Chris Murray's book "Selling with EASE: The Four Step Sales Cycle Found in Every Successful Business Transaction" emphasizes the importance of having a full sales pipeline. When your business is thriving, overflowing with opportunities, the idea of clients seeking discounts seems amusing. This reflects a strong position in sales where demand exceeds supply, allowing businesses to maintain their pricing.

Murray’s approach highlights that a well-managed sales process can lead to success and stability. By focusing on filling the pipeline with potential clients, businesses can cultivate an environment where they are less pressured to compromise on pricing, reinforcing their value in the market.