Season 4 of
Better Call Saul picks up with small-time lawyer Jimmy McGill struggling to find work
outside the legal profession, following
his one-year suspension in season 3.. We see him circling want-ads in the newspaper and calling for interviews. The first interview he goes on is for a job selling photocopiers. (Yes, back in 2003, when this season is set, selling photocopiers was a real job. A lot of salespeople who did well in this as an entry-level sales job moved up to selling computer hardware and software—
my field. I know, because I interviewed many from this background years later!)
Why is Jimmy going for a sales job? I wondered. Would he be any good at sales? Well, he probably wouldn't have the follow-through for it, but it turns out Jimmy's got some
fantastic sales technique. Below is a video clip of him closing a deal— interviewing for the job— with my notes about what he's doing beautifully.
One bit of context about this video clip.... This scene is
after Jimmy's interview. He started out the interview okay, making amiable shop talk with the company VP, but then he fell flat with the company owner, Mr. Neff, who grilled him about having no actual sales experience. The two give Jimmy a standard brush-off answer that tells anyone who's been around the block a few times, "Yeah, we're not going to hire you." Jimmy starts to leave but then comes back to make a last-ditch appeal. And it's his appeal that's a beauty of sales technique:
There are several elements of sales
mastery that Jimmy demonstrates here. Here are Five Things:
✤ The first is his understanding that
"do nothing" is the main alternative. The buyer's main alternative to "hire me"— or "buy my product"— usually isn't "buy/hire this
other product/person instead", but
do nothing. Buy nothing to solve the problem, leaving the problem unsolved. Or pass on hiring this person and wait to see who applies next. Jimmy makes this explicit then pivots into explaining why that's bad for the owner.
✤ The next technique is
highlighting the cost of inaction. Jimmy challenges them on what happens next if they don't hire him. He intuits— or maybe he's done some research off-camera— that Neff doesn't have a line of job candidates waiting for interviews. He challenges Neff that not hiring him now means that Neff continues to have
nobody selling his copiers for at least another week, probably a few weeks. And in that time Jimmy could be successfully selling copiers. Of course he has to give them some sense that he actually can sell copiers, which he absolutely nails with his next technique.
✤ A great salesperson knows
fear creates urgency to act. Jimmy explains from his knowledge of working in a mailroom that "The copier is the beating heart of any business.... It goes down, it causes delays, that is lost money," and paints a picture of employees frustrated over unreliable copiers and business owners worried about losing clients when work is delayed due to copier breakdowns. In sales it's sad but true— sad from a moralistic perspective— that fear is the best motivator.
✤ What closes the deal is
painting a picture of a better future. Asking the customer to face the fear, to stand in the moment of pain (as above) can seem awkward but it's necessary. And while it's necessary it's not sufficient. You've got to show the customer also that what you're selling can
solve that pain. Jimmy does that, too, by extending his metaphor of the heartbeat of a business to talk about a new, improved copier being a healthy, beating heart.
✤ Finally, note how through all of this Jimmy is
speaking about business impact. He's not talking about copier speeds, fancy features, or MTBF ratings. He's not even talking about how many years of experience he has or what awards he's won in sales— largely because he doesn't have any! Instead he's focusing the pitch on what it means to his customer's business.
That is how you sell to business leaders!
While it might be tempting to call these lessons "Sales 101" they're not 101; they're not introductory level lessons. Jimmy's pitch here, offered extemporaneously, is the work of a sales technique
master.
It's interesting, as well, that what Jimmy's doing here went right over most people's heads. Based on fan comments on the video I linked above and other identical clips, I'd say 90%+ of the audience failed to recognize any of these techniques. Most people dismissed the whole thing as yet-another instance of Jimmy's con artist bullshit. The fact is Jimmy is
not bullshitting in this interview. His interviewers know their business and would bounce him in 2 seconds flat if he made things up. The fact is Jimmy could've been a fantastic, legitimate salesman applying these techniques. And this video clip could be a good training tool for sales technique. In fact I think I'll use it next time I'm teaching a sales seminar!