In "Selling with EASE," Chris Murray emphasizes the importance of facilitating informed buying choices in the sales process. Rather than focusing solely on closing deals, effective selling is about guiding potential customers through their decision-making journey. This approach fosters trust and leads to better outcomes for both the seller and the buyer.

Murray's quote highlights that great selling is not merely about persuasion but about offering genuine assistance. By prioritizing the needs of the buyer and ensuring they have all necessary information, sales professionals can enhance customer satisfaction, leading to long-term relationships and repeat business.