Always Smiling and Always Selling, Roland West on Why People Matter in Business Broking
Always Smiling and Always Selling, Roland West on Why People Matter in Business Broking
A $3 million settlement was unfolding in real time when Roland West sat down for our interview. The deal had been delayed by a long-forgotten issue dating back years, and lawyers were still working through the final details. For him, it was a familiar reminder that business broking is rarely straightforward.
More than a decade after joining Business Brokers in Brisbane, Roland remains deeply engaged in the profession. A multi-award-winning broker, industry advocate, and mentor, he combines decades of business ownership experience with a practical approach to helping people move confidently into the next chapter of their lives.
From Business Owner to Broker
Roland's path into business broking began after what he describes as a semi-retirement. Having stepped back from full-time business ownership at age 55, he found his wife encouraging him to stay active.
"My better half said to me, 'I don't care what you do as long as you leave in the morning and come home at night,'" I was driving her crazy he recalled.
It’s this humour and his warm smile that makes Roland a well known broker amongst his peers.
What started as a plan to sell "a couple of businesses" for some extra spending money quickly became something much bigger. In 2014, Roland joined LINK Business Brokers in Brisbane and discovered a profession that suited both his experience and temperament.
Looking back, he only wishes he had started sooner. "It's been great. It's been an enjoyable time," he said.
Built on Broad Experience
Long before becoming a broker, Roland had built and operated a diverse collection of businesses. The largest was a food distribution company that he sold to Bidfood in 1999. Following the sale, he remained with the business for two years as a general manager and a further 12 years as a consultant.
Along the way, he was involved in residential townhouse developments, land subdivisions, equipment hire, office supplies, office fit-outs, and other ventures.
That breadth of experience continues to shape his work today. "My past has given me a broad understanding of a number of businesses," he explained.
It also means he is comfortable analysing a business's fundamentals. Understanding profit and loss statements, balance sheets, and operational realities allows him to quickly assess opportunities and challenges from an owner's perspective rather than simply acting as an intermediary.
A Generalist With Perspective
While many brokers develop highly specialised niches, Roland describes himself as a generalist. His varied commercial background has given him confidence across a wide range of industries, and he values referrals from trusted contacts.
"If someone's good enough to refer me, I'm good enough to do it," he said.
What continues to fascinate him is the opportunity to look inside businesses that most people never see. Every engagement offers a different perspective, whether it is a thriving operation with strong systems or a business facing significant challenges.
That exposure has reinforced an important lesson, that a business's financial performance does not always tell the whole story.
Roland has sold businesses on behalf of liquidators and banks, where the commercial fundamentals remained sound despite the financial difficulties that led to the liquidation.
“Even though a business may not be profitable, they may still have some value,” he noted.
Understanding Today's Market
Roland believes the Brisbane market remains healthy, particularly when sellers have realistic expectations.
He explained, "A good business, if it's priced correctly, generally attracts interest."
He sees a clear distinction between stronger, higher-quality businesses and the smaller "buy yourself a job" segment that was once much more active. In earlier years, many buyers were willing to purchase businesses primarily to secure an income stream. Today, that dynamic has changed as employment opportunities and wages have improved.
Hospitality remains challenging compared with previous cycles, although quality businesses still attract buyers. Meanwhile, service-based businesses continue to perform well, particularly in areas where technology can support operations without replacing the human element.
Wholesale distribution also remains attractive in his view. Drawing on his own background, he sees enduring value in businesses that efficiently move products through supply chains.
"People still need to get product," he said.
Relationships Drive Success
A significant portion of Roland's work comes through referrals. Years of operating businesses and building professional networks created a strong foundation, and successful transactions have generated ongoing recommendations from accountants, lawyers, and former clients.
He believes a broker earns trust through the way deals are handled rather than through marketing alone.
"I come through the front door, and I leave through the front door," he said, describing his commitment to transparency and avoiding surprises.
Importantly, he rejects the notion that a broker should focus solely on one side of a transaction. While engaged by the seller, he believes a successful outcome depends on both parties achieving their objectives.
"I work for the buyer as much as I do for the seller," he explained. "Without that balance, we don't have a deal."
Alongside referrals from his own network, LINK's national and international systems generate opportunities that align with his areas of expertise.
Recognition And Industry Leadership
Roland's results have earned substantial recognition throughout his broking career. He has won Broker of the Year multiple times and has accumulated numerous industry awards.
Among the achievements that stand out most are those based on peer and client recognition. In the previous year, he received the AIBB Brokers' Choice Award, a national honour voted on by fellow brokers across Australia.
"That was more of a buzz," he said, noting that peer recognition meant more than awards based purely on sales performance.
He also received LINK International's Customer Service or Customer Choice award, recognition that reflected clients' experiences rather than transaction volume alone.
Beyond his personal achievements, Roland has dedicated considerable time to industry leadership. He has been involved with the Australian Institute of Business Brokers for several years and serves as chair of the REIQ business brokers chapter. His focus, he said, is on helping make the industry stronger and more professional.
Supporting the Next Generation
After years dominated by compliance changes, training requirements, and new regulatory obligations, Roland believes the industry is entering a period in which it can focus more directly on professional development and long-term improvement.
He sees business brokers increasingly evolving. "We become more advisers than salespeople," he noted.
That philosophy also influences how he views the later stages of his own career. Having already achieved significant professional recognition, he is focused instead on supporting the next generation.
"I do like helping the younger ones," he said.
Mentoring emerging brokers, sharing knowledge, and contributing to industry standards are now among the most rewarding parts of his work. It reflects the same motivation that has guided much of his career: helping people move forward, whether they are selling a business they have spent years building or acquiring one that will shape their future.
For Roland, that remains the real attraction of business broking. The transactions matter, but the people behind them matter more.
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