Biography of Sierra Herrera

I help business owners and entrepreneurs navigate the process of buying or selling a business with professionalism, discretion, and a clear understanding of what is at stake.

Before entering business brokerage, I built my career in scientific and technical environments, supporting New Mexico’s national laboratories as well as highly technical, high-risk government projects across the country. Working in these demanding environments taught me the importance of careful analysis, attention to detail, clear communication, and following complex matters through to completion.

I bring that same disciplined approach to business brokerage.

For a business owner, selling a company is rarely just a financial transaction. A business may represent years—or even decades—of hard work, sacrifice, relationships, and personal investment. I work with sellers to understand what they have built, help them prepare for the sale process, confidentially market their business, and navigate the many steps involved in reaching a successful transaction.

I also enjoy working with entrepreneurs who are looking to acquire a business. My role is to help buyers understand the opportunities available to them, facilitate communication and the exchange of information, and guide them through the brokerage process so they can make their own informed decisions with the appropriate financial, legal, and other professional advisors when needed.

As a Northern New Mexico native, I am proud to serve business owners and entrepreneurs throughout our region. I believe successful transactions are built on trust, responsiveness, attention to detail, and straightforward communication. Every client and every business is different, and I take the time to understand what matters to the people involved.



Whether you are beginning to think about selling your business, actively searching for a business to acquire, or simply want to better understand the process, I welcome the opportunity to have a conversation and help you determine your next step.