Because services are often tailored to the specific needs of a given customer, personal selling and negotiation are important elements in most services producers’ marketing programs. This selling is often done by high-level executives in the service producer’s organization. The negotiation process can be lengthy; for instance, an ad agency team spends months developing proposals and making presentations to a prospective client before finding out whether it has landed the new account. This selling task is often worth the effort, though, for once a relationship is established between a service supplier and a customer, it tends to be maintained over a long time, as in the case of DHL Exel and Océ. Many companies employ the same law firm, advertising agency or logistics services firm for years or even decades