The second one is that all salesmen, if they're good salesmen, tend to be very enthusiastic about what they're selling. That could be a product or a service, or even a social occasion, but it's all selling at the end of the day. And in their enthusiasm they focus on their need, rather than the buyer's need. So, for example, in our own case I've seen on many, many occasions people basically go straight to the point - We're here to sell you Coca-Cola, it's the world's number one brand, you must want it. What they haven't done is establish the buyer's need. So, for example, the buyer's need may be, in a grocery store that they want to supply the world's number one brand to encourage consumers to come in and purchase their range of products. The manager of a ball bearing factory might want a vending machine, because if he supplies a free, or discounted refreshment service it keeps his union employees happy.