What is Endless Customers?

What is Endless Customers?

Buyers today are harder to reach, tougher to convert, and skeptical of anything that sounds like marketing. That’s the new reality. But it’s not a problem to be feared—it’s an opportunity to lead. That’s where the Endless Customers System™ comes in.

Endless Customers (formerly They Ask, You Answer) is a sales and marketing operating system for companies that want to build trust, increase close rates, and generate pipeline consistently—without outsourcing their growth. It was developed by Marcus Sheridan and refined by the coaching team at IMPACT, based on years of real-world results with companies across dozens of industries.

The system teaches your team how to educate buyers, create content and video in-house, use technology to work smarter, and align leadership, marketing, and sales to operate as one revenue team.

You’re not hiring another agency. You’re building a machine inside your company that consistently brings the right customers to you.

Pretty refreshing, right?

Check out this video from Marcus Sheridan sharing more about the book:

The Core Idea Behind Endless Customers

At the center of Endless Customers is a simple idea: The company that earns the most trust wins.

Buyers today want transparency. They want answers to their questions before they ever talk to your sales team. They want to know what things cost, what could go wrong, how you compare to alternatives, and who the best providers are—even if it’s not you.

Endless Customers helps you become the most helpful voice in your market. It starts by obsessing over your buyers’ questions and creating content that addresses them thoroughly and honestly. Then it gives your team the structure, tools, and training to do this consistently across your website, sales process, and customer experience.

Think of it as the EOS® of marketing and sales.

It’s not a campaign. It’s a company-wide shift in how you attract, engage, and convert.

Who It’s For—And Who It’s Not

The Endless Customers System™ is built for companies doing $3M to $100M+ in revenue that sell high-consideration products or services. If your buyers do research before purchasing—and your sales process involves trust, education, and multiple touchpoints—this system was built for you.

Endless Customers works best for businesses that:

• Are tired of outsourcing content and seeing little ROI
• Want to control their own growth with an in-house team
• Are willing to hire (or already have) a content manager and videographer
• Are ready to align leadership, marketing, and sales

Industries like B2B services, construction, healthcare, manufacturing, insurance, and high-ticket home services thrive with this system.

If you’re looking for someone to "just do it for you," this isn’t your path. But if you're ready to build a real marketing and sales engine your team owns, you're in the right place.

That’s where the magic happens.

The 5 Components of the Endless Customers System™

At the core of the system are five components. Each one builds on the others, and together they create a sustainable engine for traffic, leads, and revenue.

1. The Right Content

The content your buyers actually want isn’t fluff. It’s honest, helpful, and addresses the questions they’re already searching for. Endless Customers trains your team to create what’s called The Big 5 content:

• Cost & Price: What your product or service costs, what drives that cost up or down, and what buyers should expect.
• Problems: Address your own drawbacks honestly and explain how you solve customer pain points.
• Versus & Comparisons: Offer side-by-side breakdowns of products, services, approaches, and competitors.
• Reviews: Provide helpful, unbiased evaluations of options—including those you don’t sell.
• Best in Class: Curate the best tools, companies, or solutions in your industry, even if you're not on the list.

But content isn't just written. Video plays a huge role.

Endless Customers also helps your team:

• Master The Selling 7 videos that build trust and eliminate objections.
• Launch and grow your YouTube channel as a lead-generating asset.
• Create short-form videos for platforms like LinkedIn, TikTok, Instagram, and YouTube Shorts.
• Develop a Video 6 framework for long-form videos that engage and educate.
• Train your team on on-camera performance so they come across as natural, confident, and trustworthy.
• Use AI tools to streamline planning, scripting, editing, and repurposing content.

The goal? Your team becomes the most helpful, most visible, and most trusted voice in your market—everywhere buyers are searching.

2. The Right Website

Your website should guide, teach, qualify, and convert—before a salesperson ever gets involved.

Endless Customers helps you transform your site into a 24/7 sales engine with:

• A robust Learning Center that houses your content and makes it easy to find.
• Self-service tools like pricing calculators, assessments, configurators, and product selectors.
• Website messaging aligned with the StoryBrand framework, so visitors instantly understand what you do and why it matters.
• Smart CTAs, forms, and landing pages that drive conversions.
• Heatmap analysis and engagement tracking to refine your site over time.
• Optimization of homepage, service, and product pages for trust and action.

You’ll no longer wonder what your website is doing for you. You’ll know it’s working—because the leads will show it.

3. The Right Sales Activities

Sales success in the Endless Customers System™ is about preparation, personalization, and confidence.

Your sales team will learn to:

• Use Assignment Selling to send content before calls, so buyers show up ready to move forward.
• Present the Assignment Selling script in a way that gets buyer buy-in.
• Leverage the full library of articles and videos in conversations to educate and handle objections.
• Record 1:1 personalized video messages for outreach and follow-ups to build rapport and stand out.
• Develop content of their own to strengthen their personal brand and position themselves as trusted advisors.
• Collaborate with marketing to identify new content opportunities based on real sales conversations.

Every deal becomes smoother. Every rep gets better. Every buyer gets exactly what they need.

4. The Right Technology

Technology can accelerate everything—if you know how to use it. Endless Customers teaches your team to:

• Use HubSpot for CRM, pipeline tracking, sales automation, content reporting, and revenue attribution.
• Automate lead nurturing workflows based on buyer behavior.
• Set up AI-powered lead scoring to prioritize the highest-value opportunities.
• Track ROI on content, video, and campaigns with real attribution models.
• Forecast sales using AI trend analysis and sales intelligence tools.
• Build and optimize audience segments for personalized outreach.
• Improve open rates, response rates, and conversions with AI-optimized email and message sequences.

You’ll finally be able to connect your marketing, sales, and revenue data—so you can make smarter decisions, faster.

5. The Right Culture of Performance

None of this works without the right culture. Endless Customers isn’t just a marketing strategy—it’s a company-wide mindset.

Your leadership team will learn how to:

• Hire and onboard the right content manager and videographer to lead your efforts.
• Get buy-in from subject matter experts to contribute content and participate in video.
• Align marketing, sales, and leadership through structured meetings and shared KPIs.
• Build and maintain a culture of radical transparency, continuous improvement, and measurable performance.
• Create clear AI adoption guidelines to keep your usage ethical and effective.
• Track and celebrate content performance using analytics dashboards that tie content to revenue.

When your team believes in the mission, holds each other accountable, and understands the impact of their work, big things happen.

The Endless Customers Journey^™: What Implementation Looks Like

Most companies implement the Endless Customers System™ over 18–24 months, following a structured quarterly coaching model. Here’s how that journey unfolds:

Step 1: Alignment Day

A 3-hour company-wide training + 90-day planning session that gets leadership, sales, and marketing on the same page. This is where roles get defined, priorities get set, and the system kicks off.

Step 2: The First 90 Days

Your content manager is hired (or leveled up), your first 15 of The Big 5 articles go live, your first videos are published, and Assignment Selling is introduced.

Step 3: Ongoing 90-Day Cycles

Every quarter, your team sets new goals, reviews your Scorecard, and builds on the last phase. Video ramps up. Sales adoption grows. Your site evolves.

Step 4: Mastery and Scale

By months 18–24, you’re self-sufficient. Your team is producing consistent content and video. Sales and marketing are aligned. Your website is converting. You’re tracking revenue impact. And new customers keep coming.

It’s like installing a revenue flywheel.

Why Most Companies Struggle to Do This Alone

Some companies try to implement Endless Customers just by reading the book. A few succeed. Most don’t.

The biggest reasons?

• No alignment between leadership, sales, and marketing
• No clear 90-day priorities
• No internal accountability
• No training to build the right skills

IMPACT provides the coaching and training to make it stick. You’re not hiring an agency—you’re building an in-house team that performs at the highest level.

That’s when things get fun.

Real Companies. Real Results.

Here are just a few companies that implemented Endless Customers:

• RoofCrafters: Increased revenue by $1M+ from content alone
• RetroFoam: Boosted leads by 2,942% and doubled revenue
• Kaplan Early Learning: 6X growth in online traffic and sales
• Mazzella Companies: Became the most known name in their market

These aren’t unicorns. They’re companies that committed to the system and stayed the course.

You could be next.

Take the Next Step

If you want to:

• Attract more qualified leads
• Shorten sales cycles
• Build a marketing and sales system that drives revenue

Then Endless Customers is your roadmap.

✅ Order the book

✅ Schedule a call with IMPACT

✅ Subscribe to the Endless Customers Podcast

✅ Join IMPACT+ Learning Community

The future belongs to companies that lead with honesty, teach with courage, and commit to owning their growth.

Let’s get started.