Your methodology already works, so why does explaining it still fall flat? In this episode, Tara reframes the classic bad-elevator-pitch problem as a tangibility problem and walks through the first two steps of the Infinite Scale Method: the Power of One and making your expertise tangible.

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 →

If this episode was useful...

Share it with one expert business owner who's hit the same ceiling.

A review on Apple Podcasts helps more of the right people find the show and takes less than two minutes.

→ Leave a review: Apple Podcasts

→ Subscribe: Apple Podcasts · Website

Hey, everybody.

2

Welcome to season three of The

Scalable Expert podcast, the show for

3

established expert business owners

who are maxed out on time and ready to

4

find the scalable impact of their work.

5

I'm your host, Tara Bryan, founder

of The Scalable Expert and creator

6

of the INFINITE SCALE™ Method.

7

If you've built a business around

your expertise but feel stuck

8

in the time for money trap, this

podcast is your path forward.

9

Each week, I'll share stories and

strategies and shifts to help you

10

step into a new scalable business

model by declaring your authority,

11

packaging your expert framework, and

streamlining your offers and systems

12

to ultimately become a Scalable Expert.

13

Because it's not about working

harder, it's about building smarter.

14

All you need is one signature expert

framework, and you can deliver an infinite

15

amount of ways to be able to scale your

business, your impact, and your income.

16

All right, let's get started.

17

Hey, welcome to the

Scalable Expert Podcast.

18

I am so glad that you're here.

19

In this episode, we're gonna talk

about that moment when you walk away

20

from a prospect or a potential partner

disappointed because once again,

21

you didn't nail your elevator pitch.

22

You're probably an expert business owner

who's been doing this for many, many

23

years, helped hundreds of people create

real outcomes, but you still hesitate

24

when someone asks exactly what you do.

25

Not because you don't know what it is.

26

I mean, let's be honest, you see

it more clearly than probably

27

anyone else in the room.

28

The challenge is that what

you do is complex and layered.

29

Because of your expertise, you can adapt

to each new customer that you have.

30

So you give a version of the answer that

you think that person will hear, and

31

watch the other person as they sort of

nod politely without exactly getting it.

32

You know that moment and that nod.

33

You've probably seen it 100 times.

34

I know that I have.

35

And every time you walk away frustrated

that you didn't explain it better.

36

So today I wanna reframe that

thought for you because the

37

problem is not the explanation.

38

The problem is the amount of tangibility

that you're sharing, and those

39

are solved completely differently.

40

So you may get a referral from

a customer, and they show up

41

without context on the call.

42

The person who referred them said

that you are extraordinary and

43

wonderful, but they couldn't tell them

exactly what you do or who you help.

44

I had this happen to me once as

well, and I knew that I had to sit

45

down and do a little bit more work.

46

So the new person shows up with a

vague description of what they're

47

looking for, and you spend the first

call trying to figure out what it is

48

and whether or not you're a good fit.

49

The website that you've built doesn't

say quite exactly what you do.

50

You keep rewriting it, but it still

feels a little bit off, because

51

every time you try to describe the

methodology, the description is smaller

52

than the actual work that you're doing.

53

Or maybe you create a custom proposal

that's every single time is different.

54

There's no standard.

55

There's you, there's the customer, and

there's what you figure out together.

56

And here's what you may be

thinking underneath all of this.

57

"I've been doing this for years.

58

I know what I do.

59

I see it clearly when I'm

in the room with a customer.

60

I just can't seem to make other

people see it the same way."

61

That thought is keeping your

business exactly where it is.

62

Because the problem is not

that you can't explain it.

63

The problem is that the methodology has

not yet been built into the business

64

because it still lives inside of your

head, and everything that lives only

65

inside of you is the ceiling that

has been built into your business.

66

Okay, so what does a

ceiling actually look like?

67

When we talk about that,

what does that mean?

68

The most valuable thing that you own

is the method that's in your head.

69

That's the thing that's unique

to you that no one else can run.

70

It's not a compliment.

71

It's a ceiling description.

72

But when the methodology lives only

inside of your head, every customer

73

outcome requires you personally.

74

The business can't create

transformation without you in the room.

75

The referral cannot describe it

accurately without your help.

76

The proposal can't be scoped without you.

77

The delivery can't happen without you.

78

This is not a skill problem.

79

It's a tangibility problem.

80

The expertise exists.

81

It just hasn't been made into

a strategic business asset that

82

lives within the business rather

than solely inside of your head.

83

The day the methodology becomes tangible,

three things change immediately.

84

The sales conversation changes,

the referral conversation changes,

85

and what the business can do

in any given moment changes.

86

That's what step one and step two produce.

87

Okay, so let's talk about what

tangibility actually means.

88

Tangible doesn't mean simplified.

89

It doesn't mean making the work smaller.

90

It means making the work visible.

91

Tangible means a customer can see

the journey before they invest.

92

They can see where they currently

are, see where they're going, and

93

see what happens at each stage.

94

Tangible means a referral can describe

what you do accurately enough that

95

the person arrives already convinced.

96

Tangible means another capable person

can guide a customer through the

97

methodology without you filling in the

gaps from instinct at every moment.

98

The last one is the test.

99

Not whether you can explain it,

whether someone else can use it.

100

That is the difference between an

expertise and a strategic business asset.

101

All right, so let's talk about step

one, which is the power of one.

102

One ideal customer, one core problem,

one clear result, one signature

103

methodology that the business leads with.

104

This is the commitment to

making tangibility possible.

105

You cannot make general methodology

tangible, only specific.

106

The key to making your expertise

tangible is to clearly identify

107

each one of these core factors.

108

So this is usually when

I get a, "But Tara".

109

Because you are an expert, and

experts can genuinely help a wide

110

range of customers with lots of

problems, committing to one feels like

111

narrowing, but it's actually focusing.

112

Focusing is what makes the methodology

visible, and what is interesting is focus

113

is one of the hardest things for those of

us in expert businesses to commit to, step

114

two is making that expertise tangible.

115

Your job then is to extract the pattern.

116

Most of what an expert does

follows an eighty percent pattern.

117

The order, the questions, the

moments when the shift occurs,

118

that pattern is the methodology.

119

It needs to come out of your

head and into a structure.

120

Then you can start to organize

it into a signature pathway.

121

What does the customer have

at the end of each stage?

122

What problem does each stage address?

123

What is the transformation the

journey is designed to create?

124

A named methodology is a

strategic business asset.

125

Giving it a name makes it tangible.

126

Giving the stages names

gives it ownership.

127

Ownership creates authority.

128

Make it physical, something

that the customer can see, a

129

visual, a document, a framework.

130

It makes it sellable, teachable,

and eventually embeddable.

131

So use these two steps of the INFINITE

SCALE method as you start going

132

through this journey to creating

your expert authority system.

133

This is when you start to go from

everything in your head and helping

134

a wide range of customers solve

whatever problems they come up with,

135

to you being able to lead through your

methodology, which starts to shift your

136

business into having strategic business

assets instead of just showing up and

137

helping all of the customers that you

have, or want, with your expertise.

138

All right.

139

Hopefully you loved this episode.

140

If you liked it, give it a rating, share

it with your friends and colleagues.

141

And if you're watching on Youtube

hit that subscribe button so

142

you never miss an episode.