If your marketing isn’t delivering the leads you expect, you’re not alone.
You want more sales opportunities, shorter sales cycles, and higher close rates. You’re tired of generic content and mixed results from outside vendors. You want a plan your team can run and truly own.
Endless Customers is built for how people research, decide, and buy today.
It gives your team the skills to create an engine that builds trust, aligns leadership, brings sales and marketing together, and creates more qualified opportunities faster. It works now, and it’s ready for what’s next as AI changes how people search and choose.
If you know They Ask, You Answer, think of Endless Customers as the next step.
The core belief is the same: your buyers deserve clear answers. Endless Customers turns that belief into a complete system for your website, your content, and your sales process.
Keep reading to learn:
Short answer: no.
The world changed on November 30, 2022. That was the day millions first tried ChatGPT and realized that information, search, and the internet were about to be transformed. In that moment, it became clear that They Ask, You Answer needed to evolve into something bigger.
Back in 2017, when They Ask, You Answer was first published, Marcus Sheridan told the story of how his swimming pool company went from the brink of bankruptcy during the 2008 crash to becoming the most visited pool website in the world. The company eventually expanded into manufacturing with dealers across the country. The idea was simple and powerful: answer every customer question online with unprecedented honesty. That message reached more than 100,000 businesses around the globe.
But that was just the beginning. What we are experiencing now is not another tech shift. It is a fundamental reimagining of how humans interact with information.
Every owner and leader must ask: if AI can generate instant answers to almost any question, what does it truly mean to be trusted? How do we stand out when everyone has access to the same tools and data? These are not academic questions. They are existential for your business.
Endless Customers is not a rebrand of TAYA. Forbes calls it a follow-up "with updated information and new ideas that will help you build a business that has, as the title implies, endless customers."
It's a complete reimagining of how to build trust and attract customers in the AI era. The core philosophy is the same (an obsession with understanding and serving your buyer) but the methods, systems, and level of ambition must be much higher.
Endless Customers introduces a proven system that transcends platforms, technologies, and trends. It positions your business to thrive in any future by using principles that do not expire. It's a system that has resonated so widely, Endless Customers earned a spot on USA TODAY's Best-Selling Books list.
Our team at IMPACT has seen these principles work across industries and countries. They can work for you, too.
The businesses that will dominate the next decade will not be the ones with the flashiest AI tools or the biggest budgets. They will be the ones who think differently about trust, transparency, and relationships. They will do what competitors will not. In a world of infinite information, trust becomes the ultimate currency.
This path is not easy. It requires more than answering questions. It requires a shift in how you view your market and your role in it. For those willing to embrace the change, the reward is exactly what the title promises: endless customers.
The future belongs to those brave enough to reimagine what is possible. Join them.
At the heart of the Endless Customers System™ are the Four Pillars of a Known and Trusted Brand.
These four principles define what it takes to rise above the noise, capture attention, and build a reputation that attracts customers without chasing them. The businesses that fully embrace these pillars become the authority in their industry, while those that ignore them continue to struggle for attention.
The brands that buyers trust don’t follow the crowd. They act differently; more boldly, more transparently, and with a relentless focus on what buyers really want. These are the behaviors that help them earn trust early and often, making them the obvious choice in a sea of sameness.
“When you act like everyone else in your industry, you become invisible to your audience.” — Marcus Sheridan
Let’s look at the four behaviors that separate forgettable companies from the ones buyers can’t stop talking about.
It is the story we hear again and again: teams publish content, yet the needle does not move.
Pipelines feel light. Leaders wonder if any of it is driving revenue. In most cases, the reason is simple: companies are not talking about what real buyers want to know.
Buyers bring questions, fears, and concerns to every serious purchase.
Too many organizations aim their content at casual browsers who are not close to a decision. That path takes longer and delivers fewer opportunities.
The fix is to flip the strategy and create for in‑market buyers first. Address the exact questions, worries, and objections people have when they are ready to buy.
When you do, you serve both buyers and AI, which is trained to surface clear, specific answers.
Over time, we have seen that a handful of topics drive more qualified traffic, conversations, and sales than anything else. We call them The Big 5, and they are the purest expression of “say what others are not willing to say.”
If you think about how you personally research a meaningful purchase, you will recognize them immediately:
Executed with honesty, these topics create an experience most competitors never offer and build outsized trust in the process.
Yet despite being the very things buyers care about most, many companies avoid them on their websites, social channels, and YouTube.
They wait to address the “elephants in the room” until a sales conversation. By then it is too late.
That approach makes little sense when every answer is a click away. If you do not address these subjects where buyers are doing their research, you send them elsewhere, often straight to a competitor.
Saying what others will not say starts with publishing The Big 5 clearly and fairly. Do that, and you will feel the difference in lead quality, sales velocity, and confidence on both sides of the table.
Video is transforming the world. Businesses that use it well are growing. Those that ignore its power are being left behind. This trend is not slowing down.
As humans, we do not want to just read about something. We want to see it. If we can see it, we feel we can verify it. If it is verified, it must be true.
Video is fundamentally about becoming more known and driving trust. That is the core purpose of Endless Customers. Which brings us to the second pillar of a known and trusted brand: show what others are not willing to show.
Take a moment to reflect on how much your business currently reveals through video that most of your industry hesitates to share. It is one thing to have a few videos on your website. It is another to create videos that make viewers say, “I had no idea that is how it worked,” or “Now I get it,” or “I feel like I already know you from watching your video.”
The lesson is clear. Start showing what others in your space are not willing to show.
No matter the industry, there is a wide gap between what companies claim and what they actually show. The ones who bridge that gap are the ones who stand out.
In Endless Customers, we challenge how you see and use video across your organization using what we call The Selling 7.
The Selling 7:
From there, bring this to life by letting buyers meet your team on camera. Record 80% videos that answer the most common questions. Walk through your process so expectations are clear. Use video on key pages so visitors can picture the experience before they inquire.
No matter the industry, there’s a massive gap between what businesses are claiming and what they’re actually showing. And the ones willing to bridge that gap? They’re the ones who will stand out.
The future of sales is here, and it is about giving a sense of control to the buyer.
According to Gartner, 75% of buyers would prefer to have a “seller‑free” sales experience. Yes, 75%. This number is growing.
This does not mean people dislike salespeople. It means they do not want to work with a salesperson until they feel ready to talk to a salesperson.
And when is ready? It is when the buyer feels informed and prepared enough to avoid making a buying mistake. Only then do most buyers want to talk to sales.
Businesses have a choice. They can complain about this trend, call it less human, and fight the tide. Or they can live in the solution and use the trend to their advantage, even amplifying the human element of selling while providing a more touchless sale.
The key is control. Give buyers more control during the buying process. Every buyer wants to feel they are shaping their own path without the traditional pressures of working with a salesperson.
The best way to do this is self‑service. It's a megatrend that will affect sales and marketing for years to come.
Self‑service enables buyers to independently navigate key aspects of the purchasing process (from information gathering to making decisions) without being forced to speak to a human.
Done correctly, self‑service takes what used to require a human interaction and allows buyers to achieve the same results by engaging with your website.
In Endless Customers, we dive into the future of selling. You will learn how self‑service tools give buyers the control they demand, why involving your sales team in content creation matters, and how AI is reshaping the role of the modern seller. We also introduce a powerful tool called Assignment Selling, where your sales team strategically assigns content to buyers as homework before a sales conversation. This approach ensures that when a buyer finally speaks with a salesperson, they are highly informed, have fewer objections, and are more likely to close.
By leveraging Assignment Selling, you are not just educating buyers, but you are also accelerating sales cycles, improving close rates, and reclaiming time that would otherwise be spent covering the basics.
AI and emerging technologies are reshaping sales, marketing, and business. There is a real risk that as automation grows more sophisticated, we lose the very thing that sets us apart: our humanity.
If we are not careful, everything becomes optimized while nothing feels real.
It does not have to be that way. Used correctly, AI and technology can make sales and marketing more human, not less.
That is why this pillar matters. More human is the fourth pillar of becoming a known and trusted brand.
Our goal is simple. Before a prospect ever meets your team, they should feel like they have heard your voice, seen your face, and already know you.
Being human is quickly becoming a fundamental differentiator and a powerful disruptor.
In Endless Customers, we show how to amplify the human element while using AI to enhance, not replace, connection. You will learn how to use one to one video, personal storytelling, and customer first narratives. You will explore when AI avatars help, how to make your content sound more human, and how to develop personal brands that carry trust across channels.
Lean into the tools, keep the person at the center, and let your customer be the hero of the story.
While the Four Pillars describe how trusted brands behave, the five components are the systems that make those behaviors scalable and consistent. If the Pillars are your strategy, these are your structure. They are the execution engines that bring Endless Customers to life across your entire company.
Each one is critical. When you strengthen all five, your business becomes a trust-building machine.
If there is one truth that Endless Customers emphasizes, it is that content is the engine that drives everything. Buyers today are info‑vores. They want the knowledge and insight that helps them make confident decisions.
Your content must fill that gap.
This philosophy needs to be company-wide. Leadership must make it clear that this is how you do business from now on. Transparency is not optional. Sales, service, and leadership each play a role in creating the content that earns trust, drives sales, and makes you the authority in your space.
Bringing creation in house is often the single most impactful decision a company can make with Endless Customers.
Outsourcing may feel easy, but it usually misses the mark. External content struggles to capture the expertise, passion, and authenticity that only your team can provide. Buyers want the real world perspective of the people behind your brand. That level of trust is hard to replicate outside your walls.
In house production also gives you the speed and courage to ship bold ideas. External teams may hesitate to take risks or move quickly. Your internal team, working with subject matter experts, can produce the right content and get it into the hands of sales fast.
You do not need a large team. You do need ownership. Someone must own the process from start to finish. Without clear ownership and accountability, production stalls and buyers go without the resources they need.
Most organizations staff for two specific roles:
Embracing Endless Customers means you will address hundreds, if not thousands, of buyer questions. That requires a steady volume across platforms and formats so your library meets buyers wherever they are in their journey.
Whether one person wears both hats or you build a small team, the goal is to have at least one full time person committed to content production.
In the book Endless Customers, we explain how companies of different sizes should staff these roles and we include job descriptions for each.
With research showing that 80% of the buying process happening before a prospect even speaks to sales, it is clear your website has to do the heavy lifting. If it is not helping you capture attention, build trust, and move buyers through their journey, it is failing you.
At a minimum, you need:
Your website is either your greatest sales asset or your biggest missed opportunity. In the book Endless Customers, we break all of this down in detail, showing you exactly how to execute all of the above.
Endless Customers is a sales first strategy. When sales and marketing work closely to create content for the sales process, you should see an immediate impact on sales. This is how you sell in ways others are not willing to sell.
In the book Endless Customers, we provide detailed direction on how to accomplish the above and build a sales culture that wins.
To support your sales and marketing efforts effectively, you need the right tools and systems in place. Technology provides the foundation for your team to work efficiently, stay aligned, and deliver a seamless buyer experience. By centralizing customer data, automating repetitive tasks, and integrating tools like chatbots and predictive analytics, the right technology allows your team to focus on what matters most: building trust and driving results.
In the book Endless Customers, we teach you how to adopt the right technology for your business, including how to:
The right tools amplify your effort, bring clarity to your results, and help trust scale with your team.
Endless Customers only works if you fully embrace it as a culture change within your organization. The way your company operates, and how you think collectively as a team, will change.
Like any other company priority, Endless Customers only works when leadership makes it a company priority. It starts with leadership investing the right amount of time and resources needed to make it a success. They also must hold people accountable, celebrate wins, and regularly reinforce the principles.
The people at your organization must have a desire to learn and experiment. Over time, changes will occur, new platforms and new technologies will arise, and the best companies experiment, learn from it, and embrace it.
You will never get ahead by waiting for others to do something first.
Endless Customers is a system built for action. Implementation starts with a cultural reset, then moves into execution, iteration, and performance. Here’s how it all works:
To launch Endless Customers successfully, your entire organization (sales team, marketing team, leadership team, and anyone else who interacts with customers) needs to rally around a single, unified customer acquisition strategy.
Everyone must be on the same page and fully committed to moving in the same direction.
Alignment Day is a focused, three-hour training session designed to unify your team around the principles of Endless Customers. During Alignment Day, your staff will begin to understand how buyers have changed, the actions required to become the most known and trusted brand in your market, and everyone’s role in making that a reality.
By the end of Alignment Day, your team understands the why and the how behind Endless Customers. Everyone knows their role in making the strategy work and, most importantly, they are inspired to own it.
Just like any other strategic business planning, the key is narrowing your focus to the most impactful initiatives. That’s where the Planning Session comes in.
During this session, your leadership team will identify 3–5 top priorities, or what we call Focus Areas, for the next 90 days. These Focus Areas represent the most important work your team needs to accomplish to move the needle toward becoming the most known and trusted brand in your market.
At the end of each 90-day period, your team will revisit their progress, celebrate wins, and refine the next set of Focus Areas for the following 90 days.
The Game Plan is a clear roadmap that outlines the action steps required, assigns ownership to specific team members, and sets the timeline for execution.
After Alignment Day, it’s easy to get excited. But energy without direction leads to chaos. This plan gives your team a clear focus: what content to create, who’s doing what, and how progress will be tracked.
It starts with the first batch of buyer-focused content topics, built from real sales questions. It defines who’s responsible for producing, reviewing, and publishing. It outlines how sales will use that content in real conversations, and how results will be measured and improved over time.
It creates feedback loops, sets review rhythms, and builds habits. It makes consistency possible.
The Endless Customers Scorecard is a tool designed to help businesses assess their current position, set clear goals, prioritize efforts, and track progress over time.
It has 10 prompts, two for each of the five components. These prompts are designed to help you identify strengths, uncover gaps, and create a clear roadmap for improvement. Commit to completing the scorecard once a quarter so you can measure progress, adjust strategies, and keep your team aligned around the principles of Endless Customers.
The Endless Customers Journey™ is a roadmap that serves as a guide for what most companies experience as they master the Endless Customers System™ over the course of 24 months.
Every journey is unique, tailored to the needs, goals, and structure of your business. And while there is no one-size-fits-all playbook, there are core principles, best practices, and key milestones you should look to achieve along the way.
This timeline highlights the typical stages organizations experience as they implement Endless Customers. Milestones are tied to average scores from the Endless Customers Scorecard, which helps you benchmark your progress and refine your efforts.
Can you implement this system on your own? Absolutely. That is one reason the predecessor of Endless Customers, They Ask, You Answer, resonated with so many leaders. It is simple, straightforward, and rooted in common sense.
If you want to accelerate success, avoid detours, and achieve remarkable results faster, the support of an Endless Customers Certified Coach can make a real difference.
Whether you are just getting started or six months into the journey, it is never too late to bring in a coach to accelerate results. The key is to decide what level of support will create the greatest impact for your business.
Coaching turns strategy into a system. It builds habits. It keeps momentum. It solves alignment issues and provides accountability. This is not traditional consulting. A great coach is pushing you to reach your goals over time.
Endless Customer coaches are focused, persistent, and obsessed with one outcome: helping you become the most known and trusted brand in your space.
If you’re not quite ready for coaching, but still want to go deeper, here’s where to focus next:
Trust is a commitment to being there for your buyer.
Say what others won’t say. Show what others won’t show. Sell in ways others won’t sell. Be more human than others are willing to be. Then back it all up with the systems that make it happen every week.
That’s Endless Customers.