Podcast: Embed
Marcus Sheridan built River Pools during a recession. He survived by answering buyer questions online, and that experiment birthed They Ask, You Answer. His new book, Endless Customers, pushes the core lesson further. The aim stays constant: earn trust, own conversations, and secure long-term wins for clients.
Shift from Tasks to Growth Partners
Marcus insists that agencies drop the order-taker label and, instead, become strategic growth partners. Therefore, guide direction, challenge assumptions, and raise expectations early. Ask prospects, “Do you want an order taker or a challenger?” Because that question reframes the relationship immediately, it positions you for higher value.
Stand Out with AI Guidance
ChatGPT disrupted search overnight; consequently, clients now crave clear advice on getting recommended by AI. Accordingly, assign one teammate as an AI ambassador who tests practical tools and shares quick wins. Meanwhile, replace jargon with plain language so clients feel confident, not confused.
Win Fast with Self-Service Tools
Interactive price calculators, booking widgets, and recommendation engines can, moreover, triple leads within weeks. Quick wins secure retention and spark referrals. Thus, audit every client for self-service opportunities first and present the expected lift in hard numbers.
Turn Clients into Media Faces
Modern buyers meet companies on screen before shaking hands; thus, encourage clients to show faces and share stories on video. If they resist, simply ask whether prospects should judge their silence instead. That mirror often sparks action and, consequently, deepens trust.
Train Communicators, Not Order Takers
Furthermore, account managers must ask sharper questions and frame insights better. Strong communication uncovers roadblocks, nudges clients forward, and therefore raises lifetime value. Continuous training turns helpers into trusted challengers who keep accounts secure.
Action Checklist
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Run a monthly client workshop that teaches one AI use case and spotlights a competitor win.
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Audit every account for self-service tools, starting with pricing estimators that promise quick wins.
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Add a “choose your rep” booking page to double close rates and, consequently, delight sales teams.
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Launch a 30-day video challenge to capture authentic clips from every client team.
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Track revenue impact, not vanity metrics, to prove progress and secure renewals.
Finally, remember to work harder on yourself than on your agency. Personal growth fuels team energy, deepens client loyalty, and, ultimately, keeps you ahead of every curve.
