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Wednesday, January 1, 2025
Today's Buyer Has Changed: How They Ask, You Answer Became Endless Customers [Endless Customers Podcast Ep. 81]
About This Episode
The world of business has seen seismic shifts in recent years. If you’re like most business owners, you’ve felt these changes firsthand. You’re navigating a marketplace that’s noisier, faster, and more competitive than ever. You’re likely asking yourself: How do I rise above the noise and stay relevant in this era of AI, trust gaps, and shifting buyer behavior?
If you’ve read Marcus Sheridan’s iconic They Ask, You Answer, you already know how transformative his principles can be. But here’s the thing: buyers—and the way they make purchasing decisions—are evolving at lightning speed. To address this, Marcus has written a new book, Endless Customers, which takes everything he’s learned and reshapes it for today’s market.
We recently had Marcus on the Endless Customers podcast to break down why this book isn’t just an update to They Ask, You Answer—it’s a complete reimagination of what it takes to attract, convert, and retain customers in 2024 and beyond.
Why Endless Customers Was Born
Since its release in 2017, They Ask, You Answer has sold more copies every single year, driven largely by referrals. Marcus admits that the book’s success speaks for itself. So why the need for a new book?
“AI has completely disrupted the way businesses need to approach sales and marketing,” Marcus explained. “We’ve seen more change since late 2022 than we did in the previous 15 years.”
He’s not exaggerating. The introduction of ChatGPT, Claude, and other AI tools has changed the way buyers search for information. They’re getting instant answers from AI instead of visiting company websites. That means fewer Google searches, less organic traffic, and more competition for attention.
While They Ask, You Answer taught companies how to build trust by answering customer questions online, Endless Customers takes it a step further. It focuses on how to:
- Rise above the AI-driven content noise
- Build unshakable trust in a world with a growing trust deficit
- Disrupt your industry by being bold, human, and innovative
“This book is all about helping businesses create systems that turn them into the most known and trusted brands in their market,” Marcus said.
Why the Title Change Matters
One big shift is the name itself. Marcus shared that the original title, They Ask, You Answer, didn’t pass the “I want/I wish” test for great book titles.
“Nobody says, ‘I wish They Ask, You Answer,’” he explained. “But when you hear Endless Customers, that’s something everyone wants. It immediately clicks.”
This change isn’t just cosmetic. It reflects the evolution of the book’s core message. They Ask, You Answer focused on how to approach buyer questions, while Endless Customers shifts the focus to the payoff: building a system that ensures a steady stream of loyal customers.
The Four Pillars of Building a Known and Trusted Brand
At the heart of Endless Customers are four pillars that define how to stand out in today’s market:
- Say what others won’t. Address questions, fears, and objections that your competitors avoid. Buyers value transparency more than ever.
- Show what others don’t. Video remains an unparalleled tool for building trust. If you’re not leveraging it effectively, you’re falling behind.
- Sell in a way others can’t. Many companies think they have a unique sales process—but do they really? Endless Customers challenges you to rethink how you sell.
- Be more human than anyone else in your space. In a world increasingly dominated by AI and automation, doubling down on humanity is your ultimate differentiator.
“These pillars are designed to help businesses disrupt their industries,” Marcus explained. “To be known and trusted today, you can’t play by the old rules. You have to break them—and create your own.”
What Makes This Book Stand Out
What sets Endless Customers apart is its practical, system-based approach.
“Too many business books are heavy on theory and light on action,” Marcus said. “With Endless Customers, we give you a clear roadmap to follow. It’s not just ideas—it’s a system you can implement right now.”
For example, the book introduces a modern evolution of transparency. Whereas They Ask, You Answer focused on discussing pricing online, Endless Customers explores the importance of tools like pricing estimators. Marcus predicts that by 2029, over 90% of service-based businesses will need these tools to remain competitive.
This interactive approach to selling is just one example of how businesses can meet buyers where they are while building trust and credibility.
Disruption Is The Key to Survival
A recurring theme in Endless Customers is disruption.
Most industries are stuck in their ways. But history shows us that the leaders of one era often fail to adapt to the next. Think Kodak, Blockbuster, or even early SEO companies that dismissed AI’s impact.
“The rule breakers become the rule makers,” Marcus said. “If you’re not willing to disrupt your industry, someone else will.”
This isn’t just about technology—it’s about mindset. Marcus encourages businesses to lean into their unique intellectual property (IP) and use it to create new standards within their industries.
He shared a personal story from his early days in the fiberglass pool industry, where his company redefined how pools were installed. By highlighting the flaws of sand-based installations and advocating for gravel bases, Marcus changed an entire industry standard.
“You have to drive a stake in the ground,” Marcus said. “Show the market why your way is better, and then own that narrative.”
Why This Book Is Perfect for Today’s Business Owners
If you’re a fan of They Ask, You Answer, you’ll find familiar principles in Endless Customers, but with updated strategies for today’s world. Marcus has written this book to help businesses of all sizes—whether you’re a local landscaper or a global SaaS company.
“This is about becoming the most known and trusted brand in your market,” Marcus emphasized. “When you do that, you’ll have an endless flow of leads, customers, and revenue.”
With its clear frameworks, practical advice, and visionary approach, Endless Customers isn’t just a book—it’s a blueprint for growth in a rapidly changing world.
Ready to Build Endless Customers?
Marcus’s new book officially releases in Spring 2025, but you can preorder it now at endlesscustomers.com. Whether you’re looking to attract better leads, build trust, or redefine your industry, this book will show you how.
“The goal is simple,” Marcus said. “Read the book, follow the plan, and watch your business transform.”
Don’t wait—get your copy of Endless Customers today.
Connect with Marcus
Marcus Sheridan is a writer, speaker, and business expert who’s worked with companies all over the world. Marcus is the author of They Ask, You Answer and co-author of The Visual Sale.
Connect with Marcus on LinkedIn
Learn more about Endless Customers
Keep Learning
Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
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