J.R.
I read an analogy once about selling 1/4" drill bits. The mistake most people make is that they concentrate on the features of the drill bit - it's made of titanium, it will never rust or break, etc. and the problem is that if you want someone to buy the drill bit, you have to figure out if they need a 1/4" hole - because if they don't need a 1/4" hole, they don't care what the features of your drill bit are.
So, take the pen and start asking him questions. what are you looking for today? Is it for a gift? For a business associate? Oh, if you want something really impressive for a professional gift, let me show you this.. If he says it's for his father, you say oh, what is he like? If he says, it's for his girlfriend, then what's the occassion? What's her favorite color? Don't launch into an infomercial on the pen until you ask a ton of questions to determine what the customer needs first.Good luck!