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Pumpkin is at the heart of Halloween festivities, and for many is the only experience they have of the squash all season. This is usually for the joys of pumpkin carving rather than cooking. When you discover just how healthy pumpkins are however, you'll realise that pumpkin recipes are just as worth getting excited about and that it would be foolish not to eat the remaining flesh left over from your pumpkin carving. (As a note, if you're rolling up your sleeves ready to tackle your orange fellow there are plenty of free pumpkin carving pattern ideas available on the internet). Pumpkin is a superfood indeed. In fact, it's not just the inner meat of a pumpkin that's virtuous but its seeds are super nutritous too and contain a wealth of health-promoting properties. Like melons, cucumber, and squash, pumpkins belong to the gourd family. They were much celebrated by Native American Indians who made use of their flesh and seeds for culinary and medicinal purposes. Pumpkin flesh is high in fibre and vitamins C and E, magnesium and potassium and a staggering quantity and variety of carotenoids, being one of the most abundant natural sources of these amazing phytonutrients. Dietary carotenoids correlate with lower a risk of numerous cancers, heart disease, cataracts and blindness. Pumpkin contains heaps of beta-carotene as well as a huge concentration of alpha-carotene, with just a quarter of a cup yielding the recommended daily amount. Alpha-carotene protects against certain cancers and cataracts, and has also been discovered to be a powerful ally against aging. Both alpha- and beta-carotene can be converted into vitamin A within the body, which plays an essential role in growth, development and immunity. Beta-carotene is a potent antioxidant and anti-inflammatory agent and prevents cholesterol build up in blood vessels that could lead to stroke or heart attack. The presence of magnesium, potassium and folate in pumpkin heightens its heart-friendly attributes. Beta-carotene works most effectively in combination with other carotenoids and has been found to reduce the risk of lung and colon cancer in particular. When exploring pumpkin recipes experiment with other squashes too. There are numerous types in all shapes and sizes with many similar nutritional values. One tasty alternative is the butternut squash. Pumpkins yield delicious and highly nutritious seeds. Known as pepitas, they are dark green and flat with a chewy texture and rich nutty flavour. These seeds are dense in minerals, with just a quarter of a cup providing approximately half the daily recommended dose for magnesium and iron, in addition to high doses of zinc, phosphorous, potassium, selenium, manganese and copper. They also contain the amino acid tryptophan known for anti-depressant qualities, and essential fatty acids. The dark green oil produced from pumpkin seeds has been used throughout history in India, Europe and America to fight parasites, aid the digestive tract and help with prostate and reproductive disorders. It has also been recommended for pregnant and lactating women because of its high content of essential fatty acids. Pumpkin seeds have been found to help prevent against prostate gland enlargement due to the chemical substances called cucurbitacins it contains. The essential fatty acids in pumpkin seeds are also necessary for prostate health, and zinc (which pumpkin seeds are especially high in) is great for the reproductive systems and has been shown to reduce prostate size. The L-tryptophan in pumpkin seeds is known to have anti-depressant properties, so it is suggested eating them can elevate your mood. Pumpkin seeds also contain omega-3 fatty acids known for their role in improving mental function, alleviating depression and aiding memory. Both the omega-3 and omega-6 essential fatty acids in pumpkin seeds have a broad range of health functions in the body. So, for a smashing pumpkin Halloween, as well enjoying carving pumpkins, check out some tasty pumpkin recipes so you can benefit from the super healthy flesh of your pumpkin carving remains, and throw a handful of pumpkin seeds on top for that extra nutritional boost! herbal natural penis enhancement penis enlargement product magna rx pill natural penile enlargement exercise penis enhancement drug pnis enlargement pic natural penis enlargement and lengthening homemade penis enlargement

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Top Questions of our Time Series: Sex Slam bam thank you Ma’am or Mr.? That’s some people’s method and it works for those who mutually agree they want a quick fix. But for most people this is not the method of choice. So, why is it that this is so prevalent? The reason for this could be that American culture is simply not accepting of sexuality in general and that is why sexuality leaks into what many consider to be ‘shadow’ areas, such as pornography, strip clubs, and prostitution. Carl Jung, one of the founding fathers of psychology, would definitely label sexuality as the shadow side of our culture. For most people who watch or visit these areas, it’s not something they discuss with their acquaintances or even their family and friends. In fact, the actual act of having sex with a person is not discussed too openly in our culture. Alfred Kinsey was one of the first and most famous people to openly discuss this cultural issue in public. Sure, sex is flashed in our faces on TV shows, movies, and advertisements, but few people actually openly discuss the act of having sex with another person. For whatever reason that is, this is an article that is going to discuss one of the top questions of our time: What is a great way to have sex, even for those who are inhibited. I am going to explain a term, I am certain I am not the first to use it, or explain concepts like it, however, I have not seen the term before. That term is Mindful Sex. Mindful sex involves slightly slowing down in every aspect of the act of sex, from creating the setting, to the foreplay, to the actual act of sex, whatever you consider that to be. The following is the gist of it: Setting: This part is not necessary if the act of sex is spontaneous in any given moment. If it is not spontaneous, sometimes it is a good idea to set the setting. When creating the setting, whether you are lighting candles, putting on music, or preparing special lingerie, moving slightly slower than you usually would. As you move slower begin to pay attention to your senses. If you are lighting candles, notice what you are lighting it with, is it a match, a lighter? Notice what the flame looks like, how it moves, does the candle have a smell, if so, take a moment to inhale it. If you are setting up special lingerie, take a moment to feel the lingerie. Is it made of silk? How does the silk feel? Are you spraying perfume/cologne on it? Take an extra moment to inhale that. You get the idea, with anything you are doing, move slightly slower and take a moment to pay attention to what you are seeing, hearing, smelling, feeling, and tasting. You do not need to think about any of this, just notice your sensations. If you notice you are thinking about something, notice that and then simply bring your attention back to what you are sensing. By moving slightly slower you have the opportunity to do this and in return make the process more meaningful and enjoyable. Foreplay and Sex: Some people consider foreplay to be sex, some consider intercourse to be sex. So I am putting them together because these ideas apply to both of them. There are many aspects to foreplay and sex and different people will have different variations on what they like. The tragedy of it all is that most people, having not felt free to discuss sex in public and they have only relied on what the media has influenced them to think about how sex should be. While they’ve had sex, they have never freely explored it on their own. Some people like to start out with oils and massage, some people like to start out with kissing all over the body, while others are into more fetish areas such as acting out a fantasy of being ruled over by a dominant figure of some kind (e.g., dominatrix). As far as fetish goes, this goes as far as our imagination can take us. As you practice Mindful Sex you will give yourself the chance to discover what it is that you really like and you will begin to feel more comfortable communicating that to whomever you are having sex with, even if that person is yourself (i.e., masturbation). Here is the gist: As you begin to practice mindful sex, it is important to remember one thing: Whatever it is that you are doing, do it slightly slower than usual. This does not mean go in slow motion, it means just go slightly slower than you would think to go. As you move slightly slower, you give yourself the opportunity to really be there in that moment and notice things that you may not have noticed. If you are giving a massage, you get to feel how the person’s skin actually feels, is there a scent to the oil? If so, inhale it. If the oil is edible, take an extra moment to lick it and truly taste it in your mouth. Look over your partner and take a moment to take in all the little nuances of the person’s body. By slightly slowing down, you also allow yourself to relax a bit, and this not only helps in making this a richer experience, but also helps reduce anxiety if that is an issue (e.g., being overly sensitive or premature ejaculation). You can apply this in every moment of sex that you find yourself in. For example, when you are giving oral sex, go slightly slower and notice the smell and taste involved, feel the texture of the other person, is it soft/rough? What does the person’s vagina or penis look like? As you go slightly slower you’ll find that it is not so difficult to notice these things and it will draw you deeper into the experience and give you the gift that you have not been privy to experience in the past. Ofcourse, you can apply this to intercourse as well. No matter your gender or sexual orientation, there is often some sort of sexual intercourse involved. It is important to let your partner know that you want to go slightly slower this time in whatever way you feel comfortable communicating that. As the intercourse begins, notice the sensations you are feeling. All parts of you are experiencing sensations from your head to your penis or vagina to your feet. If you find yourself thinking about something, notice that you are thinking about something and gently bring yourself back to your sensations. If you find yourself judging your self or the other person, just notice that you are judging and gently bring yourself back to your sensations. Gifts: Paying attention to your sensations may also broaden your horizons on things you want to do. Maybe you notice that while having intercourse that you are not tasting anything so you decide to taste your partner by kissing or licking him/her. Maybe you want to smell your partner more to bring in that sensation. Maybe you open your ears and begin to hear what the sex you are having sounds like. Maybe you’re now noticing for the first time what other areas of your body are being touched during intercourse besides your penis, vagina, or nipples. You might just discover an erotic area of your body that you had not noticed before (e.g., back of the knees, toes). Having mindful sex is simply a teaching and a suggestion. If a spontaneous act of aggressive sex comes out and it is not a slightly slowed down process, than that is Ok too. This is simply an opportunity to broaden your awareness about yourself during the act of sex and deepening the richness of your experience. Of all things we have to experiment with on this planet, this is surely one of the top. So, responsibly, go off and try this out, have fun, and broaden your horizons! 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Women know more about men's health than men do themselves and that's a fact. Why is that? Is it because we find it hard to discuss these things? Is it because it's not macho! From the time that we are young, we are taught that boys have to act tough and shouldn't cry. You must have heard the saying "Big Boys don't cry!" Most of us carry this thought process into adulthood and feel by showing concern for our health, it will be seen as a male weakness. I am guilty of that myself. I know when my prostate troubles began, I knew absolutely nothing about the prostate. I was one of the 96%. Mainly because it didn't cross my mind that I'd ever have any problems. In addition, the prostate is in a "private" area, and it wasn't something I wanted to examine. Many people, including myself, feel uncomfortable talking about the prostate, since the gland plays a role in both sex and urination. I have had prostate troubles, survived a cancer scare and watched my sister die from Cancer. Believe me, when I say that when you think you are going to die, it concentrates your mind on what is really important. Suddenly your priorities get focused. Due to my prostate troubles, I became interested in learning about the prostate and how it affected my health. I cried the day they took a biopsy and I cried with relief the day I was told it was benign. I cried many times as I watched my sister die. I got so frustrated having to get up every night 3-4 times due to my prostate troubles and then finding I couldn't get back to sleep. What is prostate cancer? Prostate Cancer develops by the growth of cancerous cells within the prostate gland. Prostate cancer occurs when some of the cells that make up the prostate gland escape from the normal controls on their growth and start to divide, grow and spread in an uncontrolled manner. In its advanced form, it can produce the same symptoms as BPH. (Benign Prostatic Hyperplasia) Warning Signs Early prostate cancer often does not cause symptoms. When symptoms of prostate cancer do occur, they may include some of the following problems: A need to urinate frequently, especially at night; Difficulty starting urination or holding back urine; Inability to urinate; Weak or interrupted flow of urine; Painful or burning urination; Painful ejaculation; Blood in urine or semen; and/or Frequent pain or stiffness in the lower back, hips, or upper thighs. Any of these symptoms may be caused by cancer or by other, less serious health problems, such as BPH or an infection (Prostatitis). Only a doctor can tell the cause. A man who has symptoms like these should see his family doctor . Do not wait to feel pain; early prostate cancer does not cause pain. These are two other main prostate problems 1) BPH - (Benign Prostatic Hyperplasia) is the abnormal growth of benign prostate cells. In an enlarged prostate , the prostate grows larger and pushes against the urethra and bladder, blocking the normal flow of urine. BPH is often the result of prostatitis. 2) Prostatitis refers to prostate inflammation and infection, which can be brief or long-lasting, mild or severe symptoms can include frequent, urgent and painful urination, erectile problems or pain >during ejaculation. Prostatitis is rampant in the US, affecting at least 80% of American men. Most is without major symptoms. Prostate enlargement, called Benign Prostatic Hypertrophy (BPH) is often the result of prostatitis. Treatment for Prostate Cancer The treatment given for prostate cancer depends on how advanced or widespread the disease is. If the cancer is small and only present within the prostate gland, it is possible to treat it with surgery (radical prostatectomy) radiotherapy (either external beam radiotherapy or brachytherapy) hormone therapy I sincerely hope that this article can be of use to you, your partner, someone in your family or indeed a close friend. Health to me is both physical and mental. The two cannot be separated. May I leave you with what I regard the finest bits of advice for life ************************************************************** If I were asked to give what I consider the single most useful bit of advice for all humanity it would be this: Expect trouble as an inevitable part of life and when it comes, hold your head high, look it squarely in the eye and say, "I will be bigger than you. You cannot defeat me." Ann Landers *************************************************************** I wish you perfect health and piece of mind in all that you do. enlargement manhattan pnis surgeon guide to penile enlargement cheap pennis enlargement free penis enhancement pills medical pennis enlargement penis elargement photo enlargement penis pill vimax penis enlagement pic best enlargment exercise penis

Gangster rap, or hardcore rap, is generally considered a sub genre of the larger category of rap music, which itself is a subcategory of hip-hop. Gangster rap is differentiable from other rap music in that it makes use of images of urban life associated with crime (Haugen, 2). According to the Encyclopedia Britannica definition of gangster rap, the top four images associated with the genre are violence, drugs, materialism and sexual promiscuity. Gangster Rappers as Defining the Hip-Hop Social Group As the hip-hop movement has gained recognition throughout the United States, it has established itself as one of the fastest growing social groups anywhere. In the late 1990s immediately following the murders of both Tupac Shakur and Christopher Wallace, two nationally known gangster rappers, a propaganda campaign escalated against rap music and the hip-hop culture (Slaughter). Although gangster rap only represented a small percentage of the hip-hop culture at the time, all hip-hop and rap music was instantly stereotyped negatively as being “gangter-like”. Why? Well, this gangster version of hip-hop was the highest selling and most recognized form of hip-hop music among the majority class. And many critics have determined that this is because America is in love with sex, drugs and violence (Whaley). Hip-Hop’s Rejection of Inferior Social Group Status Henri Tajfel, a social psychologist who developed a theory of inter-group relations and social change, argues that members of a social group deemed inferior by a majority class can either accept or reject their inferior position in society. If a group refuses to accept its inferior position in society as just, it will attempt as a group to change things (Coates, 8-9). A large number of hip-hop artists have used their musical lyrics to reject the inferior social status placed upon them by the majority class. The Reconstruction of the Gangster Identity I have found that hip-hop artists use lyrics, both musical and poetic, to redefine the negatives characteristics given to their culture by the majority class, and in the process, reconstruct the gangster identity. By examining these hip-hop and gangster rap lyrics as text, I will show ways in which the lyrics attempt to reconstruct the stereotyped gangster rap identity by examining different views of violence, drugs, materialism and sexual promiscuity. In the end, one tends to wonder: Who exactly are the real gangsters? Violence That the hip-hop culture represents gangster-like violence is perhaps the biggest disputed claim amongst hip-hop artists. In order to disprove this claim, many hip-hop artists have pointed to the violence that exists within the majority social group, and how it leads to violence all over the world. In “Violence”, 2 Pac demonstrates his belief that violence was prevalent long before gangster rap existed: I told em fight back, attack on society If this is violence, then violent's what I gotta be If you investigate you'll find out where it's comin’ from Look through our history, America's the violent one Here, the poet points to American society as “the violent one” and that he has to be violent in order to “fight back.” In “Who Knew”, Eminem showed a similar viewpoint by expressing his belief that violence is a common occurrence in American society, yet not challenged in genres outside of the urban environment: So who's bringin’ the guns in this country? I couldn't sneak a plastic pellet gun through customs over in London And last week, I seen a Schwarzaneggar movie Where he's shootin’ all sorts of these bad guys with an Uzi Here, the poet questions the existence of violence in a country that allows firearms and violent movies. In “Casualties of War”, Rakim blames the United States government, specifically its Head of State, as the group causing the violence in society with their war-like ways: I'ma get back to New York in one piece But I'm bent in the sand that is hot as the city streets Sky lights up like fireworks blind me Bullets, whistlin’ over my head remind me... President Bush said attack Flashback to Nam, I might not make it back In this text, the poet refers to our country’s decision to go to war as an example of the violence that exists amongst the majority social class. In “The Watcher”, Dr. Dre redefines the negative characteristic of violence by pointing to the police force as the source of violence, and therefore, referring to them as “gangster-like”: Things just ain't the same for gangstas Cops is anxious to put people in handcuffs They wanna hang us, see us dead or enslave us Keep us trapped in the same place we raised in Then they wonder why we act so outrageous Run around stressed out and pull out gauges Cause everytime you let the animal out cages It's dangerous, to people who look like strangers Here, the poet accuses the majority class of keeping them “trapped in the same place we raised in” and that the perceived violence is only due to the introduction of “people who look like strangers.” These are examples of how hip-hop artists redefine the image of violence by showing how it exists or was created within the majority social group. Drugs Another common disputed stereotype of hip-hop artists is their use and distribution of illegal drugs. In attempts to redefine this negative characteristic, many hip-hop artists have pointed at the majority social group as the facilitator of drug abuse. In “Justify My Thug”, Jay-Z speaks directly to members of government, raising questions about who has made the availability and use of these drugs possible: Mr. President, there's drugs in our residence Tell me what you want me to do, come break bread with us Mr. Governor, I swear there's a cover up Every other corner there's a liquor store - what is up? In this example, the poet inquires as to why there is a liquor store in “every other corner” of his community. In “I Want to Talk to You”, Nas uses the same approach to challenge the notion of drug distribution by asking his representatives what they would do in his situation: Why y'all made it so hard, damn People gotta go create their own job Mr. Mayo,r imagine if this was your backyard Mr. Governo,r imagine if it was your kids that starved Imagine your kids gotta sling crack to survive Here, the poet claims that the distribution of drugs is not only an effect of the poverty that exists in his environment, but also a means of survival. In “Manifesto”, Talib Kweli actually accuses the government of being the body which allows drugs into the country: Like the C.I.A. be bringin’ in crack cocaine bailin’ out of planes With the George Bush connections, I push Reflection Like I'm sellin’ izm, like a dealer buildin’ the system Supply and the demand it's all capitalism People don't sell crack cause they like to see blacks smoke People sell crack cause they broke In this example, the poet accuses the C.I.A. of flying drugs into the country, and again reiterates the point that it is a means of survival due to the “supply and demand” of a capitalist society. In “Damn It Feels Good to be a Gangster”, the Geto Boys fully redefine the negative characteristic of drug distribution by accusing the President of being a drug dealer, and therefore, a gangster: And now, a word from the President! Damn it feels good to be a gangsta Getting’ voted into the White House Everything lookin’ good to the people of the world But the Mafia family is my boss So every now and then I owe a favor gettin' down Like lettin' a big drug shipment through And send 'em to the poor community So we can bust you know who These examples show how hip-hop artists redefine the image of being drug dealers and users by again pointing to the majority class as the creator of the drug problem in this country. Materialism Hip-hop music is also seen by the majority class as a genre dominated by materialism. Again, artists point back to the majority class in an attempt to redefine this negative characteristic. In “Respiration”, Black Star points to all the wealth surrounding urban areas, and how it absorbs the lower class in materialism, making them want parts of that wealth: Where mercenaries is paid to trade hot stock tips For profits, thirsty criminals take pockets Hard knuckles on the second hands of workin’ class watches Skyscrapers is colossus, the cost of living Is preposterous, stay alive, you play or die, no options Here, the poet talks about various materialistic aspects of the majority class, and how the lower class must “play or die” to “stay alive.” In “All Falls Down”, Kanye West actually blames this materialism on American society: It seems we living the American dream But the people highest up got the lowest self esteem The prettiest people do the ugliest things For the road to riches and diamond rings In this example, the poet blames the “American dream” for materialism, saying it causes people to “do the ugliest things” for “riches and diamond rings.” In “Los Angeles Times”, Xzibit also blames this materialism on the majority class, claiming that is what the youth are taught coming up in urban environments: Welcome to L.A. Where you can see the whole city burning Cause the cops got Uzis and the dealers keep serving And your kids ain't learning it, except this Sex power and wealth, forget everything else Here, the poet expresses his belief that certain aspects of materialism, including “power and wealth” are taught to children through occurrences in society. These are examples how hip-hop artists redefine the negative characteristic of being materialistic by showing examples of how this materialism is prevalent in the majority class, and often created within that class. Sex And the final debated stereotype of the hip-hop social class is that they are sexually promiscuous, often leading to disrespectful treatment towards women. The poets also attempt to redefine this stereotype by blaming the core of the problem on society. In “Pussy Galore”, the Roots claim that the country’s obsession with sex is pushed by sexually-driven marketing campaigns: Lookin' out the limo window up at the billboards 200 miles, she was the only thing I saw Promotin' everything, from the liquor to the nicotine Cell phones, anti-histamines, chicken wings You gotta show a little skin to get them listening For real yo, the world is a sex machine In this example, the poet retells a personal experience in which he saw sex advertisements as “promotin’ everything.” And in order to “get them listening”, he claims, “you gotta show a little skin.” In “Get By”, Talib Kweli blames this sexual obsession on what we view on television: The TV got us reachin’ for stars Not the ones between Venus and Mars, The ones that be readin’ for parts Some people get breast enhancements and penis enlargers Here, the poet expresses his belief that television creates a misconception of what people should be sexually, and that contributes to the promiscuity that is being blamed on the hip-hop movement. Hip-hop artists have used their lyrics and poetry to influence the rejection and reconstruction of the gangster identity that plagues their social class. This is accomplished through the redefining of negative characteristics assigned by the majority class. In most cases, these redefinitions include pointing to the majority class as the real holders of these negative characteristics. The redefining of these “gangster-like” images through hip-hop lyrics helps to reconstruct the gangster identity by questioning “gangster-like” behaviors and which social class actually has these behaviors. So the question presented is: Who exactly are the gangsters? Works Cited / Discography 2 Pac. 2Pacalypse Now. Jive Records, 1991. Black Star. Mos Def & Talib Kweli are Black Star. Rawkus Records, 1998. Coates, Jennifer. Women, Men and Language. Longman Publishing, New York: 1993. Dr. Dre. The Chronic 2001. Interscope Records, 1999. Eminem. The Marshall Mathers LP. Interscope Records, 2000. Geto Boys. Uncut Dope LP. Interscope Records, 1999. Haugen, Jason. “‘Unladylike Divas’: Language, Gender and Female Gangster Rappers.” Popular Music and Society: December, 2003. Jay Z. The Black Album. Def Jam, 2003. Kanye West. College Dropout. Roc-A-Fella Records, 2004. Nas. I Am. Sony Records, 1999. Rakim. Don’t Sweat the Technique. MCA Records, 1992. Rawkus Records. Lyricist Lounge Volume 1. Priority Records, 1999. Slaughter, Peter. “Attack on Rap Music.” Barutiwa Weekly News. June 14, 1997. Talib Kweli & DJ Hi-Tek. Train of Thought. Rawkus Records, 2000. Talib Kweli. Quality. Rawkus Records, 2003. The Roots. Phrenology. MCA Records, 2002. Whaley, Angela. “Hip Hop is Not for Sale.” Colorado State University’s Talking Back: Volume 3, Issue 1. Xzibit. 40 Days and 40 Nights. 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Quick, answer a question: Why do people buy from you? Bzzzzz. Wrong, if you answered with, • “Uhhh . . .” • Any description of your product or service. You get an “Incomplete” if you answered, • “Because we have great service.” • “We have the best quality.” This might seem rather basic to some of you, but if you quit reading I promise you're cheating yourself. Unless you have an inside-and-out understanding of all the possible reasons people buy from you, you're likely inviting objections. That's because you're probably selling what you want to sell, or talking about what the company's marketing department tells you are “benefits.” People buy for their reasons, not yours. Your goal on calls is to learn, remind them of, and understand their reasons for being interested in you, and ultimately buying. An Example Let's look at an example. A copy machine salesperson calls a smaller company, hoping to sell a copier. He speaks with the Office Manager who typically makes decisions like this one. After asking a few basic qualifying questions he learns the office has four people in it, and they now have a big old monster of a copy machine that has been in the office for about eight years. Thinking he has a hot prospect, the rep launches into a pitch about the latest techno-copier that does everything but write the documents for you. He overwhelms the listener with a point-by-point description of each of the “benefits”-or what he thinks are benefits (they indeed are, to some people). The prospect says, “What we have is working just fine now.” He retorts with some rendition of the “feel-felt-found” technique and rams into a brick wall. He writes this one off, and moves to the next. Same pitch, same result. What Went Wrong? So is the rep not skilled at closing? How about overcoming objections? Neither. You could make a case for him not being a skilled questioner, but that might not be fair. The fact is, he doesn't have a clear understanding of why people buy from him-from their perspective, not his. You see, in this case, the Office Manager was a technophobe. She just traded in her IBM Selectric for a computer for gosh sakes! And, she is paying $300 per year, plus a per copy charge for a maintenance contract on her current dinosaur copier-about half of what a new, smaller, more reliable machine would cost to buy! And that's not all. The prospect was really quite interested in the fact that the machine the rep was pitching could do enlargement and reduction. Her's couldn't, and she had to personally go down to the Quick Copy to have them done, and it was a tremendous hassle. But, the rep had already mentioned so many other “benefits” that were actually perceived negatives to the prospect, that she didn't think it would be worth it to talk about that one feature. However, in isolation, it could have sold her. Even if you think you have a clue about why people buy from you, do the following exercise. And do it often, since situations change regularly. Here's an exercise we work on in training seminars. It lays the foundation for everything else we do. 1. Identify all the different levels and types of buyers and influencers for what you sell. Describe them by title and/or function. For example, depending on the organization, you might have an Advertising Director as the buyer. In smaller companies it could be an Office Manager, or maybe even the President. 2. Taking each of these types of people, identify how they're typically evaluated in their job. A Purchasing Manager is evaluated differently than a sales manager-the former on conservation, while the latter on production. Why should we think about this? We all have a desire to survive-at the very least-in our jobs, and most of us want to thrive. Knowing how someone is measured in their environment provides insight to what makes them tick. 3. Regarding your types of product/service, what do they want and need most? Be as specific as possible. Saying, “They want good quality,” doesn't cut it. If you can't see, feel, hear, touch, or taste it, how can you describe it? Good quality manifests itself in the form of “A machine that requires virtually no servicing other than routine maintenance.” 4. Conversely, what do they want to avoid? Again, be specific, descriptive. Don't say “poor service.” Better: “They hate having to wait three hours to get an answer to a basic technical question.” Answering these questions is just a start. After you've compiled your list, then you use the answers to create questions to determine if, indeed, these possible benefits truly are benefits.