When negotiating a book sale, do not assume you understand the intent of every question you are asked or statement made. If your prospects ask, “How can your proposal lead to a successful conclusion to this promotional campaign?” ask them how they define success. Is it an increase in sales? Revenue? New customers? If managers of Human Resources want an increase in employee motivation, productivity, or attitude, how will changes in those characteristics be measured? If your prospects say the timing is not right, find out when the timing will be right, or help them understand why there is no time like the present to accept your proposal. Do not assume you agree on the definitions of the issues before proceeding with the discussion.