Adam Urbanski

I am 100% ready.

Adam Urbanski

That’s a great question.

I’m thinking back to one of the first interviews I’ve ever done. It was years ago when the internet was just coming about, and people were learning about doing anything with the web and making money online. There’s this whole idea of making money quick and get rich fast.

My background is in the restaurant industry, so I understood the importance of an investment and the importance of longevity in the business. I understood the importance of being in one location, and if you pissed clients off, you can’t just go somewhere else and start from scratch. You got too much involved.

Online, businesses created this impression that you can just snap your fingers and do whatever. If it doesn’t work, move on.

Adam Urbanski

You realize if you put it in the monetary terms and if you help someone create a thousand dollars’ worth of value for them, and you’re asking them one hundred to one tenth of the value created, they’ll most likely give you that monetary compensation for the value you helped them build. You can’t ask for the reward before you create the results.

Be of service to people, build relationships, and provide value before you start asking for a return.

Adam Urbanski

Great question.

Adam Urbanski

It’s funny. You just mentioned. For most people, one of the firsts of the foundation of business that’s extremely hard to cross because the process of discovering is very counterintuitive is figuring out what is it that I have that could be packaged into a transformational type offer or service or program or package people are willing to pay premium price for.

That’s the first foundation of business, and we can come back to that “How do you discover this.”

I mentioned relationships as the first foundation of business, but there is another first step.

Most people view the world in successive terms like here’s step one, step two, step three. In reality, the world doesn’t work like this. It’s like Einstein’s Theory of Relativity; everything happens at once. So there are multiple first steps you’ve got to put in place if you were to say this in this way.

The second foundation of business once you know what you want to offer and what do you have that people will valuehe second foundation of business is realizing that a customer does not equal customer does not equal customer. Let me explain this.

Adam Urbanski

Let’s take you guys. I know that part of your background is helping people with relationships. Imagine that you put together a $10,000 relationship make-over package.

Let’s say the package was for a single person that wanted to be deeply involved with someone who loves them back, and they love them, and so on.

Now imagine, who would be a better customer?

Would it be a person who’s senior in high school that just broke up with her boyfriend, and is devastated by the experience, and in tears, and depressed? She wants some help, some shoulder to cry on, and probably just looking for “How do I recover from this major blow? Life is going to be over for me from now on.”

Or would it be someone who is a 40+ year old person that’s an executive in their company, having significant revenue, having a successful, well-organized life with only one thing missing? And that is someone to share her life with.

Which of those two people would be an ideal client who would be willing to pay the $10,000 for your program?

Adam Urbanski

You’re asking for the unicorn, for the one in a million high school.

Adam Urbanski

Absolutely.

It’s a foundation of business yet most people don’t get it.

Adam Urbanski

In every business, attracting customers is always going to be one of your core activities.

Whether you are doing or you’ve got a team of business development people that work for you, and you got marketing and sales department, it doesn’t matter.

In every business, a large part of that business is efforts, agenda, energy, and budget would be devoted to acquiring clients.

The mistake that happens for small business owners in that beginning stage of launching that if someone could have fogged up a mirror and has a balance left on the credit card, and vaguely resemblance someone that we can help, we go, “Okay. Come on here. Give us the money, and we’ll assist you in.”

A big mistake because then you become an opportunity chaser. You’re saying “Yes” to everything rather than saying “Yes” to your ideal clients.

Since so much of your effort goes into attracting customers, why don’t get crystal clear?

The universe is like a giant kitchen that can cook up anything you want. Every day, you’re placing an order. You’re placing an order for what kind of customers you want. So why not put out to the universe the exact specification? Like here’s the ideal client I want to attract. By the way, here are some negative specifications of people that I do not want to come to me. And the universe, I want you to fulfill.

You don’t need to put in efforts every single day to do this. So again, be very careful to only speak to your ideal clients to attract them to you.

Adam Urbanski

You mentioned the people want to sell to unicorns or a market that doesn’t even exist. I don’t think this is an advance tip about the foundation of business. So when people consider an advance tip, they want a nitty-gritty like “Here is the script.”

The text is completely useless if you don’t know have the foundation of business. Like you don’t know who your clients are, what their fundamental problem is that they’re willing to spend money and time to solve and identify how exactly you are going to address that problem. The tactical stuff is minutia that keeps you being busy and chasing your tail.

You keep learning and learning. You keep learning all sorts of tactical approach but what you don’t have is the foundation of business and the strategy in place.

So Kamala, what you mentioned was people chase this unicorn market. There are few things on the foundation of business I always share with my clients and students.

Adam Urbanski

1. You must sell what sells.

It’s not a cap out. It’s not like some alternative band that all of a sudden goes on mainstream because that’s where the money is. It doesn’t work that way.

You can do your job. You can do what you uniquely qualified and what your gift is. You just need to learn how to translate it into a solution that is a real problem for real people in the real market. That’s the first thing.

Sell what sells, and if you don’t know how to do it, you must acquire help to figure it out.

Adam Urbanski

2. There is this ingrained philosophy that everybody buys into, and that is you must follow your passion.

I think that’s one of the biggest and most dangerous things that people get suckered into. I recommend you pick up the book called So Good They Can’t Ignore You by Cal Newport.

Adam Urbanski

Absolutely.

So what Cal Newport talks about is that it’s all about diligence or deliberate practice.

What we consider freedom and happiness is a function of creativity and control.

You have zero creativity and zero control over things you’re not very good at.

Adam Urbanski

For example, people always think “Wow. Adam, you must be very passionate about marketing.” I love marketing. I’m excellent at it but what I’m passionate about is transforming lives. I just chose marketing as a vehicle to deliver and to fulfill that passion.

Through the process of learning marketing and getting better at it, I created more control, and I can be incredibly creative around that subject. Because of that, I also became passionate about marketing as well.

My point is if it’s something that doesn’t sell, what you want to do is learn how to translate that into something that sells so that you can create a vehicle to which you can express that passion.

To most people, it’s extremely confusing process. Especially if they’ve never created anything that sells very well, they end up creating offers that no one wants. They get stuck in this vicious cycle of learning tactics.

They go into blogging, YouTube videos, podcasts, Facebook ads, webinars, seminars, and speaking. They keep doing this without any significant progress because what’s not in place is a foundation of business.

A foundation is a translation of who your market is, what value you provide, and how can you connect the two.

Adam Urbanski

Let me just give you an example here that just comes to my mind.

Probably 15 years ago now, I founded a charitable organization in my local neighborhood. We were doing a lot of good things for young people.

At one point, we’re doing a fundraiser for aspiring athletes who were kind of in the Olympic level athletes, but they couldn’t afford to do it on their own. When they’re posting it in a home of an owner of one of the biggest and most exclusive residences I’ve ever seen in my life. When you think about it, I doubt this guy is passionate about collecting garbage every day. He has built this fantastic company, and that company does so much good.

Not only provides an excellent service but what he does for his employees, what he does regarding fundraising and impacting people who can help themselves. I know for a fact that he’s just a passionate philanthropist. But he could not be a passionate philanthropist if he didn’t have a thriving trash collecting business first.

I’m certain that in that business, he did what needed to be done when it needed to be done, and how it needed to be done to make it go whether or not he liked it or was passionate about it at the moment.

Adam Urbanski

Maybe before we go to the beyond, how do you guys feel about going back to the beginning? How do you discover what the thing is? What is the thing that you could sell?

Adam Urbanski

All right.

Adam Urbanski

You’ve got your market. You know what you’re selling, and now, you want to go and find your clients. That is quite easy if you have the foundation of business in place.

Adam Urbanski

Everybody always says like “The fastest way to get clients is-” and they talk about, “Go get speaking engagements.” “Do Facebook ads.” “Do a webinar” or “Do joint ventures strategies.” All of those things are amazing, and they are fast in the way that they are leverage.

For example, if you do a webinar and you use Facebook ads to drive people to your webinar, you’re going to attract more than one client at a time. Indeed, you guys practice that in your business or something similar.

However, it’s not the fastest way because you need to learn how to do Facebook ads or have the funds to hire someone to do it for you. You need to get to structure a webinar that teaches in the cell. So you need to script that.

You need to have technology in place to deliver both Facebook ads and webinar. You need to have a webinar platform. You need to have an online process to capture and convert leads and sales.

All of that is quite complicated, and for a person that never had an experience with it, it can take weeks?

Adam Urbanski

Both cases, months?

Adam Urbanski

In some cases, it takes years because people get stuck on this.

Adam Urbanski

Using the foundation of business is about making people come to you. I use the process, which we used to call it “snipering.” Through a help of one of our clients, we changed it to “spotlighting.”

This is how I grew my business when I first got started. I made the list of people that I knew or knew of that I could be of immense service to. I  thought of “How can I be in connection with them, and how can I make my offer to them?”

So we call it snipering or spotlighting. It’s the art of cold outreach and turning cold leads or cold connections into warm leads immediately, and you can do it everywhere today.

Right now, one of our clients just started her business January 2nd. It was her first day. She just quit her job in December. Between January 2nd and February 15 was the last thing she reported to us. She brought in I think, just under $80,000 in revenue. She’s a brand new coach and a brand new business.

The way she did it is she created a Facebook group, where the group is systematically congruent with the value she wants to offer through her coaching services and quickly attracted about 300 people to that group. Out of those 300 people, she used the art of spotlighting, which is having connections.

So at this point, they weren’t even called connections because they were only connected through that group to her, but she turned those semi-warm connections into hot leads. Enough of them, I think at this point she brought in between a private work, and group works somewhere around 30 clients.

In three months, she had ten clients per month which are enough to generate $80,000 in revenue. That’s probably one of the fastest ways.

Adam Urbanski

Find access to a group of people that resemble your ideal prospects as closely as possible, and master the art of reaching out to them.

There is no faster way to get a client. Let’s say the two of you were good prospects for me. There is no faster way than finding a way to get in front of you, and having a conversation, presenting, showcasing how I can be of tremendous value, and if it’s a fit, asking for the business.

But most people are afraid of facing rejection. They just can’t make themselves do it. Instead, they hide behind technology, excuses, and stories. Weeks, months, even years later, they’re not much further along simply because they’re afraid to show up in front of someone, present the value, and ask for the business.

Adam Urbanski

There are a couple of things about the foundation of business that you have to remember.

Adam Urbanski

The more you teach, the more you attract, the more you sell.

Adam Urbanski

You don’t have to sell someone coming up and listening to your podcast. They come across and say, “Wow! This is something valuable. Let me listen in.” They’re automatically attracted. Versus the podcast was titled “How To Work With Luis And Kamala,” I doubt that people will be lining up, or they go, “I don’t want to listen to that.”

Adam Urbanski

Maybe the last thing I will share about the foundation of business is this. What you just said Kamala was the huge revealing point. Luis thrives, and he likes rejections because it makes him feel better. There is an element of truth to that, and I totally get what he means.

Adam Urbanski

For the Thriving Launchers out there, don’t look at a “No” as a rejection. No one is rejecting you. You simply have established through the process of whatever. Usually, they’re afraid of rejection in a conversation. If somebody just leaves you a sales letter online, it doesn’t hurt you. It’s when you’re having a phone conversation or in person and they tell you “No.”

The “No” is not a “No” to you. You have merely ascertained that you and that person, and whatever solution you’ve got are just not a good fit. At least not at this very moment and you mutually decide to move in different directions. It’s just that simple. It’s beautiful and elegant. It’s very relieving, releasing if you choose to treat it this way.

Adam Urbanski

Set an intention of being an incredible value for people.

Set up to every event, every conversation, and everything you do the intention to create a breakthrough for people and deliver massive impact in a short amount of time you possibly can.

If they’re open to buying the next step from you and it’s a fit, then, by all means, bite them. But if it’s not, don’t get discouraged. Because if you set your eyes that, “I’ve got to make the sale,” you’re going to be constricted by the idea of “I have to make a deal.” And it’s going to rob you and the people you talk with of opportunity of creating massive impact and huge breakthrough.