Endless Customers

Ep.137 - Most companies say they support an industry. Paragon Payroll decided to prove it. In this episode of Endless Customers, Alex Winter sits down with Clarke Lyons, VP of Brand Marketing and Growth at Paragon Payroll, to talk about what it takes to earn trust in the cannabis industry, where one small mistake can put a business at risk.

Paragon Payroll is not just cannabis friendly. They are cannabis committed, and they backed that up by publishing their Cannabis Committed Manifesto, a public stand against predatory vendors, inflated pricing, and partners who disappear when things get complicated.

Highlights include:

Why trust is the real product in regulated industries

What pushed Paragon Payroll to publish a public manifesto

How to spot vendors who are adjacent, not committed

How education driven content helped generate more leads

What it looks like to lead an industry conversation, not avoid it

If you want a real example of how belief, transparency, and teaching can turn a vendor into a trusted partner, this one is worth a listen.

Subscribe, leave a review, and follow for more straight talking conversations about content, sales, and earning trust.

#EndlessCustomers #ParagonPayroll #CannabisBusiness #BrandMarketing #Trust #SalesEnablement #ContentStrategy #MarketingLeadership

Click here to listen to the full episode!
Clark Lyons

Ep.136 - Most companies already have content. Few know how to make it sell. In this episode of Endless Customers, Alex Winter talks with Bryan Ashbaugh, Content Manager at Shasta Pools, about what happens when you stop chasing net new content and start upgrading what already exists.

Bryan shares how a few focused updates to older articles helped Shasta Pools rank for high-intent searches they had never shown up for before, including pool automation. He also breaks down how one updated piece of content helped drive a 5,000 dollar pool heater sale through e-commerce, with zero sales calls.

This conversation is a real look at how trust-building content connects the dots between search, AI visibility, and revenue.

Highlights include:

How to find the best content to update first using Google Search Console

Why traffic alone does not mean the content is working

How to match content to the buyer's journey and move readers to the next step

What it takes to show up in Google AI Overviews and other AI search experiences

How Shasta Pools uses sales team expertise and video to scale content that buyers trust

Why HubSpot matters when you want to tie content to real revenue

If you want faster wins from your content, and you want your website to do more of the heavy lifting before a buyer ever talks to sales, this episode will give you a clear path forward.

Subscribe, leave a review, and follow for more straight-shooting conversations about content, sales, and earning trust.

#EndlessCustomers #ContentMarketing #SEO #SalesEnablement #BuyerJourney #HubSpot #AIsearch #MarketingLeadership

Click here for the full article!

Bryan Ashbaugh

Ep.135 – Most firms try to grow by chasing more leads. CSI Accounting and Payroll grew by doing the opposite: they built a system that educates buyers before the first call, filters out bad fits, and makes prospects come to them. In this episode of Endless Customers, Alex Winter sits down with Brian Paulson, CEO of CSI Accounting and Payroll, to unpack how a traditionally referral driven firm used content, video, and assignment selling to reshape their sales process and more than double revenue.

Highlights include:

How CSI built a five person in house sales and marketing team during Covid

Why investing in your own business is the real growth lever

How assignment selling creates better first meetings and stronger close rates

Why being upfront about fit builds trust and earns reviews, even from prospects you turn away

How transparency, including pricing, helps prospects self qualify before they reach out

How CSI went from chasing leads to having prospects chase them 

What conferences and alignment days do to keep teams from drifting off the system

If your team is stuck explaining the same things on every sales call, attracting price shoppers, or trying to scale with outdated lead gen tactics, this episode will show you what it looks like to build demand by teaching first.

Subscribe, leave a review, and follow for more practical conversations about content, sales, and earning trust at scale.

#EndlessCustomers #ContentMarketing #AssignmentSelling #SalesProcess #TrustMarketing #RevenueGrowth #ProfessionalServices #Accounting #HubSpot #Leadership

Click here for the full article!

Brian Paulson

Ep.134 - Most companies treat content like a marketing task. Berry Insurance treated it like a growth system, and it helped them double their business. In this episode of Endless Customers, Alex Winter sits down with Kaitlyn Pintarich, President of Berry Insurance, to break down how Berry turned content into revenue, built more prepared buyers, and doubled growth.

Highlights include:

How Berry doubled the business with the Endless Customers System

Why talking about price creates better buyers

How content reduced the need for ads and direct mail

What changed when they hired a content manager

How to build a culture where content is owned by the whole company

Why they started turning away leads because demand outpaced capacity

If you feel like you are stuck chasing leads, repeating yourself in sales conversations, or spending money just to stay visible, this episode will give you a clearer path forward.

Subscribe, leave a review, and follow for more practical conversations about content, sales, and earning trust at scale.

#EndlessCustomers #ContentMarketing #RevenueGrowth #TrustMarketing #SalesEnablement #MarketingLeadership #InsuranceMarketing #BusinessGrowth #CEO #leadership

Click here to read the full article!
Kaitlyn Pintarich

Ep.133 - Most companies avoid the hard questions because they're afraid of what buyers (or competitors) might think. Yale Appliance did the opposite, and it helped them grow 5X.

In this episode of Endless Customers, Alex Winter talks with Steve Sheinkopf, CEO of Yale Appliance, about how radical transparency and buyer-first content helped Yale go from a single-store business to a $100M+ market leader with six locations.

This is not about “doing content” because you feel like you should. It's about using content to navigate buyers through the uncomfortable stuff and earn the one thing every business needs: trust.

Highlights include:

Why “uncomfortable questions” are your unfair advantage

How one long-tail article exploded Yale’s traffic (and changed everything)

How content reduces dependency on ads and frees up budget for better business investments

What it takes to build a content-driven approach that earns trust in a crowded market

If you feel stuck competing on the same products and the same messaging as everyone else, this episode will give you a clearer path forward. You will find success if you focus on telling the truth, answering what buyers are actually searching for, and letting trust do the heavy lifting.

Subscribe, leave a review, and follow for more practical conversations about content, sales, and earning trust at scale.

#EndlessCustomers #ContentMarketing #RadicalTransparency #TrustMarketing #SalesEnablement #TheyAskYouAnswer #MarketingLeadership
Click here for the full article!

Steve Sheinkopf