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Sales would look very different if we based our decisions on price or quality alone. In reality, our motivations for buying vary widely. Uncovering a customer’s underlying needs and motivations for buying can make it easier to close the deal. 

So, what are buyers’ needs? How do you identify them? And what other psychological factors influence purchasing decisions? In this course, you will learn questions and listening techniques that will help you understand potential buyers’ needs. You’ll also explore seven psychological motivations that drive buyer behavior.  

Section outline

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