GENERAL GUIDELINES FOR THE SALES PRESENTATION ROLE PLAY II
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.
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Each role play should run 10 minutes in length.
Presentations going beyond 12 minutes will be cutoff with 20 points deducted.
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 student’s experiential exercise and class participation grade. If you miss class, you can’t 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:
1.
2.
3.
4.
introduction of yourself and your company to the buyer.
review/confirmation of prospect needs and re-activate their desire to close the needs-gap (ADAPT).
demonstration/presentation (SELL/FAB).
resistance handling (LAARC), and confirming the sale -- gaining commitment. Key facets of the interview (that will
be used as grading criteria) include:
a. development of the conversation and the use of an “attention-getter.”
b. proper handling of the ADAPT process to review/confirm the prospect’s needs and involve the prospect.
c. appropriate use of the SELL sequence to present and demonstrate the proposed solution to your buyer.
d. proper and effective handling of resistance using LAARC.
e. effective closing.
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 buyer’s 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)
2. At the completion of the FAB presentation:
a.
b.
c.
d.
e.
f.
g.
The seller should ask for commitment using first closing technique (close #1)
Second objection given by the buyer (Seller should respond using LAARC)
Seller asks for commitment a second time using a different closing technique (close #2)
Third objection given by the buyer (Seller should respond using LAARC)
Seller asks for commitment a third time using a different closing technique (close #3)
“Buy” or “Not Buy” decision is given by the buyer.
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.
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Other Items of Interest
All students are expected to attend class and critique presentations on days that they are not presenting. Students
not presenting will provide a critique and evaluation of each in-class role-play. Points will be deducted for
unprofessional behavior!!!
Presentation dates and times will be assigned by the professor. Students may submit to the professor any
reasonable requests for specific dates to NOT present due to conflicts.
Professional business dress is required of both the selling and buying students.
The assumed situation is that the salesperson and prospect have been consulting and the prospect is considering
solutions to his/her needs/problems from a variety of suppliers. The salesperson's primary goal is to make a
presentation and solve the prospect's needs with a sale. If a sale cannot be made at this time, the salesperson's
next goal is to earn the right to maintain the relationship and follow up in the future.
A total of 3 objections must be utilized in the presentation. Using LAARC, the salesperson should demonstrate
mastery of response techniques by utilizing a different response technique for each objection.
Practicing ahead is encouraged; it's actually one of the basic ideas of the project! If you develop selling scripts, do
not memorize them. Use them only to gain confidence and practice, not as a memory crutch!! Scripts are NOT
allowed in the classroom.
Some form of presentation portfolio, including a business card and additional sales aids, is recommended.
Refer to the attached Evaluation Form to double-check that nothing has been forgotten.
Practice – Practice – Practice – Practice
Keep life in perspective!!! Take it seriously, but have some fun along the way.
SALES PRESENTATION ROLE PLAY RATING FORM
Seller’s Name
Score
A.
APPROACH/INTRODUCTION
Professional Image (dress, actions, language) .........................
Enthusiasm ............................................................................
Developed Opening Conversation ............................................
Transition to purpose of call ......................................................
Flexed to Buyer Style ................................................................
Identify Buyer Style: _______________________________
Poor
0
0
0
0
0
Needs Work
1
1
1
1
1
2
2
2
2
2
Average
3
3
3
3
3
4
4
4
4
4
Very Good
5
5
5
5
5
B.
NEED CONFIRMATION (ADAPT - SUMMARY)
Assessment ...............................................................................
Discovery ...................................................................................
Activation ...................................................................................
Projection ..................................................................................
Transition...................................................................................
0
0
0
0
0
1
1
1
1
1
2
2
2
2
2
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
C.
PRESENTATION
Select and Show Feature ..........................................................
Clearly linked Feature to Specific Confirmed Need...................
Explain Advantage.....................................................................
Lead to Benefits ........................................................................
Let Customer Talk – Response Checks -- Listen/Confirm ........
0
0
0
0
0
1
1
1
1
1
2
2
2
2
2
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
0
0
1
1
2
2
3
3
4
4
5
5
0
1
2
3
4
5
0
0
0
0
1
1
1
1
2
2
2
2
3
3
3
3
4
4
4
4
5
5
5
5
0
0
0
0
1
1
1
1
2
2
2
2
3
3
3
3
4
4
4
4
5
5
5
5
E.
CLOSING
Proper Use of Trial Closes ........................................................
Use of Closing Techniques .......................................................
Proposed Contract/Purchase Order ..........................................
Discussion of details of purchase (# units, pricing, etc.) ...........
Discussion of delivery options and other details .......................
Effectiveness of Close ...............................................................
0
0
0
0
0
0
1
1
1
1
1
1
2
2
2
2
2
2
3
3
3
3
3
3
4
4
4
4
4
4
5
5
5
5
5
5
F.
COMMUNICATION EFFECTIVENESS
Encouraged Customer Participation..........................................
Voice Clear and Modulated .......................................................
Absence of Umm’s / Aaa’s ........................................................
Proper Non-verbal Communication ...........................................
0
0
0
0
1
1
1
1
2
2
2
2
3
3
3
3
4
4
4
4
5
5
5
5
0
0
2
2
4
4
6
6
8
8
10
10
Recognition of Buying Signals & Use of Trial Closes ................
Use of Visual Sales Aids and Demonstration ............................
Use of examples, anecdotes, comparisons, analogies,
testimonials, etc. .......................................................................
D.
NEGOTIATING RESISTANCE (3 objections)
Listen to objection .....................................................................
Acknowledge Objection .............................................................
Assess Objection.......................................................................
Respond/Overcome ..................................................................
Effective use of multiple Response Techniques (e.g. switch
focus, offset, denial, proof) .......................................................
Confirm Agreement using Response Checks ...........................
Overall Use of Technique ..........................................................
Positive Attitude .........................................................................
G.
OVERALL IMPRESSION
Clear and Well Developed Presentation ...................................
Overall Evidence of Selling Skills ..............................................
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
Buyer’s Name
Score
Professional Image....................................................................
Professional Behavior ...............................................................
Poor
0
0
Effectively & Consistently Portrayed Communication Style .......
Use of Objections (required 3) ..................................................
0
0
1
1
2
2
3
3
4
4
5
5
Was Responsive to Seller .........................................................
Knowledgeable and prepared to perform buyer role
Challenged Seller (Did not roll-over) .........................................
Verbal Communication ..............................................................
Non-verbal Communication .......................................................
0
0
0
0
0
1
1
1
1
1
2
2
2
2
2
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
Overall Buyer Role ....................................................................
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.
Needs Work
1
1
2
2
Average
3
3
4
4
Very Good
5
5