Session 5

Question 1

What is the Service Ecosystem perspective in modern sales?

Answer 1

It’s a framework where selling occurs within interconnected systems where value is co-created by multiple actors . These ecosystems emphasize resource integration and institutional alignment, expanding beyond traditional buyer-seller interactions. The ecosystem is influenced by institutions and narratives

Question 2

How do “institutional arrangements” influence value creation in service ecosystems?

Answer 2

Institutional arrangements—such as norms, rules, and shared beliefs—coordinate the activities of actors within service ecosystems, enabling efficient value co-creation. They provide stability and direction but also present constraints, creating a balance between structure and agency.

Question 3

What role do narratives play in institutional alignment for selling?

Answer 3

Narratives (stories, testimonials, or case studies) interpret and communicate value propositions across a broad range of actors. They help align expectations and foster shared understanding within the ecosystem, which supports institutionalization and long-term value creation.

Question 4

Define “crossing points” in the context of sales ecosystems.

Answer 4

Crossing points are locations or moments within service ecosystems where service-for-service exchanges occur efficiently. These points are maintained through institutional alignment and are crucial for facilitating value exchanges across diverse actors in the ecosystem.

Question 5

What shift in perspective does the Service Ecosystem bring to the role of salespeople?

Answer 5

neither the importance of selling nor the nature of markets are fundamentally changing. The change is in the tasks salespeople perform, number of crossing points that needs to be aligned, and the technologies with which actors can engage in institutional alignment processes

Question 6

Explain the concept of thick and thin crossing points

Answer 6

For thin crossing points value exchange happen with minimal interaction, requirements or involvement. No need for deep connections, knowledge-sharing or negotiation. In contrast, thick crossing points involve deeper, more involved interactions, often requiring ongoing relationships, communication, and understanding between the people exchanging value. Essential in value cocreation

Question 7

What 2 kinds of value exist and what do they stand for?

Answer 7

Business value = return on investment, cost justification.
Personal value = what’s in it for me? Requires emotional intelligence and knowing your customer.

Question 8

What is the difference between value-in-exchange and value-in-use?

Answer 8

Value-in-Exchange: Focuses on immediate, one-time value created through a specific action or skill, such as selling a product or service on the spot. It’s quick and often measurable.
Example: “I have this skill, I can offer you something now.”

Value-in-Use: Emphasizes long-term value, focusing on how a skill or service provides ongoing benefits. This requires continuous interaction and engagement, creating lasting value.
Example: “How does this skill provide lasting benefits over time through a longer relationship?”