When the stakes are high, people don’t choose the best strategy—they choose the person they trust most. In this episode of 3 Second Selling, David Gee sits down with Thomas Cox of Cox Capital to unpack how trust is actually built in moments that matter. From why clients are “buying you” more than your process, to the power of listening over pitching, to the role of honesty, storytelling, and knowing who you’re not for, this conversation cuts through the noise of tactics and gets to the human side of decision-making. If you lead, sell, or advise in a skeptical world, this is a masterclass in becoming the person people believe. And trust.