Inside the Broker’s Mind: How to Sell (or Buy) a Business the Right Way with Sherryn Deetlefs

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What really makes a business sellable — and what will turn buyers away?

In this episode of Built to Sell | Built to Buy, I sit down with Sherryn Deetlefs, a LINK business broker who’s walked in the shoes of both sellers and buyers. Before moving into broking, Sherryn built and sold multiple businesses across hospitality, textiles, health, and design — giving her a unique, hands-on perspective of what it takes to close a successful deal.

We dive deep into:

Why you should get a market appraisal well before you plan to sell
How to prepare your business so buyers can’t say no
The mistakes that sink deals before they start
How cultural and operational fit can outweigh the highest offer
Creative deal structuring that keeps negotiations alive
Red flags for buyers during due diligence
Why storytelling matters just as much as numbers in attracting the right buyer

Whether you’re a business owner planning your exit or a buyer hunting for the right fit, this conversation is packed with practical strategies, real-world stories, and behind-the-scenes insights from someone who’s been on both sides of the table.

Connect with Sherryn Deetlefs:
🔗 LINK Business: linkbusiness.com.au/business-broker/sherryn-deetlefs
💼 LinkedIn: linkedin.com/in/sherryn-deetlefs-a33483b9
📸 Instagram: instagram.com/sherryndeetlefs_businessbroker

Listen & Subscribe:
🎧 Apple Podcasts: Built to Sell | Built to Buy on Apple Podcasts
🎧 Spotify: Built to Sell | Built to Buy on Spotify
📺 More Episodes: sampenny.com/podcast

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Host

Sam Penny

Sam Penny is an entrepreneur, business coach, and adventurer who’s built and sold multi-million-dollar companies — and taken on challenges most people wouldn’t dream of, from swimming the English Channel in winter to tackling an Ice Mile. Known as The Impossible Guy, Sam works with business owners to prepare for their biggest payday and with investors to buy smarter, more profitable businesses. On Built to Sell | Built to Buy, he brings a unique mix of hard-earned business wisdom, real deal experience, and a knack for asking the questions others won’t.

Guest

Sherryn Deetlefs

Sherryn Deetlefs is a business broker and exit advisor who helps owners prepare their companies for a successful sale — and connects buyers with businesses that truly fit. With years of experience across multiple industries, she knows exactly what makes a business attractive to the right buyer and how to navigate the deal from listing to handover. On Built to Sell | Built to Buy, Sherryn shares insider insights on market trends, buyer psychology, and the small changes that can make a big difference to valuation.

Inside the Broker’s Mind: How to Sell (or Buy) a Business the Right Way with Sherryn Deetlefs

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