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Understanding customer behaviour is essential for a salesperson because personal selling is not merely the process of presenting a product and persuading a customer to buy it. It is a process of understanding customer needs, motives, expectations, attitudes and buying patterns and then offering a suitable solution. A salesperson who understands how customers behave can communicate more effectively, build stronger relationships and improve sales performance. First, understanding customer behaviour helps a salesperson identify customer needs and wants. Customers purchase products for different reasons. Some may focus on price, while others may give importance to _______ _____ ________ ______ _________ ____ __________.
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