In "Selling with EASE," Chris Murray emphasizes the close relationship between selling and influencing. He suggests that in many scenarios, these two concepts can be seen as synonymous, as both involve persuading others to take action. Understanding this connection is crucial for anyone engaged in sales, as success often hinges on the ability to effectively influence potential customers.

Murray's work highlights a four-step sales cycle that is central to any successful business transaction. By mastering these steps, individuals can enhance their sales techniques and improve their ability to persuade, ultimately leading to greater success in their business endeavors.