In the following article, we intend to acknowledge and consolidate various topics from Frank Jacob’s research. Frank Jacob focused much of his research on the formative shift from products to services and the resulting changes in value creation and marketing and sales processes. This article, therefore, uses a concise literature review to show how the concept of service is continuing to change as a result of increasing digitalization and is becoming what is known as e-service. This progressive evolution of service is closely related to the changing understanding and constantly evolving conceptualization of value. The article consequently provides a theory-based overview of the evolution of value and the meaning of value-in-use. In particular, this changing understanding has strong implications for sales processes as well as for the role of the sales force and individual sales representatives who sell these types of e-services. Finally, this article contributes to the existing literature by outlining the criteria for classifying e-services and value-in-use, and highlighting the role of value-oriented selling in e-services through multiple perspectives that include the e-selling process, the sales force, and salesperson level.