leads in a year
inbound opportunities a week, up from about one
Michael Jordan had a coach. Why don’t I have a marketing coach?
Superior Trucking Payroll Service's Journey
From day one, Mike’s plan was to educate buyers, not hard-sell. He knew he wasn’t a classic salesperson, “I’m totally a farmer, not a hunter.”
But doing it himself stalled out, with inconsistent posting, no clear CTAs, and content that didn’t move buyers forward.
A colleague recommended the book Endless Customers. Mike read it and realized, this is exactly what I’ve been trying to do.
Then came the epiphany: “Michael Jordan had a coach… Why don’t I have a marketing coach?”
Mike decided to attend Endless Customers Live in Chicago with his content manager. Hearing from the coaches, he realized he’d handicapped his content manager and the business by trying to do everything himself instead of using the guidance of an Endless Customers coach.
After speaking with coaches at the conference, Mike knew his business needed:
- A buyer-first content plan tied to real questions and clear CTAs
- Accountability to publish consistently (weekly/biweekly priorities)
- A lightweight video habit to support content and sales
Building the System
The first change was focus.
Topics leaned into high-intent questions buyers ask before they talk to sales: cost, problems, comparisons, reviews, and best options.
Clear CTAs and internal paths moved readers to the next step, whether that was a calculator, a video or a call.
Sales enablement grew alongside publishing. Articles and videos were used in the sales process to pre-answer common questions and shorten conversations. As qualified demand increased, STPS hired its first sales rep in four years.
STPS was able to see how to use self-service to remove friction. After a working session, the team rebuilt their pricing calculator.
The impact was immediate. Weekly inbound opportunities jumped from “maybe one” to “between five and eight.”
Key Lessons for Similar Businesses
Founder-led teams in “unsexy” industries can still grow quickly when the work is focused, consistent and tied to sales.
Mike’s advice is to stop trying to do it all alone, give someone ownership and get a coach who keeps you honest each week.
- Get a coach and a cadence. Plans matter, but weekly accountability is what turns them into output.
- Make video simple. Short, helpful clips with a clear next step beat perfect production you never publish.
- Point content at revenue. Write for the actual buyer and use the pieces in the sales process.
A year later, leads almost tripled, and I think a lot of that is due to the time I spent with the coaches and IMPACT.
What’s Next for STPS?
With the foundation in place, the team is focused on leverage. The video library and weekly podcast will expand. New self-service tools will help buyers qualify themselves before they call. Assignment Selling will become standard so every call starts further down the path.
Mike’s take on the difference working with IMPACT and the Endless Customers System says it all:
“A year later, leads almost tripled, and I think a lot of that is due to the time I spent with the coaches and IMPACT.”
For Mike, Endless Customers provided the plan, and IMPACT provided the regular coaching and accountability to execute it.
