Best Examples of Companies Successfully Implementing Endless Customers

Implementing the Endless Customers System™ is about becoming the most known, trusted, and recommended brand in your market.

In practice, that looks like four core behaviors that we call The 4 Pillars of a Known & Trusted Brand:

1. Say what others aren’t willing to say (through clear, honest content)

2. Show what others aren’t willing to show (especially with video)

3. Sell in ways others aren’t willing to sell (frictionless, buyer-first sales)

4. Be more human than others are willing to be (in every interaction)

Below, you’ll see real companies that are living these four pillars every day. They come from different industries, have different business models, but have the same through-line: they chose trust over comfort, and it’s paying off.

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Say What Others Aren’t Willing To Say

In their digital marketing strategy, most companies still avoid the hardest questions their buyers have, especially around price, risk, and when their product is not a good fit.

These organizations leaned in.

Energy Swing Windows: Telling the truth about “too good to be true” warranties

Industry: Home improvement / replacement windows
Key move: Calling out misleading warranty language in public

Energy Swing Windows built a piece of content around a topic most window companies would rather gloss over: Pittsburgh replacement window warranties and all the ugly fine print that comes with them.

Instead of hiding behind vague promises, they walk homeowners through:

• The tricky clauses that void warranties

• Common “lifetime” claims that don’t actually protect the buyer

• How to read the small print so you don’t get burned later

This article is successful because it’s not afraid to be disruptive. It shines a light on where the industry is letting people down, then explains plainly why their own warranty structure is different.

The result:
Homeowners come into sales conversations already educated and skeptical of “too good to be true” offers. Energy Swing gets fewer price-only shoppers and more value-focused buyers who care about long-term protection, not just the cheapest quote.

Digital Smile Design: Publishing when their solution won’t be a fit

Industry: B2B dental / clinical education
Key move: Saying out loud when their own program is not the right choice

Digital Smile Design (DSD) took one of the hardest steps a company can take: they put into writing the situations where their own solution isn’t a fit, and why some practices should not invest in their courses or services.

Their learning hub includes articles that tackle uncomfortable questions like:

• “Why should I pay for a DSD course when I can do it myself?”

• “Is it expensive to work with the DSD lab?”

• When DSD workflows are not the right path for a practice

This level of honesty is disarming. It helps the right-fit buyers feel confident moving forward and gives the wrong-fit buyers permission to walk away without pressure.

The result:
Sales conversations are clearer and faster. Their content differentiates them in a crowded B2B dental market and gives the sales team resources to point to when they need to say, “We might not be the best option for you right now.”

Show What Others Aren't Willing to Show

If content builds trust, then video accelerates it.

These companies are using video marketing to pull back the curtain and show buyers exactly who they are and how they work.

TMA Accounting: Putting real people and real answers on camera

Industry: Accounting / advisory for small businesses
Key move: Bio videos, 80% videos, and educational YouTube marketing content

At TMA Accounting, transparency is more than a value. It’s the basis for how they show up on video.

They focus on three main areas:

1. Team bio videos
   Prospects don’t just see headshots and titles during the sales process. Through bio videos, they meet the actual accountants and advisors they’ll work with, hear them speak, and get a sense of their personality and style.

2. An “80%” video answering top questions
   Their “Top Questions Business Owners Ask Us” style video handles the majority of FAQs up front. Sales calls can go deeper because prospects come in with the basics already covered.

3. Educational content for small business owners
   Their video content offers free, accessible education on tough topics small business owners usually stress about. Their clear guidance with a mission to help those navigating the industry builds trust fast.

The result:
Prospects now arrive on calls feeling like they already “know” the team. The first conversations are more efficient, trust builds faster, and more of the sales time is spent on fit and strategy rather than repeating the same explanations over and over.

RoofSmart: Calling out bad contractor behavior on YouTube

Industry: Roofing
Key move: A bold video on the pitfalls of choosing an unqualified roofer

RoofSmart stepped into disruptive territory: they filmed and published a video about the pitfalls of choosing an unqualified roofer.

They knew it could ruffle feathers. It calls out:

• Contractors who cut corners
• Common shortcuts that put homeowners at risk
• The real cost of choosing the lowest bid

They posted it anyway, because their priority is protecting homeowners from wasting money and getting burned.

Even though they are still early in their video journey, the impact is already real:

• Consistent video views and growing channel engagement
• Several shorts crossing the 1,000+ view mark
• A qualified lead who called directly after watching, asking if they knew a trustworthy roofer in their area

The result:
RoofSmart is quickly becoming a trusted educator in their market. Even viewers outside their service area are reaching out for advice, which is the clearest sign the content is doing its job.

Mazzella Companies: Turning a YouTube channel into a demand engine

Industry: Lifting & rigging, cranes, industrial safety
Key move: Deep, technical video content that tackles high-risk topics

Mazzella has been investing in video since 2017. They built The Lifting & Rigging Channel on YouTube to answer the questions most manufacturers and suppliers avoid.

Their videos feature:

• In-depth discussions about safety, regulations, and risk
• On-site footage in plants and facilities
• Collaboration with partners to talk through complex topics buyers are worried about

Pair that with in-field filming, plant tours, and co-created content with partners, and you get a library that buyers actually trust.

The result:

• Subscriber growth of 35% YoY (Over 42,000 total subscribers)
• Hundreds of new contacts generated directly from video every year
• A six-figure opportunity (a 3-ton crane project) sourced through YouTube alone

Beyond the numbers, they’ve become a go-to voice in their industry. Vendors now want to appear in their videos because of the reach and reputation they’ve built.

Sell in Ways Others Aren’t Willing To Sell

Most companies still force buyers into long, repetitive sales processes that serve the seller, not the customer.

These three took the opposite approach, with an optimized sales process.

Stellar One: Rebuilding ERP selection as a self-service journey

Industry: ERP / technology consulting
Key move: Eliminating the traditional sales process and replacing it with tools

ERP software is notorious for long, high-pressure sales cycles. Stellar One chose a different path.

They replaced the classic “demo, proposal, chase” model with a set of self-service tools and content that lets buyers move at their own pace:

• Fit and readiness quizzes for ERP, B2C eCommerce, and more
• A risk-free trial explainer that sets clear expectations
• A detailed subscription ERP pricing breakdown in plain language
• Personalized welcome emails with 1:1 videos and educational content, plus a direct calendar link

Their goal is simple: help buyers decide if and when they’re ready, without pressure.

The result:
A dramatically faster, buyer-led purchasing experience and a reported 60% reduction in time to close compared to typical ERP sales cycles. Their team spends less time “chasing” and more time advising.

CSI Accounting & Payroll: Turning a pricing conversation into a qualified-lead filter

Industry: Accounting & payroll
Key move: Using a pricing tool plus assignment selling to fix a broken sales process

CSI Accounting & Payroll knew their old sales process wasn’t working: long calls, low close rates, and too much time spent with poor-fit prospects.

They rebuilt their approach from the ground up:

• Created a pricing calculator that lets prospects estimate what working with CSI might cost
• Integrated that tool into their content and sales process
• Paired it with Assignment Selling, sending content before meetings to educate and pre-qualify

A prospect once emailed their sales rep a screenshot of his Pricing Calculator results “for reference” before their consultation. The message was clear: “I’ve used your calculator, so I know what to expect. If your quote is way higher, I’ll notice.”

The sales team loved it! They talked about that screenshot all day. And that prospect became a client.

It also gave them an “A-ha!” moment: they started using the Pricing Calculator live on sales calls. Even if someone had already filled it out, they’d walk through it together, explain why certain prices were what they were, and gently correct any inputs the prospect had gotten wrong.

The result:
Shorter sales cycles, higher close rates, and a healthier pipeline made up of better-fit clients. A huge part of that improvement is tied directly to their consistent use of assignment selling and self-service pricing.

Legend Boats: A frictionless sales ecosystem for Canadian families

Industry: Boat sales / manufacturing
Key move: Combining self-service tools, transparent pricing, and personalized video

Legend Boats has turned the traditional, exhausting dealership experience into a frictionless, family-friendly buying journey.

Key elements of their system:

• Boat builder and digital catalogs so buyers can explore and customize models online
• Full “all-in” pricing on the website, including upgrades and fees, so there are no surprises
• Landing page videos that clarify next steps after a lead form is submitted
• Detailed, line-by-line quotes that show exactly what buyers are paying for
• Vidyard videos, SMS, and email journeys that keep communication clear and personal

They also support all of this with a deep library of blogs, videos, and a buyer’s guide that cover The Big 5 topics and answer every common question.

The result (one-year difference):

• Leads increased by 40.9%

• Lead acquisition cost dropped by 90%

• NPS improved over 10 points

• Google ratings climbed to 4.4–4.8 stars across their four stores

Buyers show up more informed, more confident, and already trusting the brand. Their sales reps get to be true advisors instead of order takers.

Be More Human Than Others Are Willing To Be

This is the piece that ties it all together. You can have content, video, and an efficient sales process, but if you don’t show up as a real human being, it all falls flat.

These companies build trust by leading with humanity.

MIS Solutions: “We Speak Human” in a technical world

Industry: Managed IT services / MSP
Key move: High-touch relationships and human-centered communication

MIS Solutions lives by a simple phrase: “Powered by the Human Spirit.”

They back it up by:

• Assigning every client a principal consultant, dedicated onsite technician, and support team
• Keeping all support in-house so every interaction feels personal
• Publishing regular educational content that explains complex IT and security topics in plain language

While solving support requests can be done by anyone, MIS aligns technology with business goals and talks to clients like real people.

The result:

• In the last 18 months, they’ve received 27 referrals, six of which turned into high-value clients
• Client tenure is far above industry averages, reaching 8+ years in many cases
• Some clients who left for cheaper providers later returned, citing MIS’s human-first approach as the reason

In an industry that often feels cold and transactional, MIS wins by being the opposite.

Southwest Exteriors: Leading with love in every interaction

Industry: Home remodeling / exterior services
Key move: Prioritizing care, not contracts

For Southwest Exteriors, “being more human” means showing up as people first and contractors second.

That looks like:

• Slowing down in conversations to truly listen
• Being willing to walk away from projects that aren’t in the homeowner’s best interest
• Creating content and internal stories that reinforce their commitment to care

One homeowner wrote in to detail about how the team stayed patient while she worked through a stressful season, never pressured her, and made sure she felt supported at every step. She even mentioned people stopping by her house to ask who did the work because the experience was that memorable.

They’ve captured many of these moments in video form, highlighting how they show up when it matters most.

The result:
Their human-centered approach is becoming a true differentiator. Word-of-mouth referrals are driven less by “the windows look great” and more by “they treated us with so much care.” That kind of reputation compounds over time.

JobTread: Building software and a community that feels seen

Industry: Construction management software
Key move: Centering real builders’ stories across content, product, and community

For JobTread, being human means never losing sight of the people behind the projects: builders, trades, and their teams.

They live this out by:

• Designing onboarding and support around empathy and real-world challenges

• Hosting Beginner Bootcamps and training that focus on the person, not just the tool

• Sharing customer stories through podcasts, videos, and written content

One of their strongest examples is their podcast that gives builders a platform to tell their stories, unfiltered and unscripted. They let customers talk openly about struggles, wins, and lessons learned in their own words.

The result:

• Rapid growth powered mainly by word-of-mouth and organic trust
• More than 700 5-star reviews across review platforms
• A fast-growing annual user conference, where customers meet the team and each other
• A product roadmap driven heavily by customer feedback, reinforcing a virtuous cycle of trust

Becoming a trusted brand relies on how you make your customers and prospects feel. Human connection is the strategy to build that trust.

Can My Business Grow Like This?

They come from different industries, use different tools, and have different customer types. But over and over, we se the same pattern for winning businesses:

• They answer the questions everyone else avoids

• They show the work with video, instead of hiding behind stock photos and slogans

• They design sales experiences that put the buyer in control

• And they show up as real humans, not faceless brands

This is Endless Customers in action.

Ask yourself:

• Where are we still vague, when we should be honest?

• Where could we show more, not just tell?

• Where is our sales process about us instead of the buyer?

• Where do we feel robotic, when we should feel human?

Answer those questions honestly, and you’ll know your next move.

If you need some help and the accountability to get there, check out the Endless Customers Coaching Program. Coaching turns strategy into a system. It builds habits, keeps momentum, and solves alignment issues. 

Endless Customers coaches are focused, persistent, and obsessed with one outcome: helping you become the most known, trusted, and recommended brand in your market.