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Lesson
B2ENSell Me This Pen: Sales English and Persuasion Techniques
Learn to sell anything to anyone — and to recognise when someone is selling to you. Master conditionals for offers and deals, objection handling phrases, and persuasion techniques through realistic sales simulations. A practical B2 English lesson on sales vocabulary, conditional offers, and persuasive speaking. Ideal for adult learners, English tutors, and language schools.
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Why People Buy — The Psychology of Selling. Content Block
Content Block
People don't buy products. They buy solutions to problems, better versions of themselves, or the feeling that they made a smart decision. Understanding this changes everything about how you sell. A Harvard Business School study found that 95% of purchasing decisions are made subconsciously. People decide emotionally and then justify with logic. This is why a salesperson who says "This software will save you 200 hours per year" is less effective than one who says "Imagine what you could do with an extra month of free time every year." The best salespeople don't talk about features. They ask questions. A study by Gong.io analysed 500,000 sales calls and found that top performers ask 40% more questions than average ones. They spend more time listening than talking. The ratio of the best closers: 46% talking, 54% listening. The most powerful word in sales is not "discount" or "free." It is "because." Research by psychologist Ellen Langer showed that people were 94% more likely to agree to a request when a reason was given — even if the reason was meaningless. "Can I go first because I need to make copies" worked almost as well as "Can I go first because I'm in a rush." Objections are not rejection. When a client says "It's too expensive," they are not saying no — they are saying "I don't see enough value yet." Every objection is a hidden question: "Why should I spend this much?" The salesperson's job is not to argue, but to answer the question behind the objection.
Discussion questions
- Have you ever bought something you didn't need because the salesperson was so convincing? What happened?
- Do you think selling is a skill anyone can learn, or do some people have a natural talent for it?
- What is the difference between persuasion and manipulation?
Sales and Negotiation Vocabulary. Multiple Choice
Multiple Choice
What does "close a deal" mean?
- To shut down a business that is not making profit
- To refuse a client's final offer and walk away
- To end a meeting without reaching any agreement
- To successfully finish a negotiation and get the client to agree
What is an "objection" in sales?
- A compliment the client gives to the salesperson
- A concern or reason the client gives for not buying
- A type of discount offered at the end of negotiations
- A legal document that blocks a sale from going through
What does "upsell" mean?
- To persuade a customer to buy a more expensive version or add extra features
- To reduce the price of a product to attract more customers
- To sell a product for more than it is worth by lying about its quality
- To return a product to the supplier because it did not sell
What is a "cold call"?
- A call from an angry customer who wants to complain
- A phone call made during winter to sell heating products
- A scheduled call between a salesperson and an existing client
- Contacting a potential customer who has never heard of you or your product
What does "value proposition" mean?
- The total cost of a product including taxes and delivery
- A legal contract that guarantees the value of a product for five years
- A clear statement explaining why a customer should choose your product over others
- A discount given to loyal customers who buy regularly
What is "rapport" in a sales context?
- A technique for memorising product features before a presentation
- A formal complaint filed by a customer after a bad sales experience
- A written report summarising the results of a sales quarter
- A feeling of trust and connection between the salesperson and the client
Lesson Board
Lesson Board
Make the Offer. Word Choice
Word Choice
- If you sign upsigned upwould sign up before the end of the month, we'll give you 20% off the first year.
- If we arewerewill be to include an extra year of support, would that change your mind?
- If you will increaseincreaseincreased your order to 1,000 units, we could bring the unit price down significantly.
- What wouldwilldo you say if I told you we could deliver two weeks earlier than our competitors?
- If this willdoescould solve your biggest problem right now, would it be worth a conversation?
- I will beam'd be happy to offer a trial period if that would make the decision easier for you.
- If the price waswereis the only issue, I'm sure we can find a solution.
- If you gavewould givegive us a chance, I guarantee you won't regret it.
- WhyWhatHow if we added free training for your whole team — would that tip the balance?
- If I wereamwill be in your position, I would want to see the data before committing too.
The Sales Meeting. Roleplay Quest
Roleplay Quest
Scenario
A salesperson is meeting a potential client for the first time. The product is a project management software that costs €15,000 per year. The client is interested but not convinced. The salesperson must build rapport, present value, handle objections, and try to close — without being pushy. The client must be realistic — interested but cautious.
The Salesperson
You represent a software company. Your product saves teams an average of 10 hours per week on project coordination. You have case studies from three similar companies. Your target: get the client to agree to a free trial or a second meeting.
Secret goal: Build rapport first — don't pitch in the first two minutes. Ask about their current problems before presenting your solution. Use conditionals: "If you could save 10 hours a week, what would your team do with that time?" Handle objections with questions, not arguments.
The Client — Decision Maker
You run a team of 25 people. Project coordination is a mess — deadlines are missed, emails get lost, nobody knows who is doing what. You've heard about this software but you think €15,000 is expensive.
Secret goal: You are interested but sceptical. Your main objections: the price is high, your team hates learning new tools, and you tried similar software two years ago and it failed. Don't say no immediately — let the salesperson work for it.
The Client — Finance Director
You control the budget. You don't care about features — you care about ROI. If this software doesn't save or make money, it's a no. You've seen too many tech purchases that nobody uses after three months.
Secret goal: Ask hard questions about cost per user, implementation time, and measurable results. Use phrases like "What's the ROI on this?" and "Can you guarantee these numbers?" Be tough but fair — if the numbers work, you'll consider it.
The Competitor's Client
You are currently using a competitor's product. It works but it's slow and their customer service is terrible. You're meeting this salesperson to compare — but you don't want them to know you already use a competitor.
Secret goal: Don't reveal you use a competitor unless asked directly. Compare everything silently. Ask questions that test whether this product is better: "How fast is your support response time?" "What happens if something breaks on a Friday evening?"
The Deal Gets Complicated. Drama Event
Drama Event
Scenario
The sales meeting is going well. The client seems interested. But closing a deal is never simple...
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wordlist
I understand your concern — let me address that directly. What if we structured the deal differently? If I could solve that problem, would we have a deal? I appreciate your honesty — that helps me find the right solution. Let me be transparent with you... That's a fair point — here's what I can offer... I'd need to check with my team, but I believe we could... Can I ask what would need to change for you to say yes today?
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Twist
The client mentions that your biggest competitor offered them the same product for 30% less. You don't know if this is true or a negotiation tactic. How do you react?
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Pressure
The client says: "I need to discuss this with my board. Can you send me a proposal?" You know from experience that proposals that leave the room rarely come back. How do you keep momentum?
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Revelation
Halfway through your pitch, the client casually says: "Actually, we tried your product three years ago and it was terrible. We cancelled after two months." You had no idea. How do you recover?
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Opportunity
The client's phone rings. They apologise and step out for two minutes. When they return, they seem distracted and say: "Sorry, that was urgent — where were we?" You now have their attention for maybe five more minutes. What do you prioritise?
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Crisis
The client asks for a live demo right now. Your demo environment crashed this morning and the tech team hasn't fixed it yet. You have screenshots but no working product to show. What do you do?
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Twist
The client suddenly says: "What if we don't buy the software but hire your team as consultants instead? Would that work?" This is not what you came to sell. Do you explore it or redirect to the original deal?
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Constraint
Your manager texts you during the meeting: "Do NOT offer more than 10% discount — we're losing margin on every deal this quarter." The client is asking for 25% off. How do you negotiate within your limits?
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Why Edugine?
Turn your lessons into experiences.
Edugine helps tutors create and run live learning experiences where students actively participate, interact and collaborate — while tutors see what students are doing and guide the lesson in real time.