Please read the case "If at First You Don't Succeed, Try and Try Again? Negotiating Skeptical Customers and Bridging Cultural Differences as a Sales Rep" (https://sk-sagepub-com.centennial.idm.oclc.org/cases/negotiating-skeptical-customers-bridging-cultural-differences-sales)

Describe the challenges that Michelle encountered when trying to establish a customer connection with student researchers at an academic biotechnology laboratory. Are these challenges unique to the story presented in this case study? Think about what other areas and industries might have similar difficulties and situations.