In "Selling with EASE," Chris Murray emphasizes the importance of building trust with potential clients from the very start of the sales process. He highlights that without establishing this trust initially, it becomes nearly impossible for clients to feel confident in investing their money later on. This foundational relationship is crucial for successful transactions and long-term client loyalty.

Murray's perspective reinforces the idea that trust serves as the backbone of effective sales strategies. By focusing on earning trust early, sales professionals can create a more favorable environment for closing deals and ensuring customer satisfaction in the end. This approach not only enhances sales performance but also fosters a positive client experience throughout the business relationship.