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Sales courses indicate the need to know this self interest because the customer really is not buying your product. The actual purchase is the benefit that the customer will receive from buying your product. Knowing this benefit would enable the seller to set pricing at levels that would ideally be the most beneficial for both buyer and seller.
The customer benefit could be anything. Satisfaction, pleasure, good will are some examples of the benefit received, but are certainly not the only reasons people buy things. The level of benefit received from purchasing any product can be different from person to person, or from group to group...
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