I read the Forbes article: How to Know When to Sell Your Business recently about knowing when to sell your business. It covered the usual reasons—burnout, market shifts, financial opportunity—but it left out something that I think matters just as much as timing: who you sell to.
Most of the industry treats selling a business as a financial transaction. Brokers focus on closing the deal, buyers focus on securing financing, and sellers are often left hoping they picked the right person. But should a sale really just be about numbers?
For many owners, their business is more than an asset—it’s a legacy. Employees, customers, and a company’s culture don’t automatically carry over just because a deal is signed. Yet, there’s no structured way for sellers to vet buyers beyond financials. Personality fit, leadership style, and long-term vision aren’t part of the equation.
I think this is a gap in the industry. There should be more tools for sellers to assess buyers beyond their checkbook—not to slow down deals, but to make sure they last. Because selling a business isn’t just about letting go—it’s about what happens next.
ETAMatch works to fill this gap by helping sellers match with buyers and brokers who fit their personal approach to business. We are working on growing, and believe that this type of service will be critical in the years to come.
