#8: What Is The Retention Architecture Model?

If you recall the Retention Formula...

TRUST + MEANING = RETENTION.

The bottom 2 layers focus on the TRUST pillar.

Trust is the foundation of retention.

No trust = No sale = No retention.

Let's start exploring the bottom-most layer first.

Alignment builds trust.

It ensures messaging is aligned to the promise.

It makes sure what's promised can be delivered.
Alignment also includes alignment of your values, beliefs, offers, and the clients you attract.

This happens way before the sale happens.

It sets realistic expectations for the client.

Next is the middle layer.

Execution sustains trust.

This describes the fulfillment phase.
It's represented by the acronym: FOCA

F = Fulfilling ALL your promises made to the client.
O = Overdeliver and go the extra mile.
C = Consistency in your behaviors + Congruence in your words and actions.

A = Authenticity. Be real. Be true to yourself. No performance. No one likes to hang around fake people.

When any pillar is missing... Trust leaks occur. Retention suffers.

Here's how it works:

Fulfilling ALL promises to clients

Clients need to experience your consistency in fulfilling promises.
Standards should improve and not drop with time.

That's how people know you're trustworthy, committed, and serious in what you do.
Too many dabblers just want to make a quick buck and leave without caring for their clients.

Overdelivering and going the extra mile

When you have the opportunity to overdeliver, do it.
It delights and surprises your clients.

Overdelivery sets you apart from your competitors.

It helps to create a memorable experience for clients.

Consistency and congruence

When your words and actions are congruent...

Trust increases.

They now see you as someone reliable.
When you're consistent over a long period of time...
People see who you really are.

Authenticity

Many marketers and salespersons act as if they care about you.
But all they care about is making the sale.
This form of inauthentic behavior has led to a trust recession and severe skepticism.
Many people have already been burned.

They don't trust so easily anymore.

The best way is to be authentic.

Don't say things you don't believe in just to persuade people to buy.

Be true to yourself. Be real in your communication.

Walk the talk.

Practice what you preach.

Then people will believe you.

How about the top layer?

Meaning leads to long-term relationships.

They need to see the continued relevance of your offer to stay.

They need to have a reason for staying.

In case you're wondering why it's the top layer...

It's because meaning alone doesn't lead to retention.

It must be built on a foundation of trust first.

When both trust and meaning are present...

Retention happens naturally.
It's inevitable.

No persuasion required.

No manipulation is necessary.

And you don't need to use contracts to force clients to stay.

People stay willingly when the experience is great.

That's what I call: True Retention.

Voluntary retention is true retention.

- Herek