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A service orientation is a mindset in an organization-a culture more than a process. Not every organization benefits from a service orientation, but when sales and marketing are more important than the product specs, service becomes the differentiator. Great service can increase loyalty, revenue, and profitability.-áThis course shows how to recognize if service is important for your organization and how to shift to a service-oriented sales culture. Strategy and marketing consultant Robbie Baxter also outlines the types of service-oriented selling and explains how to overcome some of the unique challenges involved.