Anthony “Sully” Sullivan has gone from selling car washes in rainy Welsh street markets to selling to millions around the world as the face of OxiClean. How did he do it?
Convincing people to give you what you want is an art form that takes charisma and confidence. But no great pitchman achieves success based on these qualities alone. The good ones improve with practice and discipline, mastering a series of skills that Sullivan dubs the 10 “Pitch Powers.” These are essential techniques he learned in over 25 years “on the joint” (that’s the pitchman-talk for the region where you sell).
In his new book, You Get What You Pitch For, Sullivan reveals the secrets of his seemingly superhuman ability to convince others, even if they begin to view you with suspicion or even hostility. Do it right and you'll change your mind, open doors, gain opportunities, turn opponents into allies, earn more money, and gain the kind of confidence that makes others want to know you.
Here in this exclusive excerpt, Sullivan covers Pitch Power No. 1:Know Your Acceptable Results.
Know your acceptable results
What are your goals in the situation where you are using your superpowers? Do you know what you want to accomplish before you walk into the office for the job interview? Before you venture to the bar to charm the attractive stranger? Before stepping onto the podium to deliver a speech to your shareholders? Do you know how you will react if one or more of these options are taken off the table?
Related: 7 Challenges for Success
Experience in English markets on US national TV has taught me that not many things go as planned. It also taught me that the people who stand out when things go wrong are the ones who don't have to get everything they want, just some of it. In other words, don't let the perfect get in the way. Here's how.
Anatomy of a Superpower
This should be the first thing to consider when thinking about how to persuade someone to give you what you want. Before you research, prepare, and learn what the other guy wants, know what you want. Know everything that can come from the opportunity that you can count as a victory. Each is an acceptable outcome .
Of course, some results are more acceptable than others. You want to land the job, not the cold comfort of being a finalist. But sometimes you won't get your first level result, and often it won't be because of anything you did or didn't do. If you only focus on your first-choice goal, you could blow up a solid secondary opportunity while you're busy being disappointed and pissed off. I've learned that there are few situations where you can't mine something of value – as long as you're prepared to do so ahead of time.
It's a simple three-step process:
Step 1:What are my acceptable results?
You saw it coming, I know. But it is essential. What do you want to take away from this meeting, date, speech or sales meeting? What is the best result? Second best? Third best? Is there a second or a third? Sometimes it's win or go home.
Let's take a simple example. Suppose you spill a helping of Dutch spunk before talking to the charming young woman sitting alone at a corner table in a nightclub. She's already dispatched three stallions tonight, so you're nervous. But before you walk, you sort through the acceptable (or AO) results:
a) Get her number? Absoutely. This is AO #1. We call this the jackpot result.
b) Getting slapped in the face? No (unless you're into that sort of thing.)
c) Get her to agree to see you back here later in the week? Sure. This is AO #2, the runner-up result.
d) Have a nice conversation and work on your game even if she is not interested? Yeah, that's not the worst thing that can happen. This is AO #3, the Honourable mention result.
e) Getting punched in the face by her boyfriend? This is the worst thing that can happen. Let's not go there.
So now you know what you're looking for, and having these results in mind leads directly to the next step:
Step 2:What should I to achieve each outcome?
This is where locking down your AOs is such a smart choice. If the object of your affection says, “I never give guys my number in bars,” most guys will wither and run away like dogs. Not you . You have AO #2, and you say something like, "It's okay, how about we chat for a few minutes?" Chances are good that you'll get a yes.
This step involves mapping out your responses if anything should come between you and each goal. It's a really simple formula:
a) Go for AO#1.
b) If it's stuck, ask, “Is AO#1 salvageable?”
c) If yes, change tactics and keep trying.
d) If not, go to AO #2.
e) Etc.
If I take my date at a popular restaurant and they say they don't have a table, maybe I'll say it's my girlfriend's birthday and I was planning to treat her a $200 bottle of wine or pull out an American Express Carte Noire. There is always a table somewhere, perhaps reserved in case an important person shows up. Well, that's me. I just need to refuse to answer no. If there really isn't a table, what about a seat in the bar? Is this an acceptable result? Can I get a rain check and a voucher for a free bottle of wine when I return? This is acceptable to me.
Step 3:How do I get the most out of each result?
Let's say my date and I find myself at the bar, eating at a high table. OK, I'm going to make this bar the perfect place to be in this restaurant, so that every guest knows how much fun we're having and wants to be where we are. I'll buy a ride for the house, tip the bartender for letting me go behind the bar and mix drinks, and maybe start making a fake pitch of a Magic Martini Shaker or something. I have fun, make friends, and let the restaurant manager know that next time he'll have to find me a table.
Once in a while, there won't be a second acceptable outcome. Skydiving for example. I'm kidding. But seriously, when you're looking for your dream job, not getting it but knowing you've made some good contacts is like being told "Big game" after just starting with the basics loaded last round of the World Series. Sometimes the classic line is true:second place really means first loser.
It's okay if you don't always have a save result. Sometimes you're in a "grow up or go home" situation, and that's cool. Give it your all and don't be ashamed to feel angry or hurt if things don't work out. It happens to everyone. Sometimes it's enough to know that you bled for what you wanted and left it all on the field.
Related: Why “this” before “that” is important if you want to achieve your goals
Excerpt from You Get What You Offer:Control Any Situation, Create a Fierce Deal, and Get What You Want in Life by Anthony Sullivan. Copyright © 2017. Available from Da Capo Lifelong Books, an imprint of Perseus Books, LLC, a subsidiary of Hachette Book Group, Inc.
