The “Saul Goodman” Dollar In The Pocket Trick
Have you ever watched the show “Breaking Bad”?
If you haven’t, you’re missing out on some of the best storytelling I’ve ever seen.
All of the episodes are available on Netflix and I think are for sale on Amazon.
If you’re a diehard fan, like me, you’ll probably remember the episode where Jesse and Walt kidnap and threaten to kill the smarmy lawyer, Saul Goodman.
I believe it was Season 2, Episode 8.
Anyways, they were trying to scare the lawyer into forcing his defendant client, their “friend” Badger, to NOT make a deal with the DEA.
They’d be named accomplices in their drug activities.
Fearing for his life, Saul’s quick thinking wit saves him from bodily harm and his potential untimely death (he is a fast thinking lawyer, after all).
Quickly assessing his situation, he’s able to deduce who his kidnappers are and without wasting any time, he gains psychological control of the situation.
He identifies and agitates their problem (first by identifying who they are), then by pointing out the flaws in their current attempts to achieve their goals (stop doing what’s not working), and then offers to be their resolve, but first, they must establish a lawyer client relationship.
How the hell does he do that?
He requires they each put a dollar in his pocket.
Just like that, even if just in their minds, he has instantly changed their relationship and brought it to a new level.
He’s converted them.
They are now in an exclusive attorney client privileged relationship.
So, how does this relate at all to you, sales and marketing?
That dollar, no matter how small, is a threshold value.
It changes the dynamic from theoretical to “real.”
It’s a very important shift that not a lot of people fully understand, but those that practice traditional ascension model selling, they fully embrace.
It’s authority frame control.
Now, there are folks that move the free line and make their conversion threshold that much higher by making the money amount required to “shift” the relationship a lot more, but it’s still critical.
It’s arguable, however, that lower barrier to entry, that lower price point, generally speaking, usually means a lower quality customer.
It’s been my experience, the lower the transaction value size, the more high maintenance the customer / client.
If he didn’t have them put the dollar in their pocket do you think they’d value that information he gave them as much?
I, personally, don’t think so.
By the way, what do you prefer, customers or clients?
I prefer clients, but only if they were first good customers.
With that being said, I hope the point was made clear that you want to convert your prospects as quickly as you can by turning them into paid customers and clients.
You do that by getting them to “buy in” and that usually means spending money with you.
As was demonstrated in this story, that could be as simple as getting them to pay you a small fee, at first, up front, for something.
Anything that they see as valuable, solves their problem and is, obviously, something they want.
Small fee products have the power to do this.
Low cost books, ebooks, cheatsheets, courses…whatever.
Though I prefer to sell higher ticket items, I do offer no and low cost barriers to entry, but my intention is always to get them to ascend to higher and higher levels of spend with me.
My, front end, “free gives” are meant to help those that want ways to succeed but have no clue where to look or what to do.
I literally SHOW folks multiple ways to make money with a 5 day email e-course.
It’s not aimed at high level folks, it’s meant to appeal to the beginner’s struggling to make money right now.
The very first lesson I teach, alone, shows people how to seek out folks who will willingly and cheerfully pay at least $2500 (sometimes more…sometimes less), guaranteed for at least a short probationary period.
Why do I do it this way?
Honestly, I do care about helping people, and I do believe in giving to get, but mostly I’d much rather be paid by folks that don’t have excuses.
I’ve taken away their excuses to succeed by giving them ways to do it.
If you get through that stuff and still can’t make money, and instead you’d rather pester me to do it for you, without any responsibility on your part….no thanks.
Sorry, but I’m not working with anyone that wants no responsibility.
The work I do on your behalf, like email marketing, copywriting or coaching is done with you for the most part.
It’s not “I do it all for you for nothing.”
Value exchange with me happens when the client customer relationship is clear.
I get that this only takes place when there is a very well established “know, like and trust” component in the relationship.
Whatever you can do to accelerate that is going to help you establish a healthier business for yourself.
Oh, and charge what you’re worth.
If you do good work and make shit happen…and you have proof…charge more!
If you want someone that can help you figure out how to start charging more and you want one on one coaching, I’m available.
No matter what your problem, just reach out to me (see rates in the P.S.)
Next time, I want to chat about the “Look back” phenomenon that happens to celebrities and why I started documenting just about everything I do, even if it seems insignificant now.
Thanks for letting me know whether or not you got any value out of this or not.
P.S. If you’re having a hard time positioning yourself as an authority, why are you waiting? Doing everything you can to position yourself as an expert and authority should be part of your daily regiment. Are you doing that every day? Or, are you struggling? If you’re struggling, what are you struggling with? Let me know by contacting me, today. My consultation rates are just $250 for the hour.