Sabri Suby, Founder, King Kong
These days, Sabri Suby reigns supreme as the founder of King Kong, Australia’s fastest-growing digital marketing agency. But he’s come a long way since his first job, selling ink cartridges over the phone, which he describes as a “cold, hard slap to the face.”
“I sucked incredibly badly at doing that in the beginning,” he says.
Soon enough, thanks to mastering the art of sales and persuasion, he became the top producer in that role, went on to travel the world, and eventually, forged his path as an entrepreneur. For all of his companies, he realized he was asking the same fundamental question: “How do we get more customers?”
His obsession with answering that question has helped him perfect his selling skills and scale King Kong from zero to $10 million in annual revenue in just four years.
In his latest book, Sell Like Crazy, Suby reveals the selling system he’s created and honed over the years, including things like the Magic Lantern Technique and the Halo Strategy. He says he’s deployed this system in more than 167 different niches and markets—and it’s worked every time. With Sell Like Crazy, he shares the steps you need to take, regardless of what stage you’re in, to level up your business.
- Where to begin if you want to succeed in selling online
- Psychology vs. technology and why the traffic channel doesn’t matter
- The biggest mistake online businesses are making regarding sales
- Why you shouldn’t start a business by looking only at your interests
- How to identify a gap in the market that you can fill
- Using automation and a funnel to convert sales
- Why skepticism online is at an all-time high—and how to overcome it
- How to know when to ask for the sale
- How to get over the fear of selling
- Why you’re doing the world a disservice by not trying to sell
- Why paid advertising is key to growth
Full Transcript of Podcast with Sabri Suby
Nathan: Hey guys, welcome to another video interview. We’re in home town, home-grown Melbourne, Australia and today I’m interviewing my good friend Sabri Suby and he is the author of this incredible book Sell Like Crazy and he’s also the founder and head of growth of the fastest growing agency in Australia called King Kong. He’s also an instructor of one of our incredible courses called Consulting Empire which allows you to learn how he’s built a zero to $10 million dollar a year agency. If you have a skill or a service-based business, or you want to start a consulting business, he shows you exactly how he’s done that and we’re going to talk to him exactly how he’s able to sell products and services online like crazy. He’s one of the best marketers I know, I’ve learnt a lot from him personally and I’m really excited to hear what he’s got for you guys inside this latest book of his. So Sabri, thanks so much for taking the time to speak with me.
Sabri: All good, thank you for having me.
Nathan: Welcome. So I guess the first question I ask everyone that comes on is how did you get your job?
Sabri: Yeah, so I guess if we talk about where I got my start. I got my start when I was 17 years old in sales, it was my first full-time job and it was a very cold, hard slap to the face. I was selling ink cartridges over the telephone and I sucked incredibly badly at doing that in the beginning. Then I just kind of just devoted myself to really mastering the art of sales and persuasion and became the top producer at that role, went on to travel the world, lived in London and sold everything that you can imagine, over the phone, face to face, one-to-one, one-to-many.
That is when I fell down the rabbit hole of sales and direct response and I’ve run a few different businesses. I’ve run a few into the ground, I’ve sold a few and have really been tasked in every single one of those businesses with the fundamental question of how do we get more customers? That’s always been my role at any of the customers that I’ve started or been a co-founder in and that’s led me too to the stage where I am right now with King Kong.
Nathan: Yeah, so I think just for the audience and a little bit of clarity, not only have you grown your own business at a really, really fast pace, you’re the fastest growing agency in Australia, zero to $10 million in four years annual revenue, so you’ve not only grown your own business but you’ve grown many clients’ business at a really, really fast pace. So I think the question that everybody wants to know is if you want to sell online, what are the things that people need to be thinking about? There’s so many different channels out there, there’s so many different gurus out there saying, “You’ve got to be using messenger bots, you’ve got to be using webinars, you’ve got to be using Facebook ads.” So what would you say to people that are not happy with the sales that they’re getting online for their business, or the sales they’re getting for their business in general.
Sabri: Yeah, sure and I think that’s a really great place to start because one thing that I’ve really looked at becoming a master in is really the psychology and not the technology because the traffic channel is kind of irrelevant. Whatever the flavour of the month traffic channel is, whether it’s Facebook ads, or Instagram ads, or Facebook Messenger bots, or whatever it might be, that’s just a delivery vehicle to get your message out there. At the end of the day, marketing and selling is very simple and it’s … when you break it down to its core principles, which is, you need to be able to craft a message that resonates with people and is compelling and gets them to act and then you just simply need to get that sales message out and in front of as many eyeballs as physically possible, regardless of what the channel is.
One of the core things that I really see and the biggest fundamental mistake that I see businesses really making online is they’re doing the equivalent of walking into a bar and asking a complete stranger to marry them, or asking someone to have sex with them at first sight, it’s kind of ridiculous. What I mean by that is they’re going out to cold traffic and making offers to these people and trying to get them to buy straight out of the gate, so really the process that I take and what’s one of the core principles that I run through in this book is how to take your prospects from Tinder to Netflix and chill, do you know what I mean? So really how to go out there and put a message in front of complete strangers and what are all the single steps that you need to take them through along the way to get them to become a high paying client? Usually people are asking for far too much of a commitment on the front-end, when it’s not logical to be walking up to a stranger and asking them to marry you.
Nathan: Yeah, so when it comes to all the different clients that you worked with and you helped grow many different clients at a really, really fast pace and incredible numbers, and all sorts of things that I read in this book, where is the first place for people to start, besides grabbing the book, reading a copy and studying it like crazy?
Sabri: Yeah, in terms of the first place to start when marketing their business online?
Nathan: Yeah, what do they need to be thinking about?
Sabri: Yeah, well I think the very first thing to really think about is what most people do is they think about what do they want to sell and what’s convenient for them to sell, or where do their interests lie and that’s really the wrong place to start. Where you do want to start is you want to find out where is the starving crowd for what it is that you’re selling and you don’t need to sit down and have a magic ball and think of these incredibly esoteric thoughts about where they’re going to be, you just follow the money. So you have a look first of all like, okay what is the biggest problems that people are facing in this niche that I want to operate in, or in this industry? What is that hair on fire burning problem that everyone wants to solve, or everyone wants a solution to and then crafting what you’re going to sell around what people actually want.
That sounds extremely elementary and basic but literally nobody does this. Nobody thinks about, “Okay, what does everybody really want? What’s the biggest problem that they’ve got and then how do I just craft an offer that delivers exactly that solution that they want?” The places that you want to start is whatever niche that you’re in, whatever market that you’re in, is first of all have a look at what is selling the most in that? It’s the service and it’s the home builder, who’s selling the most homes? Then going and having a look at why are they selling the most homes? Having a look at what the five star reviews people are saying about that service and what people really love about it and why they’re just dominating and what are the negative things that people don’t like about that and really look for a gap that you can go out there and do what they’re doing even better, or if there’s an area of the market that isn’t being serviced, that’s even better, and just craft a product or a service around exactly what everybody is just starving for.
Nathan: Yeah, love it. Talk to me about the magic lantern technique which you talk about in this book. You’ve got some crazy techniques and strategies, I know we can’t talk about all of them, but what are some things that people can expect to learn, like the magic lantern technique? Talk me through some of your concepts, high level concepts?
Sabri: Yeah sure. So the magic lantern technique is really about having a look at where your prospect is right now, as we just spoke about, someone that’s experiencing all these problems, whatever niche it is, they’re overwhelmed, they’ve got all these problems and they know where they want to get to, they’ve got a desired end state that they’re trying to get to but they don’t know how to get there. Really what the magic lantern technique is about is about taking someone that’s experiencing all those problems and giving them value in advice and showing them how to get to that desired end result that they want to get to without ever asking for anything in return. It’s naturally how you would engage like with a friendship, do you know what I mean? Or someone that you would meet out.
Imagine if you went over to your friend’s house, like if you came over to my house and I just tried to just start selling you digital marketing service, you’d be like, “Dude, go screw yourself, what are you doing?” Do you know what I mean? It just doesn’t make any sense but that’s the way that everybody treats their customers. They just get a prospect, they get a cold prospect and they just try to sell them straight out of the gate. Instead, the polar opposite approach is what is infinitely more powerful and that is what the magic lantern technique is. So instead of trying to sell someone straight off the bat, you might be for instance like a PR consultant, right?
Sabri: And your ideal customer might be a start-up founder that’s turning over a million dollars plus. It’s not getting much press, they’re just really on that start or that trajectory and they want to start getting mentioned in all the blogs and online and in news publications. So you have to think about where they are, they’re not getting any press right now, they want to be on Forbes and Inc. and all that, and on Foundr, and have all this stuff on there, then how do they do that, do you know what I mean?
You would first begin by giving them some of those results in advance and say, “Okay cool, well the first thing that you need to do is you need to get all of your social media profiles in check so if any journalists suss you out and does any intel on you, which they all do, they can see that you’re legit and there’s not a skeleton online and no one’s talking about you.” Then give them a checklist of the things to watch and give them a template of this is how you reach out to influencers, this is how you start to get featured and just start to provide coolness to them before ever asking for anything in return.
The reality of it is, in that example, if you’re a start-up founder and you’re running a million dollar business a year, you don’t have time to do all this stuff, you’re just going to basically see it and go, “Yeah this person’s legit. They look legit.” Because the number one thing that we’re all so worried about and why scepticism is so rampant online is like, “Who can I trust?” Do you know what I mean? Who’s going to deliver the results?
So you and I both as founders, we know this all too well, do you know what I mean? When we’re researching stuff, it’s usually late at night, early in the morning, very quick and if you can just prove that you’re legitimate by actually just providing that value in advance, they’re going to consume that content and that value whenever they can and then they’re going to be like, “This dude is for real and I can see it’s legit. I don’t have the time to be doing this, let me just hire this dude and see how it goes.”
Nathan: Yeah, I love that. In the book, you talk about the high value content offer. Now it’s easy because everybody says, “Start a podcast, or start a video-based series, or create an ebook.” There’s all these kind of things like you said, like using the magic lantern technique. Talk to me around, what should people be creating as a high value content offer, or what should they think about? Because we want to keep it simple. We don’t want to … You don’t like … Yeah.
Sabri: Yeah, let’s strip it down to its core principles, yeah?
Sabri: So essentially you think about most people, when most people are looking for a product or service, 85% of those guys are going to Google, that’s what they’re doing. They’re the guys that I call have a bleeding neck. They’ve got a bleeding neck, they need an immediate solution to that problem but even if you have a look at how people buy and what’s happening with consumer behaviour right now, even though that 85% of people are searching online for a product or service, 7% of retail is done online, do you know what I mean? 93% is done offline so what do people really want online? Information. That’s where they’re beginning their information search. So what you need to think about, okay if people are starving for information, then why am I trying to sell stuff straight away? Why don’t I just lead with information because that’s what they want. They come into the restaurant hungry for this, let me just give it to them, do you know what I mean?
So a high value content offer, the quickest, easiest, down and dirty way to create one is to create a free report and what you basically want to be doing is be doing the research for whatever market that you operate in, you want to be thinking about … you know, we’ve got this strategy in here called the halo strategy and it’s about how you really kind of just camp out inside the mind of your dream buyer and just gather the best market intel that you possibly can to create offers that just go out and slaughter the competition?
The way that you do that is just by going online and read about … you pick the number one keyword that people are searching for in your market. So it might be a home builder, they’re searching for home builders Melbourne, or New York, or whatever it might be, then you want to start doing research online, going into forums, going on to Amazon, typing in, “Building a home.” Having a look at what people are saying online. What are their questions? What are the fundamental questions that they have? A great website is answerthepublic.com and what that does is it aggregates all of the search traffic and questions people are asking on Bing and Google and it basically tells you what are all the questions that people are researching for and is an absolute goldmine for data.
Then you can say, “Okay, these are all the questions that everybody has. These are the things that people are starving for, so let me just create a high value content offer, like a free report that literally addresses all of those things.” The seven fatal mistakes that you absolutely must know if you’re building a home in Melbourne, what I’ll need to know them, do you know what I mean? And leading with that instead of, “Here are all of our beautiful home designs, speak with one of our sales reps who’s going to hound you every day.” Do you know what I mean?
Sabri: So you’re just leading with that information that like, “Oh cool, this is awesome.” And then that’s obviously getting them to raise their hand in a sea of people saying, “Yeah look I’m interested.” You’re not going to be downloading a free report about the seven fatal traps of building a home in Melbourne on a Friday night just to see what builders are up to, do you know what I mean? You’re in the market.
Sabri: You’re actually out there researching and then that allows them to identify themself as being in the market and then you can further go on just to provide value and educate them through a funnel and get them to reach out when they’re ready, willing and able to do business with you. Instead of having an offer where you’re going straight for the sale and you’re like, “Here are all of our homes designs, get in contact with us.” They convert at 3%, 5% if you’re lucky, you start getting conversion rates of like 40%, do you know what I mean? And just allows you to get a lot more people on your list and a lot more prospective buyers.
Nathan: Yeah, so we talked about going deep, doing the research, understanding the psychology of where that person’s at. We talked about the … I guess, putting out some bait, or not leading with asking that person to go home with you on the first date and what’s next? Talk to us around how do you actually make that person want to be … convert that person to becoming a customer?
Sabri: Yeah, sure. So we think about … at this stage they’ve downloaded our high value content offer. They’ve hopefully consumed the information and people get busy, as they do in their every day life. That’s when you really want to start using automation to follow up on that person and that’s where, okay they’ve identified themselves, they’ve raised their hand in a sea of people saying, “Yep, I’m in the market for a home builder.” Now what we want to do is we want to take some further of those question that they have, some of those problems that they had along the way and we want to provide solutions to those problems before we ever ask for anything and that’s the magic lantern technique. It’s about illuminating the path to where they are. So where they are right now is they’re confused, they don’t have enough information to make a purchase at hand, that’s why they’re online looking for information and when someone’s in that state, when they’re not informed, that’s not a state of empowerment where you make purchasing decisions on the biggest purchase you’ll ever make in your life, which is a house, right?
So what our job is is to educate them so they feel empowered and they know that they know the information that they need to so that they can make that purchasing decision. The magic lantern technique is about illuminating that pathway and taking them from being confused, overwhelmed, not knowing, to living in their dream home and having it built, do you know what I mean? What are the four to five steps it takes to take someone from knowing nothing about building a house, or how much ratio of their deposit is going to be to the money that they can lend and all that kind of stuff, to getting them to the point where they’re picking out tiles in their bathroom, do you know what I mean? What are the steps you need to take?
That’s where you need to understand that, like in any market, because of the internet, the barriers to entry are so low and everyone’s a guru and everyone’s got a blog and is doing content marketing and Instagram lives and Facebook lives, that everyone’s filtering who should I listen to? Who is legit and who’s not legit? That’s why scepticism, I believe is at an all-time high. It’s never, ever been so high as it is right now online and how sceptical people are and the way that you get over that scepticism, instead of just trying to swim against this raging river and trying to swim up-stream, you need to channel that and you need to basically overcome that and the way that you do that is just by providing value and by not telling people that you’re different and that your homes are so great. It’s like literally showing them how you’re so knowledgeable at this field and how you can help them along the way on this incredibly big purchase that they need to make and illuminate that.
That’s where most people go wrong. They might like, “Yeah, I’ve tried a free report,” that actually doesn’t work. It’s because they get an opt-in and they just hammer that guy to death with sales messages, do you know what I mean? It’s like, “That wasn’t an enjoyable experience, unsubscribe.” So it’s really about being able to have a value-driven selling system that just provides more values than any of your competitors are willing to provide.
Nathan: Yeah, one thing I’ve heard as well when it comes to selling is if you can, even during the sale process make somebody better off than their interaction with you beforehand, before they knew you, then it’s a win-win. So at what point though do you ask for the sale or try to make a sale? Just so you guys have some reference, this process that you use to Sell Like Crazy, this works for all sorts of different niches, markets, can you give us some examples?
Nathan: Just because some people might be thinking, “Okay, well will this work for me?”
Sabri: Yeah, sure. So, yeah, we’ve at this stage deployed this in more than 167 different niches and markets and it works in every single one, do you know what I mean? It’s like we’ve taken home building start-ups from $3 million to $50 million dollars in their first 18 months, we’ve taken property development companies from zero to $50 million in eight weeks. We’ve grown age care business from $200, $400K to $3 million in 12 months. We’ve taken mattress companies from zero to $12 million in 12 months. So it’s just a selling system that just works, do you know what I mean? If you’re selling a product or service online, or even offline, this is a selling system that you can literally just apply to just absolutely sell like crazy. So yeah, it is a system that is transferable from whatever niche that you’re operating in.
Nathan: Yeah, so talk to me, how do you know when the right time is to … How do you know when you’ve built up enough value, enough trust, enough good will because I think that’s a fine line and even at Foundr, I think in some cases, we have waited too long to perhaps ask for the sale. We’re only getting better with sales funnels in this past 12 to 18 months.
Sabri: Yeah and I think that that’s good that you’re doing it that way because that’s the polar opposite of what everybody does. I would rather be on that end of the spectrum than the other one. Yeah, picking up one of my sayings which I think that you got from the book is just you want to leave your prospects better than when you found them, do you know what I mean?
Sabri: You understand that in any selling environment, if you look at conversion rates, just across the board, from lead to sale or direct e-commerce, on average it’s 1% to 3%, that’s what it is. So 97% to 99% of the time, you ain’t getting the sale. So instead of leaving a bad taste in people’s mouth and going straight for the sale, if you know that the large amount of people aren’t going to buy off you, why not just build good will with them and let people spread that good word about you and provide value to these people, whether or not they bought from you because it’s not costing you any more to provide value, you’re just doing a better service to everybody, do you know what I mean? Your brand and your reputation and your good will grows in direct proportion to that.
So coming to the point where when do you ask for the sale? My whole rule is 80% value, 20% pitch and I’m not saying, “Hey, you just offer all your services for free and you go broke.” Do you know what I mean? I understand well and truly that cashflow is the oxygen to businesses and without it you will die, I know that. So we’re just talking about if we know that the mass market is not going to buy, let’s provide value to those guys, 80% value, 20% pitch. So you can still, straight out the gate, get those what I call the hyperactive buyers. They’re the guys that are the 1% to 3%. They’re going to buy anyway, they’re super keen. So we’re going to be presenting them with opportunities to raise their hand and wanting to engage in a sales composition.
Nathan: Awesome. So let’s switch gears and talk about on thing that you talk about in the book, which might be a little bit controversial, is just around I guess, being afraid to sell and this concept of sales cures all. Me and you have talked about this and I’m a big proponent of it. You are struggling in your business lately, the only thing that’s going to fix the problem is really sales, right?
Nathan: So talk to me around how people can get over that fear? Because that is very, very common, that they’re afraid to sell. People are afraid to sell the product, they don’t want to be too pushy, they don’t want to come off as spammy. Yeah, talk to me about that.
Sabri: Yeah sure, and I think an important area to look at is if you’re in a business, you’re going to need to be providing … you’re going to be needing to ring the cash register and bring in profit for that business in order to sustain it. If you look at … the statistics are grim. 96% of all businesses fail and 80% of those fail in the first two years and even out of the 4% or so that don’t, very, very few ever get to a million and a million plus. The number one reason that businesses fail is because they’re under-capitalized and why are they under-capitalized? Because they can’t ring the cash register in high enough volumes with high enough margins to sustain their business, do you know what I mean? So really cash is the oxygen that businesses live off and cash is king and sales is the godfather, do you know what I mean? That’s how you get the cash.
So it really is like, as the founder, your number one goal and your number one purpose really is to sell. That doesn’t mean that you need to be on sales calls all day long or writing every single word of sales copy but it means that 80% of your time needs to be really focused on driving revenue and moving what I call the money needle, do you know what I mean? What are those activities that you do that move the money needle? That doesn’t mean that yeah you have a shitty product and you don’t focus on the product or service and you just fully build out the front-end and only sell. That’s the opposite of what you do, do you know what I mean?
You go and find out what everybody else is doing in your market and you create a superior product and a superior service to what everybody else is doing and then you sell it 10 times better, do you know what I mean? People often think it’s one or the other. It’s not one or the other, it’s both, do you know what I mean? Really as the founder of a business, that’s what you need to be thinking of. You don’t need to be doing the mundane management tasks and all of these things that don’t move the business forward, do you know what I mean? They’re all essential functions to run a business, don’t get me wrong, but they all exist to support the sales function. If you don’t have the sales function, there ain’t no HR, there ain’t no people to hire, there ain’t no management. You’re not managing anything if there’s no revenue coming in.
So if that’s the main thing, you need to keep the main thing the main thing, and you need to ruthless at looking at, “Okay, what are the activities that I’m doing every day in my business? Which ones are literally vital to moving this business forward and really driving it? What are those 4% of things that move the money needle?” And ruthlessly cutting out everything else, do you know what I mean? And you need to create a product and service that you believe in so deeply and so strongly that you would sell it to all of your friends and family, do you know what I mean?. That’s how confident you need to be on it.
So it feels like it’s your moral obligation to really go out there and get this into the hands as many people as possible knowing also what the counter to do with the that is, do you know what I mean? I am so sold on what I do every day and the service that I provide in my business that I believe it’s a disservice for anyone to go to any other agency because they’ll just be taken for a ride, do you know what I mean?
I’m so set on it, I’ve got friends and family that are clients and all that kind of stuff because I literally know what we’re doing is the best that there is out there. You need to forge that, you need to create that in your business and then you need to ruthlessly focus on, okay now I know this thing is legit, how do I get this into as many people’s hands as possible?
Nathan: Yeah, I love that. So it’s basically like you’re doing the world a disservice if you don’t let them know.
Sabri: Correct. There’s a lot of businesses out there that are struggling with how do I get new clients, do you know what I mean? And they might be folding up their business and giving up on their dreams, or not being able to send their children through college, or retire their moms or even just provide to a charity, or whatever it is to do with what their purpose is, whatever drives them and they’re having to close up shop and just 96% of business is closing up shop because they don’t know how to get new customers when I had to roadmap how to do that, do you know what I mean, and I’ve done it in multiple different markets. So the more people that don’t have it in their hands, it’s like I’m doing the world a disservice, as you said, by not aggressively pushing that as hard as I can and getting that into as many hands as I can.
Nathan: And you’re still doing the 80/20 with providing so much value anyway, so it’s like a win/win.
Sabri: Correct, yeah and it’s not like … we’re not again talking about just selling really hard and not providing value. I’m providing value to the people that I will never get any money from. They will never, ever become a customer of mine. I’m just putting out that good will into the universe and knowing that that will come back around. It’s impossible to put out so much goodness and so much good will for that not to have a spill on effect and to come back and view the benefit in some way.
Nathan: Yeah, love it. So one thing you talk about in the book, which I thought was quite interesting, and me and you have discussed this before offline, which is the whole thing around PPC, Facebook ads, that direct response advertising stuff and I’ve said to you personally like, I don’t like the idea of having to rely on that as a channel, all those channels and you’ve said to me you believe that the market will tell you and the person that can spend the most to acquire a customer win. You said in the book that there’s an incredible opportunity right now because platforms like Facebook, or YouTube ads, or AdWords, you have this unlimited pool of people that you can tap into and actually put your message, or offer, or say hello to any kind of potential prospect.
Sabri: Yeah and that’s true and I believe that having the ability to turn paid advertising into profit is the single greatest skill that you can acquire as a business owner, do you know what I mean? There’s nothing that is more certain than that. While growth hacking and all these things, they’re great, they’re essentially about hacking the growth curve and using arbitrage to exploit a loophole. In my opinion, those loopholes close, not that they’re not of value, they’re incredibly valuable, but I look for more long-term things that won’t change over time and the sad thing that I see is most business owners wear it as a badge of honour that they don’t advertise, they’re like, “I don’t need to advertise, I’ve got referrals. Everything’s gone great,” kind of thing. When somebody tells me that, it’s just a telltale sign that they’re thinking too small and they’re usually broke, or their business isn’t huge, do you know what I mean? It’s just a lifestyle business.
Really what you need to think about and master is having the ability to put a sales message out in front of somebody and getting them to convert and making unit economics stack up where enough people do that so the advertising becomes free. So it’s not a cost anymore, it’s an asset that you’re investing in that’s generating you a return over a period of time. If you look at most people when they think about getting wealthy, you think about, what are the options that are available to you as a business owner for you to get a return on your money? High interest accounts if you’re lucky 2% to 3%, right? If you’re lucky. So you’re putting a dollar in and getting a dollar and three cents back, not that exciting, right?
Then like real estate, yeah everyone’s making a tonne of money in real estate, I can just see it all the time, like people in property investment, making so much money from it, the annual returns on real estate are around 12% if you look over across the board, across the whole industry. Stock and bonds, 7% and 8%. So with advertising, as you would know as well, it’s not uncommon to get an 800% return on investment. What other investment vehicle on planet Earth can you do that with and net money back in a 30 day period, where you’re putting $1 in and $8 coming back, it’s obscene, do you know what I mean?
Sabri: And it’s such an incredible opportunity and I see so many people not being able to take advantage of that opportunity because they look at the advertising on their P and L slip as like … basically as a loss, do you know what I mean? That’s an expense for me to run my business. Where I look at it is if I’m not spending money, I’m freaking out, do you know what I mean? If my ad account goes down, I’m running around my office like a mad man because I know that I’m losing money. It’s not like, “Oh I get to save a bit of money on ad spend today.” I’m sending money soldiers out and they’re coming back with more prisoners and more money soldiers, do you know what I mean? And if I stop that, then I lose that.
Nathan: So yeah, I agree with you 100% that having these selling systems, or sales funnels, everyone’s talking about sales funnels, if you can create a great sales funnel that converts really well, which your book will teach you how to do that, you’ve done in so many different clients, industries and niches and all sorts of things but I guess where I was going with this, when I asked you that question, was I was one of those people that didn’t advertise for a long, long time with Foundr and I guess when we had that conversation, while I agree with you, is an incredible growth engine using PPC, or paid advertising, or the SaaS companies do it, they even have earn back periods of 24 to 32 months, which is insane, but I still think you need other channels as well.
I just don’t … I love risk mitigation, I’m all about risk mitigation and do you believe people, after reading a book or after going through your principles of how to sell and build a sales machine, should they be plugging that into doing other channels like blogging, SEO, content marketing, or social media, organic? What’s your thoughts, take there?
Sabri: 100%, definitely. It’s not either/or, right? But I just think about what is the most constant thing that I don’t think that will ever change? Google’s algorithm will change, you know, I started as an SEO guy, do you know what I mean?
Sabri: That’s where I sharpened my teeth in that industry, so I certainly know about it and it’s a service that we provide, there’s an incredible amount of value in it and it’s great for people that have smaller budgets straight out the gate but if you have the ability to turn paid traffic into profit, it’s a very hard skill to acquire and it’s very difficult to do, but if you can do it, you can write your own ticket.
So I’m not saying that you don’t want to be doing blogging and all those kind of things, but it’s a long-term strategy, do you know what I mean? And if you’re starting with no money, they’re great places to start, do you know what I mean?
Sabri: It’s like, you have to do what you have to do but as soon as you’ve got enough capital in the bank earning 1% to 2% interest and you’ve just got that sucker sitting in there, put it to work, man. Make that money work hard. Make it a workhorse for your business and invest it in your business so you can fuel the growth of it, do you know what I mean? And really think about … not about the technology, think about the psychology of it, do you know? The traffic channels are going to change, they always change, do you know what I mean? Things always change on those traffic channels, but the thing that doesn’t change is the human psychology and what makes people buy and how do you provide value and how do you really start a conversation with a cold prospect and take them all the way through to becoming a paying client?
Nathan: Love it. So we have to work towards wrapping up. Any final words of wisdom? Thoughts you want to share? If people want to get better at selling their products or their services, obviously they’ve got to read your incredible book Sell Like Crazy and what do you want to final off … what do you want to finish off with?
Sabri: Yeah sure, well I think that the biggest thing that I would urge people to do is to think about if you’re going to be devoting your life to an enterprise, to a business, and you’re going to be building this business for supporting your family, or achieving some financial goals, or being able to raise enough money to give back to a community, or a charity, or a cause, whatever it might be, is that you’ve only got one life to do it in and you’ve only got one shot and don’t compromise of how much the outlook could be of that business with the same amount of inputs that you’re currently putting in.
The thing that is going to change that, the single thing, is going to be having the ability to sell and to ring that cash register and really what I’ve tried to do with this book is create a book that I wish I had when I started in business. Do you know when I was 21 and I started on this thing blindfolded in a blizzard, not knowing which way was up or down, left or right, and there’s so much good resources out there, there’s so much bad resources out there, you don’t know where to begin. I tried to just create a manual of like a playbook of exactly what you need to do, regardless of what phase that you’re at in your business, to really just up level and take it to that next level, and I hope that’s what people get from the book.
Nathan: Awesome man, well look, thank you so much for taking the time to speak with me. If people want to go and grab a copy of your book, where should they go?
Nathan: Okay, selllikecrazy.co. Go and get a copy guys. Thanks so much Sabri, absolute pleasure man.
Sabri: No problems, thanks for having me.
- Grab a copy of Sabri Suby’s new book, Sell Like Crazy