It’s human nature that our individual actions and behaviors are driven by the personal results they deliver for us. Your customer is no different. And understanding what drives them gives you valuable insight on how to build a relationship with them.
However, “drivers”, those things which drive a customer to buy from an individual, change depending on the customer.
There are common drivers for each group of customers, but in order for you to really understand what’s important to customer, you need to have individual conversations with them and listen to what they emphasize. This is often a matter of “reading between the lines” to discover what is really important to each of your customers.