Editor’s note: four or five years ago, it was trendy to talk about how attracting qualified leads was like wooing a potential date. (We talked a lot about not asking for a phone number before you’d been introduced.) In 2016, there’s more attention on the entire customer lifecycle, with emphasis on deepening your customer relationships for retention, loyalty, and advocacy. Amy Duchene revisits the original analogy with this in mind.
It’s wedding season. You may have received invitations to friend or family weddings. Me, too. And all of this has got me thinking: There’s a lot of similarity between business and marriage.
Hear me out.
A lot of brides (and grooms) focus on The Big Day. All the planning, all the coordination, all the logistics, all the time (and all that money) go into a one-time event that is seen as a singular achievement.
Sales people have a similar pattern: Nurturing the account, doing the demo, negotiating the terms, all lead up to a singular achievement: signing the deal. And in many offices, there’s a celebration (Act-On reps bang a gong).
But what each party may be forgetting is that The Big Day (or The Big Deal) does not end as soon as the “I Dos” are said and the covenant is signed. That’s actually just the beginning.