In his book, "Selling with EASE," Chris Murray explores the common challenge customers face in recalling instances of exceptional service from salespeople. He poses a question about why such memorable experiences are so rare, suggesting that many customers struggle to remember significant interactions that stand out positively. This reflection highlights a possible gap in customer service that needs attention in the sales industry.

Murray's analysis indicates that while businesses aim to deliver high-quality service, the reality often falls short. This disconnect could stem from various factors, including inconsistency in employee training or a lack of genuine engagement from sales staff. By addressing these issues, businesses can create a more memorable and satisfactory experience for their customers, potentially leading to better retention and loyalty.