I think Matt is way out at 1 times, to find the going rate have a look at the manchester evening news or the loot or similar, nearly all the serious rounds are 2 times + and up to 10 times for commercial.
dave
it depends on the situation though
i brought off a guy who was retiring AND some1 who was moving back to oz, so they wanted to sell AND i wanted to BUY, we were all happy
people who want to sell a round, normally want to for a reason, they want the deal done as quick as possible
these "round builders" have no time issues, so they can ask what they like, also these ad's in free-ads etc, you can ask for it what you like, you might not get it though