Part 2: Play the Part—Selling to Business Markets
Instructor Brief for Role Play on Selling to Business Markets
Summary and Purpose
This role play involves Waste Not Inc. (WNI), a hypothetical supplier of recycling equipment
to cities across the United States. Due to changes in the market, WNI must convince
Skills
In this role-play exercise, students will have the opportunity to practice valuable work skills,
including:
• Strategic thinking: formulating strategies to achieve an organization’s vision while
accounting for its strengths, weaknesses, opportunities, and threats.
There is a briefing document available for each of the participants to prepare them for their
role.
Background/Scenario
Waste Not Inc. is a supplier of recycling equipment to cities across the United States. It is
known for systems that deal with glass and plastic. But some of WNI’s biggest customers
Traditionally, WNI has insisted on fixed-price contracts with all of its customers in order to
maximize its profit potential and minimize its risks in a low-margin business. Compared to
cost-reimbursement contracts, fixed-price deals typically mean higher prices for the
buyer—which customers have willingly paid in the past, because of their trust in WNI and
what it sells. But Dane is leaning toward giving salespeople more flexibility to negotiate