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I do some work for a bank, and the thing they try to sell the most are called "products." Even though the only things they have to sell are loans, essentially a long-term service, they stick to the old marketing axiom to "sell a product as a service, and sell a service as a product." If you sell a product, consider the service aspects you can add; and if you sell a service, try to re-create it as a product. You'll see the results.