Selling your business, without losing sleep over it.
I’ve been where you are. When I sold my own business, I ended up running the company and chasing buyers at the same time. It’s a full time job on top of a full time job. Here’s how I take the selling off your plate so you can keep the business thriving, and what to expect along the way.
“What is it really worth?”
You get a straight answer based on your actual earnings, benchmarked against the market. I normalize your earnings the way a buyer and a lender will, so the number holds up when it matters.
“Will people find out?”
Your business goes out anonymously. Every buyer signs an NDA before they learn a single detail, and only qualified buyers get through. No NDA, no information.
“Who can I trust?”
I talk with every buyer myself and ask for proof of funds early. If they can’t show they can close, no amount of liking your business gets them a seat at the table.
Six stages, from our first call to the wire.
A traditional sale often takes 11 to 12 months. Iconic’s process runs 6 to 7, with a 5.2 month median to close, as published by Iconic. Here’s what happens and when. You can also read Iconic’s seller guide.
Getting to know you
We talk about your story first: how the business came to be, why now, and what you want life to look like after. Then the business itself. If you’re not ready, I’ll tell you, along with what to work on.
Building the materials
Financial analysis, normalized earnings and a value range we walk through together. Then an anonymous profile, a confidential information memorandum and a secure data room.
Going to market, quietly
Targeted outreach to individual operators, search funds, family offices, private equity and strategic buyers, plus Iconic’s national advisor network and the major marketplaces.
Meeting serious buyers
Buyers sign NDAs and show proof of funds. You only spend time with the ones who can actually close.
Offers and due diligence
We compare offers on price, structure and ability to close, not just the top number. Then I manage diligence so it doesn’t take over your week.
Purchase agreement and closing
Drafting, negotiation, escrow, the wire and the handoff. And the closing isn’t the all clear. I stay with you through the transition while the new owner gets settled.
Price is important. But price is not everything.
Lenders and landlords aren’t emotional, they’re math. Buyers are often first timers, nervous about a big loan. Sellers are walking away from 10, 20, 30 years of their life. A good deal works for every one of them.
The buyers I can put in front of you.
Individual operators
Many come from corporate careers, like I did. They’re excited and a little scared, and they need someone who can walk them through the risks.
Search funds, family offices and private equity
Disciplined buyers looking for strong teams, clean numbers and room to grow.
Strategic acquirers
Companies that can see value in your clients, territory or people. My own buyer was a neighboring owner in the same industry.
The bridge between a local broker and an investment bank.
| Typical local broker | Iconic | Investment bank | |
|---|---|---|---|
| Buyer reach | Local contacts and listing sites | National advisor network and an 850M+ profile database | Institutional buyers |
| Process | Varies by broker | Valuation, CIM, secure data room, structured offers | Institutional process |
| Who it serves | Smaller Main Street businesses | Owners with up to $100M in revenue | Larger companies with high minimums |
| Time to close | Industry average 9 to 12 months | 5.2 month median | Varies |
| Fees | Success fee | Tiered success fee, nothing until close | Often retainers plus success fees |
Price is one number. Structure is the whole deal.
Most Main Street sales are asset sales that combine a few pieces. I was lucky: my buyer paid mostly cash with some seller financing, so we never had to wait on a bank. Most owners will have a lender in the deal, and that changes how everything gets put together. Here’s more on how business sales are structured, or see typical ranges.
- Cash at closeOften the large majority, usually an SBA loan plus the buyer’s own money.
- Seller notePart of the price paid to you over time, with interest. More on the seller financing gap.
- EarnoutA portion tied to how the business performs after the sale.
- Escrow holdbackMoney held for a period after closing to cover any claims.
You will never wonder what’s happening.
When I sold my business, the silence was the worst part. So I don’t do silence.
Use the time to grow the number.
The best exits are planned one to three years out. These are the things that move value the most, and most of them I learned by not doing them in time.
- Make yourself less necessary.A strong second in command. Promoting my general manager changed everything for me.
- Clean up the books.Accrual financials, documented add backs, and personal expenses out of the business.
- Steady, spread out revenue.Recurring revenue and no single customer you can’t afford to lose.
- Write it down.Documented systems, key contracts in order, and a lease a buyer can take over.
Business Saleability Assessment
If you’re thinking about an exit in the next one to three years, I’ll show you where your business stands today and what would make it more valuable to a buyer.
Request my assessment →Straight answers, including on fees.
What does it cost to sell my business?
Nothing up front. No retainer. I’m paid a tiered success fee at closing, which means I only get paid if your business sells. We go over the fee in writing, line by line, before you sign anything.
How long does it take to sell a business?
A traditional sale often runs 11 to 12 months. Iconic’s process runs 6 to 7 months, with a 5.2 month median to close as published by Iconic. Clean books, how the buyer is financing the deal and how smoothly diligence goes are what really drive the timing. Either way, plan for delays. Every deal has them.
Other brokers charge less. Why choose you?
I’ll be candid: when I sold my own business, I picked the broker with the highest valuation and the lowest fee. It bit me. Very few leads, very little understanding of my business, and I ended up doing the selling myself. Cheaper is rarely better for what is likely the biggest transaction of your life. Ask what you’re giving up for the lower fee, usually marketing, buyer reach and someone who keeps the deal together when it gets hard.
Can you lower your fee?
I’d rather show you the value first. Iconic and I invest real time and money marketing your business before we ever get paid. If I discounted myself before we started, what would that tell you about how I’ll negotiate for you?
Why an exclusive engagement?
Confidentiality and control. With several brokers, you lose track of who knows your business is for sale, and your employees, clients, vendors or competitors can find out. One broker and one controlled process, with every buyer under NDA, protects you.
Do I have to sell 100% of the business?
Not always. Some owners sell everything, some sell a majority and stay on for a while, and some stay involved through a transition period. It depends on your goals and on what buyers in your industry will do. That’s exactly what we figure out in our first conversations.
What happens to my employees?
It’s a fair worry. But think of it from the buyer’s side: they just made a big investment, often with a loan behind it. They need your people and your quality to stay strong to make the payments. Most buyers aren’t looking to rip a business apart. We keep the sale confidential so your team isn’t worried before there’s anything to worry about, and we plan how and when they hear about it together.
Thinking about selling? Let’s talk.
A confidential, no pressure conversation. Tell me your story, and I’ll tell you what I see.
