Too Many Companies Are Like Bad Marriages

🧑‍🎨 Creator(s)
🗓️ Publish Date
February 24, 2007
📚 Publisher(s)
🍿 Media Type(s)

🗃️ Archival copy:

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It's been said that the secret to a good marriage is... don't change. In other words, be the person you were when you were merely dating. Don't stop paying attention. Don't stop being kind. Don't gain 50 pounds. Don't stop flirting. Stay passionate, stay sexy, stay caring. Answer their calls. Unfortunately, too many companies are all candle-lit dinners, fine wine, and "let's talk about you" until the deal is sealed. Once they have you (i.e. you became a paying customer), you realize you got a bait-and-switch relationship.

This is such a big bowl of wrong. I don't understand this in personal relationships, and I don't understand it in business-to-customer relationships. Shouldn't you treat the people you're in a relationship with better than you treat anyone else? Shouldn't you treat your existing customers better than the ones who've given you nothing?

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Most companies would never outsource their sales reps, but we all know what happens with most tech support.Most companies would never make a brochure with the same (lack of) quality in the product manual.Most companies would never make their main website as uninviting as the tech support site.

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If we want passionate users, we should take a lesson from successful marriages and keep the spark alive. Just because they're now a "sure thing" doesn't mean we take them for granted.

Besides, if we shift that marketing and ad budget from pre-sales to post-sales, we won't have to worry about getting new customers. Our loyal, cared-for customers will take care of that.

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