The document discusses the changing role of sales professionals in the printing industry due to technological advances and changes in how customers obtain information. It argues that salespeople must become more consultative and able to provide expertise across multiple media types rather than just print. The next generation of sales professionals will need skills in areas like marketing, data analytics, and financial understanding in order to advise clients on multimedia campaigns and business challenges. They will need to understand clients' industries and finances, continuously learn, and find creative solutions to complex problems.