The Perfect Response to 'Sell Me This Pen'

If you've ever sat in a sales or marketing interview, there's a good chance you’ve encountered the classic request, “Sell me this pen.” At first glance, it may seem like a simple or even trick question, but it’s designed to test your sales skills, your ability to think on your feet, and how well you can understand and respond to the needs of a customer.

Why do they want you to sell them a pen?

Before diving into how to answer, it’s important to understand why interviewers ask this question. "Sell me this pen" is not just about the pen. It’s an opportunity for the interviewer to assess:

Your sales skills: They want to see if you can persuade someone to buy something, even a simple object like a pen.
Your communication skills: How clearly and confidently can you convey your message?
Your ability to handle pressure: Can you think on your feet and respond to unexpected challenges?
Your understanding of customer needs: A great salesperson focuses on the customer, not the product. This question tests whether you can identify and address a customer’s needs.

Now that we know what interviewers are looking for, let’s explore how to craft a great answer.

1. Ask questions to understand the customer’s needs

The best way to sell anything is to understand the buyer’s needs. When faced with the "Sell me this pen" scenario, your first move should be to ask questions. This shows that you're focused on the customer, not just the product. Start by asking questions like:

"What are you looking for in a pen?"
"How often do you use a pen?"
"What’s most important to you in a pen? Durability, design, ink quality?"

By asking these questions, you're gathering information that will help you tailor your pitch to the buyer's specific needs. This approach shifts the conversation from a generic product pitch to a personalized solution, which is much more compelling.

2. Highlight the pen’s unique features

Once you’ve identified what the customer values most, focus on how the pen meets those specific needs. For example, if the customer values comfort, highlight the ergonomic design. If they care about quality, focus on the durability or the smoothness of the ink.

Here’s an example:

If the buyer says they use pens for signing important documents, you could say, “This pen has a smooth, consistent ink flow, ensuring a professional and clean signature every time.”
If they value design, you could say, “This pen is sleek and stylish, perfect for making a statement in meetings or at your desk.”

By matching the pen’s features to what the customer is looking for, you demonstrate that you understand their needs and can provide a solution tailored to them.

3. Create a sense of urgency and highlight the benefits

A great sales pitch also involves creating a sense of urgency or demonstrating the unique benefits of your product. Think about why the customer would need to buy the pen now rather than later, or why they should choose this pen over others.

For example, you could say:

“This pen is part of a limited edition set, so it won’t be available for long.”
“Given its long-lasting ink and durable design, this pen will save you money by lasting longer than other options on the market.”

Here, you’re encouraging the customer to act quickly and positioning the pen as a valuable investment.

4. Close the sale

After you’ve asked questions, aligned the product’s features with the customer’s needs, and created a sense of urgency, it’s time to close the sale. In sales, this means guiding the customer to take action.

A simple way to close is to ask for a decision directly:

“So, how would you like to proceed? I can have this pen sent to you today.”
“Would you like to buy this pen and experience the benefits for yourself?”

By confidently asking for the sale, you show the interviewer that you’re not afraid to close the deal, a key trait of successful salespeople.

Example answer

Here’s an example of how you can use these steps to answer the “Sell me this pen” question:

Interviewer: "Sell me this pen."

You: "Great! Before I tell you about the pen, can I ask how often you use pens and what you usually look for when purchasing one?"

Interviewer: "I use pens daily, mostly for signing contracts and documents. I need something reliable and professional-looking."

You: "Got it. This pen is perfect for someone like you. It has a sleek, professional design that looks great in any setting, whether you're in a client meeting or at your desk. The ink flow is smooth and consistent, ensuring your signature looks crisp and clean every time. And because it's made with durable materials, it won’t wear out quickly, so you can rely on it for long-term use. Since you use pens daily for important documents, this pen will add that extra touch of professionalism you’re looking for."

You: "Would you like to give it a try and see how it elevates your daily tasks?"

Why this answer works

This response follows the STAR method, which I’m sure you’ve noticed we highly endorse around here.

Situation: You immediately focus on the customer by asking what they need in a pen.
Task: You tailor the features of the pen to match what the interviewer said they value—reliability and professionalism.
Action: You highlight the benefits (smooth ink flow, durable materials, professional design).
Result: You confidently ask the interviewer to decide, demonstrating your ability to close a sale.

A few extra tips

Stay confident: Confidence is key in sales. Even if you don’t have a perfect answer, confidently delivering your pitch shows the interviewer that you believe in what you’re selling.
Keep it conversational: Avoid sounding too rehearsed. Engage the interviewer in a natural conversation, just as you would with a real customer.
Focus on the customer: Always make the conversation about the customer, not the product. The more you focus on solving their problem, the stronger your pitch will be.

Remember, the key to success in any sales scenario is to focus on the customer’s needs, remain confident, and guide the conversation toward a solution. With practice, you’ll be able to answer this question with ease and leave a lasting impression on your interviewer.