José, an employee of a company that has worked hard to have a customer mind-set, understands that to have a customer mind-set, it's easiest to put yourself in their shoes.
When you think and understand the way a customer does, it is easier to sell to someone in that mind-set. The main ground in sales is making sure your customers can relate to you, if you are relatable you are more trustworthy in their eyes and will have a better chance of closing on the sale.
