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With growing business markets, an increasingly large pool of nontraditional students, companyimplemented diversity initiatives, and a dire need for a well-trained workforce; American institutions ofhigher learning are facing a huge challenge. When it comes to the nuances of sales and marketing,most people do not consider the relevance to colleges and universities. Many colleges and universitiesare facing some daunting financial challenges. These schools are facing some tremendousperplexities in attracting new students because they tend to cost more than state colleges anduniversity. Liberal arts colleges charge tuitions that range from $15,000 to $25,000, which is lower thanan Ivy League institution but much higher than what is charged by public universities and communitycolleges (Zhao 2002).

Servant leadership is a growing practice that calls for community leaders (politicians, clergy, andeducational centers) to be more pragmatic and lead others by serving them. Inspired by principles ofreligion, servant leadership implies that true servants make true leaders (Greenleaf, 2002, 21). Theymust be flexible in their approach and responsive to the needs of those they serve. Servant leadersmust also provide a fresh outlook based on their past experiences and contribute to society by meetingits demands in an earnest effort. Exhibiting such behavior definitely may have a positive impact onothers; thus inspiring them to do more to help others.