The relation between sales and service department assumes significant proportion in case of products that are technical in nature or require installation and repair services. Often such products require services like technical advice on installation and also there are implications for the service department in the promises made by the sales person. In the case of products like refrigerator, television etc., it is often the recommendations of the service personnel that influence buyer decisions.
In cases where service is important in sales strategy, provisions for formal coordination are built into the structure of the organization. Sales and service should relate by locating sales and service personnel in the same field offices with regional managers of the company responsible for the activities of both the departments.