Selling this Pen by Tony Green

I was in an interview for a technical sales position at a company a few months back. I have never been a salesman and was trying to earn my first opportunity to enter the world of professional selling.

After the interview I was optimistic about hearing when a second interview could be scheduled.
I followed up with the recruiter I was working with to try and get some feedback. I never heard anything from her or the company so I assumed that they decided to not go any further. I was slightly curious as to why.

Later I was reviewing Martin Yate’s book “Hiring the Best” in preparation for another sales interview and when I read the following passage I discovered why my interview was a failure. In his words,”At the root of a successful sale is the sales person’s ability to identify a need and subsequently demonstrate how the product will fill that need. This is commonly known a feature/benefit selling. Here is the feature, and this is what it can do for you. This questions test your candidate’s awareness of an essential sales skill and his or her quick thinking. A salesperson is no good if he or she gives up after your first objection.”

I flashed back to the interview and remembered when I was asked by the interviewer to sell the pen that was on his desk. I was surprised by the question and caught totally off guard. My scattered nature of my response must have reflected that. I rambled about the pen and about its features, how well it writes the color of its case, etc. and failed to mention the benefits that he got out of using the pen.

It was then not surprising why I never got a call back. As I am still looking to enter the world selling this was available lesson that I am sure I will not forget anytime soon. The key is to not make same error again……