When faced with a customer issue and after acknowledging the customer's experience, the recommended next step for a sales representative is to show empathy. Empathy involves understanding and sharing the feelings of another, which in this context means recognizing the impactof the issue on the customer and conveying genuine concern. This approach helps build a rapport and trust with the customer, demonstrating that thesales rep is not just focused on a transaction but cares about the customer's overall experience and success. Salesforce emphasizes the importance of empathy in customer interactions as a way to strengthen relationships and foster loyalty.