CHAPTER 2
Engaging Customers Early in Their Digital Buying Process
The opening of my first book, Think Like Your Customer (McGraw Hill 2005), featured a short story that has since been told in over 1,000 sales training workshops and keynote speeches all over the world. Whether you’ve heard it before or not, the main takeaway from this story is worth remembering and living by. If we are to thrive in this rapidly changing digital marketplace, this truth applies now more than ever.
As a kid I was blessed to spend a lot of time going fishing with my dad. Many of those trips were mini-adventures filled with unexpected challenges and a variety of hilarious mishaps that I will never forget. I learned many life lessons through those years. But the most ...
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