Autorentext

MARCUS SHERIDAN is an internationally known keynote speaker, author, and business strategist who has transformed the way companies build trust and drive sales. His journey began with River Pools, where he pioneered strategies that saved the company during the 2008 recession and became the foundation for They Ask, You Answer, the predecessor to this book. Today, as a partner at IMPACT, Marcus and his team coach businesses through the implementation of the principles in this book. IMPACT helps companies align leadership, equip teams, and execute the Endless Customers system to become the most known and trusted brand in their market.

Klappentext

PRAISE FOR ENDLESS CUSTOMERS "Simplicity and structure are at the core of what makes EOS® so effective, and Endless Customers shares that same philosophy. This book presents a powerful, clear roadmap for elevating your marketing and sales, perfectly aligning with EOS. I'm confident every business running on EOS can gain tremendous value from incorporating the timeless principles of Endless Customers into their business strategy."
-GINO WICKMAN, Author of Traction and Shine, Creator of EOS® "Everybody loves the StoryBrand framework but it's just as important to execute. Endless Customers is all about how to actually get a proper messaging campaign done so that your products get discovered by those who need them. Marcus has done us all a great favor."
-DONALD MILLER, Author of Building a StoryBrand and CEO of StoryBrand.AI "We're proud to count IMPACT among our top partners in the HubSpot community, helping companies grow better. Through the principles of Endless Customers, they've not only helped bring our vision of inbound marketing to life, but have also empowered many of our customers to become the most known and trusted brands in their markets."
-BRIAN HALLIGAN, YAMINI RANGAN and DHARMESH SHAH, HubSpot

Inhalt

Preface: Endless Customers: Evolving Beyond They Ask, You Answer xv

Introduction xvii

Section 1 Preview of the Endless Customers SystemTM 1

Chapter 1 Why Customer Acquisition Is Harder Than Ever-And How to Fix It 3

Chapter 2 The 4 Pillars of a Known and Trusted Brand 15

Chapter 3 Navigating the Era of Zero-Click 23

Section 2 Say What Others Aren't Willing to Say 29

Chapter 4 The Big 5 31

Chapter 5 Topic 1: Cost and Price 37

Chapter 6 Topic 2: Problems 47

Chapter 7 Topic 3: Versus and Comparisons 51

Chapter 8 Topic 4: Reviews 55

Chapter 9 Topic 5: Best in Class 61

Chapter 10 Getting Started with The Big 5 65

Section 3 Show What Others Aren't Willing to Show 71

Chapter 11 The Future of Video and Becoming a "Media Company" 75

Chapter 12 Videos That Move the Sales Needle: The Selling 7 79

Chapter 13 YouTube's Importance for Endless Customers 87

Chapter 14 The Structure for Videos That Capture and Excite 91

Chapter 15 The Power of Vertical Video on Social Media 97

Chapter 16 Getting Started with Video 103

Section 4 Sell How Others Aren't Willing to Sell 109

Chapter 17 Empower Buyers Through Self-Service 113

Chapter 18 Sell Faster and Better with Assignment Selling 135

Chapter 19 Building a Powerful Sales Culture Behind the Scenes: SMEs and Revenue Teams 149

Section 5 Be More Human Than Others Are Willing to Be 153

Chapter 20 Keeping the Human Element Intact 155

Chapter 21 Create a More Human Website with Better Messaging 161

Chapter 22 Connect Deeper with More "Human" Content 169

Chapter 23 The Future of Digital Humans in Customer Engagement 173

Section 6 A Call for Disruption 179

Chapter 24 Why Disruption Matters 181

Section 7 Putting It All Together 189

Chapter 25 Putting The 5 Components of Endless

Customers into Action 193

Chapter 26 Measuring and Tracking Your Success with Endless Customers 229

Chapter 27 Accelerating and Sustaining Your Success 241

The Pride Cycle: Why Giants Fall 245

Notes 249

Acknowledgments 251

About the Author and IMPACT 253

Index 255