Shownotes
Most expert business owners spend everything getting customers in the door and almost nothing on what happens after.
In this episode, Tara breaks down the most ignored part of the business: what happens once someone becomes a customer.
A Signature Pathway is not a course, a program, or a single offer. It is the orchestrated architecture that moves someone through your methodology, from the moment they first purchase to the moment they want to certify in your approach and deliver it to others. If your business is a leaky bucket, customers come in, do not complete, do not ascend, do not refer, the problem is not your marketing. It is a structure problem. And the structure that fixes it is your Signature Pathway.
What you will learn:
- Why the post-purchase customer journey is the most leveraged - and most neglected - part of your business
- What a Signature Pathway actually is (and why it is not a course or a program)
- How milestone-driven delivery prevents the leaky bucket and creates customers who ascend naturally
- What becomes possible when your methodology becomes something others want to certify in (StoryBrand, Profit First)
- Why building your Signature Pathway inside the Scalable Expert Mentorship™ is the fastest path to leverage
Take the Scalable Expert Audit™: Identify exactly where your business is still architecturally dependent on you - and what to build first to change it. Free, 20 minutes.
Resources mentioned:
Tara Bryan is the creator of the Infinite Scale Method™ and host of The Scalable Expert podcast. She helps expert business owners, coaches, and consultants turn their expertise into a scalable business built on a signature framework and systems that deliver results without requiring more of their time.
Learn more at www.thescalable.expert and www.taralbryan.com
Ready to build a business your expertise deserves?
The Scalable Expert Audit reveals exactly where you are in the Infinite Scale Method and what to do next. Five minutes. Instant results. Take the Free Scalable Expert Audit →
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Transcripts
Hey, everybody.
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:Welcome to season three of The
Scalable Expert Podcast, the show for
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:established expert business owners
who are maxed out on time and ready to
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:find the scalable impact of their work.
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:I'm your host Tara Bryan, founder
of The Scalable Expert and creator
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:of the INFINITE SCALE™ Method.
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:If you've built a business around
your expertise but feel stuck
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:in the time for money trap, this
podcast is your path forward.
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:Each week, I'll share stories and
strategies and shifts to help you
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:step into a new scalable business
model by declaring your authority,
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:packaging your expert framework, and
streamlining your offers and systems
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:to ultimately become a Scalable Expert.
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:Because it's not about working
harder, it's about building smarter.
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:All you need is one signature expert
framework, and you can deliver an infinite
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:amount of ways to be able to scale your
business, your impact, and your income.
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:All right, let's get started
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:Hey, everybody.
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:Welcome to today's episode.
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:One of the things I love to
help people figure out is,
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:what is their customer journey?
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:And I don't mean the customer journey
from, like, you're a prospect to when
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:you purchase, although that's part of it.
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:It's really, the customer journey
from the time they decide to become
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:a customer to how do you ascend
them so they're customers for life.
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:That, to me, is, um, is the, the part
of the customer journey that's so
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:exciting and I think the most powerful.
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:So yes, you have to
have customers come in.
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:That's super important.
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:You have sales and marketing, and
you look at the customer journey
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:from, you know, when they first
hear about you until they purchase.
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:That is very important but that's
not what this episode is about today.
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:This episode is about, I would say,
the part of the customer journey
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:that is the most ignored, the most
misunderstood, and the one that most
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:people just sort of breeze by, right?
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:Like, "Once I have a
customer, ah, it's fine.
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:You know, like, it's all good."
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:The opportunity though to not only
get your customer the result that you
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:promised them in the offer, but get…
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:help them get there in a way that
doesn't cause more complexity and
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:confusion for that customer allows them
to not only get the result that you are
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:promising, but also come back for more.
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:They want to keep working with you
because you are providing them the
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:fastest path to success both in the
initial thing that they're buying
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:and in the next one and the next one.
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:So you have your customers who are
sort of on the journey with you
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:as you're evolving your business.
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:That is when you have the power
of leverage and you can start
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:infinitely scaling your business.
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:For a specific example, say
you have a program that helps
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:people with your signature
methodology and they get results.
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:They love the results that
they're getting, and then
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:they're like, "You know what?
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:I want to be involved with this.
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:I want to help other people, my clients,
my, you know, the people that are in
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:my world, I wanna help them with this.
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:Do you have a way that I can learn
how to facilitate this, how to
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:become a certified, person that, that
can help get this to more people?"
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:Right?
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:Think about Donald Miller and StoryBrand.
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:You think about Mike Michalowicz
and Profit First, right?
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:Those are two methodologies that, if
you don't know, who they are, there's
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:information in the show notes, but
those are two methodologies that
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:people have adopted, and they've taken
it and said, "Okay, this is great.
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:This is working in my business.
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:I love this.
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:I wanna be able to use
this with my clients."
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:And so both Donald Miller and Mike
Michalowicz created a certification
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:program, and so you can be certified
to deliver their methodology.
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:That's where the power
of this starts to happen.
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:And all of that happens after
that first offer and somebody
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:purchases that first offer.
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:So when we think about this customer
journey, what I like to call it
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:is a signature pathway, right?
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:Like, what is the one signature pathway
that you have where you take somebody
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:from the problem that they have to the
solution they're looking for, and then
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:ascend them to, like, the next problem
that they have, and then help them
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:solve that problem, and then they're
gonna have another problem, and then
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:help them solve that problem, right?
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:So as you're building this, you start
to think about, like, "Okay, here's
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:my signature methodology that I have.
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:What is the pathway that I want
to put them on so that they
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:can continue to move forward?"
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:The first pathway you're doing, obviously,
is your signature, your signature
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:experience That is where you start.
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:I would say you are working on
your signature experience until
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:you're, you're significantly scaled.
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:But what's gonna start happening
is, as you get more and more people
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:in your signature experience,
then this is what's gonna start
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:to happen in the customer journey.
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:So if you plan your journey correctly,
then it's just a natural transition.
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:Like I don't know about you, but when I
get to the sales process, I want it to
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:be as seamless and natural as possible.
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:I want someone to say, "Yep, I am
ready, and I want to take action."
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:And then the next time that they are
ready to take action, I wanna be able
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:to scoop them up and move them forward.
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:I don't want it to have to feel like
a hard sale or I have to convince
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:them or anything like that, right?
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:Same thing in the customer journey
from when they're out in the world
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:until they become our customer.
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:When they become our customer the,
for the first time, that path is
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:usually pretty dialed in if you
have a way of getting customers
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:that's, that are beyond referrals.
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:That's where most people spend
the majority of their time.
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:But when somebody becomes a customer,
do you have a pathway that, that
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:literally moves them through
your experience and then moves
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:them naturally into the next one?
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:That's your signature pathway.
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:So it's not, your signature
pathway is not a course.
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:It's not a program.
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:It's not, it's not like one thing, right?
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:It is, it's the actual orchestrated way
that you help somebody go through your
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:methodology, your framework that you have
that take them from point A to point B.
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:So really think about that.
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:And when you think about the customer
journey is, are you leaving money on
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:the table by not creating that signature
pathway once somebody becomes a customer?
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:I promise you, if you even start
to consistently move your customers
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:through a pathway and define it, you
will start to see the shift happening.
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:If your business is a leaky bucket where
they come in and then they leave, or
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:they come in and you see that they're
not getting results or they're not
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:participating, or they, you know, they
ghost you or whatever it is, it's probably
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:because your signature pathway is not
set up in a way that naturally moves
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:them from one milestone to the next.
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:So if you're interested in customer
journey and really seeing how your
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:signature methodology can have a
pathway and what that map looks like,
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:I highly encourage you to reach out and
let's jump on a call and look at that.
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:But also, you know, that's what's
in the mentorship is that we
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:really spend time dial- dialing
in, like, what are the milestones?
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:How do you look at where everyone
is stopping along the path?
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:And, and really intentionally creating
that so it's a natural, natural process.
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:All right.
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:That is how you start to architect
not only your methodology, but your
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:signature experience and the way that
you help somebody go throughout your
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:entire methodology without all the
starts and stops, without the leaky
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:bucket, without them not feeling
100% supported as they are going.
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:So you can show up and help them
overcome the obstacles and hurdles
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:that they have along that pathway
and not spend time trying to
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:redefine how somebody goes through
the experience each and every time.
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:So if this has been interesting
to you, give us a shout, give us a
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:reply, give us a rating, send this
off to your friends and colleagues.
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:If you have questions
about this, reach out.
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:My information's in the show notes.
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:Would love to have a
conversation with you about it.
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:But once you can dial in your signature
pathway, it takes your framework from
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:being deliverable to being something
that creates massive leverage in your
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:business as you become the architect of
the flow of how people go through and
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:get results based on your expertise.
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:So there you go.
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:Enjoy
