In "Selling with EASE," author Chris Murray emphasizes the importance of establishing a strong foundation in the sales process before moving on to other elements. The concept of "Earn the Right" suggests that a salesperson must first gain credibility and trust from the client. This initial step is crucial, as it sets the stage for a successful sales cycle, allowing other tactics to fall into place more naturally and effectively.

Murray argues that by focusing on this foundational aspect, salespeople can enhance their overall performance and facilitate smoother interactions with potential customers. When the right groundwork is laid, it becomes easier to navigate the complexities of the sales cycle, leading to more successful outcomes in business transactions.