hen it comes down to it, an articulate and effective give-and-take of deal points may be the single most important skill a sales agent needs to close the contract. It involves more than just knowing when to speak and what to say. It's a whole orchestration of knowledge, understanding and integrity.

Before you take a seat at your next negotiation, take a moment and review the following checklist:

• Am I Prepared? If it works for the Boy Scouts, it certainly will work for you. As with every aspect of business, knowledge is power. Do the research. Know your prospect as well as you know your own products and services.

• Do I See the "Enemy?" Granted, the merchant sitting on the other side of the table isn't really an enemy, but recognizing there is a battle of sorts in progress will keep you alert and ready for whatever comes at you.

• Am I Putting Myself in the Merchant's Shoes? Anticipating what the prospect might think, say and/or object to can give you an advantage. Before you even walk into the room, prepare a list of what you think the prospect wants, what the prospect doesn't want and, most important, which of those points are negotiable and which are not negotiable.

• Am I Clear on What I Need? The other list in your hand should be what you want out of the deal. Whether it be revenue, a long-term relationship or a road into a new retail market, define them. As with your prospect's list, identify those that you'll be flexible on and those that are deal-breakers.

• Am I Honest? There's truth to the old adage, "Oh, what a tangled web we weave." There never has been nor will there ever be any place at a negotiating table for lies - unless, of course, you don't plan on speaking to or seeing that merchant ever again.

• Am I Fair? The foundation to every negotiation is knowing that there's not a winner and a loser. Instead, there are two opposing sides that come together for a "win-win" solution.

• Am I Quiet? Two ears, one mouth - you do the math. Listen more, speak less and be sure not to show all of your cards too soon.

• Am I Flexible? Recognize this is a relationship of sorts, and the secret to a strong relationship is compromise. Sales are not framed in absolutes. They're sometimes framed in creative solutions and tactical tradeoffs.

• Do I Know When to Walk Away? Some sales agents just get greedy. They've gotten a good deal and want to push it one point further to a great deal. Don't make the mistake of putting more in your mouth than you can chew. There's always renewal time to renegotiate additional terms.

• Am I a Sore Loser? Not every negotiation will result in a signature. Recognize no one person can control the outcome of a negotiation, and you gave it your best shot. Shake hands, say thank you and start planning for your next one.