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Sales: Develop a Service Orientation

via LinkedIn Learning


Learn if service orientation is right for your organization, and discover how to shift to a service-oriented sales culture.

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. This 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.


  • Welcome
1. What Is a Service Orientation?
  • Definition of a service orientation
  • When and why to invest in a service orientation
  • How service orientation differs from product or cash flow orientation
  • What it means for product, sales, and support
  • The metrics of service
  • NPS and the most important question
2. Successful Service Orientation
  • Service legends
  • How to hire service-oriented employees
  • Find a service-oriented company to work for
  • Change the company culture towards service
  • Make the case for a service orientation
  • Tips to establish a service orientation from the start
3. Types of Service Orientation Selling
  • Service in non-luxury brands
  • Sell the software as a service (SaaS)
  • Service orientation when selling just services
  • Service orientation when still selling stuff
4. Challenges of Service Orientation
  • Risks of moving to a service orientation
  • Stay service focused through a crisis
  • When meeting needs means missing revenue goals
  • Next steps

Taught by

Robbie Kellman Baxter

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