Sell Me That Pen!

During a recent conversation with a friend of mine over a half decent pint of porter, the topic of the importance of a sales executive's ability to close the deal came up.

He posed the question, "What do you think about a sales executive's response to the classic 'sell me that pen' interview prompt?" I was caught off guard, having never given it much thought. Intrigued by the question, I reached out to several sales experts to gather their thoughts and separate the myths from the realities. In this article, I'll be sharing their insights, along with my own, on what the "sell me that pen" exercise can reveal about a potential new sales hire.

It’s good to look at the exercise from the perspective of sales skills and approach. The way a candidate initially responds when asked the question can reveal their ability to think on their feet, their knowledge of a product that they should be very familiar with, their understanding of the customer's needs, and their ability to close a sale.

If the candidate simply talks about the features and benefits of the pen without asking any questions or attempting to understand the customer's needs, it may indicate a lack of empathy and customer-centricity. On the other hand, if they ask questions about the customer's needs and demonstrate how the pen can meet those needs, it may indicate strong sales skills.

Asking for the order is the most important part of the exercise whether the interviewer buys or not.

Whilst it is commonly believed that the first mention of the question "Sell me this pen" was in the movie Wolf of Wall Street, this is actually a myth. In the movie, Leonardo DiCaprio's character does ask several people to sell him a pen and delivers the memorable line, "Did it ever occur to you to maybe ask me a few questions before you attempted to ram a pen down my throat." This advice is certainly valuable for anyone in sales, but the origins of the question predate the movie.

Let's look at some other myths surrounding the question:

Myth: "Sell me this pen" is a question that's asked in every interview.

I must confess to never have asked or been asked the question personally, through my (limited) research it does seem to be somewhat common practice. It may be a useful tool for hiring managers and for balance they should also ask about previous sales experience, how the candidate would handle a difficult customer, or how they would approach a cold call.

Myth: The goal of "sell me this pen" is to see if the candidate can actually sell the pen.

Whilst it's true that the interviewer may be interested in seeing if the candidate can demonstrate some sales skills, the goal of the question is often more about how the candidate approaches the task. Do they ask clarifying questions? Do they understand the needs of the potential buyer? Do they use persuasive language and make a strong case for why the pen is valuable? These are all things that can be gleaned from a candidate's response to the question.

Myth: There's only one correct answer to "sell me this pen."

There's no one "right" way to sell a pen, and different candidates may approach the question in different ways. Some may focus on the pen's features (e.g. "this pen has a comfortable grip and writes smoothly"), while others may emphasize the pen's value in solving a problem (e.g. "this pen will help you stay organized and keep your notes legible"). The key is to be persuasive and demonstrate a strong understanding of the potential buyer's needs and preferences.

Myth: "Sell me this pen" is only relevant for sales positions.

Whilst this question is used in sales interviews, it can be relevant for other types of roles as well. For example, if the position involves pitching ideas or persuading others (such as in marketing, consulting, or even customer service), the ability to sell a pen can be seen as a proxy for the ability to sell other products or ideas.

Myth: If you don't have experience in sales, you can't answer "sell me this pen."

While previous sales experience can certainly be an asset in answering this question, it's not necessarily required. The key is to use common sense and think about what features and benefits the potential buyer might be looking for. For example, if the buyer is a student, they may be interested in a pen that's affordable, durable, and easy to write with. If the buyer is a business executive, they may be more interested in a pen that looks professional and sophisticated. By using empathy and creativity, even someone without sales experience can come up with a persuasive pitch for a pen.

In conclusion, asking yourself the question "Sell me this pen" can be a valuable exercise for anyone looking to improve their own sales skills. It can reveal areas where you may need to improve or it can highlight your strengths as a salesperson. It's important to remember that the question is not about selling a pen, but about understanding the customer's needs and presenting a solution that meets those needs. Regardless of what you learn about yourself, the exercise can be a valuable tool in developing your sales skills and becoming a more effective salesperson.