This is episode 270. Read the complete transcription on the Sales Game Changers Podcast website. CHARLES' TIP TO SALES LEADERS: "If I really had to boil it down (how you could build yourself as a trust-based seller), I would pick “listening” and I know it sounds boring, I know it's hardly the first time anybody has ever heard this, but it really is powerful. I don't mean listening to refine the problem statement, I don't mean listening to hone into the right hypothesis, I mean listening that just pays attention to the other person, that validates them by offering up 100% focus of your mind and your attention on them. It leads to reciprocity. When you start by paying attention to the other person, that creates in them a natural response to them wanting to listen to what you have. And it’s sequential. People have to know that you care and then they naturally become much more willing to listen to what you have to say. Pay attention to people for their purposes, not for yours. It’s how you create trust."