Anthony “Sully” Sullivan rose from hawking car washes in rainy Welsh markets to pitching OxiClean to millions on U.S. national TV. What's his secret?
Mastering persuasion demands charisma and confidence, but top pitchmen like Sullivan hone it through discipline and practice. Over 25 years “on the joint” (pitchman lingo for the selling turf), he developed 10 essential “Pitch Powers.”
In his book, You Get What You Pitch For, Sullivan demystifies his uncanny ability to win over skeptics and foes alike. Done right, these skills shift mindsets, unlock doors, create opportunities, convert rivals to allies, boost earnings, and build magnetic confidence.
This exclusive excerpt dives into Pitch Power No. 1: Know Your Acceptable Results.
Know Your Acceptable Results
What are your objectives before a job interview, approaching someone at a bar, or addressing shareholders? How will you adapt if top choices vanish?
Related: 7 Challenges for Success
My decades pitching in English markets and on U.S. TV taught me plans rarely unfold perfectly. Standouts thrive by securing some wins, not demanding everything. Don't let perfect be the enemy of good. Here's how.
Anatomy of a Superpower
Before researching your target, clarify your wins. Define every viable outcome as an acceptable outcome (AO).
Prioritize them—top choice over finalist status—but life's curveballs strike regardless. Fixating on #1 risks missing solid #2s amid frustration. With prep, value lurks everywhere.
It's a straightforward three-step process:
Step 1: What are my acceptable results?
List best, second-best, third-best. Example: Approaching a woman at a nightclub who's turned down others:
a) Her number? AO #1 (jackpot).
b) Slap? No.
c) Agree to meet later? AO #2 (runner-up).
d) Good chat to sharpen skills? AO #3 (honorable mention).
e) Boyfriend's punch? Worst—avoid.
Step 2: What must I do for each outcome?
Pre-map responses. If she says, “I never give numbers in bars,” pivot: “Fair enough—mind a quick chat?” Locking AOs keeps you agile.
Formula:
a) Pursue AO #1.
b) Blocked? Salvage?
c) Yes: Adapt.
d) No: AO #2.
E.g., No restaurant table? Mention birthday, drop a luxury card hint. No luck? Bar seat? Rain check with wine voucher? All viable.
Step 3: Maximize each result.
Bar table instead? Own it—buy rounds, mix drinks behind bar, pitch fun gadgets. Create buzz, befriend staff, ensure next visit gets prime seating.
Rarely, no backups exist (e.g., dream job loss with no contacts feels like true defeat). That's fine—go all-in, embrace the fight. Everyone faces losses.
Related: Why “this” before “that” matters for goal achievement.
Excerpt from You Get What You Pitch For: Control Any Situation, Close Fierce Deals, 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.
