Sell Me This Pen

4 Sep

Often you heard people were tested with this sales phases: “Sell Me This Pen“, in the event of a sales training, conference or even an interview for a sales position.

And you can see the participant is doing his/her best to sell the pen back to the person who is handling the pen to him/her.

Very often, you would find many of them did it all wrong.

So what is the magic behind this sales technique?

How do we actually sell this pen? (or just any product)

Here we are going to break down the sales process and reveal the magic behind the curtain.


CEO: Do me a favor, sell me this pen. (reaches across to hand me the pen)

Me: (I slowly roll the pen between my index and thumb fingers.) When was the last time you used a pen?

CEO: This morning.

Me: Do you remember what kind of pen that was?

CEO: No.

Me: Do you remember why you were using it to write?

CEO: Yes. Signing a few new customer contracts.

Me: Well I’d say that’s the best use for a pen (we have a subtle laugh).

Wouldn’t you say signing those new customer contracts is an important event for the business? (nods head) Than shouldn’t it be treated like one. What I mean by that is, here you are signing new customer contracts, an important and memorable event. All while using a very unmemorable pen.

We grew up, our entire lives, using cheap BIC pens because they get the job done for grocery lists and directions. But we never gave it much thought to learn what’s best for more important events.

This is the pen for more important events. This is the tool you use to get deals done. Think of it as a symbol for taking your company to the next level. Because when you begin using the right tool, you are in a more productive state of mind, and you begin to sign more new customer contracts.

Actually. You know what? Just this week I shipped ten new boxes of these pens to Elon Musk’s office.

Unfortunately, this is my last pen today (reach across to hand pen back to CEO). So, I suggest you get this one. Try it out. If you’re not happy with it, I will personally come back next week to pick it up. And it won’t cost you a dime.

What do you say?

CEO: (picks jaw up off floor)  Yes.


See how simple that was. The CEO loved it. Why?

Because all four sales skills were displayed.

Here’s the simple sales framework I used to answer “sell me this pen”. Memorize it for yourself.

  1. Find out how they last used a pen (gather info)
  2. Emphasize the importance of the activity they last used a pen (respond to info)
  3. Sell something bigger than a pen, like a state of mind (deliver info)
  4. Ask for the buy (closing)

Does that make sense? Yes. Ok, good.

 

Conclusion

Remember, it’s not about actually selling a pen. It’s about showing how well you can sell a product.

 

#SellMeThisPen

#SalesTechnique

#WolfofWallStreet

#JordonBelfort

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