Escolar Documentos
Profissional Documentos
Cultura Documentos
The Sales Presentation Role Play assignment is designed to be a "comprehensive" project, providing students with the
opportunity to integrate and apply major concepts and skills learned throughout the semester. In general, the assignment
examines students' understanding of interpersonal communication and the selling process. Your performance of this final
role-play should emphasize and offer clear evidence that you have mastered both the understanding and the application
of each of the following key concepts pertinent to this course:
Consultative Selling
Communication Styles and Flexing
Buyer Motivation and Needs
Questioning, Needs Confirmation, and Re-activating Desire for Action (Summary ADAPT)
Interaction and Presentation (SELL/FAB)
Effective Involvement of Your Buying Prospect
Incorporation and effective use of sales aids
Use of Response Checks to Advance the Presentation Forward
Earning Commitment and Closing
Negotiating Resistance (LAARC)
Confirming the Sale and Working out the Details
THE ASSIGNMENT
This assignment accounts for 100 points toward your overall course grade (90 points as seller, 10 points as buyer).
Each member of a selling team will play the roles of (a) salesperson and (b) buyer. That is, Team Member A will role-play
the part of a salesperson with Team Member B playing the role of the buyer. Then, at the time scheduled (possibly the
same class period, possibly a different class period), the team members switch roles with Team Member B playing the
role of salesperson and Team Member A acting as the buyer.
Each student will be assigned a presentation time as a sales representative. All students will be required to critique each
presentation and provide formal written feedback. The individual feedback and quality of feedback will be evaluated as
part of each students experiential exercise and class participation grade. If you miss class, you cant make this up.
During the role play, you are presenting and recommending your solution to the prospect you previously studied and
questioned in your Sales Call Planning/FAB Report and Video I ADAPT assignment. The basic sequence of events (see
the evaluation form) is:
Assignment of Communication Styles. Prior to the beginning of each sales presentation, the buyer will randomly
draw one of the four communication styles to portray for the sales presentation. Students playing the role of salesperson
must be prepared to identify the buyers style and properly flex to that style during the presentation. Note you will be
asked, after the presentation, what style your buyer was using. Buyers do not disclose your communication style to the
seller.
Assignment of Actual Buying Decision. Each buyer will also draw for a random Buy or Not Buy outcome prior to
the beginning of class. Salespeople should be prepared to effectively handle either outcome.
Preparation. Practicing ahead of time with your buyer is STRONGLY RECOMMENDED and encouraged. Experience in
previous semesters indicates that students that seriously prepare and practice together score significantly higher than
students with minimal preparation. However, the memorization of a script is STRONGLY DISCOURAGED. Sales call
planning and preparation is not the same as memorization. The use of memorized presentations or reading from notes
and scripts will be penalized the equivalent of one full letter grade on the final role-play score.
Assume that this is an actual sales call -- once you begin...keep going -- just like the real thing. If you make a mistake,
recover just as you would with a real buyer. You cannot stop and start over.
Sales Aids. Use of sales aids and presentation tools such as those discussed in your text are encouraged and are not
considered as illegal notes. You are encouraged to utilize a variety of relevant sales aids and presentation tools to
enhance your presentation. As you will note from the evaluation sheet, this is an evaluated item. You may bring a sample
of the product for the presentation.
Objections. Each role-play must include a minimum of three objections from the buyer. Prior to the beginning of each
sales presentation, the buyer will randomly draw one objection that must be utilized during the role-play. The buyer will
use this objection plus two others during the role-play for a total of three objections that the salesperson must respond
to using the LAARC process. Thus, each person should be prepared for a variety of objections and be ready for both
the Buy and Not Buy outcomes.
Since three objections are given during the role-play the seller should be able to answer those objections using three
different response techniques within the LAARC process. The sequence for how these objections should be used is as
follows:
1. At least one objection should be given by buyer during the FAB presentation (Seller should respond using LAARC)
a. The seller should ask for commitment using first closing technique (close #1)
b. Second objection given by the buyer (Seller should respond using LAARC)
c. Seller asks for commitment a second time using a different closing technique (close #2)
d. Third objection given by the buyer (Seller should respond using LAARC)
e. Seller asks for commitment a third time using a different closing technique (close #3)
f. Buy or Not Buy decision is given by the buyer.
g. Salesperson deals with decision and gives appropriate responses.
Earning Commitment and Closing. Notice from the above sequence that three opportunities are provided for the seller
to obtain commitment from his/her buyer. Consequently, the seller will need to effectively demonstrate at least three
different closing techniques for the role-play. Prior to the beginning of each role-play, the buyer will randomly draw a
Buy or Not Buy outcome. Sellers should be ready to handle either outcome professionally and effectively.
Winding Up the Details. Each salesperson should have a prepared purchase order and obtain the buyers written
commitment detailing the details and terms of the purchase.
C. PRESENTATION
Select and Show Feature......................................................... 0 1 2 3 4 5
Clearly linked Feature to Specific Confirmed Need................. 0 1 2 3 4 5
Explain Advantage................................................................... 0 1 2 3 4 5
Lead to Benefits........................................................................ 0 1 2 3 4 5
Let Customer Talk Response Checks -- Listen/Confirm........ 0 1 2 3 4 5
Respond/Overcome.................................................................. 0 1 2 3 4 5
Effective use of multiple Response Techniques (e.g. switch
focus, offset, denial, proof) ...................................................... 0 1 2 3 4 5
Confirm Agreement using Response Checks........................... 0 1 2 3 4 5
Overall Use of Technique......................................................... 0 1 2 3 4 5
Positive Attitude........................................................................ 0 1 2 3 4 5
E. CLOSING
Proper Use of Trial Closes........................................................ 0 1 2 3 4 5
Use of Closing Techniques....................................................... 0 1 2 3 4 5
Effectiveness of Close.............................................................. 0 1 2 3 4 5
F. COMMUNICATION EFFECTIVENESS
Encouraged Customer Participation......................................... 0 1 2 3 4 5
G. OVERALL IMPRESSION
Clear and Well Developed Presentation.................................. 0 2 4 6 8 10
Overall Evidence of Selling Skills............................................ 0 2 4 6 8 10
Scoring:
100% = 200, 90% = 180, 80% = 160, 70% = 140, 60%=120.
100% = -0, 90% = -20, 80% = -40, 70% = -60, 60%= -80.
SALES PRESENTATION ROLE PLAY RATING FORM
Buyers Name Score
Professional Behavior.............................................................. 0 1 2 3 4 5
Non-verbal Communication...................................................... 0 1 2 3 4 5
Scoring:
100% = 50, 90% = 45, 80% = 40, 70% = 35, 60%=30.
100% = -0, 90% = -5, 80% = -10, 70% = -15, 60%= -20.