SELL LIKE CRAZY: How to Get As Many Clients, Customers and Sales As You Can Possibly Handle

by Sabri Suby

It’s an immensely powerful system because of four core reasons: It works fast. Unlike traditional advertising, which takes months of preparation and a long time to see results, this selling system can be ready to go in a few weeks for immediate, trackable results. It’s cheap. The businesses successfully using this system have, in many cases, not spent a single cent more on their marketing budgets. It’s timeless. This isn’t one of your trendy online marketing gimmicks that relies on hacks and workarounds. It’s a strategy that’s worked for decades and will continue to work for a long time to come. It scales. This selling system works for any size business, from a sole trader all the way up to a billion-dollar company. And its success isn’t about how much money you throw at it, but how well you do it. Before I begin, there’s something you need to understand first: It will not be easy. It will take hard work and dedication from YOU. It will require you to believe 100% in your product or service, and it will require you to back that belief with a measurable financial investment to market it to the world.

The statistics are grim: 96% of all businesses fail within 10 years, with 80% failing within the first two years. But even the 4% that make it aren’t necessarily successful or profitable; it just means they’ve survived.

the more successful you get, it’s what you say ‘no’ to that makes the difference.

Am I saying you should give away all your material possessions and do away with technology forever? No. I am, however, making the point that hitting refresh on your email to see if the world is coming to an end every 15 minutes is living life in a reactive state. It doesn’t allow you to invest your time into deep work that produces revenue.

Ford went from $100,000 in debt to a net worth of $240 million, and says one of the biggest reasons why most businesses never lift off is because of an obsession with ‘little chores’. Little chores are things that keep you busy but don’t make you any money… or even worse, lose you money. Instead of working on important tasks, most business owners let the squeakiest wheel get the grease. They waste time on low-yielding tasks that earn them a minimum return, like constantly checking emails and activities they could delegate or outsource. Meanwhile, they forgo the activities that produce the bulk of the revenue for their business – what I like to call Highly Leveraged Activities.

Let me ask you a question, and be honest: Does your business suffer from the following symptoms? Do you wonder where your next client is going to come from? Are you overwhelmed and overworked with trivial activities? Are you not focussing on high-yielding, revenue-producing activities? Are you trading time for money and not earning your true value? Are you stuck in a state of feast or famine? Are competitors with inferior products and services seeing more success than you and stealing your market share? If you answered ‘yes’ to any of the above, then you’re likely so busy working ‘in’ your business in a reactive state that you never get time to work ‘on’ your business – and you’re making a fatal mistake.

You see, just like the chef we spoke of above, the money in business isn’t in your product or service, it’s in the selling of your product or service. What I mean is, no matter what industry you’re in, once you’ve got a few team members, and you’re looking to scale your business, you’re no longer a builder, baker, or business consultant. You’re a marketer.

The market doesn’t pay you to have the best products or service. It rewards you for solving problems. A transaction takes places where, in the mind of the consumer, the value of the solution you’re selling outweighs the price you’re asking.

The bigger the problem you solve, the more you will be compensated. Your focus should be on intimately understanding your market and your prospects’ deepest desires, pains, fears, hopes, and dreams. You need to know them better than any of your competitors, and then craft marketing messages that effectively communicate how you can solve these problems.

I refer to these Highly Leveraged Activities as the 4% of activities that move the money needle. In reality, 20% of activities bring in 80% of your company’s revenue.

The 80/20 rule demonstrates you can and should disregard 80% of your business activities. They should either be delegated or outsourced so you can focus on the top 20% that produce revenue. Once you’ve done this in your business, you need to take it one step further and truly become a high-performance entrepreneur. You see, you should apply the 80/20 rule to the 80/20 rule itself. That is to say, 80% of the 80% of the revenue comes from 20% of the 20% of your revenue-producing activities. To put it more simply… 4% of your activities create 64% of the revenue in your business

Sadly, here is where most entrepreneurs and top employees mess up. Instead of investing their time exclusively in their super-productive 4%, too many business owners and salespeople get caught up in the minutiae of the day-to-day 96%. All day long, they go from putting out one fire to another, never having a chance to invest time working on the 4% that moves the money needle and propels their business forward.

Only 4% of your activities each day drive your business forward and move the money needle. The other 96% of the things still have to get done, but they shouldn’t get done by you.

I believe to be the single most important rule in business. It is this: As the owner, your number one responsibility is to sell. Selling is not something you do on the side. It’s not something you can outsource or completely delegate. It’s the single most important job of any business and consequently any founder or owner. It doesn’t matter whether you have a great product or service… Your entire existence as an entrepreneur lives and dies by how effective your sales and marketing is at producing new revenue. Your business success is not based on your motivation, your team, your passion, or your desire to help people. If you have a marketing and sales machine that predictably brings in hordes of new customers every day like clockwork, owning a business can be phenomenal.

As a business owner, selling should be your number one priority – and you must act accordingly. This means spending the bulk of your time on marketing and sales-related activities – or as I call them, revenue-producing activities. This doesn’t mean you have to be the one on the phone actually doing the selling yourself. Nor does it mean you must write every piece of sales copy on your website. However, you must be very much involved in every step of the sales and marketing process, so you understand the problems intimately and can identify the opportunities.

To be a truly effective entrepreneur, you must become your business’s number one expert at selling.

The ratio of time, effort and money spent on selling as opposed to other aspects of business should be 80/20, with 80% of it going toward revenue-producing activities and only 20% towards all the other management activities in your business.

The one function that should always be given top priority in any business is marketing.

You don’t get what you ‘deserve’. You get what you push, shove, scratch, and work your ass off for.

I don’t care how talented you are, how fortunate your upbringing was, or even if you had a better education or opportunities than me. You simply can’t outwork me. Ever.

La búsqueda del poder es lo que mas ayuda a mantenerte fuerte

This principle still serves me today. I start my days at 4am, hungry for success, always willing to put the work in to make my dreams a reality.

Your work ethic is the only thing you can control in life.

Put. In. The. Work. Every. Day. Do something you don’t want to do first thing every morning. Challenge yourself to be uncomfortable and push past the mediocre, the laziness, and the fear. Forge your work ethic and exercise it like a muscle. Strengthen it. Build it. Be relentless in your approach towards success.

Discipline, structure, rules, rituals, planning. These are the frameworks for success,

You must be completely focussed on taking full ownership and responsibility for every bit of success and every bit of failure that comes your way.

You want to make your ‘why’ so big that your ‘how’ becomes easy. Your self-control is what will distinguish you from all the others. It’s what will give you the ability to show up every day, whether it’s at the gym, at school, building your business, making money, or training in martial arts. It’s doing what no one else is willing to do, so you can achieve what they won’t. That’s what comes from conquering your Little Bitch and forging your self-control and discipline.

You must let your hunger for success, in all areas of your life, out-wrestle your Little Bitch,

Hard work and effort will beat talent 99% of the time.

Instead of looking for get-rich-quick-schemes, secrets, hacks, magic pills, or silver bullets, roll up your sleeves and get ready to do the work. Take an honest look at where you are now and where you want to be. Then, ask yourself what you’re willing to do to get there. What fire are you willing to walk through? How much pain are you willing to tolerate? Then make a plan to get there, act on it, and do whatever it takes.

You want to train and level-up your abilities as much as you can, as often as you can.

When you’re serious about success, there’s no off-season.

It was from pondering this question that I had my first breakthrough. While it might seem obvious, I realised that nobody cared about me, my product, or anything else I was babbling about on the phone. They cared only about themselves! I realised then and there that my pitch had to only be about how I could benefit them. I stopped talking about our company, our products, our services, our mission, or even the name of our company. If a prospect asked, ‘What company are you calling from, I missed that?’ I would simply divert back to the reason for my call and switch the focus entirely onto how we could help them. I quickly found the more the call focused on solving their problem, the more sales I made.

The ability to write ads and marketing messages that sell is by far the most lethal money-making skill you could ever hope to acquire.

To truly make big money, you’ve got to use an automated selling system to get your sales message in front of huge numbers of people all at the same time. 24 hours a day, 7 days a week, 365 days a year.

Think about it this way – if you had a chance to make a 60-second sales pitch 80,000 times to 80,000 prospects, what would you say to them during those 60 seconds to give the most compelling information, build the most desire, make the best case, and reduce the risk for them to take the next step?

When somebody is considering buying something, the one thing they want is information — useful, helpful, no-nonsense information. The more information you can give them in your ads, the better your chance to generate an action.

The truth is this: They don’t have a traffic problem! They have a conversion problem. When you really think about it, this traffic complaint makes zero sense. How can you have a traffic problem when digital marketing has made traffic more abundant then it’s ever been? The real issue here is not in buying traffic. Anyone with an internet connection and a credit card can do that. The real issue is converting that traffic into actual sales using a system based on unit economics that makes buying traffic profitable and self-liquidating.

If you want to land those high-value clients like clockwork and grow your business to $1,000,000 a month in revenue or beyond without spending 70 or 80 hours a week in your business, then you need an automated lead generation and client conversion system that turns advertising into profit.

Anyway, I think you get the point. Investing in advertising that attracts high-value prospects and then converts that traffic into bona fide sales and clients is the smartest, most lucrative investment you’ll ever make.

You should only have a marketing budget if your marketing isn’t working. Because if you’re putting $1 in and getting $3 back... Why wouldn’t you want to invest as much as your cash flow allows? In some cases, it may even make sense to borrow cash to invest in marketing, as you have essentially created a money-printing machine.

The real money is in the 37% of people who are saying, ‘I’m kinda thirsty – what should I drink?’ They are either gathering information (17%) or ‘problem aware’ (20%).

To reach the 97% who aren’t ready to buy now (but could be very soon), you have to educate them. When a prospect isn’t informed or knowledgeable on a subject, they’re in a state of uncertainty and people don’t buy in this state. But the more they know, the more likely they are to buy. The bonus here is, if you are the one educating them, you’re also making sure that when they hit the ‘buy now’ stage, they’ll be likely to buy from you. To do this, your message must be powerful, insightful, and education-based, and not simply a promotional piece about your company. What’s also happening is that you’re changing the dynamics and psychology of the relationship between your business and your potential customers. It’s a technique that means you’re no longer chasing clients. Instead, they’re putting their hands up and requesting to speak to you. They want you to help them. They start pursuing you or calling you to enquire about your products and services. It’s a game changer, and it’s hands down the best way to attract business online. We go deeper into this later in the book, but… The key is to install a system that: Attracts Educates Nurtures Gets prospects to act!

Your systems – not you – are doing the grunt work in educating prospects, following them up, and delivering content that educates. And when they reach out to you, you’ll know they are predisposed, pre-qualified, ready, willing, and able to do business with you. They’re virtually 99% ready to buy. Here’s what you need to do: Educate your prospects so they know more about the process of solving their problem, and they’re empowered to make a better buying decision. (Do this using a High-Value Content Offer, i.e. free reports, videos, cheat sheets, or other value-based materials. You’ll learn how to do this in Phase 2.) Take your best sales pitch or frequently asked questions and turn them into assets that nurture prospects on autopilot. At the same time as giving them information, you’re also moving them up the pyramid. (Do this using the Magic Lantern Technique, which you’ll learn in Phase 6.) Position your solution as the obvious choice. Make them an irresistible offer using ‘The Godfather Strategy’. (You’ll learn how to do this in Phase 4.)

You must know your customer intimately! When it comes to acquiring new customers, the most basic starting point is understanding who they are. When you understand this, you can tailor your marketing message directly for your audience.

For your message to stand out from the crowd and really win customers, you must go deeper. Much deeper. You need to uncover your customer’s deepest and most primal desires. You must delve into their fears, hopes, wishes, and dreams. This is the stuff they’re thinking but don’t tell anyone. You need to move beyond the obvious and work out how your audience thinks, feels, and acts. As Robert Collier said… ‘‘Enter the conversation already taking place in the customer’s mind’’.

I call these customers your Power 4%. Why? Because they have the power to make you filthy rich! Once you identify your Power 4%, you want to learn all about them. Not just the usual stuff like age, gender, location, what products or services they enquired about, and how they found you or what channel they came in from (although you want to know that too). You need to know them much more intimately. You need to read your prospect’s mind. You must be obsessed with their passions, dreams, fears, and desires. Getting to know all this crucial detail is what we call The Halo Strategy. It’s the most powerful strategy of them all and the most important to get right – as none of the other stuff matters if you can’t nail this. Once you identify your Power 4%, you want to look at what characteristics they share. Start with the obvious data including age, location, and education level. In addition to this, you then need to look at what products or services they enquired about and how they found you or what channel they came in from. This gives you incredibly valuable information you can use with a variety of marketing tools to find the same type of customers out there who don’t know about your business yet.

Think about the one or two major keywords and search terms people use to search for your products or services. Search on Google for popular blogs, LinkedIn forums, YouTube comment sections, Amazon reviews, Reddit, Quora, and social media platforms. Go wherever your audience hangs out and congregates. Look at what your audience is saying and feeling. What are they happy with? What are they unhappy with? Look at their concerns and questions. Notice any themes? Are they banging their head against the wall on the same issue over and over? Pay close attention to the language they’re using when it comes to the existing products and services already on the market. Once you’ve collected all your information, organise your findings into categories of comments or concerns that appear the most, noting what feelings were most dominant.

How to choose a homebuilder Will homebuilders negotiate on price? What questions to ask homebuilder (this one is great!) What is owner builders home warranty insurance? Which homebuilder to choose? These are the questions most prospects have when thinking about engaging a homebuilder. We’ll be using these hair-on-fire questions in the next step to attract our dream buyer, and you will do the same in your market so you know you’re solving real problems of real people looking for your products or services. Other great places to look are Facebook Groups and pages around your market and niche. These are goldmines for valuable information. These are what you want to look through: All posts by the page owner All posts by visitors to a fan page Count of engagements for a post by page owner Count of engagements by post type You don’t need to scroll through pages and pages of comments. You can simply look at the most popular ones and read what the market is discussing and thinking about. Another incredible source for market intel is to look at threads on Reddit and question platform website, Quora. These are like walking into a golden palace of customer insight and eavesdropping on thousands of conversations that are taking place behind closed doors about your market.

Knowing your dream buyer changes everything – your product and service offering, your marketing strategy, value proposition, pricing, tone of your copy, what channels you advertise on, and more.

Specificity is key.