Would You Sell Your House Without an Agent? 

By Fiona Ettles, Partner at FinConnect

Here’s why you need the right people in your corner before you say yes.

It usually starts with a quiet email. Or a friendly phone call from someone you’ve known for years.

“We’ve been watching what you’ve built. We’d love to talk about buying your business.”

They don’t always say the word buy straight away, but you know that’s where it’s heading. And in that moment, your brain starts racing

“Is this a good opportunity?”, “What’s my business even worth?”, “Am I ready for this?”, “Where do I start?”

For many owners, that moment is both exciting and terrifying. Because what happens next is unfamiliar territory.

Suddenly you’re navigating spreadsheets, terms sheets, meetings, and negotiations. And more often than not, the buyer has a team behind them.

You don’t.

That imbalance?

It’s real. And if you’re not careful, it can cost you far more than just money.

Most Owners Sell a Business Once. The Buyer Might Do This All the Time

If you’ve never sold a business before, you are not alone. 

Most of the business owners we work with have spent years, sometimes decades, building something personal. They’ve supported clients through major life events. They’ve created jobs, built strong teams, and become known for the way they look after people. 

But selling a business is different from running one. It’s unfamiliar. And it often happens while you are still juggling everything else. 

Meanwhile, the buyer may have done this before. They show up with a polished process, a team of advisors, and a structure that works in their favour. It’s not always aggressive. Sometimes it’s friendly and well-intentioned. But make no mistake, it’s a process designed to get the best outcome for them. 

Without the right support, it is easy to lose control of your own deal. 

Where We Come In

That’s where we come in. 

We support owners behind the scenes through sell-side transactions. Quietly, calmly, and without pressure. 

We’re not brokers in the transaction.  

We don’t take commissions. 

We are independent, commercial, and here to protect your interests. 

We help you understand what your business is likely worth before an offer arrives. Or, if you’ve already got the offer, we'll help you evaluate if it’s fair. We guide you on what information to prepare and when to share it, so the buyer sees the value, and you protect what matters; your staff, your clients, your confidentiality. 

We review key documents with you, like the Terms Sheet. We attend meetings if needed. We help you weigh up what is commercial and what is not. Because when you’ve never done this before, it’s easy to second-guess yourself. 

We’re here to help you think clearly, ask the right questions, and stay one step ahead. And when things get emotional, we’re the calm voice who can take the heat, so you don’t have to. 

What Kind of Questions Do We Help Answer?

Selling your business is a transition like no other. It raises big questions and often more than a few “what ifs.” 

• Is this really the right deal, or just the first one that came along? 

• Should I agree to exclusivity, or would it be smarter to keep my options open? 

• Is the price as good as it looks, or are there risks I haven’t seen? 

• How much will I be paid up front, and how much is deferred or conditional? 

• Is there another option I should be considering like internal succession or a staged exit? 

You don’t need to navigate these questions alone. 

How It Works  

This is a consulting relationship. There are no commissions or locked-in contracts. Just independent advice from a team that knows what they are doing and cares about the outcome. 

You get a team you can call. 

People you can talk things through with. 

You can ask all the questions you are worried might sound silly. 

We will give you clear, thoughtful answers. 

Most of our clients work with us for a handful of hours each month. Sometimes it’s a quick call to sense-check a conversation. Sometimes we’re reviewing documents. Sometimes we are sitting beside them at the table, helping them navigate key decisions. 

Either way, they sleep better at night. Because someone experienced has their back. 

Some clients work with us through the entire process. Others just want a second opinion on a deal already underway. Either way, you stay in control, and we are right there with you. 

If This Is You  

You have spent years guiding your clients through major life moments. Retirement, transitions, business sales, estate planning. You are the steady hand they rely on when the decisions matter most. 

This is your moment. 

Selling your business is a significant milestone, and it deserves the same care and thoughtfulness you give to others. You do not need to figure it out alone. You deserve a team who understands the market, knows how to protect your interests, and can help you move forward with confidence. 

Whether a buyer has already made contact or you are just starting to think about what comes next, we are here when you are ready. 

BOOK A CONFIDENTIAL CALL WITH FIONA

And if you’re interested in getting a clear understanding of what your firm might be worth, you can download our Accounting or Financial Planning Valuations Guide here. It’s a practical starting point for owners considering their next move. And if you’ve already got a copy, now might be a good time to revisit it, especially if you’re facing a real opportunity to sell.