`Sell like Crazy` pierces through the dark realm of selling. Sabri unfolds his method in selling like no other before. And I really love the first few chapters where he talks about the hard-reality about setting the expectation in owning the game of selling, in time-management and the sacrifice it takes to be successful!
Below are the personal summary and takeaways from this book:
1. To think like a billionaire, we must think and do things like the billionaire. How they spend time, where do they derive their income from? What tasks do they focus on? Many successful people don`t even budge to waste their time on social media. We got the exact same time with every one in this world, but the sole reasons why we stay where we are are because we lack the drive, the commitment to really succeed and waste time on things that don`t give us the positive Return of assets(time).
2. Focus our time on the 20% of activities that make the 80% of our income. No matter what field we are in, there must be 20% of activities that give us the income. Audit our time and delegate the rest unproductive activities. We have to be able to differentiate being busy and being productive at all cost!
3. Don`t confuse our role as an owner to just sit back, relax and oversee. Our sole responsibility is to sell. It`s the number one important job! Selling is not OPTIONAL. It is an obligation, not a choice.
4. No one care about me, my product, my mission, name of my company. People only care about themselves, so our pitch has to be about our how to benefit our customers. Focus on how we can help them. Focus on solving people`s problem and sales will come by itself. Focus on giving them reason to buy. And that reason is, Reasons and Benefits. Things that are useful, helpful and no-nonsense.
5. If we cannot pay money to acquire a new customer, then we don`t have business. We can never relying on only free traffic, referrals, or etc. It has to be from a predictable and dependable way to grow our business
8 Phases of Selling Like Crazy:
1. Understand and Identify Your Dream Buyer
- The larger market theory( 3% hot prospects, 17% gathering info, 20% problem-aware, 60% unaware).
- There is big misconception on treating every prospect like the Hot Prospect(3%). Since selling is like relationship, we need to attract and educate the 37% aware-people before they can be the 3%.
- Educate prospects by giving High Value Content such as free reports, videos, cheat sheets, e-books)
- Go to FB, Community Page of our field, Competitor`s page to find out the primal desires of our prospects from their comments, engagement and posts type.
- 9 questions to define our dream buyer:
a. Where does our dream buyer hang out and congregate?
b. Where does our dream buyer get their information?
c. What are their biggest frustrations and challenges?
d. What are their hopes, dreams, desires?
e. What are their biggest fears?
f. What is their preferred form of communication?
g. What phrases, exact language and vernacular do they use? Prospects will be more attracted to brand that speaks and share the same humor
h. What does a day in our dream buyer`s look like?
i. What makes them happy?
2. Create the Perfect Bait For Your Dream Buyer
- Run an AD that giveaway useful information, something that educates our prospects and offer them some more useful information
- Make up great HVCO with Headlines that touches the hair-on-fire problem
- Headline essentials:
a. Headline that grabs them and forces them to read our material
b. Numbers
c. Create irresistible intrigue(alarming, shocking, won`t tell you, exposed, revealed, confession, horror, secret)
d. Show them what`s in it for them
- Use the timeless formula for HVCO titles
3. Capture Leads and Get Contact Detail
4. The Godfather Strategy
- Create a detail sheet of Features and Benefits
- Make an offer that is striking yet responsible
- Offer should be based on research derived from defining the customer, and able to answer their biggest pain.
- Our job is to create an offer where prospects will say `How can they guarantee so much? How can they possible offer this?`
- Reverse the risk and burden of our prospects. Give guarantee that is a no-brainer
- 7 parts of Godfather Offers:
a. Rationale
b. Build Value(testimonials, reviewed billion times, how much prospects will save, quantify the benefits)
c. Pricing
d. Payment Options
e. Premiums(ex: Cashback $5000 if delay in home-building)
f. Power Guarantee
g. Scarcity
- 7 Steps to creating power guarantee:
a. Study competition
b. Laser in on your strength
c. Specific
d. Choose a payback
e. Test, measure and refine
f. Put it front and center
g. Give the guarantee a name
- Sabri 17 Step Secret selling system:
a. Call out to our audience
b. Demand their attention
c. Backup our big promise
d. Create irresistible intrigue
e. Shine a light on the problem
f. Provide the solution
g. Show credential(successful study case)
h. Detail the benefits
i. Social proof
j. Make godfather offer
k. Add bonuses
l. Stack the value
m. Reveal our price
n. Inject scarcity
o. Give a powerful guarantee
p. Call to action
q. Close with a P.S. that include warning and reminder
5. Traffic
- Start with SEO, then move on to FB Ads, IG ads, etc after getting an acceptable ROI. Ideally, its good to have 3 channels
- The Job of an AD is not to gain sales, but to attract clicks. How? Provoke the primal desires(Curiosity and intrigue)
- Average copy is a waste of money
- Use Buzzsumo to find out what people are interested in
6. The Magic Lantern Technique
7. Sales Conversion
8. Automate and Multiply