In this video, I’m going to share a simple process you can use for how to sell anything to anyone. And the great thing is that this process works with any product or service.

To demonstrate this, I’ll use one of the most popular sales role-play exercises: “Sell me this pen.”


The “Sell Me This Pen” Sales Role-Play

When you ask most salespeople to “sell this pen,” they’ll typically start with something like this:

This is a high-quality ballpoint pen.
It uses black ink.
It has a convenient click-to-open feature.
It writes smoothly and glides on the paper.
It has a large ink reservoir, so it will last a long time.

Now, that is actually a nice way to describe what might be a cheap disposable pen. But here’s the problem with that approach: it’s all about the product. And while that may feel like the logical thing to do when selling a product, there are several big issues with this:

  • It’s “all about me,” not about the prospect.
  • It immediately flags you as a salesperson trying to sell something.
  • It triggers guardedness from the prospect.
  • The prospect may not even be in buying mode yet.

 

7 Keys to Sell Anything to Anybody

If you agree how that might not be the optimum approach, here are seven changes you can make that will take you in a different direction and will not only improve your results, but will make selling easier.


1. Make It About the Prospect

The first step to take is to make your sales approach less about the product and more about the prospect.

2. Ask Good Questions

And all you have to do is ot replace talking about the product with asking questions to learn more about the prospect. If we are trying to sell a pen, we can start out by asking:

How much writing do you typically do?
What type of writing do you do?
What do you typically write with?
Do you already have a pen you use?
What type pen do you have?
How happy are you with it?

These questions are what I would call current state questions in that they help to gather information on what the prospect is doing in the area where you have something to sell. Asking questions is key for how to sell anything to anyone because not only will it help uncover a need for what you sell, it also helps you quickly identify prospects who are not a fit. And when you stop wasting time on those prospects, you immediately improve your results.


3. Get Prospects Talking About Their Problems

The next tip for selling anything is to get prospects talking about the challenges they are facing. And you don’t want them to talk about all or any challenges. You want to get them talking about challenges and pain points, specifically in the area where your product or service fits.

Avoid generic questions like, “What keeps you up at night?” Instead, ask:

How do you feel about how your writing looks?
How important is speed when you’re writing?
How much are you spending on pens today?

When the prospect shares their frustrations, those become the reasons to move forward. And if they don’t have any real pain? That’s a sign they may not be the right fit—and it’s okay to move on.


4. Talk About Value, Not Features

Another key is to shift from describing features to highlighting outcomes.

Instead of:

This pen has a fine ballpoint tip.

Try:

This pen helps you write smoother and more clearly, which improves the appearance of your notes or journal entries.

People buy results, not specs. Always bring the conversation back to the value the customer will receive.


5. Use Customer Examples

Stories sell. One of the best ways to build trust and illustrate your product’s value is to share quick examples from real customers.

For instance:

We had a customer who journals every day. She wanted her writing to look better, so we recommended our pen. Not only did her entries look cleaner, but she also found she could write faster and more comfortably.

This approach builds credibility and gives the prospect something to relate to.


5. Use the Sales Takeaway

Here’s a powerful (and underused) technique: the sales takeaway. This is basically to share a little doubt if the prospect is the right fit by saying something like:

I’m not sure if this would be the right fit for you.

Or:

I’m not certain we can help in the same way we’ve helped others.

This works because it breaks the pattern. Most salespeople push too hard. When you show that you’re not desperate for the sale, it creates intrigue and trust.


7. Deflect Objections

The last key for how to sell anything to anyone is to deflect sales objections. When you are not able to close a prospect on moving to the next step of the sales process, you are likely facing some sort of sales objection at that exact moment. For example, if you face this sales objection:

I already have a pen. I am not interested.

You can deflect the objection by saying something like:

Oh, great. What kind of pen is it?
What type of writing do you do?
How long have you been using it?
Have you explored any alternatives recently?

The goal here is to stay in the conversation. Keep them engaged, keep asking questions, and look for an opportunity to come back around to the close.


Final Thoughts

Selling anything to anybody isn’t about slick pitches or perfect product descriptions. It’s about connection, discovery, and understanding what really matters to the person you’re talking to.

Ask smart questions. Focus on the prospect. Talk value, not features. Share stories. Stay calm when objections come up.

Do those things, and you’ll not only improve your sales results—you’ll also make selling feel more natural and enjoyable.