In "Selling with EASE," Chris Murray emphasizes the importance of earning the right to sell during each sales call. This principle suggests that by focusing on establishing trust and credibility with potential clients, salespeople can significantly enhance their chances of success. Instead of simply pushing for a sale, engaging prospects meaningfully creates a foundation for a positive sales experience.

The quote highlights that prioritizing this approach will transform how sales calls are conducted, ultimately leading to better outcomes. By fostering genuine relationships and demonstrating value, sales professionals can not only meet their sales goals but also build long-lasting connections with customers.