What Baton Does Differently

At Baton Market, we built our platform for sellers who’ve outgrown traditional business brokers—but still want serious support.

It starts with a free valuation—backed by real buyer data, not inflated projections. Then we match your business with pre-qualified, high-fit buyers based on your business profile. You’ll get weekly updates on progress, including buyer interest, engagement, and next steps.

We don’t charge upfront retainers, and our success fee is just a fraction of what business brokers take. Most importantly, we close deals 50% faster than industry averages, without cutting corners.

We’ve helped thousands of small business owners navigate this process with confidence, clarity, and better outcomes. Whether you’re selling an online business, vetting advisors, or simply wondering about your company’s value, Baton helps you focus on what matters most: connecting with the right buyer, at the right time, for the right price.

Thinking of selling your business? 

Start with a free valuation and see how Baton makes business sales simpler, faster, and more profitable.