you more approachable. People will generally feel more comfortable with somebody who appears to be like them rather than

　　superior to them. They may not like you but they will feel they can trust you.

　　Dr Cohen suggests that the best way to sell your proposal is by getting into the world of the other side. Ask questions

　　rather than give answers and take an interest in what the other person is saying, even if you think what they are saying is

　　silly. You do not need to become their best friends but being too clever will alienate them. A lot of deals are made on

　　impressions. Do not rush what you are saying---put a few hesitations in , do not try to blind them with your verbal

　　dexterity. Also, you should repeat back to them what they have said to show you take them seriously.

　　Inevitably some deals will not succeed. Generally the longer the negotiations go on, the better chance they have because

　　people do not want to think their investment and energies have gone to waste. However , joint venture can mean joint risk and

　　sometimes , if this becomes too great , neither party may be prepared to see the deal through . More common is a corporate

　　culture clash between companies, which can put paid to any deal. Even having agreed a deal, things may not be tied up quickly

　　because when the lawyers get involved, everything gets slowed down as they argue about small details.

　　De Cohen thinks that children are the masters of negotiation. Their goals are totally selfish. They understand the

　　decision-making process within families perfectly. If Mum refuses their request , they will troop along to Dad and pressure

　　him. If al else fails, they will try the grandparents, using some emotional blackmail. They can also be very single-minded

　　and have an inexhaustible supply of energy for the cause they are pursuing. So there are lesson to be learned from watching

　　and listening to children.

　15 Dr Cohen treats negotiation as a game in order to

　　A put people at ease

　　B remain detached

　　C be competitive

　　D impress rivals

　　16 Many people say “no” to a suggestion in the beginning to

　　A convince the other party of their point of view

　　B show they are not really interested

　　C indicate they wish to take the easy option

　　D protect their company’s situation

　　17 Dr Cohen says that when you are trying to negotiate you should

　　A adapt your style to the people you are talking to

　　B make the other side feel superior to you

　　C dress in a way to make you feel comfortable.

　　D try to make the other side like you

　　18 According to Dr Cohen, understanding the other person will help you to

　　A gain their friendship

　　B speed up the negotiations

　　C plan your next move.

　　D convince them of your point of view

　　19 Deals sometimes fail because

　　A negotiations have gone on too long

　　B the companies operate in different ways

　　C one party risks more than the other.