Intent:
    Find out from the customer what the most important decision factors are to him: quality, timeframe to be delivered or the price.

Benefit:
    It is likely that one and/or two out of the three decision factors is more motivating to the customer. Identifying the primary concern of the customer helps you determine what motivates them.

Examples:
    “I’ll pay your price but you want your best people on it because quality is the most important to me.” The customer is willing to pay for the quality.

Definition
    What factors the customers to finalize decisions? Recognize that it is not always the end user that makes the final decision that concerns us.