How do you build customer loyalty so strong that customers stay with you even when larger competitors show up with lower prices?

In this episode of Underestimated, Shawna Suckow sits down with Sandy Hendrick, Marketing Manager at HTC, an Internet Service Provider in Conway, SC, to talk about what it takes to stay community-focused while growing a business. Sandy shares how HTC competes against national brands like Google Fiber, Verizon, and more, without racing to the bottom on price; why authentic local connections create lasting loyalty; and how simple community partnerships can generate trust, visibility, and customer retention. If you're looking for ways to stand out without a massive marketing budget, this conversation is packed with practical ideas.

If you're a small business ow ...