I am going to give you the right sales framework to respond perfectly every time. The point is, one day it will happen to you and I want you to be prepared. Because if you start to describe how smooth the pen feels and how shiny the pen looks, just like you saw in the Wolf of Wallstreet…
You probably won’t get the job. You can memorize the script, but more importantly, memorize the sales framework at the end.
Here you go…
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) 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 Emaar’s Head Office and 15 to Damac’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?
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)
Remember, it’s not about actually selling a pen. It’s about showing how well you can sell a product. And even though there are an infinite number of answers to this interview question, it’s easy to memorize a simple formula. Take 15 minutes today to practice the script above. I promise you will benefit. Plus, would you mind doing me a favor. Share this with ONE person in sales. It could save their career