How a Single Comparison Article Led to a $45,000 Sale [Endless Customers Podcast Ep. 138]

This transcript has been generated by AI and not checked for accuracy. 

00:00:00:00 - 00:00:16:07

Nick Burrage

A woman walked into the showroom and she said, I was about to buy a Hästens. I came across your article. I read it. It made sense to me. Long story short, 45 minutes later she had put a card in and she paid $45,000 for a new bed.

00:00:16:09 - 00:00:33:18

Bob Ruffolo

You're listening to the Endless Customers podcast, brought to you by the team at IMPACT! Endless Customers is the proven system to become the most known and trusted brand in your market. You want to start to learn the principles of Endless Customers and how you can implement them in your business. Pick up a copy of Endless Customers, a national bestseller.

00:00:33:18 - 00:00:55:10

Bob Ruffolo

Wherever books are sold. Ready to start implementing Endless Customers in your business? Talk to IMPACT about how our coaching program can help you implement Endless Customers to success. And if you want to experience Endless Customers in person, do not miss our upcoming conference. Endless Customers Live in Chicago March 30th through April 1st, 2026. Registration is now open. And now onto the show.

00:00:55:11 - 00:00:57:02

Bob Ruffolo

Here's your host, Alex Winter.

00:00:57:07 - 00:01:23:01

Alex Winter

Today's episode is about what happens when a company start seeing real results from answering buyer questions before the first sales call. I'm joined by Nick Burrage, an Endless Customers coach who recently worked with a client landing their very first customer directly from content. Instead of chasing flashy campaigns or quick wins. This client focused on creating the right comparison content, the kind of content that meets buyers exactly where they are now.

00:01:23:02 - 00:01:43:14

Alex Winter

That approach not only drove their first sale from content, but it also built a foundation for consistent long-term growth. In this episode, we explore the story behind that first win. Why comparison content worked so well early on. What it takes to stick with the system during the first 90 days, and how to turn early momentum into a repeatable process.

00:01:43:15 - 00:01:45:14

Alex Winter

Nick, welcome to the show.

00:01:45:16 - 00:01:51:19

Nick Burrage

Hi, Alex. It's, it's great to be here. I'm excited and I'm honored to be here. I've been watching the show for some time, so.

00:01:51:21 - 00:02:07:12

Alex Winter

Thank you for watching. That's great to hear and we're excited to have you as well. The feeling's mutual. We got a lot of ground to cover today. You have a really interesting story. But before we unpack all of that, can you just set the stage for our viewers and listeners? Tell people a little bit about yourself and your company, just what you do.

00:02:07:14 - 00:02:30:01

Nick Burrage

Yeah. For sure. So, I have worked in mainstream advertising, writing the big TV campaigns back in the day. I then set up on my own as a marketing agency, and I guess the pivotal point in the story is when I read, they ask you answer back in 2021, I'm going to say, I was talking to my coach at the time and he said, Nick, you love this book.

00:02:30:02 - 00:02:47:05

Nick Burrage

I said, I did. He said, well, you should be a coach for it. And I said, well, that sounds weird. What? What is even that? Anyway, long story short, I contacted I contacted Marcus, he said, oh, they're looking for coaches. Let's do it. So I became, the first coach in the UK. I was on the first cohort going through coaches.

00:02:47:07 - 00:03:04:09

Nick Burrage

And I now a Certified Endless Customers Coach. And that's part of what we do. It's a big part of what we do. But we have the we have the web team, we have the SEO team as well. And so we take we take clients through the the wonderful Endless Customers program. And it's it's the favorite bit of my day.

00:03:04:11 - 00:03:21:18

Alex Winter

Oh, that's great to hear. And we're not paying you to say that you genuinely you genuinely mean that. Which is why we wanted to have you on the show, because it's just there's there's so many things to unpack. And I have a lot of questions, but I think the first one just I'm already going off script here from something that you said, you had mentioned that you had a coach and then you wanted to get into coaching.

00:03:21:18 - 00:03:32:21

Alex Winter

We hadn't heard of it before. What what made you get a coach to start out, and then how did how did that lead you into coaching? Like, why do you find coaching to be so important? Just as like a, a general question.

00:03:32:23 - 00:03:50:08

Nick Burrage

A good question. I got to coach because I felt the business was stuck and I pretty sure I was the problem. So I don't have a partner. I had a little team around me at the time, but I recognize that it was there was something about me that was blocking. It's growing and so I got a coach.

00:03:50:08 - 00:04:10:18

Nick Burrage

There's a there's a group in the UK called Action Coach. Marcus did a big tour with all around, all the action coaches a couple of years ago. And so I think what coaching did was so much, took me out of myself. I started a lifelong learning. So he showed me books to read. And every book I read, including They Ask You Out, was this is so helpful?

00:04:10:20 - 00:04:38:16

Nick Burrage

It gave me that accountability. So someone, you know, if you work for yourself, you can always say, well, well done, great day. And actually, maybe it wasn't so, you know, the accountability, the new ideas, the, yeah, just that third objective eye on things is, is was was life changing for me, for my business. You know, we have totally transformed thanks to thanks to that coach and all the experiences that followed.

00:04:38:18 - 00:05:05:22

Alex Winter

Wow. Thank you for sharing that. That's, very insightful. And also, I respect that you had the self-awareness to say, hey, maybe, maybe I'm the problem. Maybe I need to I need some help here. And that's, that's not an easy realization, but it's an important one. And I think a lot of business leaders, at least the successful ones that I know and people that run their own organization successfully, they've all had that sort of light bulb moment where they realize that even though they're great at certain things and great at a lot of things, they still need help.

00:05:05:22 - 00:05:17:01

Alex Winter

We all need a little help. Right? So can you talk a little bit about some of the the clients that you have and why you like using the endless customer system to help coach them and train them and, and get them up to speed to help grow their businesses.

00:05:17:06 - 00:05:36:19

Nick Burrage

Sure. So I guess one of the things that attracted me when I read the book first was the fact that it turned content production into something that I actually enjoyed, because I wasn't spewing out marketing words that sounded false. Number two, it actually had results. So we started defining, seeing people filling in the form and coming to the business.

00:05:36:21 - 00:05:57:12

Nick Burrage

And so, so I you know I experienced it myself and there's nothing better is there than going at someone and saying they say does it work. And I don't have to say look at that. I say, yes, I can tell you from my own experience that absolutely. And it's transformative. And so and the other thing is, I tend to work with slightly smaller companies and say impact does.

00:05:57:12 - 00:06:20:04

Nick Burrage

So I will I will veer towards a position where I'm speaking to the founder and owner of the business. I really like that for a whole host of reasons. We can get stuff done, I can identify them, I can talk to them, on the same level. So and, you know, they're people as well. And to see that, you know, to see people's lives transformed and them to go.

00:06:20:04 - 00:06:43:00

Nick Burrage

But this is this is great. We have a, a client I met with yesterday, and she is a one man plus one part two. So it's one man, one woman, plus her part time assistant. And she does curtain designs. And you think, oh, she. When we met her, she was already doing 600,000 pounds, I guess about $850,000 a year.

00:06:43:00 - 00:07:00:12

Nick Burrage

So significant business. But she was she was struggling. She was unhappy because, you know, it was a rabbit wheel. She couldn't understand how it would grow. She was full up. So we took her through the program. She's more than doubled her business. She's been able to get the help she needs to, to not feel like she's just treading water all the time.

00:07:00:12 - 00:07:12:04

Nick Burrage

And, And so every meeting with her is a delight. She is, you know, she's a different, different human. And that's, you know, that's that's fundamental. That's a really, really pleasurable thing to say.

00:07:12:08 - 00:07:33:14

Alex Winter

Absolutely. It's fundamentally, let me say it this way. It's, it's so rewarding to, to see that type of growth happen on, on multiple levels because it's not just business and revenue, it's also personal growth and professional growth. And it is it's just a very mutually beneficial thing to, to be able to experience. And we we experience it here at impact.

00:07:33:14 - 00:07:51:10

Alex Winter

And that's why the coaching program with you guys is also so incredible because you get to help these businesses. So I have a stat here. Really, really, I've been waiting and I'm excited to ask you this question. So it says here that you coached a client who landed their first new customer directly from a comparison article, and we love comparison articles here.

00:07:51:10 - 00:08:01:20

Alex Winter

They're they're a staple of endless customers. And what we do, with the system here, can you just walk us through that client and what happened and why this comparison article was so effective?

00:08:01:22 - 00:08:21:05

Nick Burrage

Yeah, absolutely. It is a great story and you'll recognize the situation as I tell the story. So, the client is called Marshall & Stewart. They are a, an ultra I would say ultra premium bed manufacturer. So the beds they make sell. I'm going to give you the dollar figures. I think about 20,000, up to about 65, $70,000 for a bed.

00:08:21:08 - 00:08:23:15

Nick Burrage

So that's that's the sector.

00:08:23:17 - 00:08:25:11

Alex Winter

Okay.

00:08:25:13 - 00:08:42:00

Nick Burrage

In, in their market. And in fact, the founder used to, used to run the big rival in the UK. So the big Robert is a Swedish company called Hästens. Now, Alex, for your budget, they have a bed that sells for $1 million. So they are you know, they are well positioned, shall we say, and they are a dominant global brand.

00:08:42:00 - 00:09:03:01

Nick Burrage

And most people who are in this market will gravitate towards them. Now. Marshall Stuart, sales were being on this flatlining. They came to us in the middle of last year. We fixed a load of stuff on the website, and then we started the program, say September 2025. And obviously, you know, sales were flat, but they had a strong reputation.

00:09:03:01 - 00:09:21:12

Nick Burrage

People love the beds. The beds are amazing. By the way. If you're building one. But they had really not done any marketing for a long, long time. So we're in a bit of a tricky position there. We start publishing, we're working away, but it's, you know, month in, month out, there's money going out, there's not money coming in.

00:09:21:12 - 00:09:27:12

Nick Burrage

And you can appreciate that. That happens in very often with endless customers. It's that initial period.

00:09:27:14 - 00:09:32:19

Alex Winter

Sure. And cash flow is always, an important item with any, any business or industry. Yeah.

00:09:33:00 - 00:09:55:16

Nick Burrage

And we're, we're we're another cost. And with all that. So, you know, we want to prove our worth, in February, which is very recent, I should say one of the, one of the early pieces we published was, as you've alluded to, a comparison article with early on identified that happens with the market leader. And we need to we need to recognize that, not shy away from it and hide it.

00:09:55:18 - 00:10:15:20

Nick Burrage

All bets compare very favorably with them. Our founder worked with them for 20 years. We know what goes into their beds. He just took one of theirs and said, I've got to make this better in every way I can. So we published, a couple of lovely comparison articles. We also in our pricing guide, we, we, we name checked them and compare side by side prices.

00:10:15:21 - 00:10:39:15

Nick Burrage

So materials, construction, pricing, their brand position, full transparency. Article in February 26th. Yeah. February 2026 a woman walked into the showroom and she said, I was about to buy a Huston's, but I just know, I just thought I wanted to have a look around and see what else is out there. I came across your article, I read it, it made sense to me.

00:10:39:17 - 00:10:55:17

Nick Burrage

Long story short, 45 minutes later she had put a card in and she paid $45,000 for a new bed. Wow. Wow. And as I say, you know, we didn't we didn't create that demand, but we certainly intercepted that demand at the right moment.

00:10:55:19 - 00:11:11:23

Alex Winter

Yeah, I would I would say definitely. So that's incredible. And that's not a small ticket item. It's ironic too, because my wife and I just made a new mattress purchase. We just bought a new bed. But it certainly wasn't for $45,000. That's, that's pretty incredible. Wow.

00:11:12:01 - 00:11:22:12

Nick Burrage

Yeah. You know, as a side issue I've been in, obviously tried the beds. And once, once you've tried one of these beds, you come home angry about your own bed. I will, I'm gonna say I'm done. You're done? Yeah. I'm here.

00:11:22:14 - 00:11:38:19

Alex Winter

I don't even I don't even want to try it because I know that. Yeah, that's going to be the case. Wow. But you know, the really interesting piece and what I love the most is that they were willing to write this article to make an honest comparison, to be really transparent and get detailed about the manufacturing process, the different pieces.

00:11:39:00 - 00:11:56:19

Alex Winter

And it was so well structured and honest that it built trust with a customer that came in and was was basically ready to buy from a different competitor, and they converted her right there just with this one article. That's that's the magic of the system. And this customer. So that's just really amazing to hear. So from here oh go ahead.

00:11:56:19 - 00:12:15:03

Nick Burrage

Sorry. No no it's just going to follow up on that point on it. So the staff the so the team at this they have a range of levels of buy in to the end. This customer is the leader is very well bought in. But one of the team said to me the other day said Nick, it's strange, but if we had a few people walking out same, they buy much more quickly.

00:12:15:03 - 00:12:28:12

Nick Burrage

They seem to be much more ready to buy. Whereas in the old days it was a lot of tire kickers, 2 or 3 visits they might buy, they might not. And so anyone who knows the end customers will know exactly why that situation is arising.

00:12:28:14 - 00:12:48:04

Alex Winter

Absolutely. And comes back to and this is a fundamental thing we talk about here on the show. And it's in the book and it's at the events. It's something Marcus talks about and we all talk about. But trust is a principle. That's something that's never going to change. And the technology will change how you how you gain this knowledge and awareness, whether it's AI or whatever you're using, that may shift and change over time.

00:12:48:04 - 00:13:05:17

Alex Winter

But the fundamental principle of trust, it's it's always going to be there. It's always the same. And people make buying decisions based off of emotions. They have to feel that trust. Otherwise they're not going to feel confident to to work with you. So I love hearing that. Can you talked a little bit about the team here. So you said the leader of this team is very much bought in.

00:13:05:19 - 00:13:19:04

Alex Winter

Do you find that when you work with companies in general, when there's buy in from leadership, that it the endless customer system works better or is more effective for you or what have you seen as you work with clients going through the system?

00:13:19:06 - 00:13:38:14

Nick Burrage

I'm not going to say I'm going to say it's essential. It's a, yes, absolutely. I think touchwood. I mean, as I say, I work with founders. So by the time we've been through the discovery process, then I've pretty much weeded out anyone who isn't going to take this program in the way it needs to be taken, which is absolute leadership.

00:13:38:14 - 00:13:53:16

Nick Burrage

By an I mean, I meet with my leaders once a week, so there's no forgetting. There's no oh, you know, a month where nothing happened. It's not like that at all. So leadership buying is one of my prerequisites for sure.

00:13:53:18 - 00:14:20:08

Alex Winter

Yeah. Now you had mentioned earlier and I can relate to this, that you have a lot of experience coming out of the, the ad world. I did as well, very traditional. This approach is this approach is definitely different than the traditional ad space, once was. And I'm curious when you're depending on the industry or the client you're working with, why is building trust so important in articles like comparison articles or having self-service tools like pricing calculators and being transparent about pricing?

00:14:20:08 - 00:14:26:01

Alex Winter

Like, why is that so important in today's today's agent for businesses?

00:14:26:03 - 00:14:32:16

Nick Burrage

Well, the phrase I use around this is the intent is closer to revenue than awareness. Wow.

00:14:32:16 - 00:14:34:15

Alex Winter

So I love that I'm going to steal that.

00:14:34:17 - 00:15:00:18

Nick Burrage

What, you feel free? So, you know, I mean, I've built brands. I know about big brands I used to work on, on Ford a lot out in Detroit. And so building a brand takes time. Authority takes time. Yes, it does. And big campaigns take money and time. But when someone is searching a specific question, price reviews versus they're trying to move forward right now.

00:15:00:20 - 00:15:20:23

Nick Burrage

And if you, if you answer them clearly in that moment, in the right way, you're stepping into what I call like a live buying moment, you know, high intent, qualified buyer, ready to go. And so, you know, you know, it's not like you're building an asset. You're not running a promotion. So that comes back to the point about being a little bit patient.

00:15:20:23 - 00:15:23:04

Nick Burrage

But but that's the big difference I see.

00:15:23:06 - 00:15:40:23

Alex Winter

Yeah I totally, totally agree with that. I think that's you're you're building an asset. And that's a really great way of putting it. And I think it's a good mindset to be in. And it does take time. You know, the old ad campaigns take time and money. Like you said, implementing the endless customer system also takes time. And you need to you need to stick to the plan.

00:15:40:23 - 00:15:59:03

Alex Winter

You have to be accountable. That's why having a coach like yourself is so important for for teams and for businesses. Can you talk a little bit about when companies embark on this endless customer's journey? What that first like 90 days with the first three months or so is critical for them to succeed and not not fall off the wagon.

00:15:59:08 - 00:16:18:18

Nick Burrage

Absolutely. First 90 days is critical, and it's the vanguard for everything that follows. And indeed, the start of the first 90 days where we align everyone is is absolutely essential. So at the alignment session, be it half a day or a full day, however you structure it is, everyone in the room? Yes. Leadership? Yes. Sales? Yes.

00:16:18:18 - 00:16:38:11

Nick Burrage

Marketing. Customer service. You know, so we this isn't a side project is what I say to people and hopefully the leadership, you know, when I'm not in the room repeats that, so we're we're changing mindsets here. It's a, it's a big it's a big task. It's, you know, it's it just as if you decided to change your body.

00:16:38:11 - 00:16:55:05

Nick Burrage

You got to change your mindset. You've got to change how you allocate your time. Yeah. You've got to change what you eat and all those things, and you got to learn new skills. Probably. So it's the same. Sure. So alignment first. Definitely in those first 90 days and it's going to the whole thing is going to feel like a lot for you.

00:16:55:07 - 00:17:18:06

Nick Burrage

So secondly, installing those, those habits. So, clear ownership content publishing cadence, you know, can we get three articles a week, sales, sales, feedback loops? Are we actually getting questions from the sales team? Are they how do they have the right mindset to to actually feedback the content and use the content? And the big one is discipline.

00:17:18:06 - 00:17:35:21

Nick Burrage

As I've said before, you know, we are changing what people do. People typically already have a job. And I'm asking them or, you know, the leadership is asking them to do something else. So we've got to we've got to change the way they allocate the time. And it's quite a big it's a big project. And you know, some challenges in that first 90 days.

00:17:35:23 - 00:17:51:16

Alex Winter

I'm absolutely. And that's a I'm glad we're talking about this is why I wanted to I wanted to unpack this a bit because I think sometimes people, people that maybe don't know as much about the endless customer system, they might hear the book, they might hear market speak, they might hear from someone like yourself or from impact. And they go, yeah, I can do that.

00:17:51:18 - 00:18:11:04

Alex Winter

Yeah, I'd love to do that. And they try to self implement or they think it's it's quicker flash to bang. And the truth is it does take time. It is a mindset shift. So can you talk a little bit about the difference between companies that are set up for success and that do well in those first 90 days versus maybe some, some pain points that you've seen or have experienced and help people work through that.

00:18:11:10 - 00:18:20:16

Alex Winter

Maybe they weren't expecting it and they really had to get the team in, or like they had to do something to power through some of these more difficult and challenging moments.

00:18:20:18 - 00:18:32:04

Nick Burrage

Yeah. I mean, look, I've never had a team fail, so, you know, I just say that, but I can tell you definitely where I can see the pain points are I. I have to say that mean, but,

00:18:32:06 - 00:18:41:10

Alex Winter

But that's also a big, a big win, because even though there are pain points, you can still you can still power through it. You can still learn and grow and ultimately get to the place you need to be. Yeah.

00:18:41:12 - 00:19:01:09

Nick Burrage

Yeah, absolutely. And I'm going to I'm going to repeat myself here. But number one is time. So, you know, if content is the thing that you're going to do once you've done everything else, then it it won't get done. You know, I say to people, if your time isn't protected, then this program doesn't exist. So, you know, that's fundamental.

00:19:01:09 - 00:19:20:01

Nick Burrage

And I can't say that often enough. And again, as you alluded to, you know, this the whiz bang, flash bang, it's like, look, it's very simple. I know you published the articles this week, but it doesn't mean that next week your inbox is going to be full of leads. Unfortunately, it's just not how SEO works it. Google's not dumb.

00:19:20:01 - 00:19:43:23

Nick Burrage

It doesn't. It doesn't reward that. It rewards consistent, authoritative publishing over time. So. Correct. You just just just the thing to know. And what's the third I would say, sales there's a, there's a constant feeling that this is a marketing initiative and it isn't. It's a sales lead, and I, I always make that clear. Yeah.

00:19:44:01 - 00:19:56:06

Nick Burrage

Where we have salespeople, I need. I need them in every meeting. So sales think it's marketing jobs and, you know, and they don't use the content and they don't feedback, then momentum is going to be slower. So we would work really hard on that.

00:19:56:06 - 00:20:21:08

Alex Winter

Yeah great points. And I think the last one especially resonates just because I've I've seen that time and time again where sales and marketing think that they're separate and they're usually in different silos or in different buckets within organizations, and they don't really interact with each other in the way that they the way that they need to, because they really are one in the same, you know, how you position yourself in the market is a direct effect of how you talk to leads and how you close deals.

00:20:21:08 - 00:20:37:06

Alex Winter

And they there's there needs to be a symbiosis there. And, I, I think bridging those gaps is a big part of what the system is all about. So do you do you find that a lot to do? You find like you have to help because I know you said you worked with you work with smaller organizations. So are they building out teams internally as you work with them?

00:20:37:06 - 00:20:42:19

Alex Winter

Are they hiring a content manager, or is this usually the business owner that's wearing a couple of hats? As they're starting to roll this out?

00:20:42:21 - 00:21:06:02

Nick Burrage

It's usually the business owner. At first. One of them will be hiring a content manager for sure. But but I think it's I find it quite magical if someone who used to work in marketing, I suppose, but the to be able to go out for a start, we we use the term revenue team. And if you haven't heard of that, what that means is we put sales marketing operations together, in one team, and it's a new team for them.

00:21:06:02 - 00:21:27:23

Nick Burrage

It's called the revenue team because what they do affects the company revenue. But to see sales go from, you know, I had one sales guy who used to call marketing the coloring in department and, you know, to see them go here. Well, yeah, I, you know, and I have sympathy with that because, but to see that person go from oh, okay, okay, I get it.

00:21:27:23 - 00:21:46:09

Nick Burrage

I suddenly I've got, you know, my job got a lot easier suddenly because people are coming to me and they're not going to ask me the same, questions that I've answered for the last two years. Those are all gone. I'm having more productive, more fruitful conversations. I'm not talking to tire kickers. And so that's a huge transformation, I think.

00:21:46:09 - 00:21:48:22

Nick Burrage

And it's it's great to see it.

00:21:49:00 - 00:22:06:01

Alex Winter

I couldn't agree more. And I'm curious too, how do you how do you help guide and prioritize efforts. So if you're starting to work with a business owner, maybe they think maybe they think they need to go this direction, but in reality they need to they need to go a different direction, or they might need to adjust slightly and they're not seeing the full picture.

00:22:06:01 - 00:22:19:11

Alex Winter

How do you help business owners or sales folks? How do you get them to to have that lens, to see it correctly and to start to shift their focus on creating content and building trust and doing things a little bit differently than maybe they have in the past.

00:22:19:13 - 00:22:41:08

Nick Burrage

You know, it's it's I mean, it is that's that's the very heart of what we do. So it's a great question. Yeah. And I'm not I guess I take them by the scruff of the neck pretty firmly from the word go. And I guess what what's what's a useful thing is that a lot of them have only vaguely heard of content, so they don't come with lots of preconceived ideas.

00:22:41:10 - 00:22:59:00

Nick Burrage

And so this is a new program for them. So I, absolutely set the direction, and that's my job. And I hope that they understand that they all do. So far. So, yeah. So I set the direction. I don't want them telling me sometimes they come with an idea for an article and I go, that's great.

00:22:59:00 - 00:23:04:16

Nick Burrage

But in the meantime, we're going to write the articles that matter, and then we'll come back to that later. You know, I'm very diplomatic. Yeah.

00:23:04:19 - 00:23:23:09

Alex Winter

Yes. Yeah. And you have to be and every I know, every use cases and every business is different. So that's a tough question to answer. But I'm curious, do how long does it typically take before you start to see traction? As far as people start to get into the system they're working the endless customer system. They're writing content 2 to 3 pieces of content a week.

00:23:23:11 - 00:23:34:22

Alex Winter

When do you start to see that, snowball effect of sales or at least pipeline starting to fill up with with new leads as they build trust and as they start to really disrupt their marketplace?

00:23:35:00 - 00:24:02:08

Nick Burrage

I would say probably between 4 to 5 months, I could almost see it in the, I mean, traffic, a website, traffic going up. I can see and just the story we just told, I think that was about month four ish. So I would say typically it's 4 to 5 months. Where you, where you start to see the fruits, you know, you know, it starts to bear fruit.

00:24:02:08 - 00:24:08:21

Nick Burrage

But I guess you know, there are probably edge cases out there where it's much quicker. I don't know, but.

00:24:08:23 - 00:24:10:12

Alex Winter

But typically that's that's what you're seeing.

00:24:10:12 - 00:24:26:09

Nick Burrage

Yeah. You have to. And I think, you know, at the start of it, I talked to people about building like a patience muscle here because, you know, as we've discussed a little bit already, it's like, I know you wrote three articles last week. It's not going to happen that quickly, but just keep stick with it. And that's part part of what I do as a coach is to say.

00:24:26:11 - 00:24:38:05

Nick Burrage

And that's part of the reason why people drop off content when they try to do it on their own is they write something and they think, well, I don't know if that was a good article or not, and I don't know if it's worked. And after you do that, a few times, you don't see anything. You kind of give up.

00:24:38:05 - 00:24:42:22

Nick Burrage

But I'm here to say that was the right article. It will work. Keep going.

00:24:43:00 - 00:24:59:15

Alex Winter

That accountability piece, having an accountability partner so important and you made the comparison earlier about it's similar to trying to get in shape or lose weight or having a fitness coach. It's it's a very similar mentality. And if you want to really let's say you're trying to lose weight, you want to lose the weight and keep it off and not have a yo yo effect.

00:24:59:15 - 00:25:19:07

Alex Winter

You need to have an accountability partner to to get there, and it takes time. And I think the the juice is worth the squeeze if we're going to be cliche. It's definitely one of those things where if you can commit to it and you can put the time in and be accountable, the results really speak for themselves. And when we have people that are closing, big deals growing, they're doubling their businesses.

00:25:19:07 - 00:25:36:20

Alex Winter

I mean, that's just incredible to hear. So another question. I'm curious. I'm curious to hear from you about what it's like working with impact or how your interactions have been with impact as far as being, a partner in the coaching program and how that's helped your journey and build your business and what you do day to day.

00:25:36:22 - 00:26:02:11

Nick Burrage

Oh, okay. I can talk about this. It's been it's been it's been incredible. The training at impact was. I don't know how to say this without sounding crazy, but it was actually life changing because it changed the way I communicate at work, at home, with friends. I know it sounds like a lot, but the the the training is, you know, it's clearly what it's aimed at is making me an effective coach.

00:26:02:13 - 00:26:19:14

Nick Burrage

And, you know, and it's it might, in some cases come down to very small words. What? So instead of saying to somebody, why didn't you do that thing, I say, what got in the way of you doing that thing? And just these learning these tiny points as well as the bigger pieces, the mindset, has been incredible.

00:26:19:14 - 00:26:50:15

Nick Burrage

So it's it's, it's given me a new skill that I never had. I would have been a terrible coach without the training. It's helped my sales process. So I'm a better salesperson now. When I meet new clients, I'm much more effective. And, you know, and the community we have as coaches, I'm working with the impact team is is something I, I really I highly value because I'm, I'm a, I'm a solo business owner and to have a community of people going through the same sort of thing is very powerful for problem solving.

00:26:50:17 - 00:26:58:09

Nick Burrage

But learning what works and what doesn't. So overall, I cannot recommend it highly enough.

00:26:58:11 - 00:27:15:22

Alex Winter

I love hearing that. That makes me so happy. And I'm glad you're having such such success with with your endeavors and with your business. And, you're also just an incredible person. I, I'm so glad that you are just embracing all this, and it's working for you. And I think another point that you made that's really interesting is the community.

00:27:16:02 - 00:27:33:01

Alex Winter

And that's a big piece. We talked before we started recording. We were talking a little bit about endless customers live coming up in Chicago, March 30th through April 1st. A little shameless plug there, but the events are a great place to be in person and to really experience that community and the full effect not just online or through zoom.

00:27:33:01 - 00:27:42:10

Alex Winter

Right. So can you tell a little bit, just for people out there, why you like going to the events and why you keep coming to the events and how that just plays into your overall experience?

00:27:42:11 - 00:28:01:04

Nick Burrage

Sure. Yeah. I mean, the first event for me was very strange because we'd been remote. I think it was obviously there was Covid and all that. And then there was the fact that we were we were on zoom training. I think I had people in my group, obviously my, my, trainers were in the States, but I had people from I'm going to say Norway, Italy, Austria.

00:28:01:09 - 00:28:21:21

Nick Burrage

So to suddenly meet up with these people and walk up to someone you've never physically met and give them a big hug was, it's quite powerful. So but then to get into it, you know, you know, the thing, people forget about these, it's. Yeah, it's so energizing. And you learn a lot. And you know, and everything becomes very, very real.

00:28:21:21 - 00:28:39:12

Nick Burrage

Suddenly, all these concepts, you can feel a bit if everything's remote, you can start to feel a little bit like unreal. But you get in a room with Marcus or with any of the team at impact, giving a talk. You meet a whole load of, people who've been through the program, business owners, you know the story.

00:28:39:12 - 00:28:58:11

Nick Burrage

There was a story I never forget. The story of, there was an Australian property company where some guy, very junior guy coming to marketing, had implemented endless customers. And he was now a shareholder in this company. It seemed such. Except the boss said, I have to give this guy a piece of the action. And so his story were people were just laughing and, you know, crying.

00:28:58:11 - 00:29:04:21

Nick Burrage

It was incredible. Yeah. So there's all these moments and I really yeah, I do love the live events.

00:29:04:23 - 00:29:24:08

Alex Winter

That's very powerful and it's motivating. And I think that's the beauty of coaching is you're helping others. But then to have the community, it also motivates us. It's just a revolving circle. And that's that's really wonderful. So last question for you here for everyone out there that's watching and listening. Maybe they've never heard of this customer before. Maybe they want to become a coach.

00:29:24:10 - 00:29:33:13

Alex Winter

What would you say to them if they're just embarking on their journey and they're trying to find success, either implementing the system or maybe becoming, certified partner like yourself?

00:29:33:15 - 00:29:57:06

Nick Burrage

Absolutely. Gosh, that's a big question. It is. We think about that. That's a big question. So if you're trying to implement it, I feel, I feel your excitement and I also feel your challenges. It's really easy to read the book and, you know, set your hair on fire and you're running around and you want to do the thing.

00:29:57:07 - 00:30:34:17

Nick Burrage

But it's it's quite challenging. Without someone in the room who's done it. Been there. Can give you the the shortcuts to success that might be needed in some cases or the hard work, but you just have to do in other cases. So implementing on your own, you know, I'm not here to say you must have a coach, but I think there's a lot of challenges that are going to be massively reduced if you have someone outside and certainly actually even in almost for bigger companies, it's it's even more important because we cut through the politics, the, you know, the unwilling and the willing, and it's all mixed up.

00:30:34:17 - 00:30:50:10

Nick Burrage

An outside voice can be so, so important at a time like that. And even for my, my business owners, for me to, say something has, in a weird way, has more authority than them saying to their employee who's been their employee for 15 years, can you do it? It's like, no, Nick says, you have to do it.

00:30:50:12 - 00:30:54:03

Alex Winter

So it's so true. That's a very valid point. Yes.

00:30:54:05 - 00:31:12:11

Nick Burrage

So for that and yeah, on the on the coaching side, look, I, you know, truthfully, actually I became a coach partly because I really wanted to learn how to do it for myself. So it's it's been really good for that, which sounds odd, but it's true. And the other thing is, I, you know, it depends what background you come from.

00:31:12:11 - 00:31:31:14

Nick Burrage

I was in a marketing background. I kind of seen content as a bit of a I didn't like it. I was SEO guys telling me I had to stuff an article, and I'm like, I don't I just it made me feel yucky. And now marketing makes me feel nice because I'm helping people. I don't have to be a slimy salesperson.

00:31:31:14 - 00:31:54:13

Nick Burrage

So coaching, I would say jump in. Absolutely. It's, it's it's a it's a great a great thing to do with your time, whether it's all your time or part of your time. You're helping people. And I go back to that point, but, you know, it's it's my favorite bit of my day is my hour long coaching sessions with my clients, because we're right in the minute.

00:31:54:13 - 00:32:07:03

Nick Burrage

We're one on 1 or 1 on 3 or 1 on four, and people are unraveling and knotting problems in front of you, and we're helping them move forward. And it's, it's incredibly satisfying.

00:32:07:05 - 00:32:17:10

Alex Winter

Nick, this has been a great conversation, and I really appreciate you taking the time to jump on with us and to share your story and your experiences. And some client wins. This is just been great. Thank you so much.

00:32:17:12 - 00:32:19:12

Nick Burrage

Appreciate it. Thank you for having me. I've enjoyed it.

00:32:19:18 - 00:32:30:12

Alex Winter

So yeah, we'll have to have you back on the show again sometime soon. And for everybody out there watching and listening, I am your host, Alex Winter. Obviously, this is Endless Customers. And we will see you on the next episode.