Recently, I have worked with several Fortune 500 companies to help them determine what drives customers to purchase their products or services. My focus for these companies was specifically on uncovering their particular Customer Purchase Drivers–what inherent quality their product or service possesses that makes customers really want to purchase them. These drivers are the features and attributes of products or services that enable customers to increase profits, decrease costs, mitigate risks, or satisfy emotional needs. These drivers are critical for companies to understand if they want to be profitable, ensure that their offering remains both relevant and competitive, and to command premium prices. By focusing on and understanding how to leverage these purchase drivers, companies can simplify the customer acquisition process, shorten the sales cycle, and increase customer retention the net of which is increased revenues and profits.