Once every couple of years, I like to re-run this article on the importance of asking questions as opposed to pitching.

While this context is presented as an interview, it is completely translatable to sales—and that means YOU.

If I gave you a pencil and asked you to sell it, how would you go about it?

This is one of the most basic of interview questions I’ve used for years for prospective sales reps, and the answer reveals so much about their previous training, their understanding of the sales process, and ultimately about what kind of sales rep they are going to be.

So, what is the most effective way to sell a pencil? 

Let’s first look at how most sales reps go about doing it. During an interview, I first let a rep tell me how good of a closer they are. After listening patiently, I pull out a pencil, hand it to them, and tell them to sell it to me.

And off they go!

80% of sales reps start the same way—they start pitching. “This pencil is brand new, never used.  It has grade #2 lead and a bright yellow color so it’s easy to find. It comes with a built-in eraser,” etc.

Some reps can (and do!) talk about it for 5 minutes or more before they ask a question or ask for an order (rare).  As the sales rep rambles on, I begin to yawn, roll my eyes, etc. Amazingly, this just makes them talk even more! 

“What’s wrong with these people?” I think.

Now let’s look at how the Top 20% closers go about selling a pencil. As soon as I give a top rep the pencil, they pause and then they begin asking me questions:

“So how often do you use pencils?”

“How many do you go through in a month?”

“What other locations does your company have that use pencils, and how often do they order them?”

“What quantity do you usually order them in?”

“Where are you getting them from now?”

“Besides yourself, who’s involved in the buying decision?”

Quite a difference, isn’t it?  I’ll tell you right now, I’ve listened to hundreds of sales reps in a month, and they can easily be separated into these two groups: 

Those who pitch, pitch, pitch, and those who take the time to understand their prospect’s buying motives and properly qualify to understand their buying process. 

Now let’s see which category you fit in. When you speak with a prospect for the first time, how much of your script is focused on describing and pitching your product or service as opposed to questioning and uncovering buying motives?

If yours is like most scripts I review, then it’s filled with descriptions of what you do and how your product or service helps people. Most scripts attack the prospect with a barrage of “value statements” that turn people off and make them want to get you off the phone as quickly as possible. 

Want a better way?

Then take a tip from some of the best “pencil sales reps,” and change your script and your opening so it focuses more on questioning and qualifying. Seek to discover whether or not you are actually speaking with someone who is a good fit for what you offer.

Without knowing this, you will just end up with a lot of frustration and a lot of unsold pencils at the end of the month.