I had to do it again and bring back Marcus Sheridan for another episode. Today, we’re going over details of his new book, “Endless Customer,” and he's going to share four ways to make your brand the most trusted in the industry.
Background on The Newest Book
- After the rise of AI tools, Marcus noticed a major change in the sales industry. It’s getting harder and harder to produce content that will generate leads. Also, those who are not using AI technology in some form within their work are struggling the most now.
- On top of this, companies are having a harder time gaining consumer trust, all thanks to the advancement of AI.
- This is why Marcus wrote the "Endless Customer" book! To generate leads and to shine through AI, you’re going to have to become a well-known and trusted brand, which you can do with the help of his guidance.
How Can You Make Yourself Stand Out
- If you’ve noticed, not too many people are using Google nowadays. Also, when you search on Google, a lot of AI answers or Reddit posts pop up too.
- Stop caring so much about keywords and instead start telling AI why you need to be trusted. Marcus shares that you can do this through the four pillars in his book:
- You have to be willing to say what others are not in your market.
- Get serious with video content and do what others are not.
- Sell in a way that others are not.
- You have to be more human than other brands.
- In other words, stop following your industry’s set rules and disrupt. Put a personality into your brand and do things that no one else is willing to do.
- Marcus also shares how sales reps and industry leaders can get out of a pride cycle that they often put themselves in without knowing.
The Five Key Consumer Research Factors
- The one thing that did not change from the "They Ask, You Answer" book is how consumers conduct research on which company they want to buy from. The five subjects they’re still researching are:
- Cost
- Problem
- Comparison
- Reviews
- Best
- These five things apply to whatever type of content you’re making. This includes written and video content for your social media strategy.
Human Connection Matters More
- The only way you’re going to be able to rise above in this new AI-driven world is by connecting to your customers’ emotions. This is why video content is becoming more and more popular; they want to see brands before buying from them.
- Another popular trend is that people are wanting more of a seller-free sales experience, especially on websites. Marcus shares how to do this while keeping the human connection alive.
"Brand matters more than it ever has in the history of the world. Because if you think about it, what's going on in the market? Well, businesses are getting fewer Google searches every single day right now. You cannot build your house on Google search." - Marcus Sheridan.
Resources
Connect with Marcus Sheridan on LinkedIn
Listen to the Endless Customers Podcast and Get the book here
Visit Marcus website to learn more about him
Sponsorship Offers
- This episode is brought to you in part by Hubspot.
With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.
2. This episode is brought to you in part by LinkedIn.
Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse.
3. This episode is brought to you in part by the TSE Sales Foundation.
Improve your connection on LinkedIn and land three or five appointments with our LinkedIn prospecting course. Go to the salesevangelist.com/linkedin.
Credits
As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.