During 2004 I was working in England for an International Speaker manufacturer. One morning I was in a HIFI store in West London; when to my surprise a customer walked in ASKING to buy a Pioneer DVD player displayed in the window. The salesman suggested to the customer to return the next day and speak with the Pioneer specialist who would give him all the reasons NOT to buy! I was flabbergasted and guess that customer went and bought down the road somewhere. In selling it is VERY important to recognize EXPLICIT needs from customers. In this case the customer WANTED to buy as he actually said so but was talked out of the sale by the store salesman. How often does this happen?