In today’s episode, our guest is Sabri Subi, author of the Sell Like Crazy book. Founder & Head of Growth at King Kong. He is a serial entrepreneur and marketing specialist in the direct response space. Today, he is going to share how to be successful in business, and also be successful in areas of life.
[6:57] Why should we listen to you?
I have started my business by pulling up my bootstraps and really hustling. Being out there in the trenches on the front lines, getting my teeth kicked in, day in, day out. And I’ve really just parlayed all of that work into the position where I currently am with my business right now.
[7:55] What is it that you actually do?
I run a company called King Kong, Australia’s number one fastest-growing digital marketing agency. We’ve got clients in 86 different countries, and we’ve generated over $1.33 billion in sales. And we’re all about basically helping businesses solve the number one problem, how do I get more customers? We do that by helping them grow their traffic leads and sales.
[8:50] How did you figure it out?
It all started when I got my first gig in sales. At 16 years old, I was selling ink cartridges over the telephone. It was my first kind of full-time job. We were all packed into this old shipping container that was converted into an office. It’s just being on the front lines actually doing that customer conversion from a stranger into a client. I started other businesses. I ran a few of those into the ground and sold some of them. And that has all led me to the position that I am in right now in King Kong.
[12:17] What’s the most difficult, frustrating part for you to just get people the key to their success?
We can make the marketing work, but you need to make the leads work. It’s when you tell people what is required. It takes a different level of hunger to actually do what is required. It’s their willingness to do all the things that unsuccessful people simply aren’t willing to do.
[13:53] I blame myself probably because my systems aren’t good enough to educate them on the importance of these things. But we have set up those systems in our business, and we provide them with training and everything. It’s giving them the scripts of what to say to these leads and telling them how many times to execute it or their sales team would need to follow up on those leads in order to really make things work.
[15:20] Do you think that some people aren’t cut out to be in business?
It’s a product of your environment. I don’t think that entrepreneurs are born or anything. I think that human beings are typically made up of their environment. It’s the hunger to make something happen in your environment. And as a coach, we’re not in that position to put people through those things, to make them have that hunger.
[16:21] Why did you trust yourself to go over and be successful?
It is when I did the most random jobs in London and still, I ended up finding myself back in sales. I want to be in charge of my own destiny. And the way that I’m going to be able to achieve that is to be compensated by the value that I bring to an organization. If you’re hungry and you’re focused enough you can make everything happen.
[19:40] What do you do when something hits your desk? What’s your next step to navigating that situation that most people would never even think of?
By applying mental models to solve problems. I don’t try to solve those problems from scratch every time I apply mental models, it’s critical thinking. Also applying inversion thinking on the problems. Looking at every single problem that comes into your business with my own framework.
[22:52] How do you get to the point where you train people to pass the headaches that you wish you could jump in and do?
You have to understand that in order to scale an organization, you have to become a leader. And you have to look at ways that you can build systems and procedures that try to eliminate as many of that mistakes as physically as possible.
[25:03] Is there a certain level that people should anticipate in order to expand or grow?
I look at it as constantly trying to make myself redundant in my business. I’ve got this exercise called the King’s audit. And that’s basically where you audit your time, and you have a look at where it is going. And my goal as the business owner is constantly to make sure that I am working on the highest value of a task that you possibly can. You should be spending 80% of your time on revenue-generating activities and the growth of your business.
[27:31] Where do you get them to grasp that revenues are a major piece of the business?
In order to make an impact, and to provide transformation to people in this environment, cash is the oxygen that keeps the base alive. If you want to have more impact, you need to have more oxygen in your lungs to be able to create a vehicle that’s going to help impact more people. Not only does that need to be a transfer of value, but there needs to be a transfer of currency in order to keep people accountable and get them to go out and execute what it is that you’re asking them to execute.
[29:50] What promise did God make to the world when He created you?
The potential of what it is that I would be able to add to the world. I’m not in this for the money anymore, and I’m in it for the impact. That’s the reason that I give away books, and I do all of these other things, to impact as many people as I possibly can. And I believe that business is a huge vehicle for making a change in the world in two different ways. One, if you’re in a business, and you’re able to generate resources in revenue, that gives you the tools that you need to have more impact and to help people and to give back to the community. It also allows you to show the people in your life the change that you can have. If you have a higher calling, and you can have even more potential, it allows you to impact a lot of people that you’ve never even met before.
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