The Sales Journal That Changed Everything
Since 1989, I’ve kept a detailed sales journal: 25 hardcover books, 50,000 pages, covering every one of my 23,806 sales pitches.
Each entry recorded:
- Date
- Client
- Product / Service
- Value
- Preparation
- Result
- Long-term outcome
Recently, I compiled the data into a database. What it revealed was a game-changing truth about sales—and it all comes down to asking for the order.
The Numbers Don’t Lie
Here’s what 23,806 pitches taught me:
- When I asked directly for the order → I won the business 83% of the time.
- When I did not ask → I was given the business just 3% of the time.
- 91% of the time I asked, I expected to win—and usually did.
- Even when I asked with low expectations, I still closed 9% of the time.
The biggest loss? The untold millions left on the table when I didn’t ask.
A Case Study: Artist Paints
One pitch stands out. I represented a new line of artist paints and closed 100% of 374 pitches in my territory.
Why?
- The product was perfect for the market.
- I believed in its value completely.
- I crafted a powerful pitch with three alternative offers.
- I always asked for the business.
The manufacturer was shocked. Other territories managed just 52% penetration, but my sales process delivered 100%.
The difference wasn’t just the product—it was the expectation of success and the discipline of always asking.
The Real Sales Secret: Ask with Purpose
Here’s the truth:
- Just asking isn’t enough.
- Asking must be backed by homework, preparation, and a compelling pitch.
- The expectation of success shapes both your process and the buyer’s confidence.
Sales Secret #2: Always ask for the order—but ask as part of a strong, prepared, and confident sales process.
How to Put This Into Practice
- Do your homework. Know the customer, their market, and their needs.
- Craft a compelling pitch. Include clear options and benefits.
- Expect success. Assume the deal is yours, and let that confidence show.
- Ask directly. Don’t hint. Don’t hope. Ask clearly for the business.
- Follow the process. Make asking the natural conclusion of every conversation.
The Takeaway
Out of 23,806 pitches, one truth stands above all: if you don’t ask, you don’t get.
Sales is not about luck or waiting to be “given” business. It’s about confidence, preparation, and closing with intention.
So next time you pitch, remember Sales Secret #2: Always ask for the order. Always.