A1-31
Form A
ROLE-PLAYING THE COMPLETE PRESENTATION
Salesperson’s Name
Product
(Circle the appropriate number)
Excellent
Good
Average
Fair
Established good social and business contact.
10
8
6
4
Determined or confirmed the prospects needs.
10
8
6
4
Selected the product effectively.
10
8
6
4
Effective presentation of the appropriate sales strategy.
10
8
6
4
Demonstrated the product and/or sales tool effectively.
10
8
6
4
Negotiated sales resistance effectively.
10
8
6
4
Closed the sale effectively.
10
8
6
4
Serviced the sale effectively.
10
8
6
4
Salesperson established foundation for a long-term
relationship.
10
8
6
4
Presentation focused on customer needs.
10
8
6
4
(Write comments on back of form.)
Total Points _____________________________
Salesperson’s Name
Product
(Circle the appropriate number)
Excellent
Good
Average
Fair
Established good social and business contact.
10
8
6
4
Determined or confirmed the prospects needs.
10
8
6
4
Selected the product effectively.
10
8
6
4
Effective presentation of the appropriate sales strategy.
10
8
6
4
Demonstrated the product and/or sales tool effectively.
10
8
6
4
Negotiated sales resistance effectively.
10
8
6
4
Closed the sale effectively.
10
8
6
4
Serviced the sale effectively.
10
8
6
4
Salesperson established foundation for a long-term
relationship.
10
8
6
4
Presentation focused on customer needs.
10
8
6
4
(Write comments on back of form.)
Total Points _____________________________
A1-32
Form A
ROLE-PLAYING THE COMPLETE PRESENTATION
(Continued)
Salesperson’s Name
Product
(Circle the appropriate number)
Excellent
Good
Average
Fair
Established good social and business contact.
10
8
6
4
Determined or confirmed the prospects needs.
10
8
6
4
Selected the product effectively.
10
8
6
4
Effective presentation of the appropriate sales strategy.
10
8
6
4
Demonstrated the product and/or sales tool effectively.
10
8
6
4
Negotiated sales resistance effectively.
10
8
6
4
Closed the sale effectively.
10
8
6
4
Serviced the sale effectively.
10
8
6
4
Salesperson established foundation for a long-term
relationship.
10
8
6
4
Presentation focused on customer needs.
10
8
6
4
(Write comments on back of form.)
Total Points _____________________________
A1-33
Form B
ROLE-PLAYING THE COMPLETE PRESENTATION
NAME _________________________________ DATE ________________________
Salesperson:
GRADING SCALE
WRITE IN APPROPRIATE POINT VALUE
EXCELLENT
GOOD
AVERAGE
FAIR
POOR
1
2
3
4
5
6
7
8
9
10
11
12
1. Established good social
and business contact.
10
8
6
4
2
2. Determined or
confirmed the
prospect’s needs.
10
8
6
4
2
3. Selected the product
effectively.
10
8
6
4
2
4. Effectively presented
appropriate strategy.
10
8
6
4
2
5. Demonstrated the
product and/or used
sales tools effectively.
10
8
6
4
2
6. Negotiated sales
resistance effectively.
10
8
6
4
2
7. Closed the sale
effectively.
10
8
6
4
2
8. Serviced the sale
effectively.
10
8
6
4
2
9. Salesperson built a
strong relationship.
10
8
6
4
2
10. Presentation focused on
customer needs.
10
8
6
4
2
Total points
A1-34
Salesperson’s Name:
A1-35
Form 12
ROLE-PLAYING THE DEMONSTRATION (Chapter 12)
Clues to look for in the demonstration:
A. Demonstrated features that are of interest to the prospect.
B. Balanced showing and telling.
C. Appealed to as many senses as possible.
1. Touch.
2. Hearing.
3. Sight.
4. Smell.
5. Taste.
D. Used showmanship.
E. Asked confirmation questions to get a commitment from the prospect.
F. Used sales tools.
1. Product.
2. Models.
3. Photos.
4. Illustrations.
5. Graphs.
6. Substantiated product claims with convincing proof.
EVALUATION
Individual Evaluated ______________________
Evaluator _______________________________
Excellent
Good
Average
Fair
Poor
1. Demonstrated focus on customer needs.
10
8
6
4
2
2. Appealed to the senses.
10
8
6
4
2
3. Converted features to benefits.
10
8
6
4
2
4. Balanced telling and showing.
10
8
6
4
2
5. Got prospect involved.
10
8
6
4
2
6. Demonstration provided convincing proof.
10
8
6
4
2
7. Used two or more sales tools.
10
8
6
4
2
A1-36
Form 13
ROLE-PLAYING THE NEGOTIATION OF SALES RESISTANCE (Chapter 13)
Clues to look for in negotiating sales resistance:
A. Anticipation of resistance
B. Remained calm—didn’t argue.
C. Used one of the following techniques:
1. Indirect denial.
2. Direct denial.
3. Superior benefit.
4. Demonstration.
5. Question.
6. Third party.
7. Trial offer.
8. Postpone.
EVALUATION
Individual Evaluated ______________________
Evaluator _______________________________
Excellent
Good
Average
Fair
Poor
1. Maintained strong relationship with customer.
10
8
6
4
2
2. Remained calm/did not argue.
10
8
6
4
2
3. Negotiated price concern effectively.
10
8
6
4
2
4. Negotiated need concern effectively.
10
8
6
4
2
5. Negotiated time concern effectively.
10
8
6
4
2
6. Attempted to close after each concern was negotiated.
10
8
6
4
2
Total Points _____________________________
A1-37
Form 14
ROLE-PLAYING CLOSING AND CONFIRMING THE SALE (Chapter 14)
Clues to look for in closing the sale:
A. Focused on prospect’s needs.
B. Avoided surprises.
C. Kept prospect involved.
D. Maintained confidence.
E. Asked for order more than once.
F. Recognized closing clues
1. Nonverbal—examines product.
2. Verbal.
a. Asks questions.
b. Recognizes product feature or benefits.
c. Discusses requirements.
G. Selected appropriate closing methods.
1. Trial close.
2. Summary of benefits close.
3. Assumption close.
4. Special concession close.
5. Multiple options close.
6. Direct appeal close.
7. Balance sheet close.
8. Management close.
EVALUATION
Individual Evaluated ______________________
Evaluator _______________________________
Excellent
Good
Average
Fair
Poor
1. Maintained rapport.
10
8
6
4
2
2. Recognized closing clues.
10
8
6
4
2
3. Used trial close.
10
8
6
4
2
4. Chose correct closing.
10
8
6
4
2
5. Focused on prospect’s greatest interest.
10
8
6
4
2
6. Used two or more closing methods.
10
8
6
4
2
A1-38
Form 15
ROLE-PLAYING THE SERVICING OF A SALE (Chapter 15)
Clues to look for in servicing the sale:
A. Use of expansion selling.
1. Related items.
2. New items.
3. Larger quantity.
4. Better quality.
5. To add value to original purchase.
B. Followed through on promises and obligations.
1. Credit arrangement.
2. Explained warranty and/or service contract.
3. Assisted with arrangement for delivery and installation.
C. Followed up to ensure customer satisfaction—assured customer of making a good buying
decision and expressed appreciate for the purchase.
EVALUATION
Individual Evaluated ______________________
Evaluator _______________________________
Excellent
Good
Average
Fair
Poor
1. Moved smoothly from close to postsale activities.
10
8
6
4
2
2. Added value to original purchase with expansion
selling.
10
8
6
4
2
3. Effectively presented item suggested.
10
8
6
4
2
4. Offered follow through assistance.
10
8
6
4
2
5. Provided positive reinforcement for original purchase.
10
8
6
4
2
6. Expressed appreciation for purchase and built a
relationship that will result in repeat sales and/or
referrals.
10
8
6
4
2
Total Points _____________________________
A1-39
ROLE-PLAYS AT THE END OF EACH PART
These role-plays are designed to reinforce the key concepts in each of the first five parts
of the text. Each role-play activity helps the student experience certain feelings and practice
certain skills. All of the Part role-plays feature a “user friendly” format that greatly increases the
comfort level of everyone involved in the role-play. A brief introduction to each part role-play
follows:
PART I: DEVELOPING A PERSONAL SELLING PHILOSOPHY
A major goal of this role-play is to give students an opportunity to preplan four strategic
steps in the Strategic/Consultative Selling Model. Each strategic area is briefly described in
Chapter 1. To acquire product information related to Dell notebook computers, students should
visit www.dell4me.com.
PART II: DEVELOPING A RELATIONSHIP STRATEGY
Prior to the role-play, students need to carefully review the case problem at the end of
Chapter 5. Also, students should study the information presented in this chapter. Without careful
preparation, students will have difficulty playing the role they have been assigned.
PART III DEVELOPING A PRODUCT STRATEGY
Product strategy is the major theme of this role-play exercise. This strategy emphasizes
becoming a product expert, selling specific benefits, and configuring value-added solutions. Prior
to the role-play, students should review the material in Chapters 6 and 7, and pay special
attention to Figure 7.1.
PART IV: DEVELOPING A CUSTOMER STRATEGY
The customer strategy involves understanding the buying process, understanding buyer
behavior, and developing a prospect base. To assume the role of Jamie Julian, students must
become familiar with the services offered by the Park Shore International, described in Appendix
3. Students must also read Employment Memorandum 1 in Appendix 3. Preparation for the first
visit to Shannon Fordham’s office requires some thinking about what may take place during