HOW TO ANSWER DIFFICULT QUESTIONS WHEN SELLING Dictionary definitions of negotiating include conferring with others for the purpose of arranging a decision by mutual consent. That follows that negotiating entails the asking and answering of questions relating to the matter in hand. Negotiating may, on the face of it, seem a gentlemanly occupation which only on rare occasions becomes unpleasantly combative. However, beneath the veneer of respectability the real bargaining war takes place. Each combatant has the deep desire to win as his/her living depends on their own skill. It follows that each negotiator is struggling to obtain an advantage and from that desire the unpleasant combative elements spring; the battle of words becomes a surfeit of questios and answers. Of course, as the battle rages the gentlemanly element subsides and eacd negotiator tries to gain an advantage by asking loaded - sometime unpleasant - questions. Those questions are endeavouring to elicit answers that contain information that will help the questioner; the opponent is on guard and must think up (compose) an answer without giving any help to the questioner. Thereby hangs the tail of often having to reply to a question which it is impossible to do without betraying a secret. The Achillies Heel of negotiating The purpose of this book is to show how to safely tackle those difficult questions and, therefore, not to condemned out of ones own mouth. That is one of the main principles that govern negotiating - giving a full and reasonable answer to a grim question and appearing to be full control. This is a book that will immediately help you in negotiating situations. It is an action this day book - not a dull textbook. JOHN MEPHAM