In the classic Bill Murray movie Caddyshack, he tries in vain to catch a gopher (rodent) ruining the golf course. Eventually, it occurs to him that “in order to catch a gopher, you have to think like one…” It was a good movie, with good advice from Murray. And it is good advice for salespeople who want to “catch” customers: they need to think like their customers.
What this means is .....
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