Christina Jones founded Missing Link Business Sales after repeatedly seeing small business owners misled by low-cost brokerage models that promised full service but delivered little more than a listing.

Many of the sellers she worked with had already been on the market for 12 months or longer, believing they were receiving support, only to feel burnt, frustrated, and no closer to a sale. Businesses were often over-valued to secure the listing, with little strategy, poor buyer qualification, and no meaningful positioning to support an outcome.

At the same time, Christina saw another consistent pattern — many of the businesses entering the market were owned by inexperienced operators, and the buyers enquiring were often just as inexperienced. In many cases, she could see early on that without the right structure or support, those buyers were unlikely to succeed.

This is where Christina’s approach has always differed.

She is known for being direct and honest with both buyers and sellers — not telling people what they want to hear, but what they need to understand to move forward. Her focus is on helping businesses actually sell, and helping buyers step into opportunities with clarity and confidence.

Having owned and sold multiple businesses since 2008, Christina understands the process from both sides. Most recently, selling her own café, Moorland Cottage Café, gave her a renewed perspective on just how frustrating and emotionally demanding the process can be — something many sellers are unprepared for. That experience reinforced the importance of preparation, positioning, and realistic expectations.

Through working closely with DIY sellers and buyers — many operating with limited budgets and experience — Christina identified a clear gap in the market. Many businesses that struggle to sell are not without value; they are simply not presented, structured, or understood in a way that gives buyers confidence.

At the same time, she recognised that inexperienced buyers are far more capable than they appear — but often lack a clear pathway forward. With the right structure, guidance, and early support, their likelihood of success increases significantly.

These insights led to the development of the Missing Link™ System — a structured approach designed to identify and correct the gaps that prevent businesses from selling, while also giving buyers a clear, supported pathway into business ownership, including practical implementation support from the outset.

Christina has received recognition for her commitment to quality, including awards for Excellence in Service and Outstanding Visitor Experience, and has been named a finalist multiple times for Outstanding Business Leader. While recognition is appreciated, her focus remains on practical outcomes and helping people move forward with confidence.