“Why Source Didn’t You Buy That From Me?” “You Never Asked Me.”
The art of closing a sale hinges on a pivotal, yet often overlooked principle: the necessity of directly asking for what you want. This lesson is vividly illustrated by a story involving a prominent industrialist and his purchasing decisions. Even the most seasoned sales professionals can falter if they neglect to make an explicit request.
The Power of a Simple Ask
A compelling narrative about Henry Ford, the renowned automobile manufacturer, underscores this crucial lesson. Source According to historical accounts, the anecdote first appeared in March 1920, documented by Philip C. Gunion, the advertising manager at Hyatt Roller Bearing Company . Gunion’s story describes Ford’s visit to the Marmon manufacturing facility in Indianapolis.
During his tour, Ford engaged in a casual conversation with Mr. Marmon. This exchange took an unexpected turn when Marmon directly inquired about Ford’s vehicle preferences. Marmon asked, “Why don’t you buy a Marmon Sedan?” Ford’s response was straightforward: “You never asked me before—sure, send me one.”
This simple question resulted in Ford purchasing the luxury vehicle, which was delivered to Detroit weeks later. The arrival of a non-Ford car in Ford’s hometown caused quite a stir. It highlighted the impact of directly asking for business, even among industry giants.
A Lesson in Initiative
The story takes another interesting twist with the involvement of a Pierce-Arrow representative. This representative had a long-standing friendship with Ford, due to their mutual membership in the Detroit Automobile Club. When he learned about Ford’s purchase, he was puzzled. He questioned why Ford traveled to Indianapolis for a car rather than supporting a local Detroit business.
Ford’s answer was as candid as before: “Because you didn’t ask me to.” This exchange underscores the importance of taking initiative in sales. It isn’t enough to assume customers will come to you; you must actively engage them.
Expanding the Narrative
Gunion’s account gained traction when “Advertising & Selling” reprinted it in April 1920. The story quickly became a staple in the advertising and sales communities. By 1926, a more concise version appeared in the “Savings Bank Journal” of New York. This adaptation emphasized the lesson for the banking industry: financial institutions must solicit accounts actively through advertising.
The narrative’s flexibility allowed it to be adapted across various sectors. In 1932, “Gas Appliance Merchandising” published a generalized version without specific product references, demonstrating its universal applicability.
Variations and Adaptations
In 1942, “Taxes: The Tax Magazine” introduced a new twist to the story. This version replaced Henry Ford with Norval Hawkins, a Ford Motor Company executive. Hawkins’s purchase of a Marmon led to similar inquiries from General Motors and Chrysler colleagues. Hawkins echoed Ford’s original sentiment: “You never asked me.”
Later adaptations included an insurance-related version published in 1947 by “Printers’ Ink.” This account involved Ford purchasing a million-dollar insurance policy. When confronted by a friend in the insurance business, Ford’s response remained consistent—emphasizing the need to ask for business.
Conclusion
The enduring lesson from these narratives is clear: never underestimate the power of a direct ask. Whether selling cars, banking services, or insurance policies, the fundamental principle remains the same. Sales professionals must actively engage potential customers and explicitly communicate their intentions. This simple yet profound lesson continues to resonate across industries, reminding us that opportunity often knocks only when we invite it to do so.