Quite frequently, a service can be offered only at a specific time, and as time passes, the service perishes if it is not used. For example, to offer data transmission through special telephone lines may require providing an open telephone line. If this line is not heavily used, the cost of maintaining it may not be covered. Selling services is also more personal than selling products, because it quite often requires direct involvement with the customer. This involvement demands greater cultural sensitivity when services are being provided, since a buffer of indirect communication and interaction does not exist.
Services are much more difficult to standardize than products.
Service activities must frequently be tailored to the specific needs of the buyer. This need for adaptation often necessitates the service client's direct participation and cooperation in the service delivery. Demand for certain services can derive from product exports. Many of our merchandise exports would not take place if they were not supported by service activities such as banking, insurance, and transportation. Services can be crucial in stimulating product export and are a critical factor in maintaining such exports.