Selling through a broker vs. directly is a real trade-off, not a default.
Broker pros. Wider buyer pool, confidentiality (your customers don't find out), pre-qualified buyers, deal-shepherding, normalized purchase agreements, escrow handling. A good broker often nets you more *after* their fee than FSBO.
Broker cons. 6–10% commission. Less control of the narrative. Some brokers list and forget. Some push you toward the first decent buyer instead of the best fit for transition.
FSBO pros. Keep 100% of the price. Direct control. Faster on the right deal. Can pick the buyer who'll take care of your customers.
FSBO cons. Smaller buyer pool. Tire-kickers consume your time. Negotiating against an experienced buyer puts a first-time seller at a disadvantage. Confidentiality is hard to maintain.
Hybrid models. A flat-fee listing service (a few hundred to a few thousand dollars) gets you marketplace exposure without a percentage commission. Often the best of both for organized sellers willing to handle their own conversations.
Decision framework. Use a full-service broker if your route is over $500k, you've never sold a business, or you can't be confidential without help. Go FSBO or flat-fee if you have buyers already calling, you have a CPA and lawyer lined up, and you have the time to run the process.