How can you ensure your empathy is perceived as genuine and not merely a sales tactic? Why should trust not be forced or rushed in the sales process?In today's episode, I talk about two critical elements of successful sales: empathy and trust. I will also share why my thoughts on how rebranding the discovery phase to an "empathy step" can dramatically transform customer interactions.By genuinely caring and asking the right questions, you can listen more effectively and understand your client’s needs better. It is important to position yourself as a guide rather than a hero in the sales journey. Discover how focusing on empathy can build stronger, more authentic connections, and learn why making your prospect the hero of their own story is key to earning their trust.  Become a Certified Authentic Persuader Get the ebooks to help you close more deals Visit sellingeffectiveness.com for more tips and get help Follow Jason on LinkedIn Or go to Jason’s HUB – www.JasonCutter.com