Do They Have an Adequate Reason for Buying

Historically, this is one of hardest and most important questions to answer, because in many instances the purchaser doesn't know himself. Nevertheless, the answer is most important because it determines what the buyer may be prepared to pay. If you follow the financial papers, you will know that in many cases, the purchaser discards or dismantles the company he bought with great pomp. Perhaps the symbiosis isn't as promising as the purchaser thought. Perhaps the purchaser gets caught up or caught out by something grander. You, on the other hand, may be in a better position to be objective. If a sale doesn't make functional or emotional sense to you, beware. Often in these situations it may make more sense to you than it seems to for him. You have an extra trump card in your hand; but you will make the decision on whether you should use it.

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