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Want a Secret Retention Play? How to 'Offboard' Your Customers
Episode 2666th September 2022 • Course Building Secrets® Podcast • Tara Bryan
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In today's episode, Tara provides insight into how to keep customers even when they leave. An effective Offboarding strategy is just as important as onboarding a new customer. Do you spend time on this process? It will greatly improve the lifetime value of your current, old and new prospective customers. Check out the episode for more!

About Me:

My name is Tara Bryan. I help business owners break into the next level of success by packaging their expertise into an online course experience. It's my passion to help to find the fastest path to results to create a greater impact and income for you and your tribe.

Check out my free Step-by-Step guide to building your online course. In it are the top steps and questions you need to ask before you get started. Check it out here: https://goto.taralbryan.com/step-by-step-guide

This group is 100% focused on support, knowledge and example sharing, and building a community of online course builders who are passionate about building awesome learning experiences.

In this community, we are passionate about building learning experiences that produce results for our learners. We do that by building engaging, motivating, gamified, and learner-centered courses. We come up with ideas and strategies to ensure that our learners can thrive and succeed in our product.

To learn more:

Find us at https://www.Taralbryan.com

Here are two ways we can help you grow and scale your online course business:

1. NEED TO CREATE YOUR ONLINE COURSE?

Join LEARN ACADEMY - Learn Academy is the best Done-with-you Step-by-step Implementation program that will help you create, sell, and launch your online course. 

2. ALREADY HAVE A COURSE?

Join THE COURSE EDIT - The Course Edit is a program that will assess your current online course to take it to the next level. Maybe you have a course that isn't selling or one that people aren't completing (therefore not remaining customers) then it is time for THE COURSE EDIT



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Transcripts

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Hey, everybody, it's Tara, Bryan, and you are listening to

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the course building secrets podcast. Whether you're a coach

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or a CEO, the success of your team and clients is based on

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your ability to deliver a consistent experience and guide

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them on the fastest path to results. This podcast will give

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you practical real life tips that you can use today to build

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your online experiences that get results and create raving fans.

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Why? So you can monetize your expertise and serve more people

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without adding more time or team to your business? If you're

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looking to uncover your million dollar framework, package it and

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use it to scale you're in the right place. Let's dive in. Hey,

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hey, everybody, welcome to the course living secrets podcast.

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So happy that you're here today. And welcome to another week,

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welcome to September. If you're listening live, then welcome to

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September, it's fun, a fun day, most of the kids are going back

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to school. So those of us who have children are getting our

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lives back and having a little bit of quiet time, ability to

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reflect and get a little bit more planning maybe in our day

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than we had prior to this moment. Today, I want to talk

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about onboarding. So we talk a lot about onboarding when we

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talk about the customer experience. So what happens from

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the time that they purchase to the time that you start working

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with them is that you want to be really intentional about helping

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them decide like, well, I made the right choice, I am in the

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right place, this is where I belong. And you get them

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oriented, you get them organized, you help them

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understand like, where all the things are, right? If you're

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doing a course in person, or you're working with somebody

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live, you're going to help them like here are the logistics,

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here's how to find the bathroom, here's how the day is going to

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go. All of those things are normal things that we do when

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people come to us, either in a training environment or in a

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client environment is that we kind of give them a lay of the

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land. I think that most of the time that's intuitive to people.

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Although I will say that when you move online, a lot of times

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people forget that, right? They forget Oh, well, normally, I

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would walk them through how it's gonna work and what the

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expectations were and where to find the exits and all the all

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the things that they need to know about before something

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starts. When people move their programs online, for some

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reason, they sort of forget that right. And so it's a, it's an

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essential component to starting the relationship. Alright, so

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we've talked about that, in the past, what we haven't talked

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about is off boarding. So let me just explain what that is.

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Because it's also just as important. So your goal in

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acquiring a customer is to be able to help them fulfill on

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whatever the problem or result is that they're looking for.

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Right? That's why they're hiring you is that they trust that you

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are the one who can take them from where they are to where

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they want to go. But there are times when people need to go a

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different direction, or you know, something has come up in

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their life, and they need to pivot and do something

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different. So they may need to exit the relationship that they

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mean may need to exit your program, in one way, shape, or

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form. And especially if you're doing a continuity program, this

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is common, right? There's other things that come up, people feel

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that they are either getting their needs met or need to get

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their needs met differently. So you have to have a process for

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onboarding your clients, either clients who are leaving sort of

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in the middle, or you know, at a time that you wouldn't

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necessarily, you know, naturally end the relationship, or once

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the relationship is over, right, once your program is over, once

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they've achieved their results, how are you helping them, you

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know, determine and know what the next steps are? Right? So

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offboarding is super important. So let me just tackle both of

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those because they're a little bit different. So the first one

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is when somebody leaves when you're not expecting it, how do

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you maintain a professional sort of exit strategy and keep the

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door open for the future? Because here's the reality is

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most of the time people aren't leaving, because they don't like

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you, or they don't like the program, or it's not meeting

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some sort of need that they have, right. Most of the time.

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There's a different decision that's driving that not all the

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time, but most of the time. And so if you just cut off the

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relationship, you disconnect their access. You tell them you

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know, thanks so much. Bye bye. You're severing that

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relationship. You're not keeping the door open for working with

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them in the future. Right and so they're ending the relationship

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but like, there's no reason that you also have to cut off and the

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relationship. So how do you ask board.

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So there are a couple of different ways to do that,

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right? One is to, you know, send a message in whatever way you

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like to video or email or some other way, where it just says,

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Hey, you know, sounds like, you know, you need to go a different

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direction, no problem, here is kind of your next steps, right,

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we're going to, you know, cut off your access, we're going to

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stop the billing, we're going to do all the things. And, you

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know, we'd love to be able to check in after a certain period

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of time to see how you're doing, does that work for you, blah,

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blah, blah, right. So you want to plant the seeds and, and just

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save a soft, thank you and goodbye, while maintaining a

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professional attitude. And, you know, really being able to keep

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the door open for the future, you know, happy to welcome you

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back whenever you're ready. doors are always open those

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kinds of messages. It's a soft landing for somebody so they

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feel comfortable, they maybe have some feelings about, you

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know, ending, or, you know, the relationship or what's going to

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happen in the future. And it gives them a soft landing so

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they can continue forward, they know that the door is open, that

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they can come back, or be involved with things that you're

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doing without feeling like they're severing the

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relationship. Okay, so that's off boarding when you're not

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expecting it. And you can automate that, right doesn't

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have to be something that you have to reach and be like, Oh my

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gosh, like, you're quitting, I feel terrible. I need you to

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stay on. I'm losing money, like whatever, right? Like, it

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doesn't have to be an emotional you know, message, right? It's

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just literally, uh, thanks so much. It's, you know, we'd love

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to have you stay, but certainly understand life circumstances

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come up. Here's some, you know, here's sort of the next steps,

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here's what's going to happen over the next, you know, 30

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days, right, you have access until this point, and then it

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will cut off and blah, blah, blah, all those things. And, you

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know, like, I would literally be intentional about what does that

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look like. And then, you know, here, here, we're gonna follow

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up over time, which is also automated. And then, you know,

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we'd love to keep the door open, have you come back, when it

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suits you when it's something that that you know, that you're

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ready for at that time, super soft landing, nice place to not

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only have them leave feeling confident and comfortable that

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they can come back. But if somebody else was asking you

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about the program, it may not be the right fit for them right

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now. But they would then keep referring that business back to

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you, because they had such a great experience. And they were

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able to do what they needed to do to move on without kind of

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that sort of strange, you know, breakup, if you will. Okay, so

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that's an unexpected, then the the second part of this is how

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do you off board clients when they're finished with your

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relationship that you have, right? So you have a 90 day

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implementation program, it ends up that 90 days, they're not

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paying you anymore? Does that mean that you're severing the

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cord? And you're done? And you've never talked to them?

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Again? Know, right, you want to continue that relationship? What

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does that look like? It really depends on your business model,

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right, you may determine that you want to work with them for

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90 days, and then over time, they come back for another 90

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day sprint, or, you know, there's sort of a plan for when

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they're going to need you again, as time goes on. What you want

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to do is map that out and plan for it ahead of time. So you're

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planting seeds throughout that first iteration or first

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relationship that you have for them to say, and here's what

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happens after,

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here's, you know, when we're doing this after the 90 days, as

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this continues past 90 days, or you're going to need another

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session, every quarter, or every, you know, twice a year or

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once a year or whatever you're teeing up that relationship and

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continuing that relationship within the first, you know,

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sprint that you're doing or program that you're doing, or

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whatever it is that you're doing, right. And so they know

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what to expect, on you know, the last day, that's the very first

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thing is make sure that you've kind of mapped that out ahead of

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time. And if you haven't, do it, do it throughout the process. So

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you understand, like, what do they need after what's the next

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step for them? Because they're on a journey. Most of the time

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when people are learning something or they're taking a

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course or they're taking a program and they want to get to

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a result. What that does is it they get the result and then it

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opens up the next challenge the next question that they're gonna

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have, and so your job is to be able to be there for them. I'm

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at that time, so you can help them through the next challenge.

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And then, you know, as they're growing and, and continuing

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forward, that's how you create a sustainable business as you

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have, you know, the various steps along the journey. And

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you're able to help them through that. Now, I do know some people

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who just want to do that the one transaction, and then they're

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done. And that's, you know, that's what they do. They just

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keep selling that one transaction to more and more

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people. And that's totally fine. But just know that what are you

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going to do on the back end of that, when they're finished?

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What does that look like? Is it a graduation? Is it a handoff to

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someone else? Is it you know, that they have all the tools

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that they need to move forward? What is the end game? And how do

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you want to end that relationship? Because let's be

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honest, it's a relationship, right, it's an opportunity for

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you to have a customer for life, to have a customer that comes

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back to you over and over again. Or if you don't want that, it's

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an opportunity for you to be able to hand them off to someone

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else, maybe who gives you a kickback to that or whatever

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else. So, so think through that long term strategy, but

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offboarding in that case, means you're helping them determine

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what the next step is, or you're helping them celebrate the

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success that they had in that part of the program. And then

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then, you know, teaming up when they need you, maybe they only

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need you once a year, maybe they only need you when they're doing

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a new launch or a new part of the process. And and then you

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invite them to come back. Maybe you just want to celebrate their

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success along the path, where, you know, you're working with

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them for 90 days. And then six months later, you follow up with

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them just to see how things are going and where they are, you

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know, in their their progress. Maybe you want to do a

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continuity program on the back end, where you pop them into

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something that's a longer term, build and relationship, there

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are a lot of different ways to do that. Have it fit within your

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business model. But know that like, nobody wants an abrupt

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stop. Regardless, if they're stopping in the middle, they're

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stopping at the end, right? Like, what's the thing that

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you're going to do to either end the relationship with a soft

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landing, or help them continue along the path. So they continue

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to purchase from you, which is really where you get the most of

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your long term revenue, right is in repeat, business and

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referrals. And really looking at that lifetime value of a

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customer. That's really where you start building a sustainable

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business.

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But either way, you know if it if it's somebody that you want

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to work with them four times a year, if you want to work with

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them once a year, then how are you putting things into place

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that helps to continue and build that relationship. And so that

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is my secret and and tip for you today, is really think about

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that onboarding process as much as you think about onboarding,

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right? As much as you think about getting the customer? How

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what are you doing at the end of the transactional element, or

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the end of the first sort of relationship point with a

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customer because it does matter? It does shape how they're going

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to refer other people to you, it does shape what decisions

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they're going to make in the future. Because if you're the

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right person, for them to come back to six months later, and

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you haven't provided a an open door, soft landing for them in

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terms of exiting, then they're not going to come back, they're

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going to go find somebody else, right? So how do you determine

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how do you continue to, to build that relationship, and I'm going

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to tell you doing an exit and then continuing to send nurture

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emails. Without that soft landing is not going to work for

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you, right, they're going to unsubscribe, they're not going

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to read your messages, and they're not going to keep going

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it has to be some type of specific message to them on the

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back end that that helps them feel supported through whatever

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decision they're making. If it's, you know, the decision to

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work with you or decision to not work with you. makes a huge

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difference. Right? Think about just as a quick illustration,

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before I jump off is think about, like, if you're returning

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something to a store, and they make a big stink about you

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returning something to the store. It maybe it doesn't fit,

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maybe there's something wrong with it. Maybe you've bought it

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for your kid and they don't want it anymore, right? Like if they

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make a huge stink around that. Are you going to come back and

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buy something? No, because you're like, Oh, that was a

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terrible process. Right? Like, oh, that made me feel gross. I

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don't want to go back to that place because As they made a big

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deal about, you know, my returning this one thing I was

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actually returning it like, for me I go to target, right I

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return something at Target. If they were to give me a big stink

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about returning something at Target. Here's the other side of

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that is I'm returning something and then I'm going right back

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into the store and probably spending three times more than

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that return I just did. But if they make a big stink at that

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return, I'm going to walk out of the store, I am not going to go

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into the store and buy all the things that I need, I'll go

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somewhere else. So think about that. Because it's no different

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than that experience that you're creating for somebody and

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especially if it's a higher ticket option. You really want

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to help them feel supported. You have no idea why they're making

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the decision that they're making. Don't make it personal.

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Have a way to onboard them. Alright, there you go. That is

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