Sabri Suby walks through a sales call script for closing resistant leads. He handles objections to guarantees by explaining why he can't promise results without historical data, then reduces risk by showing competitor ad spend, landing-page audits, search volume, and cost-per-click figures.
Questions this video answers
Five and a half years ('they've been running Google Ads for the last five and a half years').
Seven and a half thousand searches per month ('there's seven and a half thousand people per month that are searching').
$13 per click ('we know that it costs $13 a click').
14 months ('How long have you been in business for? 14 months.').
No ('Do you, have you run any ads before? No.').
Chapters
Hit them with that juice. Ah, yes, yes. Your dark brown, smooth complexion. What else? Arrested by the Mexican drug cartel. Some spice in your life. I've got to speak to this person. Bird in the hand is better than two in a bush. La dog shit. Keep on asking me what else until there's nothing else. Bring those funny animals in. What else? What else? What else? How would we as a company be able to guarantee something when you've never ever done it right? So the guarantees are in place of, like, hey, you're in the car and you're moving and you just want to go faster. We can guarantee you, we know how to go faster. But because you don't have anything that's proven, you're basically looking for someone to create an entire whole selling system for you, validate it, create, like, test the hypothesis and then make sure that whole thing's profitable. And that's just not something that we can do because you don't have any past data to point to. Do you understand why those guarantees don't apply? Yes, I do. So, like, look, if you look up the dictionary definition of what an entrepreneur is, it's somebody who takes risks. So I'm not going to sit here on the other end of this call and tell you that there's no risk present in you investing this money in your business to potentially have it not work. And if I did that to you, I'd just straight up be lying to you. We can go back and forth, but ultimately the exercise is going to be around what is your tolerance to taking the risk and is the reward greater than what the risk potentially holds for you? Some of the stuff that I can run through you to kind of help you unpack that and add a little bit of color to this decision is which competitors do you know are doing well in your market, in your geography, in your sector, in your industry? Give me two of their names. Awesome. Terrific. Look, if I plug these guys into Semrush, I can see that they've been running Google Ads for the last five and a half years. And as you can see here, look at the monthly spend. Do you see how this is trending up? Yeah, there's some months where it's gone down a little bit, but by and large, they're spending way more than they are this time. Three years ago, two years ago, one year ago. Do you think that they would continue to increase the size of their investment on these channels and run it for six and a half years if it wasn't working for them? Of course not. Right look at their landing pages, look at their funnel. This is what we call in our offices dog shit. That's what this is. The ads are crap, the copies weak. There's no strong offer on here. It's not mobile optimized. It took five and a half seconds for this landing page to load. This is the dog shit. So if you had us looking at it, you can look through any of our portfolio of the landing pages and stuff that we build and ask yourself side by side, if you look at their pages and you look at ours, if you feel like what they are running is better than the examples that we've got, then I'd say don't do this, there's too much risk present. But if you look at these and you think like, holy shit, like this looks way better than this. This offer is way better. The copy is way stronger then where your guys so we can point to, hey, we know that there's numerous competitors in your space that are doing the exact strategy that we're telling you to do. I'm telling you that there's seven and a half thousand people per month that are searching for exactly what it is that you do in the city that you operate every single month. Digital is the fastest growing advertising plat on planet Earth and that's because it works. All of these things are things that we're pointing to to potentially reduce the risk for you, but there still is risk present. But we know that your competitors are all doing this. We know that there's seven and a half thousand people searching for this in your market. We know that it costs $13 a click. So it must be working because people don't continue to do that unless it does work. And then we know that we are the most proven agency on planet Earth for you to partner with. Do you have enough confidence? What else that you would need to see? So it's just like my conviction level is greater than their conviction of light. There is risk. And I don't say, hey, I don't go into all of that stuff without just literally telling them straight, blank, what we call a neg, right? Just drop in a negative. There is no guarantees. You're going to have to take some risk. You don't want to make it a big thing like, oh, unfortunately you don't qualify for the guarantees, Tony. No, no, no, no, no, no, no. Right. Do you, have you run any ads before? No. How long have you been in business for? 14 months. Ah, cool. Well look, because you haven't run any ads, you don't have Any funnels. You don't have any historic data. Of course, we can't guarantee anything. Guaranteeing. We can't guarantee your business model. We don't know what that is yet. But this is what I can do. Da, da da, da da. And then you just stack the proof layer by layer by layer. And then you ask them, does that all sound reasonable? What do you think? And they come back to, oh, look, there is still risk. There will always be risk. What else are you looking at to grow your business that doesn't involve risk? Was it a risk to start your business? Will it be a risk to hire the next team member that you need? Of course it will, because what if they don't work out, but somehow you still wrap your head around making that decision? If you speak to anybody and they say that there is no risk, they are lying to you because you don't have any data. It would be different if you came in and you were like, hey, here's 12 months worth of Google Ads data. This is what's going on. This is how it's performing. And I could have a look and audit your stuff. And then I could say with a level of confidence, yeah, I guarantee that we can show you a 30% improvement on these numbers. But we don't have that, and we're not going to have that. So let's just focus on what we do have. Hey, guys, if you're enjoying these videos, please, like subscribe and hit the bell button as we're dropping a video like this every other day on YouTube. And if you've got any questions, just leave a comment below with hashtag heysubri and I will do my best to get to it.
