1 00:00:00,-17 --> 00:00:00,373 Guy: Two 2 00:00:00,973 --> 00:00:03,343 Guy: - selling is not the end. It's the start. 3 00:00:04,928 --> 00:00:08,498 Guy: Welcome to the Service Design Principles. I'm Guy Martin,joined by the author of the 4 00:00:08,498 --> 00:00:12,698 Service Design Principles series of books. Founder of the Swiss Innovation Academy and 5 00:00:12,698 --> 00:00:15,972 Service Design Practitioner, the engaging, Daniele Catalanotto. 6 00:00:16,412 --> 00:00:19,082 Daniele: Hi Guy, such a pleasure to be here with you today. 7 00:00:19,450 --> 00:00:23,559 Guy: Same here, So each episode we're looking at one of the principles from your book, the 8 00:00:23,559 --> 00:00:28,689 Service Design Principles. 1 to 100 and you know, the first book in the series. And today it's the 9 00:00:28,689 --> 00:00:34,119 second principle. Selling is not the end, it's the start. For many salespeople, once they've 10 00:00:34,119 --> 00:00:38,802 had the sale, they feel their job is done and now it's up to others to deliver. So why isn't 11 00:00:38,802 --> 00:00:39,642 this true, Daniele? 12 00:00:40,432 --> 00:00:45,412 Daniele: There is this exercise that I love to do, which is bringing back what we do in 13 00:00:45,412 --> 00:00:54,832 business or in organizations to their everyday life. So imagine if you. You were dating. You 14 00:00:54,832 --> 00:01:00,112 know, and we are dating. And so basically when you're dating, you know, you go buy chocolates. 15 00:01:00,142 --> 00:01:07,012 You're inviting the person for drinks. You you give her flowers. You know, you say you tell her 16 00:01:07,162 --> 00:01:15,322 how you're lovely and beautiful she is. And once you get married you stop, you know, basically 17 00:01:15,322 --> 00:01:20,602 you stop. It's like now you don't do anything. You never buy flowers again. You never tell her 18 00:01:20,602 --> 00:01:26,332 that she's beautiful in these skinny jeans. You know, you'd never say that. How would it feel, 19 00:01:26,833 --> 00:01:27,443 Guy: Not so good. 20 00:01:28,822 --> 00:01:32,662 Daniele: No, And what would be the end? a divorce, 21 00:01:33,472 --> 00:01:34,282 Guy: Very likely. Yep. 22 00:01:34,342 --> 00:01:39,382 Daniele: And so. So basically, it's bringing it back to that level where if we do this kind of 23 00:01:39,382 --> 00:01:45,772 exercise, you know, a relationship between organizations and people, you know, our 24 00:01:45,772 --> 00:01:50,452 basically relationship between people and people, that's how we think about it, you know, And 25 00:01:50,452 --> 00:01:56,522 therefore what would be weird it down between individuals would be weird if we do it between 26 00:01:56,542 --> 00:02:02,452 organizations of people. So stopping at investing a lot only into marketing and not 27 00:02:02,452 --> 00:02:07,792 thinking about, oh, we have to sustain that after this relationship, then basically you're 28 00:02:08,032 --> 00:02:09,202 you're planning for a divorce 29 00:02:08,962 --> 00:02:09,352 Guy: Right. 30 00:02:09,292 --> 00:02:10,552 Daniele: or a one night stand. 31 00:02:10,810 --> 00:02:11,110 Guy: Which 32 00:02:10,810 --> 00:02:15,490 Guy: . I mean, you can have one night stands in business senses as well. I suppose so. Maybe 33 00:02:15,490 --> 00:02:18,190 that's not such a big issue for those particular services, but 34 00:02:18,288 --> 00:02:22,158 Daniele: and I think that's that's where it's important is as long as people are clear and 35 00:02:22,158 --> 00:02:27,268 it's you know, it's like in relationships, you know, when you when you're dating and you're in 36 00:02:27,708 --> 00:02:33,858 relationships where you say, this is just fun and we're going to have a lovely night together, 37 00:02:34,548 --> 00:02:35,798 the expectation is clear, 38 00:02:35,795 --> 00:02:36,125 Guy: Right. 39 00:02:36,038 --> 00:02:40,508 Daniele: you know, But when we're saying, hey, you're lovely, we're speaking about kids and 40 00:02:40,508 --> 00:02:48,068 stuff, and then once we've been in bed and then the next day I'm not here, that is that's a 41 00:02:48,068 --> 00:02:53,348 broken relationship. if it's clear that it's a one night stand and then definitely it makes 42 00:02:53,348 --> 00:02:59,618 sense. But I think many businesses today try to be to sell at least this idea that, oh, you're 43 00:02:59,618 --> 00:03:00,998 going to have a long relationship with 44 00:03:00,882 --> 00:03:01,072 Guy: Yeah. 45 00:03:00,998 --> 00:03:01,208 Daniele: us. 46 00:03:01,092 --> 00:03:03,282 Guy: So it's about setting expectations, right? 47 00:03:03,881 --> 00:03:04,781 Daniele: Yeah, exactly. 48 00:03:04,962 --> 00:03:10,392 Guy: Yeah. So I think especially, like, you know, the one night stand business, a single purchase 49 00:03:10,572 --> 00:03:16,452 may maybe you're in a foreign city or something, and you go to a kiosk, a bodega, a little store 50 00:03:16,452 --> 00:03:19,092 just to buy a bottle of water. That's 51 00:03:19,001 --> 00:03:19,241 Daniele: Yeah, 52 00:03:19,092 --> 00:03:24,462 Guy: that sort of one transaction that that's maybe the the whole-. Yes. The sale is the end 53 00:03:24,462 --> 00:03:30,965 of the journey. But for services that are based on recurring revenue things like this, where 54 00:03:30,965 --> 00:03:36,245 people are constantly assessing and saying, do you live up to the expectations that you've 55 00:03:36,245 --> 00:03:42,645 already set, then the selling is setting the expectations and the delivery of those over time. 56 00:03:42,645 --> 00:03:44,295 That's that's the whole journey right? 57 00:03:45,561 --> 00:03:54,171 Daniele: indeed. And even for the bodega, you know, if you go to go buy a water, if you just 58 00:03:54,171 --> 00:04:00,081 feel that this guy made everything that you buy the water but isn't interested in you in any way, 59 00:04:00,128 --> 00:04:00,338 Guy: Mm hmm. 60 00:04:00,561 --> 00:04:06,951 Daniele: you know, next time you, you go next year back to that place, you definitely will not 61 00:04:06,951 --> 00:04:14,691 buy there because you will feel used. But if the guy sold you the thing and then just said, Hey, 62 00:04:14,691 --> 00:04:19,391 by the way, I've seen you, you've opened your map. There is a very cool place just to stares 63 00:04:19,401 --> 00:04:19,611 from 64 00:04:19,592 --> 00:04:19,932 Guy: Hmm. 65 00:04:19,611 --> 00:04:24,951 Daniele: there. Nobody knows it. It's super great. What will you do? You go out, go down 66 00:04:24,951 --> 00:04:30,591 there, you come up and you go buy something new there for your kids because you said this guy is 67 00:04:30,591 --> 00:04:31,341 a super smart 68 00:04:31,227 --> 00:04:31,557 Guy: Yeah. 69 00:04:31,341 --> 00:04:32,631 Daniele: guy. He was lovely. 70 00:04:32,937 --> 00:04:37,693 Guy: Yeah. So that's that's really interesting. We can turn that transactional experience into 71 00:04:37,693 --> 00:04:41,233 something that that could last longer. Even buying a bottle of water. 72 00:04:42,182 --> 00:04:47,282 Daniele: And even then. But obviously it it still makes sense to say that sometimes there is 73 00:04:47,282 --> 00:04:48,032 no need for that. 74 00:04:48,061 --> 00:04:48,391 Guy: Right. 75 00:04:48,392 --> 00:04:52,022 Daniele: But it doesn't mean it doesn't mean that it's always the case. 76 00:04:51,982 --> 00:04:52,462 Guy: Okay 77 00:04:51,982 --> 00:04:57,528 Guy: . I think That's pretty clear. And this actually links into our our next principle as 78 00:04:57,528 --> 00:05:02,759 well, which we'll talk about in the next episode. thanks, Daniele, again, and we'll speak again 79 00:05:02,759 --> 00:05:02,999 then. 80 00:05:03,762 --> 00:05:04,302 Daniele: Thank you.