Common Mistakes Businesses Make When Implementing Endless Customers

You want endless customers. You're ready to become the most known and trusted brand in your space. But, even with the roadmap laid out clearly in the book, we still see companies making the same mistakes when implementing Endless Customers without a coach.

They'll reach out and say, "We're doing Endless Customers!" Then we take one look and think, "Wait... that's not what we recommended at all."

So let us walk you through the five most common mistakes we see, so you can avoid them and actually get the results you're after.

Mistake #1: Getting Your Priorities Backwards

This is the biggest one, and honestly, it's not even close.

Here's what usually happens: If you became our client, there's a 90%+ chance we'd tell you to start with cost and pricing content right out of the gate. We'd help you create your perfect pricing video and page. If a pricing estimator makes sense for your business, we'd build that too. And we'd do all of this quickly, because these elements deliver fast, powerful, long-lasting results.

But when people don't have guidance? They look at that pricing content and think, "Ooh, that looks uncomfortable. That seems hard. Let's skip that for now."

So they don't do it. And because they don't do it, they never see the results.

There are specific types of content and tools that we know will have an immediate, powerful impact on your business. Don't look at them, get intimidated, and push them off until "later." That delay costs you real money and real momentum.

Mistake #2: Putting the Wrong Person in Charge

The second mistake comes down to staffing.

We consistently see companies try to outsource their content creation to a part-time contractor. They might pay for something like 10 hours a week. "I'll just bring in a freelance writer," they say.

Want to know how that typically works out? It doesn't.

There's a real learning curve to this methodology. Training is essential. When you try to train someone who isn't truly part of your team, they're more likely to resist the process. They probably won't stick around long-term. 

And then? All that training effort is wasted.

We'd say this approach fails at least nine times out of ten. You need someone invested in your company's success, not just collecting a paycheck for a few hours each week.

Mistake #3: Underestimating the Power of Self-Service

This one's critical, and a lot of companies completely miss it.

Self-service tools are the key to getting first-party data in today's environment. The old tactics from the 2010s (basic buying guides and simple lead magnets) don't cut it anymore. It’s a lot harder to get people to hand over their information for that stuff.

These days, you need to give more to get more.

That means creating interactive tools on your website that actually deliver value. Things like pricing estimators, product configurators, or ROI calculators. These tools produce incredible conversions and have a massive impact on your sales and marketing efforts.

But what do companies do? They put self-service off. They're not aggressive enough with it. A pricing estimator feels intimidating, so they avoid it, even though the vast majority of companies absolutely should have one.

This is a mistake we see repeatedly. Don't make it.

Mistake #4: Failing to Get Sales Buy-In

Getting your sales team fully bought into Endless Customers has always been challenging, especially when it comes to practices like one-to-one video and Assignment Selling.

Here's what typically happens: Companies try to implement these strategies without proper training. We'll talk to a business owner who says they're "on the journey," and then we ask,

"How often is your sales team sending one-to-one videos?"

"Well, we haven't really gotten to that part yet."

"Okay, how about Assignment Selling?"

"Yeah, we still need to work on that."

So they're producing tons of content on the marketing side (great!) but they're completely dropping the ball on sales.

Generally, companies don't succeed with these sales-side strategies unless they bring in coaches who specialize in these specific skills.

Mistake #5: Skipping Alignment Day

The fifth common mistake is not starting the implementation correctly.

The best way to launch Endless Customers is through what we call an Alignment Day. This is when you bring in a coach to speak to your entire team about the what, how, who, why, and when of the methodology.

Everyone needs to understand their individual role. They need to see how they contribute to creating this culture of Endless Customers within your organization.

Without this foundational alignment, resistance builds. And the last thing you want is a sales manager saying a month in, "This is silly. I don't know why we're doing this."

That's why Alignment Day is crucial at launch. Ideally, you should repeat it every year. You've got to remove resistance before it becomes a real problem.

The Bottom Line

Now that you know these five mistakes, you can avoid them. Get your priorities right from day one. Put the right people in place. Embrace self-service tools aggressively. Train your sales team properly. And start with a solid Alignment Day.

We created the Endless Customers Coaching & Training Program to help you through these situations, and most of all, bring clarity.

Clarity creates movement. Movement leads to results. And that’s what Endless Customers is built to deliver.