#HEYSABRI RAPID-FIRE SESSION

Hey, guys. This week on heysubree, I'm gonna be doing something a little bit different and I'm gonna be going through and rapid firing all of the questions that we've had because a whole bunch of them have kind of banked up. So I'm gonna try to get through all of those questions, as many as I possibly can, and get your questions answered. So first one that we've got is from Diego Bermudez. I hope that I am pronouncing your name correctly. Hey, Sabri, how would you overcome pricing? Object else is attractive to the potential client. Last objection for them to take action. Well, the first thing that you really need to understand, Diego, is that a transaction takes place when value exceeds price, right? So really, if you're coming up against an objection of the price, that means that you haven't built the value high enough, right. And it hasn't been attached to solving a big enough problem for your prospect that they will actually pull the trigger and buy. So the thing that you really need to understand is that that is going to be present in any single situation. So you just want to make sure that you build that value as high as possible and really start to ask them about, well, like, look, if I'm going to, I don't know what the service is that what it is that you're selling, right? But whatever the outcome that your product or service delivers to that person, that is, what problem does it solve? Is making sure that the prospect fully understands that you're only charging for a very small percentage of the value that you're going to deliver them, I. E. The result that what it is for them. So if you keep on coming against this and price keeps on being an objection, there's typically what I have found is that when you're dealing with prospects and, you know, I've observed this over, you know, 50 plus salespeople that I've hired throughout my days. And I've always seen that there will be certain objections that sales people constantly battle with. And it's always they're the reoccurring objection that keeps on coming up for that prospect, I mean, for that salesperson. And it will either be like the contract that they can never, ever sell around, that the person doesn't want to do a contract or price being too high or, you know, exclusivity or whatever it might be, depending on what it is that you sell. And typically that takes place because the salesperson has a problem with that in their own life. Right? So they are always looking for the biggest bargain or they don't believe that it's wise to pay more for something when you can pay less for something. They don't understand the idea of quality or they've got a fear about contracts and it's whatever that they're not sold about in their own life that keeps on coming up as the number one objection. So the way that I always talk to them about it, it's like that the objection really is the way it's the road that you want to go down. And typically it's like the reason that that objection keeps on coming up is the reason that that person should be doing it in the first place. So if you keep on coming up with price, you know, I would really urge to look at yourself and look at what is it that you spend money on willingly and is that a real objection that is coming up or is that just something that you don't have much conviction to close over as a false objection because you're not really sold on it yourself? Right. So it's a different way to answer the question, but it's a very important and a very powerful way to look at it. And if all else fails, just really look at stacking the value so high in the prospect's mind that not pulling the trigger and doing the deal with you. Only a lunatic would be able to do that. So that would help you. Now the next question is from Ventures with Dan. Hey Sabri, what would you say are the five most crucial practical and needle moving steps for an agency owner to go from zero to, to multiple six figures a year? I would really appreciate your answer. I don't. The number five is probably a very trivial one. I don't know why you've come up with that Dan. Because really like I think back to me when I was in my bedroom and you know, I was doing I guess like low, low six figures, single six figures. Really the number one thing is to spend 80% of your time on revenue creation, right? That means being on the telephone, bringing on new customers. Like if the goal is purely to get to six figures or multiple six figures a year, you need to basically be spending every single waking hour on ringing the cash register, right? So that means that you're only want to be doing one of two tasks. One of them can be automated and should be automated as you start to scale. The first activity that you need to be doing is lead generation and you need to look at basically finding the most qualified leads and bringing them in in the largest quantity into your business. And the second Thing is sales calls, they're the only two things that you need to do to get to six figures or multiple six figures, right? That's the only things that you really need to obsessively focus on and that you need to be spending 80% of your time. And as you start to sc up, you might be doing the lead generation very manually, I. E. Cold calling people, cold emailing people. And as soon as you get to a position where you have enough money in the bank to take that sweat equity and manual labor that you're applying to that activity as a human being and automate that through Facebook ads, through cold email outreach and having people go out and harvest information, and. And then you can cold email those people or whatever it might be, then you should look to do that so you can see, spend more time on the second activity, which is actually getting on the telephone and selling people. Now, my approach and really my philosophy is to really simplify things and to boil them down to their first principles and really look at them as a simple way, because I see that you've seen what are the five most crucial things. Well, why do you need five things, right? I just look at what are the essentials, right? And what is it that you actually have to do? Because the first thing, when I tell somebody like what I've just told you, that there's only these two things, then your entrepreneurial ADD brain starts thinking about, well, what about Chatbot Sabri? Because I'm in a Facebook group and everyone's talking about chatbots, right? Or what about this new type of remarketing or this special kind of targeting on Facebook ads? I've heard that TikTok ads are really great. Why should I not do that? What about I do this and I do, and then, like, they just kind of bog themselves down, right? I'm trying to answer your question, which is how do you get to multiple six figures? And the reality of it is that you don't need all that other shit to get to that, right? You just need the bare essentials, right? So, like, I got to multiple seven figures right before I ever started creating any content on YouTube or doing any of this kind of added stuff. All I did was on the telephones every single day, nine hours a day, right? That's all I did for the first year and then did all the client work by night. So that's really the things, the only two things that you need to focus on. You need to put your blinders on. You need to stop reading blogs and watching YouTube videos and you've just got the answer to what it is that you're looking for. That's exactly how you build multiple six figures. So, yeah, basically forget about everything else. Just go away, execute those two things and come and check back into base. Once you've gone ahead and done that and hit that multiple six figures mark, the next question comes in from. We got here from Okazie Kingsley. Hey, Sabri, how do I sell a product or an offer in a way that would look superior to that of my competitors? First of all, you need to get clear on what it is that your competitors are offering. And you need to basically create like a spreadsheet that has multiple columns that collects everything. So one, it has what their price point is, what their warranty is, do they have guarantees? Are there any case studies? And then you basically need to go through all of those different checkpoints and you need to basically do something that is twice as good as everything that they have along those things, right? So you need to either deliver twice the value or you need to be half the price, or you need to basically have a much stronger guarantee if they have a guarantee, or you simply need to have a guarantee if they don't have a guarantee. So you just got to find out what's important to your prospect and then you've got to basically break those down into those kind of key pillars and then you've got to literally, there's no shortcut around it. You just got to build a better product or a better service in the eye of your prospect to be able to go and present it and offer and pitch it in a way that is superior to your competitors. Hey, so this question comes in from B. Agafara World Services. I don't know that's your real name or not, but hey, Sabri, knowing what you know today, if you're just starting out in business, will you still go ahead to cold call clients or set up your automated lead generation system from the start? So basically when I started my business, you know, I was broke and lots of people say, like, how are you broke if you had had other businesses or like, you know, an entrepreneurial road is one with many ups and downs and you have to have a lot of notches on your belt. That is a lot of failures under your belt in order for you to really kind of hit it big. I think that if you look into the background of anybody that's had any type of success, quote unquote, on that's monetary or however you want to put that together in business, it tends to be money because that's kind of like the scoreboard. You look into their background, it's always kind of littered with a lot of failures. And that was certainly the case for me. I had some wins, I had some failures and the money that I made off the wins were poured into the failures. Right. So I was broke when I started the business and basically I did not have the fortunate position where I had any rich buddies or uncles or anyone that's just going to kick me some money or anything like that. Right. It was all off my own back and I had no money. So I had to use the opposite of money being sweat equity. I had to use my raw power in terms of my human function and the kind of output that I would do to get that result. And you know, cold calling is and was a great way to go out there and get clients. Like it's very manually intensive. Don't get me wrong. I was in a position where, you know, it was different for me and I had had money. Knowing what I know now, that's certainly not the way that I go about it. And even now with what's available and the tools that are available now, no, I wouldn't, I wouldn't go about it in the traditional just straight up cold calling. It would be a combination of doing like very targeted outreach to people to get them on telephone to then basically enroll them as a client into whatever it is that I was selling. So it's certainly not the faint of heart for the faint hearted doing cold calling, but it is an incredibly character building exercise and it's one that I would not change no matter what. I think that it may not be the most efficient way to scale up a business, but what you get from it will serve you for the rest of your life and it will make you a much more successful business person long term if you are able to kind of withstand that continual adversity and rejection day in, day out. It really calluses your skin and gets you, you know, very determined to go out there and make anything happen. So in terms of, I wouldn't probably go down that road knowing what I know now. If I had to start all over again, I wouldn't go down that road. But looking back, I certainly wouldn't change. That's the road that I went down to get to where I am. Right. All right, who else do we have here? There's a lot of questions on cold calling here, guys that I've already answered in other YouTube videos. So I'm going to give some other questions A bit of share of voice and not dial into those same cold calling questions. This one comes in from Rodney Tarosa. Hey Sabri, I'm planning to build a social media marketing agency. What is your advice for me as a beginner? Go niche or general? Thanks. Right. This is a question that is rampant. Like there's these two schools of thought of like, should I niche down or should I go general? Right. And it really depends on how good you are. Right. And that's a conversation that most people want to avoid. Like people's default situation in this consulting space is to go niche. Right. And the reason for that is if you're a newbie and you're just getting started and your skills aren't sharp, it is very, very easy to go for a niche and learn to master the principles in that niche and build a little business. So if you're trying to build like a lifestyle cash flow business where you earn 80 to 100 grand a year and you don't have any aspirations of building something that is huge, then I think going down the niche option makes the most sense. And it makes the most sense sense in the beginning because the skill set level required in order to do it, you can kind of create like, you know, canned and clone services that you can apply to clients within that same industry. Therefore, the body of expertise doesn't need to be really deep. Right. For me personally, it's a very boring problem to solve. Like if you're just working with real estate agents and that's all you do day in, day out, it's very, very monotonous and it doesn't take a great level of stuff, skill. And nor will you ever be able to build something that is, I'm not going to say never build something that's really big, but you really want to go wide and you want to be able to create a service that's going to benefit a lot of people and go out to the coldest level of traffic and speak to a huge broad audience at the same time. It takes infinitely more skill to be able to do that at every single step of the way. It takes more skill in terms of creating advertising that will be potent enough to resonate with people from all different industries that are experiencing the same problem than it is to just speak to one person. You can get a lot more cut through. Your copy has to be a lot better. If it's a much more broader offer, the funnel has to be way better, way longer. Your sales process and your salespeople have to be a lot more skilled. As well, the people that work within your organization and within your agency also have to be more skilled because they need to know how to basically attack the problem at its root cause and solve that problem rather than just looking at, oh, here is the lotion that I, that I have made, that I know works for all real estate agents. And let me just to go and apply this lotion. So it's really, you know, I believe that we are rewarded by the complexity and the depth and how big problems are in the marketplace and how many people that we can obviously help. So going niche allows you to, to help a niche of people on a problem. But if you're going for multiple different niches and something that's broader and being like a generalist, then typically, you know, what I have found is that you can build something that is a lot bigger. There will be a lot of gurus that will be outraged by that statement that I have made. Right. But like, when you really think about it, okay, and you just like, forget about everybody's opinion and you just look at the facts and you have a look at, well, you have digital marketing agencies and they're kind of like, you know, will have been up until now like the stepchild of a traditional advertising agency that have been around for hundreds of years. And what did those business models do? Did they just specialize in just dealing with banks and Coca Cola or Cola brands or fast food chains? Or do they have clients from all different walks? Because those guys are doing multiple billions of dollars in revenue and you typically find that they've gone down the more generalist approach. So really, to answer your question, you have to first think about what is it you're optimizing for. Are you just trying to bring some cash in the door, build a little lifestyle for your business? If that's the case, definitely going for a niche offering is going to be a lot quicker and easier for you to get up and running with a lot less heartache. If you want to build something a lot bigger than yourself, then I would suggest going down the general route. So I hope that helps. Next question. Let's see what we've got here. Hey, Sabri, you've worked with a broad range of industries and in the agency space, it seems to be conventional wisdom to niche down for somebody starting an agency who has a fulfillment team in place that's gotten great results in many different industries. Do you advise targeting different industries or focusing on one? If going after multiple industries, how do you recommend structuring your social media profiles that are being prospected from my thought were to spread out a bit to get a feel for the types of businesses I like working with the best and see which industries are more responsive, especially with the virus situation. Appreciate your thoughts, really. I've kind of addressed this question in my last answer. But realistically, if you've got a team that can fulfill on a whole different broad range of industries, what I would be doing is I would be looking for the different clients that you've worked with so far and where have you been able to get like the best results for, right? And in terms of the highest return on investment, the most measurable impact for that business. And really having a look at where does your passion lie as well, right? Where is it the kind of clients that you also get gratification from working with. And that's really what I would be going to towards in terms of how to optimize your social media profiles. Like the way that I look at it is fundamentally we all get compensated for solving problems, right? So whether it's a property investment company, it's a real estate agency, or it's a masseuse company, like ultimately the number one problem that all of those businesses have in common that they would ever hire you or your agency is because they need more customers, right? So you want to be thinking about yourself as a customer getting vehicle, not as like, you know, a massage business growth specialist, right? You want to be in the business of getting people clients and getting them customers. And if you can speak in that, you're going to relate to a lot of different industries. This next question comes in from Myla Sweet. Hey Sabri, how do you build on limited budget? I'm going to assume that you're talking about building a business and either you invest capital or you invest human capital. They're the two things. Either you have money, you put that money into the system to get you the output or you don't have money. Therefore you put human capital in there, effort, time, sweat equity into the business in order to grow it up. There is no two way about it. They're the two roads that you must go down. Don't look for any shortcuts, don't look for any magic beans, no silver bullets or any pixie dust. Because they're the only two roads that you can go down really in order to go out there and kind of scale up and build something. And then the last question that we have is from Akhil Bimji. Hey Sabri, how do you convince small business owners who are too afraid to spend on ads really, like, I don't really want to be in the business of convincing people to spend money on ads. You know, I'm more about filling a need that is already present in the marketplace. There are enough, like, depending on what country that you live in, Akil, like, there are enough businesses out there that have the problem of not having enough customers, right. And already see the value in advertising. So I would be thinking about, how can you tap into that raging river that is already out there, there that is present in the marketplace. That is, if there are clients that are already spending money on ads, how can you help them be more efficient at spending money on those ads to get customers? So therefore, you're spending your time and energy having conversations around delivering value rather than convincing somebody on the premise of actually running ads in the first place. I think gone are those days where the conversation really needs to be about, let me convince you that there is value in putting money into ads. Where, you know, putting money into a. Getting attention to where all of your prospects are, right? Like, everybody's on Facebook and everybody's on Google doing Google searches. So the conversation of, like, is it going to be beneficial in order to put ads on Google when Google is the fastest advertising platform, fastest growing advertising platform in the world, it's like, well, naturally there's value in that, right? So there are enough people that already see that value to the point where their company is growing so fast. So I just like to get in front of those people rather than convince people that don't see the value in seeing the value of that. So it's just about moving to a different segment of the market that's going to get you a lot more upside with a lot more output and not focusing on the things where you're just constantly convincing people on the value of advertising. Like, it's a pretty redundant conversation in my opinion. So that wraps us up for today, guys. Thanks for being patient. I know some of these were like a month old. I hope you got some value and I hope wherever you are in the world that you and your family are safe and you're getting through this thing. And just know, no matter what happens, guys, no matter what the media tells you, this thing is going to pass. Hopefully it's sooner rather than later. Don't let the fear paralyze you. Go out there, take action, and work your way out of this situation. I'll chat to you guys soon. Hey, guys, if you enjoyed this video, make sure that you click the like button and subscribe. We're dropping a video on YouTube every other day. And if you've got any questions about any of the content that I covered in this video, just basically leave a comment with Heysubri in the comment section. And every week we're also trying to go through all those questions and get them answered. So go ahead and click subscribe and we'll see you in the next video.