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Appendix 1
Buyer Guides and Forms
Reality Selling Today Video-Based
Role-Plays
INTRODUCTION
Two national studies reveal that over 90 percent of instructors teaching selling courses
use role-playing/simulation in their classes. The instructor manuals for Appendixes 1–3 provide
extensive instructional support for using role-play in class.
The Reality Selling Today Video Series applies the concepts presented in the text with
role-plays. It includes chapter opening vignettes, websites, videos, case problems, and detailed
role-play scenarios with real salespeople to prepare students. These videos feature short
interviews and sales presentations of successful sales representatives who are mostly recent
college graduates. The interviews focus on information presented in the text as well as important
aspects of the interviewee’s sales career. Video case problems are also presented so the student
can to become better informed about the role of salespersons and sales calls. Eleven detailed
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mock role-play scenarios are described in Appendix 1 of the textbook. These scenarios cast the
participant as a new sales representative for the same company featured in the videos and case
problems. With this easy-to-administer program, instructors have the most effective preparation
available for conducting role-plays in your course. Find additional information in “Videos that
Accompany the Text” of this instructor’s manual.
These Reality Selling Today role-play scenarios can be used throughout the course, or at
the very end of the course. Consequently, we leave it to instructors to incorporate these scenarios
into teaching schedules. It should also be noted that these role-play scenarios could be used to
prepare your students for professional selling role-play competitions.
The scenarios in Appendix 1 provide students with the necessary information to plan
their sales calls. Before actual role-play, instructors should encourage students to review the
chapter opening vignettes, case problems, and videos corresponding to the scenario presented in
the text. Students should be encouraged to go to the websites provided in the scenarios to acquire
more information. Careful preparation on the part of the students will make the sales calls more
realistic, and make the role-play a fun learning experience. For evaluation purposes, instructors
can use the forms reproduced on the next page.
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EVALUATION SHEET
REALITY SELLING ROLE PLAY SALES PRESENTATION
Instructions: Score each item on a 0–10 scale with 10 being the best possible score and 0 being
the absence of the selling skill or behavior being considered.
Items to Consider Evaluator Comments:
______ Approaching the Customer (10%)
Presented appropriate salesperson appearance
Made appropriate introduction
Adapted to the communication style of buyer
Built rapport and made good social contact
Converted effectively to needs discovery
______ Needs Discovery (30%)
Asked adaptive questions including survey and probing questions
Used active listening—took notes and confirmed understanding
Understood who was making buying decision
Uncovered relevant buying facts
Fully understood needs of buyer
Converted effectively to Product solution and presentation
_____ Product Solution, Presentation, and Demonstration (30%)
Presented product selection that met needs of buyer
Presented benefit statements
Understood and knew product well
Asked Need-Satisfaction Questions to capture pleasure of solution
Used effective selling tools
Involved buyer in demonstration
Gained understanding with confirmation questions
_____ Negotiated Buyer Resistance (15%)
Sought clarification of objections with confirming question
Used effective methods to respond to customer’s objections
Adapted response to buyer’s communication style
Converted effectively to close
_____ Closing and Servicing the Sale (15%)
Recognized buyer’s closing clues
Adapted closing methods to buyer’s communication style
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Outlined actions after customer responds (product fulfillment, next appointment, follow-
up calls, etc.)
Projected enthusiasm and confidence
Spoke clearly, concisely and professionally
Additional Comments:
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REALITY BUYING ROLE-PLAY GUIDES
The following Buyer’s Guides contain full information about the buyer and possible
objections for each Reality Selling Role-Play Scenario. Most of these details are disclosed to
students in Appendix 1 of the text, but some are concealed. Students who study the selling
scenarios well and spend time planning the sales call will be able to discover these latent needs.
The general rule of thumb, of course, is that the more a salesperson knows about the buyer, the
better chance of success she or he has.
1. The Tom James Company—Reality Buyer’s Guide (See Text Page 372)
1. You are to assume the buying role of John Leonard, a partner at Leonard & Franklin, a
small marketing consulting company in Chicago. You have been in the consulting
business for the last ten years and built a reputable name for yourself and your company.
2. You have a wife and two kids, ages six and eight. In your scarce spare time, you enjoy
outdoor activities near Lake Michigan with your family.
3. The Tom James representative was referred to you by one of your former coworkers at
McKinsey, who is now a happy repeat customer of Tom James. Therefore, you are
willing to devote some of your scarce time to this meeting.
4. You are a rather impatient and “pushy” kind of person, and your style of communication
is directive.
Your Needs
You have specific goals and needs that are related to the accomplishment of those goals.
The wardrobe consultant calling on you in the role-plays specializes in offering complete lines of
custom, made-to-measure, and ready-made Tom James executive apparel, including more than
500 suit and 250 shirt fabric options. Also, your clothing consultant has an assortment of
accessories such as ties, scarves, belts, and shoes to assist in the completion of a well-developed
wardrobe. In business since 1965, the Tom James Company serves more than 300,000 clients
through its 107 offices. Your Tom James professional clothing consultant comes to their clients,
as appointments are conducted at the client’s location of choice.
Your Tom James clothing consultant will attempt to find out your needs. You should
reveal those needs listed below when the salesperson asks the appropriate questions, and not
readily volunteer the information.
1. Even though you primarily wear conservative dark-colored suits when meeting with
clients, you would like to try out suits in brighter colors, even for business purposes.
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2. As a businessperson, you are used to negotiating prices, and enjoy always asking for
3. You consider apparel shopping a chore and would much rather spend your precious time
with your family. Therefore, you are looking for a fast and a hassle-free shopping
experience.
4. Even though you are not exactly aware in detail what parts in your wardrobe need to be
replaced, you want some new business attire rather quickly. After that “quick fix”
solution, you would like to consider a comprehensive update of your wardrobe that lasts
for a while.
Objections to Tom James
The first two objections are also referenced in the role-play scenario in Appendix 1 of the
textbook:
1. You say that you perceive Tom James’ price as too expensive, and ask for a 20%
discount for this first-time purchase of the whole bundle that is offered to you.
2. You mention that you once had a suit tailored when you were in Bangkok. And when you
received it in the mail package a few weeks later, you were disappointed. The suit just did
not fit you properly, and the cloth did not feel as comfortable as the swatches. So you
wonder what your options are if you do not get the quality that he expects.
You might also want to bring up other objections such as the following ones (because your seller
counterpart will not be readily prepared for these):
3. Mention that you will go on a very important business trip abroad in just ten days. You
want at least one business suit ready by that date.
4. Mention that you will have to attend a meeting in just a few minutes. Say that, “You can
leave your information and make suggestions for my wardrobe, and I’ll get back to you.”
2. Independent Consultant (TWFG)—Reality Buyer’s Guide Situation (See
Text Page 374)
1. Your buyer role is that of John Brewer a Houston-based doctor. As a doctor with a stay-
at-home wife and two children who have regular life insurance related needs.
2. As a doctor, you practice family medicine and see a wide range of patients. Your family
and staff value your knowledge and experience.
3. Many of your patients are business professionals in the community.
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4. In addition to your M.D., you also have an M.H.A. (master’s in healthcare
administration).
5. You come across as a relaxed family focused professional who is not only a passive
buyer but also mildly risk-seeking.
Your Needs
As a buyer, your needs are specific to your family. You are meeting with an independent
sales consultant who specializes in life, home and auto insurance. Your agent writes about 75
different personal and commercial lines insurance carriers focused on home, auto, life, and
commercial insurance. The agent is independent but also manages a branch of The Woodlands
Financial Group (TWFG) (www.twfg.com), a privately held national firm working through more
than 300 TWFG retail branches and 3,000 independent agents in 38 states across the United
States. Your insurance representative will attempt to find out your needs. You should reveal
those needs when the salesperson asks the appropriate questions and not readily volunteer the
information.
1. You have a primary home, a lake house that you sometimes rent out to others. On
average, you explore a new home every seven to ten years, each holding up to $350,000
in insured values. You are very focused on lowering insurance costs. You also want the
insurance premium to remain stable.
2. You own two cars, a boat, two jet skis, and an ATV (four-wheeler). You are a safe driver
without any history of major accidents. However, since you and your family love the
outdoors, you are subject to high risk of accidents.
3. You currently are insured through Harris Insurance for home insurance and Sasser
Insurance for auto insurance. Service and dependability are very important to you.
Objections to Independent Consultant
1. Your key concern is that buying multiple insurance products (Home, Auto, and Life) may
disrupt the loyalty rewards from both Harris (home) insurance and Sasser (auto) insurance.
2. You have had bad experiences with insurance agents in the past, and are not quick to trust
new salespeople.
3. Your business is doing well. Therefore, you have little time to process any new information.
4. Argue that while you do not actively research new products, both Harris and Sasser
Insurance are open to bettering their current offers.
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3. Mattress Firm—Reality Buyer’s Guide Situation (See Text Page 375)
1. You are to assume the buying role of Mark Boomershine and have been married to your
wife Kelly for eight years now. Together with your two young kids, Lisa and Marcus, and
your Airedale Terrier “Barnie” you live in a residential area on the outskirts of Nashville,
Tennessee.
2. You have had some severe problems with your back recently due to a slipped disk. You
went to the hospital, and you are now recovering from the surgery at home. For the last
couple of days, you have been waking up stiff and hurting.
3. Kelly and you have had a relatively inexpensive queen size mattress for the last six years
now. You were not planning to replace that mattress, but your back problems have forced
you to find a supportive mattress for your recovery as soon as possible.
4. You have visited a few other stores in the last couple of days. Hence, you are somewhat
familiar with mattress offerings and prices.
5. Your style of communication is reflective.
Your Needs
You have specific goals and needs that are related to the accomplishment of those goals.
The sales consultant calling on you in the role-play represents Mattress Firm. Mattress Firm
offers sleep solutions, including conventional and specialty mattresses, as well as bedding–
related products. Your salesperson represents the top mattress brands like Sealy, Stearns &
Foster, Tempur-Pedic®, Simmons, Serta, Sleep to Live, and more. From the very beginning, the
Mattress Firm set out to be a different kind of mattress retailer, focused on creating a unique
shopping experience.
Your sales consultant will attempt to find out your needs. You should reveal those needs
when the salesperson asks the appropriate questions and not readily volunteer the information.
1. Kelly dislikes sleeping on firm mattresses, but you assume that your back problems
would require a firmer type of mattress.
2. You need a supportive mattress quite urgently, but you don’t want to let the sales rep
know that.
3. You would prefer to get one king size mattress. However, you wonder whether you and
Kelly need two separate mattresses to fit both of your needs, or whether your sleep needs
can be met by a single mattress.
4. Your dog “Barnie” occupies your bed quite frequently. You need spacious and robust
sleep solution.
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5. You know that the optimal sleep solution that is required for you (and Kelly) will not be
inexpensive, and you are willing to make a higher investment. However, since money is
an issue for you and Kelly, you are looking for attractive financing solutions.
6. You have a brand preference for Tempur-Pedic®. You have tried out several mattresses
in the last few days, and Tempur-Pedic® mattresses were among your favorites.
Objections to Mattress Firm
1. What if your back pain persists over a longer time—even on the new mattress that is
recommended to you? Can you simply exchange the mattress at the store for a new one?
2. Since the mattresses that you are offered as possible solutions would mean a fairly high
expenditure for you and Kelly, you ask for a substantial rebate of around 20 percent in
the event of a purchase.
3. State that you are shopping around for the best price. Say that you already have a cheaper
offer for a mattress that felt similar when testing it.
4. *CBRE Commercial Real Estate Services—Reality Buyer’s Guide
(Situation [See Text Page 377])
1. You are to assume the buyer role of Kerry Nelson, the owner of Norman Flooring
Company. The company is looking for a large warehousing facility with an on-site office
building in Houston, Texas.
2. You are not familiar with the industrial property market, but you want to have as much
information as possible from the sales rep. In the end, this is a major investment for the
company.
3. Your style of communication is directive.
Your Needs
You have specific goals and needs that are related to the accomplishment of those goals.
The salespeople calling on you in the role-play represent the commercial division of CBRE
Group, Inc., a company that offers a variety of premium real estate services, both commercial
and industrial. Headquartered in Los Angeles, California, the company has a network of more
than 400 branch offices in 60 countries, with some 70,000 well-trained real estate professionals
(excluding affiliate offices). The company currently enjoys almost $11 billion in revenue.
Your commercial real estate professional will attempt to find out your needs. You should
reveal those needs when the salesperson asks the appropriate questions and not readily volunteer
the information.
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1. The facility must be Internet-ready.
2. The facility must have a large air-conditioned section to store special flooring materials.
3. Clear ceiling height must be at least 22 feet.
4. Concrete slabs and asphalt driveways.
Objections to CBRE
1. You are very concerned about the ability of the property broker to find the right facility
within one month. In other words, time is of the utmost importance.
2. State that, “I have a meeting to go to in a couple of minutes. You can leave your
information, and I’ll get back to you.”
3. You are soliciting information from three different brokers, and will not make a decision
any time soon.
4. You have heard that CBRE is pricey.
5. TexasMonthly—Reality Buyer’s Guide Situation (See text page 380)
1. You are to assume the buyer role of Kim Pratt, the marketing director for Roger Linville
Properties. Your company owns 12 upscale high-rise condo buildings in Houston and
Galveston and is still expanding. Each of those properties has a sales manager and a
marketing manager, who control promotions for their individual properties, but you are
ultimately the one in control of the company’s marketing and advertising strategy.
2. You have been married since shortly after you graduated from college, about 15 years
ago, and you have two children. One of them is a Girl Scout, and you are actively
involved in her troop’s activities.
3. After college, you started out working at an advertising agency that specialized in real
estate. A few years later, you moved to the client side of real estate promotion, and you
started working with Roger Linville Properties six years ago. Since then, most of your
work has dealt with free magazines, billboards, and some direct mail advertising.
Your Needs
You have specific goals and needs that are related to the accomplishment of those goals.
The salespeople calling on you in the role-play represent TexasMonthly, a magazine that covers
politics, business, and culture, but focuses largely on leisure activities and events in Texas; it has
a large real estate advertising section, as well as classified sections in which nearly all advertisers
are Texas-based businesses appealing to a prospective buyer who is interested in connecting with