Most of us use Assos or Chamois Butter. However, if that's too late, try baby diaper rash salve. I think TREK talks about remedies like this on another thread.

I use liners (so I don't have direct contact with the chamois on the short) and ALWAYS use gobs of chamois butter when I get dressed. I also take small packets of the stuff on my rides so I can grease up if necessary.

On adventure stories thread, I have a comment about hot seat! I used a pair of inexpensive shorts for a 65 mile ride and believe me even with chamois butter I was still sore. So, word from the wise, best to have GOOD shorts with GOOD chamois design. This means spending around $50-$60 at least. Well worth the price!

You can find these creams at your LBS and for sure at REI.

Hope this helps. I hate being sore in my crouch! Painful and no fun riding!