This content analyzes marketing and sales strategies through the lens of the TV series "Better Call Saul," demonstrating how to create demand, position products effectively, and find new customer segments by understanding and addressing specific pain points.
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I'm going to teach you everything you
need to know about positioning,
marketing, and sales from an unexpected
source. A TV series called Better Call
Saw. Arguably the best TV show that's
ever been created. So, I just wanted to
listen up and just want to be careful
here. There's no spoilers, so you don't
have to worry. It should be
spoiler-free. In season 4 or so, Saul
isn't able to practice law anymore for a
period of time, and he has to go get a
regular job like a regular person. And
so, he gets a job selling cell phones,
early days of cell phones at a company
called CC Mobile. And in this clip,
you're going to see the store is dead.
He's vacuuming. He's cleaning. And there
are zero customers. He calls up his boss
and he asks his boss, "Hey, um, it's a
little slow right now. What's going on?"
And this is pretty much the business.
CC Mobile, this is Jimmy.
>> Hey, how's the first morning?
>> Good, Robbie. Um,
but yeah, actually, it's a little little slow.
slow.
>> Yeah, that store's always been a bit
calmer. Just bring a book.
>> So, this is a normal weekday
>> mostly, but wait till inventory week.
There's a line out the door.
>> When's inventory week?
>> Uh, you just missed it.
>> Uh, any chance that you could move me to
a store with a little more traffic.
>> Uh, let's see. The Gold Street store is
always hopping.
Uh, but it looks like the schedule's all
full right now. Let's give it a couple
weeks and then we'll see.
>> No problem. If I can, I'll swing by
later. Keep up the good work.
>> See you then. Bye.
>> So Saul being so industrious has to come
up with a new idea to find customers cuz
he's not making any money doing this.
Being the marketing genius he is, he
decides to do something quite remarkable
and that is to create a different type
of customer. Business guru Peter Ducker
once said, "The purpose of a business is
to make profit and also to create a
customer." And that sounds like a
strange concept to create a customer.
How do you do that? Well, in this time
and age, in this reference of this
video, the people who bought cell phones
were people who wanted mobile access to
be able to call people. And these are
early days, but there not that many
people who had a demand for this back
then. Today, it's ubiquitous. So, to
create a customer, it means you take the
product and without changing the
product, you move it to someone else and
you find a whole different category of
people to sell it to. So instead of
talking about features and functions,
about data plans, roaming, free access,
hands-free, and all that kind of stuff,
he focused on doing something very
different. He decided instead of selling
technology, he sold privacy. He painted
this beautiful sign across the window
that said, "Is the man listening?"
Followed up with, "Privacy sold here."
So they say, "If you want to get rich,
teach people about the problem and make
them problem aare." And then all he had
to do was wait for the customer to walk
in. Like a fly to honey, someone takes
the bait. The gentleman pulls up in a
truck, halts, and backs up, reading the
sign, "Privacy sold here." And the next
little part that we're going to see here
is the beautiful part where he pretends
he's on the phone with an existing
customer saying that they can't buy the
phones because the demand on this phone
is so high. He's created artificial demand.
>> Yep. [clears throat] Maximum privacy.
It's best money can buy.
10. No, can't do it. Everyone wants
these things. Six. Um, yeah. Yeah, I can
do six. Okay. See you later.
So, you notice also how he pretends to
have a call with a fake customer and
then he takes it and breaks it. A
demonstration of what you're supposed to
do, peing the curiosity of this guy
who's walking the store. Who destroys a
brand new cell phone? Well, he's [music]
showing them what the purpose of this
is. Single use, use it, destroy it. So,
it's untraceable. In fact, he's already
rehearsed this whole thing. So, when the
gentleman comes in, instead of being
eager to serve him, he's like, "I'll be
with you in 1 second." He's writing
something. We're not quite sure what
he's writing yet, but what he does write
is on hold, do not sell. And [music] he
has a stack of cell phones ready to be
purchased. So, the guy walks in, he's
like, "What is this all about? I heard
that you sell privacy. What do I need
privacy from? Well, he says, you know,
people are always listening and we're
doing a lot of business on the phone,
you know, cashbased business that we
might not want everyone to listen to,
which intrigues the guy. And this is
where another genius thing that Saul does.
does.
>> Privacy sold here.
>> Yep. This is the place.
Privacy from who?
>> Come on. you know,
>> like the government,
>> could be.
>> He doesn't know what he's trying to hide
from. He says things vaguely. So, the
guy says, "You mean like the IRS?" He
goes, "Bingo. That's what we're doing."
>> Like the IRS. >> Bingo.
>> Bingo.
And so, he knows this guy is trying to
hide some cash transactions. They get
into a little bit more. Scheduling
appointments on the phone. How are you
arranging payments? On the phone. And
who's listening? That's right. They know
every lick and tit. So, you're living
your life free and easy. And then one
day at a time of their choosing, bam,
they bring the hammer down to Chinatown. >> Jesus.
