The Sale That Wasn't

By Gerry Savage

A man leaned on the counter in the middle of an upscale department store. Inside the glass cabinet before him were some of the most exquisite and expensive pens in the world.

An eager young salesman, just starting his shift, noticed the man at the counter. Hungry to make his sales quota, he sprang into action.

"Good morning, sir! I see you’re admiring one of our busiest counters, where we showcase the finest pens in the world," the salesman said, his voice brimming with enthusiasm.

"Oh, I’m sorry, I was just waiting—"

Before the man could finish, the salesman had already reached into the cabinet and pulled out a pen he thought would captivate the man’s interest.

"Sir, let me show you the features of this exquisite pen," the salesman interrupted. "It’s handcrafted in France, with—"

"Okay, but I’m—"

"I know, I know what you’re going to say! It’s beautiful, right?" the salesman said, cutting him off with a confident grin.

The man chuckled softly and nodded. "Well, yes, it is a very nice pen," he replied, setting one of his shopping bags down and turning toward the counter.

Sensing progress, the eager salesman leaned in. "Sir, notice the ivory at the base of the pen—sourced from Africa. And this hardwood section here? It provides a grip so comfortable, you’ll never want to put it down. The benefit? Your writing will always flow effortlessly."

"It’s very nice," the man admitted, examining the pen more closely. "But—"

"I know, I know what you’re going to say!" the salesman interrupted again, his excitement bubbling over. "You’ve never seen a pen like this before, have you?"

"Well, to be honest, I suppose I haven’t," the man replied, smiling politely.

"Exactly! And that’s why you need this pen in your office," the salesman continued, his voice growing more animated. "It will set you apart at every meeting—imagine the impression you’ll make!"

"Meetings?" The man arched an eyebrow. He didn’t have many meetings, but he decided not to mention that. The salesman was clearly on a roll.

"So, sir," the salesman asked, leaning in with a gleam in his eye, "how much do you think a pen like this should cost? A pen made from the world’s best materials, offering unparalleled comfort, and making you stand out in every room. Don’t answer too quickly—you’re going to be amazed."

Before the man could reply, a woman approached the counter.

"George! I’ve been looking all over for you," she said, exasperation clear in her voice. "Have you been here this whole time?"

"Yes, dear," George replied with a warm smile, turning away from the salesman. "I’ve just been waiting for you."

The salesman froze, his sales pitch evaporating in the air. George turned back to him, placing the pen gently on the counter.

"Thank you for your time, young man," George said. "It is a beautiful pen, but it seems I don’t need it after all."

As George and his wife walked away, the salesman stared at the pen still sitting in the display case. He realized his mistake. In his eagerness to sell, he had never once asked George why he was at the counter, what he was looking for, or what he needed. Without a conversation, without building trust or understanding, the sale was lost.

The pen remained in the display case, a silent reminder of the lesson he had just learned: ask questions first, don’t assume, and build a relationship before trying to sell.

By Gerry Savage

Gerry Savage is the author of The Four Pillars of Sales and the Janitor

www.fourpillarsconsultinggroup.com