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ARM Buyer Role Play Information
Chapter 10 End of Chapter Role Play Case
Here are your objections:
1. Very early, say “This seems really complicated. I bet it is too expensive for us.” If probed,
say “I think I could just go to some seminars and figure this stuff out.”
2. When shown a feature, say “Doesn’t Forester do this too? Why is yours better?”
3. “You know, our IT person keeps pushing Gartner – I don’t understand why she can’t do
this for us.”
Note that if these don’t make sense given what the sales rep says, you can come up with
your own. Hold it to no more than 4 objections, though, for time’s sake.
FSS Buyer Role Play Information
Chapter 10 End of Chapter Role Play Case
Here are your objections:
1. “This looks like it takes a lot to manage – shouldn’t we do this in-house?”
2. When shown a feature, say, “I don’t like that.” If probed, say it doesn’t seem to fit
financial services – seems too generic and you’re company is unique.
3. At the end, say, “Well, this looks great and all, but I’ve got a buddy who is into big data
and I think I’ll find out what he has to offer.”
Note that if these don’t make sense given what the sales rep says, you can come up with
your own. Hold it to no more than 4 objections, though, for time’s sake.
Mizzen Industries Buyer Role Play Information
Chapter 10 End of Chapter Role Play Case
Here are your objections:
1. “This seems pretty loosey-goosey; I’m not sure what I’m getting.” If probed, discuss how
you want something that will tie inventory management and sales efforts together and you
aren’t seeing how this will do that.
2. “We have so many products to sell; how can this help us really have a system that will
keep track of them all?”
3. “I’ve heard you are expensive.” If probed, say you heard that from a friend. If the rep
doesn’t handle this well, you can say you may be wrong and it was another brand just so
things don’t stall.
Note that if these don’t make sense given what the sales rep says, you can come up with
your own. Hold it to no more than 4 objections, though, for time’s sake.
EXERCISE 10-1 A SHORT PRESENTATION ON AN OBJECTION RESPONSE TECHNIQUE
For this exercise, the instructor will split the class into six groups. Each group will give a short presentation
on one objection response technique.
Your assigned technique is (circle one): Direct Denial Indirect denial Compensation
Referral Revisit Acknowledge
You will have 15 minutes to met with your group and develop a 5 minute presentation to give to the class.
In your presentation you should address the following points:
1. Briefly describe what the technique is and how it works.
2. Talk about when this technique should be used. Provide good, clear, specific examples (i.e. Do a small
role play to demonstrate this).
3. Talk about when this technique should NOT be used. Provide good, clear, specific examples (i.e. Do a
small role play to demonstrate this).
Make sure everyone in your group gets a chance to talk in front of class.
If you have trouble coming up with examples of objections for role plays, use the objections listed
throughout the chapter.
EXERCISE 10-2 OBJECTIONS AND OBTAINING COMMITMENT FOR A SPECIFIC
PRODUCT
1. Select a product you intend to buy in the near future. Complete a chart, listing the objections you are
likely to raise as well as possible helpful responses.
2. Now visit a retailer and record the responses provided by the seller for the objections/questions you
raised.
3. How did the seller try to secure commitment? Describe the effectiveness of the approach.
EXERCISE 10-3 OBJECTIONS: A REPORT ABOUT ACTUAL SALESPEOPLE
Conduct an interview with one of three types of salespeople: (either one who sells industrial products, one
who is a pharmaceutical rep, or one who sells consumer products to grocery stores).
1. Type of salesperson:
2. When do buyers usually raise objections?
3. What are the objections you tend to hear a lot?
4. How do you prepare for objections?
5. Do you use any of these methods in responding to objections (Note: Be prepared to define each
method)? When?
a. Direct denial
b. Indirect denial
c. Compensation method
d. Referral method
e. Acknowledge method
f. Revisit method
g. Any other methods you use?
6. Is price a common objection for you? How do you respond?
Exercise 10-4 Dealing with People’s Feelings ― Anger
Assume you work at the library at your school in the circulation department. A professor walks up
and asks you for DVD 88. He says he reserved it online at the beginning of the semester and needs
to pick it up to show it to his class that starts in one hour.
for three days.
You tell the professor that news, and he gets very angry.
Write a statement below that you would say to the professor at this point, to indicate your
empathy. You will hand that in to me in a few minutes. Do NOT put your name on this paper.
Your Statement
Exercise 10-5 Role Play Exercise for Dealing with Angry and Quiet
Customers
In this exercise you will break the class into teams of two, one person is a seller the other is a buyer. We
suggest you meet with buyers and go over their roles with them, so they are clear on how to proceed.
The role play forms are on the following pages. Make sure you match the appropriate versions:
Version A Seller sells to Version A Buyer.
Version B Seller sells to Version B Buyer.
Version A Seller
New Salesperson: Dealing with an Existing Customer Account
You work for Kemp’s (www.kemps.com) and sell, among other things, ice cream and other frozen
novelty products to grocery stores. You’ve been working for Kemp’s for only 2 weeks and are just
now starting to make calls in your territory. The first week on the job was spent learning about the
products sold and getting settled in to the community. You just graduated from college about a
month ago.
So far things are going well. Your customers, for the most part, have had good things to say about
Charlotte, the former Kemp’s rep in your territory. Charlotte quit two months ago and took a job
selling paint at a Sherwin Williams store in a town about two hours away.
Today, you’re making your first call on the frozen foods buyer for SuperOne Foods. The notes
you have from Charlotte don’t tell you much about the account. In fact, Charlotte did a pretty
poor job documenting things. You do know, from Kemp’s sales reports, that they go through a lot
of product and are an important account in your territory.
The main goal for your call today is to introduce yourself to the buyer and introduce them to your
line of Premium Novelties Products (see webpage). Your records indicate they have never
purchased those products before.
Version B Seller
New Salesperson: Dealing with an Existing Customer Account
You work for Kemp’s (www.kemps.com) and sell, among other things, ice cream and other frozen
novelty products to grocery stores. You’ve been working for Kemp’s for only 2 weeks and are just
now starting to make calls in your territory. The first week on the job was spent learning about the
products sold and getting settled in to the community. You just graduated from college about a
month ago.
So far things are going well. Your customers, for the most part, have had good things to say about
Charlotte, the former Kemp’s rep in your territory. Charlotte quit two months ago and took a job
selling paint at a Sherwin Williams store in a town about two hours away.
Today, you’re making your first call on the frozen foods buyer for SuperOne Foods. The notes
you have from Charlotte don’t tell you much about the account. In fact, Charlotte did a pretty
poor job documenting things. You do know, from Kemp’s sales reports, that they go through a lot
of product and are an important account in your territory.
The main goal for your call today is to introduce yourself to the buyer and introduce them to your
line of Premium Novelties Products (see webpage). Your records indicate they have never
purchased those products before.
Version A Buyer
New Salesperson: Dealing with an Existing Customer Account
You are the frozen foods buyer for SuperOne Foods (www.superonefoods.com). As such, you are
called on by many sellers. In a few minutes, the seller for Kemp’s is going to make a first call on
you. Here are some things you should know:
• The past salesperson for Kemp’s, Charlotte, was rude and not very competent, in your
opinion. She seemed like an “air head” to you (not very bright or sharp). You think she
was hired for her looks, not her talent. She was always preening (touching up her hair,
applying lipstick, and looking at herself in any glass or mirrors that were around) during
sales calls.
• The last shipment from Kemp’s a month ago was damaged. Over fifteen boxes of pop bars
and fudge bars were unsalable due to the boxes being damaged. You had your secretary
call Charlotte for you, but you were told that Charlotte just never returned the phone calls.
Finally she did call your secretary back and told her that she was quitting and it would be
someone else’s problem.
• Three months ago, Charlotte convinced you to buy some frozen yogurt bars, promising
that they would sell like hot cakes. Most of them are still sitting in your freezer section,
not moving. You’d like to return those for a full refund, although you know that Kemp’s
has a very strict “no returns” policy on unsold merchandise.
You’re known as something of a hot head, and can get angry quickly and easily. You intend to
really let the new salesperson from Kemp’s get a piece of your mind.
Be very angry, even unreasonable.
Version B Buyer
New Salesperson: Dealing with an Existing Customer Account
You are the frozen foods buyer for SuperOne Foods (www.superonefoods.com). As such, you are
called on by many sellers. In a few minutes, the seller for Kemp’s is going to make a first call on
you. Here are some things you should know:
• The past salesperson for Kemp’s, Charlotte, was rude and not very competent, in your
opinion. She seemed like an “air head” to you (not very bright or sharp). You think she
was hired for her looks, not her talent. She was always preening (touching up her hair,
applying lipstick, and looking at herself in any glass or mirrors that were around) during
sales calls.
• The last shipment from Kemp’s a month ago was damaged. Over fifteen boxes of pop bars
and fudge bars were unsalable due to the boxes being damaged. You had your secretary
call Charlotte for you, but you were told that Charlotte just never returned the phone calls.
Finally she did call your secretary back and told her that she was quitting and it would be
someone else’s problem.
• Three months ago, Charlotte convinced you to buy some frozen yogurt bars, promising
that they would sell like hot cakes. Most of them are still sitting in your freezer section,
not moving. You’d like to return those for a full refund, although you know that Kemp’s
has a very strict “no returns” policy on unsold merchandise.
You are pretty upset about what has been happening with Kemp’s and with Charlotte specifically.
However, you don’t show your anger in the normal way. You tend to get quiet, withdrawn, and
don’t say much.
Be very quiet. Don’t offer much information about the past service with Kemp’s.
• For the record, you’re not interested in buying any new products that Kemp’s offers. Just
“not interested” without having to give any reason for that.
• You’re not going to share about the past unless the seller is unbelievably kind and warm.
And about 95% of the world isn’t that way! You’re just going to keep your frustrations to
yourself and buy from a different supplier.
• Use non-verbals to show you are not interested in this conversation:
