Advice Is Valuable, but Good Advice Is Invaluable

People seek independent advice for two main reasons. Either they want to understand something they don't understand, or they want clarity on a situation before making a decision. Whichever it is, there is one big assumption built in: that the advice really is independent, and given without bias.
Sadly, that is not always the case.
When Independent Advice Isn't Truly Independent
Relationships between different service providers are common, and there is nothing wrong with professionals referring work to each other. The problem starts when money changes hands behind the scenes. Referral fees and commissions are widespread, and they quietly reshape the advice you receive.
What looks like a neutral recommendation may have a payment built into it, because the advisor benefits directly if you follow the referral through.
The advisor may not even think of themselves as biased. But when one option pays them and the other doesn't, true neutrality is very hard to maintain. I have spent decades around business sales, and I can tell you that the incentives in a deal explain most of the advice given in it.
Warning Signs Your Advisor May Not Be Independent
A few things should make you look closer:
- The advisor is unusually insistent that you use one particular third party's services or products, and gets uncomfortable when you suggest alternatives.
- Their fee is too competitive. Not just sharp, but well below every other quote you received. Someone is paying for that gap, and it is usually you, through the advice itself.
- Every piece of advice seems to end with something they sell, or something their business partner sells.
- They dodge the question when you ask directly whether they receive anything from a third party.
None of these proves the advice is bad. But each one tells you to slow down and ask more questions.
The One Question to Always Ask
“Do you receive any benefit, of any kind, from anyone else if I follow this advice?” Ask it plainly, and expect a plain answer. A genuinely independent advisor will answer without flinching, because the answer is no. In many Australian professions, advisors are required to disclose commissions and referral arrangements anyway. But the simplest protection is to ask the question yourself, every time, and watch how it is answered.
Why Good Advisors Are Rarely Cheap
The old saying that you get what you pay for rings true with advisors. Good advisors are usually not cheap, and there is a reason. An advisor who charges a proper professional fee doesn't need kickbacks to make a living. Their only income from you is the fee you pay, which means their only job is to serve your interests. Be they lawyers, accountants, bankers or business brokers, trusted advisors work for their client and nobody else. The fee is not the cost of the advice. It is the price of its independence.
What This Means When Buying, Selling or Valuing a Business
Nowhere does independence matter more than in a business valuation. A valuation prepared by someone with a financial interest in the outcome, for example someone who earns more if the number is higher, is not really a valuation. It is a sales pitch with numbers attached. That is exactly why courts insist on independent expert valuers in business disputes, and it is a standard I have worked to for years as a court appointed expert witness. The same logic applies when buying a business or selling a business: before you act on anyone's advice, work out who benefits from the path they are recommending.
Ultimately, the best advice comes from a source that has your best interests in mind, and not their own.
Frequently Asked Questions
What does truly independent advice mean?
Advice from someone who receives no benefit of any kind from any third party as a result of what they recommend. Their only payment is the fee you pay them, so their only incentive is to get it right for you.
Are referral fees between advisors legal in Australia?
Often, yes, and in many professions they must be disclosed. Legal or not, the practical point is the same: a referral fee changes the advisor's incentives, so you should always ask whether one exists before relying on the recommendation.
How do I know if a business valuation is independent?
Ask who is paying for it, whether the valuer benefits in any way from the transaction it relates to, and whether the valuer is registered and works to professional valuation standards. A valuer whose income rises with the sale price is not independent.
Is cheap advice always bad advice?
Not always, but be careful when a fee is far below every other quote. Advisors need to earn a living, and if the fee doesn't cover their time, the difference is often made up through commissions built into the advice.
About the Author
Bruce Coudrey is the founder and Principal of Benchmark Business Sales & Valuations, one of Australia’s largest business brokerages, which he has led since 1999. A Registered Business Valuer and court appointed expert witness, Bruce has been involved in around 5,000 completed business sales and has valued small businesses since 2003. He was awarded the AIBB President’s Medal in 2010.
Own a retail business and wondering what it is worth, or what it could be worth? Contact Bruce for a confidential chat.










