The Neuroscience of Trust with Dr. Paul Zak

What does it actually take to build trust in a sales conversation? Not just rapport, but trust — the kind that makes a prospect lean in, open up, and ultimately make a decision?  Dr. Paul Zak is a behavioral neuroscientist, the author of several books, including Trust Factor and Immersion, and one of the world's leading researchers on the science of trust and persuasion.  In this illuminating conversation, Dan and Paul explore what actually drives trust in a high-stakes sales interaction. Listen in to learn why the most likable salespeople may not always close the deal, what's really happening in the brain when a prospect decides whether to trust you or not, and the hidden cost of walking into a conversation focused on a specific outcome. Whether you've been in sales for two years or twenty, the science Paul shares in this episode will challenge assumptions you might not even know you're making. Follow and subscribe to our YouTube channel: https://www.youtube.com/@BreakingSalesPodcast/videos