In his book "Selling with EASE," Chris Murray emphasizes the importance of demonstrating genuine passion in sales rather than merely claiming it. He suggests that showing a true commitment to assisting customers is more impactful than simply stating enthusiasm for one's job.

This approach fosters trust and connection between salespeople and their clients, highlighting the need for a personal touch in business interactions. By focusing on how they can genuinely help customers, sales professionals can create more meaningful relationships and enhance their effectiveness in closing deals.