CEO @impactbnd. I help businesses become the most recommended, trusted and chosen company in their market in the age of AI with the #EndlessCustomers System.
Connecticut
Joined December 2011
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My biggest takeaway from Endless Customers Live this week: when AI recommends a company, it starts with a pool of 30-40 options, then starts eliminating.
Here's how it cuts the list, and the fix for each step 👇
They Ask, You Answer / Endless Customers didn’t work for my company until ______________.
How would you answer that?
Reach a new lead within five minutes and you're 8x more likely to convert them, according to InsideSales research on 5.7 million inbound leads.
Yet only 0.1% of leads get a response that fast.
Here's how I'd check: pull out your phone and shop your own business. Try your website, your Google profile, and your Facebook page. Can you actually get help and book a time?
Do it yourself this week. You'll see exactly where the work needs to happen.
Luke Wilson from SignpostAI and I dug into all of this on the Endless Customers Podcast:
impactplus.com/endless-custo…
Bold prediction: within six months, ChatGPT and Claude will both launch a CMS.
ChatGPT Sites already hosts websites on your own domain. Claude can publish live pages.
Next: managing your whole site from a chat. An interesting alternative to WordPress or HubSpot.
Is your homepage the most important page for AI recommendations?
I asked Gemini. Its estimate:
• Service pages: 45-50%
• Homepage: 5-10%
Fix your service pages first.
The simplest AI visibility test I know, from IMPACT coach Mandy York:
Ask ChatGPT to recommend the best company for what you do. If you're not there, ask why. Then ask what you'd need to do so it would.
AI will literally tell you.
A buyer can understand your company, appreciate your content, and trust your people... and still ask:
"What gets enough better for me to justify the effort and risk of changing?"
That question is why "a business worth choosing" is Factor One.
ALT Bob Ruffolo speaking on the main stage at Endless Customers Live, with screens behind him reading A Business Worth Choosing.
One thing you can do this week to get recommended by AI more often:
Write a fit statement. Who you're the best fit for, and who you're NOT a fit for.
In our AI Visibility Study, fit carried more weight than anything else we looked at.
I almost let AI send emails on my behalf.
Then Tom Nassr asked me: "Have you ever heard of this thing called prompt injection?"
I turned the sending off.
If AI can touch your inbox or accounts, start read-only. Let it draft. Keep the send button for yourself.
3. It looks off your site to see what others say about you, and cuts the companies with weak off-site evidence.
FIX: Build your off-site credibility and link to it so it's easy for AI to find.
Bob Ruffolo retweeted
Got to dig into @Impactbnd's partner program yesterday with @BobRuffolo & @DiaVavruska.
If you're a marketing consultant who is tired of low margins & demanding clients, IMPACT can teach you how to flip your model with their 'coach training' program.
impactplus.com/they-ask-you-…
Bob Ruffolo retweeted
Average leaders give people something to work on. Great leaders give people something to work for.