Stone Payton, The Desai Group

“Did you see that?” “What?” “The girl on that guy’s arm. They just left together.” “What Girl, What Guy?” “The blond from a little while ago, and the balding short guy – over there, getting in the Taurus.” “What? – No Way !!!!!!!!”

It’s been well over 20 years since I had to navigate the treacherous waters of the “singles scene” -- but if the popular television shows of today are any valid reflection of real life, many of the same dynamics are still very much in play. Among them . . . the absolute bewilderment of better looking, better dressed, more physically fit guys with more money and nicer cars as they witness their “Average Joe” counterparts consistently enjoying the company of beautiful, bright, talented and interesting women.

The same is true in the business world – throngs of well dressed MBAs armed with 4 color brochures, embossed letterhead, and high quality product / service -- scratching their heads in disbelief as they observe rather ordinary folks enjoying loyal customers, dedicated referral partners, productive alliances, and an ever growing collection of “Clients For Life.”

Far too many of this second breed find themselves constantly struggling for new revenue, and looking back over a book of business not unlike the journal of many singles in today’s culture . . . a history of “one night stands,” shallow relationships, and a prospect base that will decide the outcome of each future encounter solely on the basis of that day’s market conditions.

If you’ve been looking for the secret to success – a practical method for cultivating and maintaining loyal, rewarding relationships in either of these arenas (and you’re willing to open your mind and challenge your own thinking a bit), your search is over.

I’m going to give you that secret right now. It starts with ‘The Morning After,” and concerns all the mornings after that . . .

Focus more energy on the Post-purchase Experience. I’m not talking about what the customer experiences by filling an unmet need with your product / service. This needs to happen of course, but that’s simply fulfilling your end of the bargain. That’s what they paid for, and you have an obligation to ensure that it happens as promised. I’m speaking of a consistent, deliberate investment in communicating with, expressing genuine interest in the continued welfare of, and providing ongoing service for, the customer long after all promises have been kept and expectations have been met.

* In the interest of preserving column space, securing a “G” rating, and not setting myself up as some sort of Love Doctor, I’m going to forego the temptation to provide examples of how this principle applies to creating a more rewarding life for the single person. Rest assured however, the dynamics are remarkably similar -- and the benefits you could be realizing are equally productive.

For this “post-purchase experience focus” idea to really work for you (actually help you build “Clients For Life”):

• The pre-purchase experience needs to be equally distinct and compelling
• Your product / service must do what the customer expected it to do

And . . . the post-purchase experience should be something your competitors are unwilling or unable to replicate.

There’s a great deal of talk about Innovation these days – most of it geared toward attracting new customers. I’m not suggesting you disregard new business pursuit as part of your strategy or your Innovation Mandate. I am suggesting – make that fervently recommending -- that a meaningful portion of your Innovation Mandate, and an equally substantial allocation of your innovation-related resources be specifically dedicated toward creating and enhancing the post-purchase experience.

Because . . .

• This is your best shot – maybe you’re only real shot -- at differentiation (Trying to differentiate on price, quality, or service is “a hard row to hoe” – and unrealistic for most)
• It’s always closer in space and time (than the purchase and use itself) to the customer’s next purchase decision
• It’s more fun – the options are infinite, can cost very little or even nothing to execute, and doing so gives the fruits of your innovation labor a venue to grow and flourish
• It’s “remarkable,” meaning, people will remark about it . . . the word gets around. * Thank You Seth Godin for helping me understand the true meaning and power of “remarkable.”

Whether you find yourself in a Customer Review Meeting, Strategy Planning Session, or Mac’s Bar in search of Mr./Mrs. Right this week: Place a little more of your creative energy and discretionary effort toward the Post-purchase Experience. You’ll see a better, faster ROI, be working with a far more engaged prospect base, and have a great deal more fun in the process.

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