If so, you're not alone. For the uninitiated publisher who has not bought or sold, your first sale, merger, or acquisition can be quite daunting.
More experienced publishers know how to play the game.
For most sellers, however, it's definitely not a game, and the process can be quite distressing if you're not prepared. Virtually all sellers are better served by being represented, in my opinion. Selling a business is hard enough, even when you've done it many times. Of course, some deals sail along smoothly. For most sellers, their publications are their largest assets.