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Buying motives play a crucial role in personal selling as they directly influence a customer’s decision-making process. Understanding why a customer wants to purchase a product or service allows the salesperson to tailor their approach effectively and increase the likelihood of a successful sale. A buying motive is essentially the underlying reason or need that drives a customer to make a purchase, which can be emotional, rational, or a combination of ___ _______ _______ __________ __________ _________.
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