What is the Endless Customers System?
Are you struggling to generate quality leads and shorten your sales cycles?
What if a paradigm shift in your approach to content creation and sales activities could dramatically impact your business?
Welcome to the world of Endless Customers (formerly They Ask, You Answer)—a marketing and sales philosophy built on transparency, education, and trust. It’s not just about creating content anymore. It’s about building a business that customers want to buy from—because you’ve earned their trust before the first sales call.
It all starts with one question:
What is my customer asking when searching for a solution like mine?
The Endless Customers framework is centered around obsessing over that question—and answering it better than anyone else in your space.
In practice, this means creating transparent, honest, helpful content that tackles the real questions your buyers are asking—especially the ones your competitors avoid. It means using video and AI tools to personalize your message. It means treating sales as an act of teaching, not persuading.
It’s a mindset shift. And it’s built on four principles:
The 4 Principles of Endless Customers
1 – SAY what others won’t
Address the hard stuff—cost, problems, comparisons, even the downsides of your own solutions. Buyers are searching for this information. If you don’t answer it, someone else will.
Whenever you go to make a significant purchase – for your personal or business needs – you have questions in five key areas. So do your potential customers.
Saying what others won’t means planning your content around the 5 areas buyers care about.
The good news? Addressing these 5 questions builds trust with your prospects and drives buying decisions. For more on these 5 questions, check out this blog post.
2 – SHOW what others won’t
Be radically transparent. Show your process. Show your pricing. Show behind the scenes. Show how things are done in your industry.
Today’s buyers crave authenticity and clarity.
When we say what others aren’t willing to say and show what others aren’t willing to show, we can become the most trusted voice in our industry – no matter our size.
Buyers will trust the company that reveals the most. They are endeared to the company that helps them to be a wiser buyer.
3 – SELL like others won’t
In the Endless Customers System, sales is all about educating and walking the buyer through a process to make the best decision for themselves. It’s not about persuading.
It starts with the belief that our buyers are intelligent, capable humans who will choose the best option when given all the information.
This is where Assignment Selling and 1:1 video come into play. Rather than holding back information for the sales call, give it away—strategically.
Assignment Selling means sending educational marketing content to a prospect before the sales meeting so they arrive informed and ready to talk specifics.
Imagine going through the process of a major purchase and being given all the answers to 80% of your questions before you ever have to talk to a sales person. How would you feel? Empowered? Surprised (in a good way)?
Marketing content should help sales teams to shorten buying cycles. Assignment Selling makes sales faster, more efficient, and more aligned.
We’ve seen Assignment Selling provide transformative results for our clients, especially professional service companies:
- One firm invested $10K in a campaign and signed $1M+ in recurring revenue
- Another saw sales cycles shorten by 30% after implementing educational pre-call content
- A third began attracting better-fit clients who came prepared and aligned—ready to engage as true partners
If you’re looking for a fast way to align sales and marketing, this is where you start.
4 – Be more human
Show up in your content like a person, not just a brand. Your buyer wants to see the real humans of your company – especially if you’re in a service business.
Trust is built faster when your audience can see and hear from actual humans—not just read generic marketing copy.
What might this look like?
- Focus on video content, not just written
- Showing the faces of staff and leadership on video. Not being over-produced or stale.
- Bio videos of your sales team
- Testimonial videos of your customers
- Having leaders in the company answer common customer questions and concerns on video.
Ironically, AI plays a role here too—not to replace people, but to highlight them. Instead of thinking of AI as the antithesis of being human, it can be leveraged to streamline content production so your team has more time to get in front of the camera or share their expertise.
Businesses who implement the Endless Customers system are encouraged to learn how to leverage AI in ways to create more human-centric content, speed up response time, and be tech-savvy in sales and marketing tools.
Bottom line: Your prospects trust people, not logos. Your content should feel like a real conversation—because that’s how trust is built.
What does it take for a company to implement Endless Customers in sales and marketing?
The companies successfully implementing Endless Customers focus on a revised set of core principles that directly impact their inbound marketing and sales results, but that implementation can come in a few ways:
- Self Implementation
- Hiring a certified partner to coach them as they implement it (~$3-10K/month)
- Hiring Impact Plus (~$10-25K/month)
*FYI: Heights is a Certified Coach of Endless Customers and has coached multiple clients to implement the framework in their businesses.
So… is Endless Customers the right move for you?
Ask yourself:
- Are you spending too much time on poor-fit leads?
- Is your sales cycle dragging on longer than it should?
- Are your prospects ghosting after the first call?
- Is your marketing equipping your sales team to build trusting relationships?
- Are you ready to become the most trusted voice in your industry?
If you answered YES to any of those, it may be time to stop marketing like everyone else—and start building your strategy around the principles of Endless Customers.
Want to dive deeper?
Read the book Endless Customers by Marcus Sheridan—or request a call, and our certified coach can walk you through how to implement the framework in your business.
