Nathaniel Thiele

A Pen

 Jordan Belfort asks a character to sell him this pen. Ordinary people would try to sell the pen whereas salespeople would try to ask questions about the pen. 

 Questions for buying a pen

• What do you use a pen for?
• What color and type of ink do you like?
• What hand size do you have and how do most pens fit in your hand?
• Have you had an unpleasant experience with a pen?
• Have you had a wonderful experience with a pen?

Pens as a metaphor

Pens are a metaphor for any product. With any product, there are options. The Coca-Cola Company has over 250 brands, yet only 20 of them generate $1 billion or more in revenue every year. Most products are underutilized. Customers don’t use every product a company sells. To better understand their options, they need a guide.

Guides

Salespeople act as guides. They tell you what options fit your needs and what brands don’t fit your needs. This streamlines your problems and makes it easier to decide on which product creates the most value for you. Value creation improves sales and revenue generation.

Sunglasses

In my job at Academy Sports and Outdoors, I had to sell sunglasses. People have different needs for the sunglasses they buy. Some customers want metal frames, some want plastic frames. Some people want glass lenses, some want plastic lenses. The sunglasses must meet the needs of the customer.

 Ask Questions

I always ask the prospect what their use of sunglasses is. I want to meet their needs so that I can sell them something. If we have nothing to fit their needs, then I suggest places that might fulfill their needs. The goal of a salesperson isn’t always to sell, but sometimes to direct and can gain the trust of a customer.

Providing other options

If your product doesn’t fit the customer’s needs, you can try to direct them to competition. Not every customer will buy your product. If you can’t sell to a customer, cut your losses and sell to someone else. Distinguishing between a qualified lead and a non-qualified lead is important. Not all customers are your target market. 

Customer Demographic

Each company has a target audience. At Academy Sports and Outdoors, their two main demographics are people above 60 and those of Hispanic heritage. These two customer groups have different needs. As a sales associate, I direct them to products, considering their needs. Many times, older people are rigid in their needs and wants, often not put off by the cost. Other customers may be more flexible with branding and are more discount-oriented.    

Pen Wrap up

Just like selling a pen, questions are key to customer success and selling the right product to the right customer. Selling a pen helps a salesperson learn the questions to sell a product.

#sales #pen #praxis