You sell the pen by not selling the pen.

Literally, the last thing you do when trying to sell the pen is start by explaining how fantastic the pen is.

So what is the first step to selling the pen?

You first need to understand who your customer, as a person, is. What are their likes and dislikes? What fascinates them? How did they get to the position they are in?
Then, you need to understand their needs, how often they use a pen, what kind of pens they use, whether they use a pen every day or occasionally.

If you do like Belfort suggested in the movie and begin the conversation by “selling the pen,” then you’ve likely lost the sale.

In a sales call, you need to spend more time listening than speaking. That’s why it’s so hard to master the art of sales … because most people like the sound of their own voices, and they feel compelled to sell the customer something. They feel compelled to begin the sale right away.

What you’re selling when you sell the customer the pen is not the pen; it is yourself. And you sell yourself by making yourself likable.

You ask questions, and you listen. You let the customer speak, and you listen some more.
It’s a lot easier to be interested than interesting.
Most people don’t get that.
The ones who do, the people who understand that you don’t just “sell the pen,” but rather that you get to know your customer by being interested in who they are—their wants and desires—those are the ones who master the art of sales.

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