"Selecting Joel to lead our recent business sale proved to be an excellent choice. He diligently prepared all advertising, the Information Memorandum and financial forecasts, conducted all preliminary interviews with prospective buyers, and assisted with buyer negotiations and due diligence. He conducted himself in a very professional manner throughout. I have recommended Joel to business associates and would have no hesitation doing so to anyone contemplating a business sale."
A structured approach
Why most business sales underperform and how this process is different
The majority of business brokers approach a sale the way a real estate agent lists a house. They prepare some documents, place some ads, email enquiries a brochure, wait to see who responds. This passive approach lets the buyer dictate the process and leaves money on the table.
Every step, from how I screen enquiries, to how I prepare your Information Memorandum, to how I structure buyer meetings, is designed to create deeper buyer engagement, maintain control of the sale process, and generate genuine competition.
The goal is not just to get a quick offer. It is to get the best outcome.
This is why the majority of my listings proceed to competitive multi-offer situations, where you receive more than one offer simultaneously and can choose the best outcome. Not just on price, but on terms that suit you, and a buyer you feel confident about.
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I call every enquiry personally
Most brokers send an automated email. I phone every single person who enquires, even when there are hundreds, to screen them properly and understand what they are looking for before sending any information.
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An Information Memorandum designed to engage
Your IM is not just a factual document. It is carefully structured to guide buyers through your business in a way that builds genuine interest, addresses concerns early, and leads them toward making an offer.
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A structured buyer process that maintains control
Buyers go through initial screening, an introductory meeting with me, and then a vendor meeting. By the time they sit down with you, they are highly engaged and well-qualified. This protects your time and consistently produces better offers.
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You stay informed and in control throughout
Regular updates on who is interested, why they are suitable, and where they sit in the process. You have a business to run. My job is to handle the sale without it becoming a second full-time job for you.
The full process
From first conversation to settlement
Every business sale is different, but the process follows a clear structure. Here is what working with me looks like from start to finish.
Pre-sale preparation
Initial conversation
We discuss what you want to achieve from the sale, your timeline, initial information about the business, and whether we are a good fit. There is no obligation at this stage. In some cases, we may identify that a few changes could significantly increase the value, and it is worth waiting. In others, now is the right time to move.
Free business appraisal
I take an in-depth look at your business: its financials, strengths, growth opportunities, and any areas that could affect value. I then look at comparable sales, current market conditions, and buyer demand in your sector to come back to you with a realistic price range and a recommended approach.
Documentation and Information Memorandum
I prepare the agency agreement, advertisements, and your Information Memorandum. The financials are presented to show your business in the best possible light while remaining accurate and able to withstand scrutiny from a buyer's accountant and bank. The IM is designed to do more than inform. It guides buyers through your business in a way that creates genuine interest and leads them toward an offer. All documents are reviewed and approved by you before anything goes to market.
On the market
Marketing and buyer screening
Your business is advertised in strategic locations, including Barker Business Brokerage's registered buyer database of around 7,000 active buyers, to attract as much initial interest as possible. I then personally phone every single enquiry, even when there are hundreds, to screen each person for suitability. This covers whether they have the skills to run the business, the funds to purchase it, and whether there are any conflicts of interest. It also allows me to understand what matters to each buyer so I can tailor the pitch accordingly. Suitable buyers are then sent the IM under a confidentiality agreement.
Initial buyer meetings
I meet with all interested parties before any vendor meeting takes place. This allows me to learn more about each buyer, provide additional information, and further assess their suitability. It significantly reduces the number of vendor meetings you need to attend and the questions you need to answer.
Vendor meetings and offers
Once buyers have been through the initial meeting process, the most suitable proceed to a vendor meeting with you. By this point they are highly engaged, well-informed, and genuinely interested. This structured approach frequently results in a competitive multi-offer situation, giving you the best possible outcome in terms of price and the opportunity to choose the right buyer for your business.
Sale and purchase agreement
I draw up the sale and purchase documents and negotiate the terms on your behalf. These can be straightforward or complex depending on the business. I always work to achieve the best possible deal for you.
Under contract through to settlement
Due diligence
The buyer will need to verify the information provided and satisfy both themselves and their advisors that they can continue to run the business profitably. This process typically takes ten to twenty working days for straightforward businesses, though complex sales can take longer. I help manage this process and keep things moving.
Unconditional
Once all conditions of the sale and purchase agreement are satisfied, the agreement is declared unconditional. This is typically when the deposit is paid and held in a trust account. You then notify your staff, and the buyer begins arranging new contracts and building relationships with them.
Settlement and handover
Solicitors finalise all legal documents, a final stocktake is conducted, and the settlement funds are transferred. Congratulations. You have successfully sold your business. You will usually assist the new owner for a period after settlement to transfer relationships and knowledge. For most straightforward businesses this is around one month.
Industries
Experience across a wide range of sectors
Every industry has its own buyer pool, valuation norms, and sale considerations. I have sold businesses across all of the following sectors and more, primarily in the $500,000 to $3 million-plus range.
Manufacturing
Construction and trades
Education and training
Automotive
Professional services
Property and cleaning services
Not seeing your industry? Get in touch. I work across all sectors.
What vendors say
From business owners who have been through the process
“We sold a business through Joel Costello. He was easy and calm to deal with and showed an interest in the business that enabled Joel to market and sell it for a healthy amount. We would have no hesitation in recommending Joel Costello to market and sell your business.”
“Joel quickly got to grips with our business and followed through with bringing credible parties to the table resulting in a good sale. John B.”
Common questions
What business owners ask before selling
Honest answers to the questions that come up most often.
A business appraisal from an experienced broker takes into account your financials, industry sector, growth potential, comparable recent sales in the New Zealand market, and current buyer demand. It gives you a realistic price range and helps you understand what factors affect value. My appraisals are free, confidential, and without obligation.
My commission is only payable on the successful sale of your business. There are typically some marketing costs involved in advertising, but there is no large upfront fee. If your business does not sell, no commission is payable.
Most SME sales take between three and twelve months from going to market through to settlement. Businesses that are well-prepared and well-priced tend to sell faster. Pre-sale preparation, including the appraisal, documentation, and Information Memorandum, typically takes one to four weeks depending on the complexity of your business and the information you can provide.
A multi-offer situation occurs when more than one qualified buyer submits an offer on your business at the same time. Buyers are required to submit their best offer, with you then choosing one party to negotiate with. This creates genuine competition, which typically results in a higher sale price, better terms, and the ability to choose not just the best price but the best buyer.
Confidentiality is one of the most important aspects of a business sale. Advertisements are written to describe the business without identifying it. All prospective buyers sign a confidentiality agreement before receiving any information. Staff are typically not notified until the agreement is unconditional, at which point the timing is managed carefully with your input. Customers and suppliers are typically only told after settlement, where you and the buyer carefully transfer those relationships.
Due diligence is the buyer's opportunity to verify all the information provided and satisfy themselves and their advisors that everything is as represented. It typically involves the buyer's accountant reviewing financial records, their lawyer reviewing contracts and legal matters, more in-depth questions about how the business operates, and sometimes a site inspection. For most straightforward businesses this takes ten to twenty working days. I help manage this process to keep things moving efficiently.
I specialise in small and medium-sized businesses, primarily in the $500,000 to $3 million-plus range. Based in Auckland, I work with business owners across New Zealand including Auckland, Northland, Whangarei, Waikato, Bay of Plenty, Hawke's Bay, Wellington, and beyond. If you are unsure whether your business falls within this range, a free appraisal conversation will give you a clear answer.
Get started
Find out what your business is worth
The first step is a free, no-obligation conversation. Tell me a little about your business and I will be in touch, usually within one business day. Everything is completely confidential.
There is no pressure and no commitment required. Many business owners find this conversation useful even when they are still two or three years away from selling.
- Completely confidential. Your information is never shared
- No obligation. This is a conversation, not a commitment
- Free appraisal included. You will leave knowing where your business sits in the market
- I call every enquiry personally. You will speak with Joel directly
Request a free appraisal
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Thank you for getting in touch. Joel will be in contact with you personally within one business day.
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Call or email directly for a no-pressure conversation about your options. There is no commitment involved in making contact.