Selling a business isn’t a quick transaction—it’s a process. In most cases, you’re looking at a 6 to 12 month journey from listing to closing. That’s a long time to be tied to the wrong advisor.
And that’s where communication—and what I call “the gut test”—comes into play.
The Reality of a Long Sales Cycle
A business sale has multiple phases: valuation, marketing, buyer screening, negotiations, due diligence, and closing. Each phase comes with its own pressure points. Deals stall. Buyers get cold feet. Financials get scrutinized. Landlords weigh in. Attorneys get involved.
During all of that, one thing matters more than most sellers realize: access to your broker.
If you can’t get your broker on the phone when things are calm, you’re not getting them when things get complicated.
The Gut Test Is Real
When you first meet a broker, your instincts are usually right.
- Do they return your calls promptly?
- Do they give you clear, direct answers?
- Do they follow through on what they say they’ll do?
- Do you feel like a priority—or just another listing?
That initial interaction is a preview of the entire engagement.
Too many sellers ignore red flags early on because they’re focused on valuation or promises. But responsiveness and trust are what carry deals across the finish line—not just numbers on paper.
Due Diligence: Where Deals Are Won or Lost
The due diligence phase is where communication becomes critical.
This is the stage where:
- Buyers are digging into financials
- Accountants are asking detailed questions
- Attorneys are negotiating terms
- Deadlines start stacking up
It’s also the most stressful part of the process.
If your broker isn’t proactive, organized, and available, things can quickly unravel. Missed emails, delayed responses, or lack of clarity can create doubt—and doubt kills deals.
A responsive broker keeps:
- Buyers engaged
- Momentum moving
- Issues from escalating
That’s not optional—it’s essential.
Trust Isn’t a Bonus—It’s a Requirement
You’re not just hiring someone to “list” your business. You’re hiring someone to guide you through one of the most significant financial events of your life.
That requires trust.
You need to believe that your broker:
- Is telling you the truth, even when it’s not what you want to hear
- Has your best interests at heart
- Can navigate challenges without creating more of them
If something feels off early, don’t ignore it.
What to Look For
Before you sign anything, pay attention to:
- Speed of communication – Are they responsive now?
- Clarity – Do they explain things in a way that makes sense?
- Consistency – Do they do what they say they’ll do?
- Chemistry – Can you see yourself working with them for the next year?
Because that’s the reality—you probably will be.
Final Thought
Valuation matters. Experience matters. Track record matters.
But none of it matters if you can’t reach your broker when it counts.
Trust your instincts early. If they pass the gut test and communicate the way you need them to, you’re setting yourself up for a smoother process—and a better outcome.
If they don’t, keep looking.
Michael Shea represents the Tampa Florida Transworld office. In business since 2005, he has established a reputation as a trusted business broker across Florida’s key markets- from Tampa to Orlando, Melbourne, and more. Over the past two decades, Michael and his team have closed over $1 Billion in sold business volume and presided over more than 450 transactions. His credentials include the IBBA Certified Business Intermediary®, and most recently, the prestigious Certified Exit Planning Advisor® (CEPA) credential. He is also a Florida Licensed Real Estate Broker and Business Brokers of Florida Board Certified Intermediary