If you want to be great at sales, stop trying to sound like a commercial.

I just interviewed someone for a potential sales position and asked the classic test:

“Sell me this pen.”

She smiled and jumped right in—

“This pen writes well. It’s the best pen around.”

So I asked, “What makes it the best?”

She had no answer.

She never asked me a single question.

Not what I use pens for.

Not what I care about in a writing tool.

Not even if I needed a pen.

And that’s the mistake most salespeople make.

They talk too much and listen too little.

Sales isn’t about being charismatic. It’s about being curious.

If you don’t ask questions, you’ll never uncover the real needs of the customer.

And if you don’t understand their needs, you’ll never know how to position your offer as the solution.

Control the conversation.

Ask better questions.

Let discovery lead the way.

That’s how real professionals close.

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