Best Answer to "Sell me this Pen"

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


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


CEO:
This Morning

YOU:
Do you remember what kind of pen was?


CEO:
No

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


CEO:
Yes, signing a few new customer contract.

YOU:
Well, I would say that's the best use for a pen (we have a subtle laugh)
Wouldn't you say signing these 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 grow up, our entire lives, using cheap BIC pens because they get job 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 I shipped 10 new boxes of these pens to Emaar's Head Office and 15 to Damak 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 are 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 is the simple sales framework I 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 important 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 is not about actually selling a pen. It is about showing how well you can sell a product.