Exhibit 7-4 shows how we could separate the factual and inferential components of an observation for the salesperson’s presentation. This table is suggestive only. It does not include many other variables that might be of interest, including factual data on customer purchase history; company, industry, and general economic conditions; the order in which sales arguments are presented; and specific words used to describe certain product characteristics. The particular content of observation will also be affected by the nature of the observation setting.