I remember many years ago being asked this very question during a job
interview. My response went something like this:
Interviewer: “Ok Russ, why don’t you sell me this pencil.”
Russ: “I would love to tell you all about this pencil, but in order for me to do the
best job I can, I would need to know a little more about how you operate. Would
you mind if I ask you a few questions first?”
Interviewer (in a surprised voice): “Uh, well, sure. Go right ahead.”
Russ: “Thank you. First of all, can you explain how you usually correspond with
other people?”
Interviewer: “Well, usually I document most of my correspondence on my PC. That
would be using Word or emails.”
Russ: “Aside from the PC, what other forms of written communications do you
do?”
(Note: If he happened to say “none” then that means theoretically he never uses
pencils, an improbable scenario of course, and I would say goodbye, determining
that I do not have a product that fits any of his needs. Keep this in mind since there
will be prospects who do not, will not and never will need your product. Learn to
walk away)
Interviewer: “I also write hand-written notes, sign papers, edit documents, and
various other miscellaneous writings.”
Russ: “Can you explain to me what sort of writing tools you use in these cases and
what you like and dislike about them?”
Interviewer: “I typically use a pen. I like pens because they write easily and they
are permanent, which is important for signatures. But now that you mention it,
sometimes they are more permanent than I want. So I end up scratching out a lot
of things I write because of mistakes or when I change my mind. When I write a
note to someone, this can look very unprofessional. It’s very messy looking on the
documents I edit and even on my notes to myself. Also, when I put a pen in my
pocket, I’ve had them leak ink all over my shirt which is very embarrassing and
ruins my clothing.”
Russ: “It seems to me then that you could benefit from several writing tools. Your
PC is required for your larger volumes of correspondence and for easier editing
and storage of these documents. A pen is beneficial for those permanent handwritten signatures or other similar markings. And a pencil could also benefit you by
allowing you to easily correct errors, write quick and neat notes, and keep your
shirts from getting ruined from leakage. Furthermore, pencils are the least