Use This Sales Technique The Next Time You Pitch

Summary

The video script explores the dynamics of underdog success, exemplified by the AMC show 'Better Call Saul.' It dissects a pivotal scene where a small firm competes against a larger one for a client. The key takeaway is the 'Eight Mile Principle,' where preemptively addressing potential objections disarms the competition. The script illustrates this through character Kim Wexler's proactive self-critique and Chuck McGill's strategic undermining of Kim's pitch. It concludes by emphasizing the importance of understanding client concerns and the power of experience over youthful exuberance in winning business.

Takeaways

• 😀 The script discusses the concept of 'David versus Goliath' in business, where a smaller entity competes against a much larger one.
• 🎬 It uses the AMC show 'Better Call Saul' as a case study to illustrate strategies for winning in business as the underdog.
• 🗣️ The 'Eight Mile Principle' is introduced, suggesting that preemptively addressing potential criticisms can disarm opponents.
• 👗 Kim Wexler's pitch to Mesa Verde is analyzed, highlighting her strategy of acknowledging her firm's smaller size and positioning it as a strength.
• 🤵 The importance of understanding and addressing the client's concerns and expectations is emphasized.
• 💡 Kim uses the tailor-made suit analogy to differentiate her services from those of larger, more generic firms.
• 👨‍💼 Chuck McGill's pitch counters Kim's by playing on the client's fears and doubts, suggesting that while youth and innovation are good, experience and safety are paramount.
• 🔍 Chuck plants seeds of doubt about the smaller firm's ability to handle complex legal issues and regulations.
• 🏆 The script concludes that despite Kim's strong pitch, Chuck's strategic approach ultimately wins the business by appealing to the client's desire for a safe choice.
• 📚 The video script encourages viewers to anticipate and address potential objections from clients to improve their sales and negotiation skills.

Q & A

What is the 'Eight Mile Principle' mentioned in the script?

The 'Eight Mile Principle' is a concept where you win by preemptively addressing your opponent's potential criticisms or attacks, thereby disarming them and leaving them speechless.

How does Kim Wexler use the 'Eight Mile Principle' in her pitch to Mesa Verde?

Kim Wexler uses the 'Eight Mile Principle' by acknowledging that she is not the safe choice and then positioning herself as the right choice, effectively taking away Mesa Verde's potential objection.

What does Kim Wexler imply about the suit the client is wearing and how does this relate to her pitch?

Kim implies that the client's suit is tailor-made, suggesting that he values customization and individual fit. This relates to her pitch by emphasizing that her services will be as personalized and exclusive as a tailor-made suit.

How does Kim Wexler address the concern of her small firm handling a large client like Mesa Verde?

Kim assures Mesa Verde that her full attention will be dedicated to them, and she wouldn't have pitched if she wasn't confident in her ability to handle the challenge.

What strategy does Charles McGill use to counter Kim Wexler's pitch?

Charles McGill uses a strategy of acknowledging Kim's strengths while subtly planting doubts about the experience and depth of a smaller firm, emphasizing the importance of decades of experience and established networks.

How does Charles McGill play on the idea of being 'stale' to his advantage?

Charles McGill uses the idea of being 'stale' to suggest that he and his firm have a wealth of experience and knowledge, implying that while they may be old-fashioned, they are also reliable and thorough.

What is the significance of the mention of 'FEC and ISO reports' in Chuck's pitch?

The mention of 'FEC and ISO reports' signifies the complexity and detail-oriented nature of the work, suggesting that a seasoned professional like Chuck is better suited to handle such intricacies.

How does Charles McGill address the potential objection of his firm being too old and out of touch?

Charles McGill addresses this by admitting to being old and stale, but then pivots to argue that this means they have a deep understanding of the law and can navigate potential issues that a younger firm might overlook.

What is the final argument Charles McGill makes to convince Mesa Verde to choose his firm over Kim Wexler?

Charles McGill's final argument is that despite Kim's talent, the needs of Mesa Verde are too big for a single individual to handle, and they should consider a team of professionals with a broad range of experience.

What lesson can be learned from the contrast between Kim Wexler's and Charles McGill's pitches?

The lesson is that while it's important to highlight your strengths, it's also crucial to anticipate and address potential objections or concerns that clients might have, which Charles McGill does more effectively.