Endless Customers (eBook)

A Proven System to Build Trust, Drive Sales, and Become the Market Leader

Marcus Sheridan (Autor)

eBook Download: EPUB

2025
378 Seiten
Wiley (Verlag)
978-1-394-28279-1 (ISBN)

Infos

Proven framework to propel your organization into a top market position

Endless Customers delivers a proven framework for businesses to become the most trusted and recognized brands in their markets by harnessing the power of developing the right content, website, sales activities, technology, and culture of performance. When executed correctly, this framework enables marketing, sales, and leadership teams to sync up on a business strategy that is transformative to the organization's growth, creating long-term success-and endless customers.

An evolution of Marcus Sheridan's first book, They Ask, You Answer, the Endless Customers model has been enriched by years of practical application, hundreds of case studies, and recognizing the monumental impact AI is having on business and the buyer's journey. In this book, readers will learn about:

• Becoming the most trusted and known brand in their market, leading to more consistent lead flow and sustainable business growth
• Creating a culture of sales and marketing that is built to last, in a time when digital transformation and AI are changing the world of business and buying as we know it
• Promoting organizational change by investing in the right people in the right seats so as to evolve to a NEW way of effective sales, marketing, and brand growth

With all of the real-world examples, tools, and frameworks you need to immediately put theory into practice, Endless Customers earns a well-deserved spot on the bookshelves of ambitious business leaders, executives, managers, and entrepreneurs seeking to make their businesses household names in their industries.

MARCUS SHERIDAN is an internationally known keynote speaker, author, and business strategist who has transformed the way companies build trust and drive sales. His journey began with River Pools, where he pioneered strategies that saved the company during the 2008 recession and became the foundation for They Ask, You Answer, the predecessor to this book.

Today, as a partner at IMPACT, Marcus and his team coach businesses through the implementation of the principles in this book. IMPACT helps companies align leadership, equip teams, and execute the Endless Customers system to become the most known and trusted brand in their market.

Textauszug

1
Why Customer Acquisition Is Harder Than Ever—And How to Fix It

Acquiring new customers is tougher than ever.

If you're like most business leaders, you might be asking yourself, “Why is it so hard? We've poured our hearts and souls into building this company. We've got a product or service that's better than our competitors. We've set up systems, refined our processes, and consistently deliver on our promises to customers. So why is it so difficult to bring in new business and grow?”

Or maybe you're on the other side of the fence. Your business is doing well, maybe you’re even outperforming your competitors right now. You've built something solid, and you're seeing results. But you know you can be doing even better. You know the market changes fast, and you're thinking, “What do we need to do to protect our position to stay ahead?”

If either of these sounds familiar, you're not alone. Whether you're struggling to grow or want to protect your current success, many businesses are facing similar challenges when it comes to customer acquisition.

Chances are, you're experiencing one or more of the following frustrations:

• Stalled deals. The deals sitting in your pipeline take longer and longer to close—if they close at all. It feels like every decision is drawn out, and you're left wondering if you'll ever get a commitment.
• Declining website traffic and lead generation. You used to generate consistent traffic from search engines, driving qualified leads into your funnel. But that traffic has slowed down. Leads aren't flowing in like they used to, and the ones that do trickle in aren't as qualified.
• Losing to competitors. Even though your product or service is superior, you're watching potential customers choose the competition—often without even speaking to your team. It stings when you know your company offers something better, yet you can't seem to get that message across.
• Ineffective outsourcing. You've hired an agency to run your marketing, investing significant resources into the partnership. The results, however, are underwhelming. The leads you were promised simply aren't there, and the return on investment (ROI) is nowhere near what you expected.
• You're not a “known and trusted” brand. Sure, you've been in business for a while, but for some reason your brand in the market just isn't standing out. You can't seem to grab the world's attention, despite your best efforts.

These frustrations are widespread in the business world, and there are clear reasons why so many companies are feeling stuck.

Why Are You Experiencing These Frustrations?

First, there 's a massive trust deficit.

Consumers have been burned too many times. Whether it's false advertising, under-delivered promises, or bad customer experiences, trust in brands is at an all-time low.1 People are afraid of making a mistake, so they're more cautious and skeptical than ever. They're questioning everything before they buy.

Can you relate?

If you're like most people, you've likely experienced this in your own life. For this reason, it's not just about having a great product anymore; it's about earning trust—and lots of it. If buyers don't trust that you'll deliver on what you've promised them, it doesn't matter how good your product is—they won't buy.

Second, search engines and social media have changed the game.

For more than 20 years, you could count on Google to drive traffic to your website. People searched, they clicked on the results, and if you were ranking well, you got traffic.

Not anymore.

Today's search engines are packed with distractions: ads disguised as organic results, featured snippets, and AI-generated overviews that keep users on the results page instead of driving them to your website. The consequence? Organic traffic, once a reliable source of growth for many businesses, is rapidly drying up. And as AI evolves, the shift toward a “zero-click” search experience is accelerating, delivering users exactly what they need without ever leaving the search results page.

This means you can no longer build your house solely on Google.

And it's the same with social media. Today, when you create a post that includes an external link, it simply won't reach as many people. These platforms are only interested in one thing—holding visitors as long as possible to boost ad revenue—and the longer people stay, the more ads they see.

Third, buyers are more informed than ever and demand answers.

The way people buy has fundamentally shifted. Research shows that, on average, 80% of the buying process, whether it is business to business (B2B) or business to consumer (B2C), is completed before a prospect even talks to a salesperson—and that percentage keeps climbing.2 During this time, buyers are diligently gathering information by researching, comparing options, reading reviews, and narrowing down their choices.

Essentially, buyers today are info-vores—and they expect to be fed the information they're craving.

Fourth, buyers want control and the option for self-service.

They're looking for a buying process that requires minimal interaction with a salesperson—what we call a “touchless buying experience.” This means they prefer to research, compare, and even make purchasing decisions on their own terms, only engaging with sales when they're fully ready and comfortable. They won't wait for a response, they refuse to jump through hoops, and they expect the process to be easy and frictionless. And when they do reach out, they expect a seamless transition from their independent research to a productive sales conversation.

If your team isn't ready to meet your buyers where they are—by giving them what they want, when they want it, and how they want it—you risk losing them. And once they're gone, they're not coming back.

Fifth, the competition (and noise) is fierce.

There's more content being produced now than ever before. Every brand, big or small, is vying for attention. The noise is deafening. And when you combine that with impatient attention spans and content fatigue, it becomes harder to break through. People are tuning out quickly, and if you don't capture their attention in those first few seconds, they're gone.

Sixth, the post-pandemic world brings new challenges.

Companies are facing rapid market swings, with one quarter bringing a surge of new business, and the next, crickets. For many, it's a rollercoaster of unpredictability. B2B companies especially are seeing tighter budgets and prolonged decision-making cycles. This stop-and-go rhythm is making it harder than ever to plan, forecast, or grow with any consistency.

Finally, most content (and marketing in general) is unoriginal, boring, and lacks soul.

This is a hard truth for many businesses to accept. The majority of company-generated content being created today simply isn't very effective. It doesn't truly answer the real questions buyers have about your products or services. Instead, it's generic, bland, and often too self-serving.

This criticism extends beyond content and applies to much of the corporate marketing that exists in the world today. If we're being honest, most marketing campaigns are incredibly boring, stale, and entirely risk-averse.

If followed correctly, the Endless Customers System™ is the antithesis of this “lowering of the bar” that plagues so many businesses and marketing departments today. In contrast, it pushes brands to raise the bar and dare to be different, putting the customer, honesty, and transparency at the center of everything you put out into the world.

A Shift in Mindset

When you put all of these factors together, it's no wonder why businesses are struggling. There's a disconnect between what businesses think buyers need and what buyers are actually looking for.

The good news? It doesn't have to be this way.

Yes, the landscape has changed, but that also means there's a huge opportunity for those willing to adjust, adapt, and do things differently.

Your business can stand out.

You can market better and build trust.

You can create content that resonates with prospects, addresses their real concerns, and moves them through the buying process without all the friction they're currently experiencing.

You can do all of this and experience continual success.

But this requires a shift in mindset.

Companies can't keep doing what worked five or even two years ago. Buyers are smarter, more informed, and more skeptical than ever. They expect authenticity, speed, and a seamless, hassle-free experience. The brands that will succeed in the future are the ones that embrace these changes head-on.

To successfully implement the principles of this book, the mindset of your company (especially your leadership team) must be as follows:

• Buyers are more informed, demanding, and impatient than they've ever been, and they're not going back.
• Our company must evolve to meet...

Produkt-Details

• Erscheint lt. Verlag: 8.4.2025
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Business Growth • Business Technology • buyer friction • Buyer Journey • buying process • Content creation • Customer Acquisition • leadership development • Recruitment • revenue generation • sales optimization • sales tech • website optimization
• ISBN-10: 1-394-28279-6 / 1394282796
• ISBN-13: 978-1-394-28279-1 / 9781394282791