The Secret To Business Success: 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.

1. Say What Others Aren’t Willing to Say: The No. 1 reason people leave websites is because they can’t find what they’re looking for—and the top information they seek is pricing. Sheridan emphasizes that businesses should openly discuss costs and pricing on their websites. While you don’t need to list exact prices, you should educate consumers about what drives costs up or down in your industry. Sheridan suggests creating a comprehensive pricing page that teaches potential customers how to buy in your industry. According to him, 90% of industries still avoid this conversation, even though it’s what customers want most.
2. Show What Others Aren’t Willing to Show: When Sheridan’s company was manufacturing fiberglass swimming pools, it became the first to show its entire manufacturing process from start to finish through a series of videos. They were so complete that someone could literally learn how to start their own manufacturing company by watching these videos. Sheridan recognized that sharing the “secret sauce” was a level of transparency that built trust, helping to make his company the obvious choice for many customers.
3. Sell in Ways Others Aren’t Willing to Sell: According to Sheridan, 75% of today’s buyers prefer a “seller-free sales experience.” He says, “That doesn’t mean we hate salespeople. We just don’t want to talk to them until we’re very, very, ready.” Sheridan suggests meeting customers where they are by offering self-service options on your website. For his pool and spa business, that included a price estimator solution that helped potential customers determine how much they could afford—without the pressure of talking to a salesperson.
4. Be More Human than Others Are Willing to Be: In a world that is becoming dominated by AI and technology, showing the human side of a business is critical to a trusting business relationship. Sheridan suggests putting leaders and employees on camera. They are truly the “face of the brand.” It’s okay to use AI, just find the balance that helps you stay human in a technology-dominated world.

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.”