The traditional role of salespeople, characterized by endlessly traveling and meeting prospects without a definitive return on investment for their employers, is becoming outdated. In the modern sales landscape, effectiveness is measured not just by effort but by results and strategic approaches that yield tangible benefits.

In his book "Selling with EASE: The Four Step Sales Cycle Found in Every Successful Business Transaction," Chris Murray emphasizes the need for a structured sales process. He advocates for adopting proven methods that enhance productivity and ensure sales efforts lead to successful outcomes, making the sales profession more efficient and rewarding.