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A client when buying your product or service can experience a negative cost if the benefits from using your product or service are greater than its cost. A negative cost can also result from a reduction in their costs from the use of your product or service that is greater than the cost of buying [the product] or service from you or it may result from some [combination] of higher benefits and lower costs. Negative cost selling is all about [understanding] your client’s business from their point of view and being able to measure the benefits you create and the cost reductions you cause.
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