Leonardo Dicaprio, who plays Jordan Belfort, a former stockbroker in The Wolf of Wall Street, takes a pen out of his pocket and asks successful sales executives to sell it to him.

A real and challenging task for any sales professional. It's the kind of question that can distinguish between a real salesperson and a person who will never achieve their goals. It is therefore not surprising that this problem has been used by recruiters around the world.

It is not a difficult question, but if you are not sure how to answer this question, you do not know the basic principles of sales.

The answer is as follows:

First of all, you have to know the buyer.

Belfort, now a motivational speaker, explains: “If you want to sell the pen, you have to ask the buyer questions. You should ask him how long he has been looking for a pen, why he wanted a pen, what it means to have a pen for him. If a potential employee asks you questions rather than looking for the features of the item, then you can be sure he knows what he is doing. ”

This is not a new tactic. The first sales speaker I saw was Zig Ziglar, and I have never seen anyone know better about sales and success than he did. There is a story that he was interviewed by Johnny Carson:

Carson points to the ashtray on the table and says: “They say you are the best salesperson in the world. Then sell me this ashtray. "

Ziglar thinks for a second and replies: "I have to find out why you want to buy your ashtray before I can sell it."

Carson looks at the ashtray and says: "I think it's well made, looks pretty good and it's a good ashtray."

Ziglar says, "OK," and continues: "But you have to tell me how much it is worth to you."

"I don't know," says Carson and adds, "I think it's around $ 20."

Ziglar laughs and says "Deal."

In practice, sales are rarely that easy and you need to make a little more effort while selling.

So after asking enough questions to get to know the buyer, it comes down to creating an emotional bond between the buyer and what you sell. You can do this through a story.

You can tell that a famous person used a different pen to sign each agreement and gave this pen a gift to someone who contributed to the signing of the agreement. The pen becomes a memory and reminds its owner of a historical moment.

The same applies to the item the interviewee is trying to sell to the recruiter. It is not just a pen. That pen is the one with which the recruiter signed the last job agreement. The pen may be inexpensive, but its reminders are bargain worth.

It doesn't matter what you sell. You have to get to know the person you're selling and tell a story that will create an emotional connection between them and what you're selling. It's not a very difficult tactic to implement, and today's sales channels have made it easier than ever to sell even if what you're selling is just a ballpoint pen.

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