Sell me this pen: THE ANSWER
We’ve heard this question before and most recently seen it on the Oscar nominated biographical film ‘The Wolf of Wall Street’ starring Leonardo DiCaprio.
So what’s the answer?
The question has been hundreds of times but it never focuses on the type of pen, the brand or the whether even if it’s pen or pencil. None of that matters, what matters is the relativity between the client and the object.
First thing to do is the ask questions and see if you can fill a void and focus on the customer :
When do you use a pen? What do you use it for?
Acknowledge how important their job and get them talking about their job and link the pen to their job.
So getting those contracts signed is a significant part of your job? Well this pen is for those important events.
Create an emotional connection to the pen and make it a big deal – tell them a story.
In our school years, we don’t realise the importance of the pens we use, but now look where you are, you want each of these contracts to be a valued moment. This is what this pen is for, for those important moments.
Close the deal – resonate your points in summary and stay connected with your customer
I’ve just shipped 5 boxes and unfortunately this pen, this is the last pen I have today. (Hand the pen back) Try it out, if you’re not happy with it, I will personally come back next week and pick it up.
Watch this YouTube video from Chris Hannibal