It's easy to see why it happens. Mass hysteria. It happens to every club. It happens in every transfer window.

The outbreak of joy as a new player is linked to your club. About time, you say. Then the divisions of fans emerge. He's suddenly a great potential asset, or you've not quite heard of him. Negotiations start. No resolution comes within a week. He's a traitor. A greedy swine. A money-driven mercenary.

It's easy to see why this stance is so often adopted. In the world of ever-advancing social media and internet communications, fans have information at their fingertips quicker than ever before.

They don't want news later, or 'in a bit', they want it now. It's easy to allow yourself to get drawn into the massive revolving door of transfers. They're on and off more often than than your kettle.

The world of social media can be an extremely useful tool in aiding fans in finding out the latest about the dealings of their club. Suddenly you're pulling a Swedish article in, translating it and heading over to share the latest gossip with fellow fans. Far too many fans however fail to realise what is really going on.

This isn't about making a bid for a player, having it accepted and having the player want to join. At the top level and beyond, these are multi-million pound investments carried out by professionals in the art of negotiation.

Long gone are the days of player and manager thrashing out some agreements at the bar. It's about more than that now. Entourages from the parties arrive, and sit down to discuss the ins and outs of the deal. From basic salary to bonuses, image rights to housing. It's all covered. It's a lucrative and vital investment for the future of a company looking to move forward.

It's often said that our expectations are unrealistically driven by how we perceive things to happen. It's not as glamorous as media companies often make it seem, or as rapid as computer games may kid us to believe.

These deals take days, weeks and months. Just because it's been in the media spotlight for a week from you first hearing of it, to the deal completing, does not mean that the entire period of time to broker the deal has been a week.

The increased exposure to transfers has led to unrealistic expectations. The 21st century presents its own pros and cons, as expectation grows and rumour is peddled by anyone who is claiming to be the latest 'news' account or 'in the know' football agent type.

Patience is a valuable trait at every level, especially at the top table. Landing top players from top clubs takes time. Especially if you are carrying out the deal properly.

Recklessly charging head-first into multi-million pound transactions is a dangerous game to play. A game which awaits the crucial shot in the foot. At any level, trying to land the top talent for your level, or even having designs on progressing beyond your 'glass ceiling' takes the patience of negotiators and supporters alike. It doesn't happen overnight.

So, a final message to football fans everywhere. Be patient, be hopeful and be understanding. Most of all, stay calm and realistic.

After all, good things come to those who wait.


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