04-05-2025
The Secret To Business Success: Endless Customers
Build a business with endless customers.
Marcus Sheridan owns a pool and spa manufacturing company in Virginia—not a very sexy business, unless you consider the final product, which is often surrounded by beautiful people. What he did to stand out in a marketplace filled with competition is a masterclass in how to get noticed and, more importantly, get business. His most recent book, Endless Customers, is a follow-up to his bestselling book They Ask, You Answer, with updated information and new ideas that will help you build a business that has, as the title implies, endless customers.
Sheridan's journey began in 2001 when he started a pool company with two friends. When the 2008 market collapse hit, they were on the verge of losing everything. This crisis forced them to think differently about how to reach customers. Sheridan realized that potential buyers were searching for answers to their questions, so he decided his company would become 'the Wikipedia of fiberglass swimming pools.'
By brainstorming every question he'd ever received as a pool salesperson and addressing them through content online, his company's website became the most trafficked swimming pool website in the world within just a couple of years. This approach transformed his business and became the foundation for his business philosophy.
In our interview on Amazing Business Radio, Sheridan shared what he believes is the most important strategy that businesses can use to get and keep customers, and that is to become a known and trusted brand. They must immerse themselves in what he calls the Four Pillars of a Known and Trusted Brand.
As we wrapped up the interview, I asked Sheridan to share his most powerful idea, and the answer goes back to a word he used several times throughout the interview: Trust. 'In a time of change, we need, as businesses, constants that won't change,' Sheridan explained. 'One thing I can assure you is that in 10 years, you're going to be in a battle for trust. It's the one thing that binds all of us. It's the great currency that is not going to go away. So, become that voice of trust. If you do, your organization is going to be built to last.'
And that, according to Sheridan, is how you create 'endless customers.'
