"Sell me this pen" - Here's the best response you'll ever read

We’ve all heard it, we’ve all seen it, you might even have been asked it as an interviewee or asked it as an interviewer.
Sometimes it’s “sell me this pen”, other times it’s “sell me this, apple, paper, phone or object”. You can find many different answers and techniques to this same question online here and here, but you’ll find the best response you’ll ever read below.

Why does it matter?

When you become good at answering this question, you become a brilliant salesperson which is why the question is still one of the most common to be asked in a sales interview. How you answer this question demonstrates how you would perform in a sales position.

There are four sales skills the interviewer is looking to see when you answer:

1. How you gather information
2. How you respond to information
3. How you deliver information
4. How you ask for something (closing)

The method guaranteed to blow the socks off any interviewer, Sales Director, MD or CEO:

CEO: Do me a favour, sell me this pen. (reaches across to hand me the pen)
You: (As you slowly roll the pen between your fingers) When was the last time you used a pen?
CEO: This morning.
You: Do you remember why you were using it to write?
CEO: Yes, Signing a few new customer contacts
You: 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) Then 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 SPP’s Head 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 penny.

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 used to answer “sell me this pen”. Memorise 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)

Remember, it’s not about actually selling a pen. It’s about showing how well you can sell a product.
Now practice the above technique but tailor it to sell your product or solution.

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