Chris Murray's book, "Selling with EASE," emphasizes that a common misconception among salespeople is that price is the only factor influencing sales. He argues that businesses relying solely on low pricing can often eliminate the costs associated with a traditional sales team when products can be marketed effectively online. This point underscores the importance of understanding customers beyond just their price sensitivity.

Additionally, the idea suggests that successful sales strategies should focus on value and relationships rather than just competing on price. By enhancing customer experiences and delivering value, businesses can distinguish themselves even in markets where products are easily accessible online at lower prices.