Find the customer's hot spots by asking open ended questions such as "When was the last time you used a pen", "how do you normally use a pen" and so on and then describe how THIS pen is perfect for the needs he requires. Why this pen is better than a box of plain Bic dollar store pens. The idea is to demonstrate your fact finding abilities and your ability to match those findings with your product.

Ask how much the pen costs? When they tell you a value, you say “sold”