22. The 4 Seasons of the Customer Journey: Autumn

In part three of the Four Seasons of the Customer Journey mini-series, we dive into Autumn: the season of decision. That’s when your dream customer is asking themselves: “Can I trust this person with my money, and will this actually work for me?”This episode is packed with practical ways to support the decision-making process without pressure, fake urgency, or pushy sales tactics. Whether you’re a service provider, course creator, or membership owner, you’ll learn how to turn almost ready into absolutely yes with confidence and integrity.What we cover:What Autumn Looks Like in the Customer Journey – When potential customers weigh up their options and need clarity, not pressure.How to Support a Decision Without Selling Hard – Clarifying your offer and reducing risk so customers feel confident saying yes (or no).Smart Touch Points for Different Business Models – What to include in your service pages, sales emails, and offers to nudge hesitant buyers.How to Use Testimonials, Case Studies, and Personal Touches – From sample deliverables to private podcasts and personal video messages.Why the Goal Isn’t More Sales, but the Right Sales – Helping the right people decide, not convincing everyone.View the episode transcript here.Use Bonjoro to send personalized video messages and get 15% off the liftetime of your plan with my affiliate link.Where to from here?Grab the 2026 State of the Customer Report FREE right here.Generate 10 tailored-to-you survey questions FREE right here.Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here!Find out how you can get my strategic customer experience brain on your brand here.Check out my favourite CX tools and resources here.😍 Love the show?Hit subscribe or follow so you never miss a new episode.Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!).Leave a positive review to help the show get found by more small business owners just like you. To leave a review:👉 Find What Would They Do? on Apple Podcasts👉 Scroll to ‘Ratings & Reviews’👉 Tap on the stars to rate the show before writing a reviewPost a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.