The “sell a pen” exercise is one of the most common interview role-plays.  If you have ever attempted the pen role-play, you’ll notice that most of the time, they don’t handle it well. In this post, we’ll break down how to effectively handle the “sell a pen” exercise. The insights gained here can be applied to real-world sales scenarios.

The Most Common Approach

If we observed people trying to sell a pen, we would likely hear statements like:

• I have this pen that I would like to show you.
• It is a ballpoint pen.
• It is black ink.
• It has a stainless steel enclosure.
• It writes extremely well.
• It is made by [insert manufacturer].
• It costs [insert price].
• Would you like to buy this pen?
• What can I do to get you to purchase this pen?

While there might be some variations, this is typically the direction someone will go when attempting to sell a pen. Here are three reasons why this is not the best approach.

1. This is a product pitch

Look at all the statements listed. Almost all of them focus on the product. This is a classic example of a salesperson trying to sell by talking about the product.

There is a time and place to discuss the product, but many salespeople either overemphasize it or focus exclusively on it. More effective focuses include benefits, problems resolved, asking probing questions, sharing customer examples, and highlighting differentiation.

2. The pitch is “all about me”

This example pitch is “all about me,” centering entirely on the salesperson. It revolves around his (or her) product and the effort to close the sale. This approach is similar to having a conversation with someone who only talks about themselves—their life, interests, hobbies, achievements, belongings, etc.

This is not the most engaging way to communicate, nor does it foster strong relationships and rapport. In this pen role-play and in everyday sales situations, we can achieve better results by focusing more on the prospect than on ourselves.

3. We do not know if the prospect is qualified

In this pen role-play, the salesperson is trying to sell a pen without knowing if the prospect is qualified. In other words, they are trying to sell a pen to someone without knowing if they have any need or fit for a pen.

This happens frequently in the real world, where salespeople spend valuable time trying to sell to prospects who do not fit well with what they offer. This leads to deals stalling, difficulties in closing, and wasted time.

Improving this pen role-play and real-world selling involves asking qualifying questions to determine if the prospect has any need or fit for what you offer.

4. People don’t like being sold to

Another reason why this approach to sell a pen is not optimal is that it clearly feels like a salesperson trying to sell something. While the salesperson might feel they are doing their job, it doesn’t feel great for the prospect.

Being sold to is very different from buying something. When done too aggressively, it can make the prospect feel like they are being taken advantage of, question if they are making the best choice, or wonder if the decision benefits the salesperson more than themselves.

Understanding this can positively impact your pen role-play and real-world sales results by making small changes to avoid sounding like a pushy salesperson.

A Different Way to Handle the Pen Role-Play

Here are some different approaches to sell a pen to minimize the negative factors outlined above:

Pre-Qualifying Questions

• What kind of pens do you typically use?
• Do you use disposable pens, or do you prefer nice refillable pens?
• Have you ever written with or owned a high-quality pen?
• How important is it for you to make a good impression when meeting with others?
• How often do you take notes in meetings or classes?

Common Pain Points

• Using disposable pens might not make the best first impression.
• Lower-quality pens can make it harder to take good notes quickly.
• It’s challenging to feel a sense of pride when using lower-quality pens every day in meetings.

Benefits

• This pen’s top-quality design helps make the best impression.
• The quality of the tip allows for better note-taking, aiding in organization.
• Using a nice item like this daily can foster a deeper sense of pride in your work and belongings.

Close

• Can I get you to test this pen and see how it writes?
• Would you enjoy using a pen of this quality every day?
• Would this pen enhance the impression you make?
• Would you like to proceed with purchasing this pen?

It’s important to note that these example points assume you sell a pen to a businessperson. If the product or audience changes, the questions and points would need to adapt accordingly.

By focusing on the prospect, asking relevant questions, and addressing problems and benefits rather than just product features, you can make your sales approach for the pen role-play more effective and engaging.

Conclusion

Mastering the “sell a pen” pen role-play scenario requires a shift from a traditional product-focused pitch to a more engaging and prospect-centered approach. By asking pre-qualifying questions, addressing common pain points, and highlighting benefits rather than just features, sales reps can create a more compelling and relevant sales conversation.

This strategy not only improves the chances of closing the sale but also builds stronger relationships with prospects. Applying these techniques in both role-play exercises and real-world situations will enhance overall sales effectiveness, leading to more successful outcomes.