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units. I can get these to you by the end of the week. How does that sound, Amy?” [continuous
yes close!]
Role-plays: Appendix
Using the SALES assignment can be overwhelming in grading. We changed the formant of the
first three cases that shows the FABs for the products, marketing plan, and business proposition.
This should be a great help for the beginning instructor and the students.
In the 13th edition, we have significantly expanded the Appendix containing the Role Plays. Our
goal is to provide you a range of role plays that allow you to customize your assignments. For
instance, depending on the role play, you can challenge students to utilize their:
• Sales skills (evaluate them on using the 10-step process)
1. ROLE-PLAY ONE: CONSUMER SALES
Students will be selling Amy one size of a new ready-to-eat cereal. For their role-play,
2. ROLE-PLAY TWO: DISTRIBUTOR SALES
This is about students’ sales call on Mr. Greg Johnson. Greg Johnson is a regional
manager with Urban Properties, one of the nation’s largest commercial real estate firms.
He maintains a sales force of 16 people spread over five states and understands the
importance of effective and efficient communication. Mr. Johnson is interested in having
3. ROLE-PLAY THREE: BUSINESS-TO-BUSINESS
This is about Travel Xpress- the one we incorporated in SALE 1- Chapter 3.
4. ROLE-PLAY FOUR: BUSINESS-TO–BUSINESS SALES XDT’s RoboPhone+ (XDT)
We’ll discuss this case in great details in the next section.
5.1. ROLE PLAY FIVE (PART ONE): CONSUMER PACKAGED GOODS SALES
A student will play the role of a salesperson for an entrepreneurial, emerging company in
the consumer packaged goods world, Ag-Kru Foods. Their flagship product is called the
PizzaMunch, a portable, healthy pizza product. Salesperson has scheduled a meeting with
Pat, a buyer at the Super-Club. Super-Club was initiated in the Midwest. It currently
5.2. ROLE PLAY FIVE (PART TWO): CONSUMER PACKAGED GOODS SALES
This is a continuation from Role Play 5.1. For this scenario, students can decide whether
they gained distribution of the 12-pack or 24-pack. The sales representative has had
5.3. ROLE PLAY FIVE (PART THREE): CONSUMER PACKAGED GOODS SALES
BUSINESS REVIEW
In this case, the buyer Super-Club has asked the rep to provide a business review. A
business review often integrates a product’s performance within a specific business (i.e.,
1. To provide a quantitative, fact-based business review that reaffirms Super-Club’s
2. To provide a recommendation and gain acceptance for a 30-day price alert for
6.1. ROLE-PLAY Six (Part One): BUSINESS-TO-BUSINESS
Technology Sales
Students will play the role of a territory manager representing Pro-Customer Focused
Solutions, a firm specializing in customer relationship management (CRM) technology
and other complementary software. As a rep, they serve a key contact point for
customers; and provide fact-based business conversations to prospects and existing
customers to identify their needs and grow their business. Company’s CRM software
combines sales, marketing, and customer service data into one information technology
platform.
Students will be calling upon a Midwestern based firm, ABC Industries, Inc. They
manufacture products for the home remodeling industry. ABC Industries, Inc. has been in
operation for decades.
6.2. ROLE-PLAY Six (Part Two): BUSINESS-TO-BUSINESS
Prospecting & Technology Sales: Estimating Effort and Professional Communication
The seller company Pro-Customer Focused Solutions has an annual business objective of
sales by 12%. Students will be responding to their supervisor, the vice president of sales,
who has asked them to develop a sales forecast of their territory. She would like to
understand how many sales leads you need to contact each month in order to reach a
6.3. ROLE-PLAY Six (Part Three): BUSINESS-TO-BUSINESS
Technology Sales
Assume, rep has successfully gained acceptance of her CRM product into a customer’s
firm. The customer feels the product was a great addition and productivity tool for his/her
firm.
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It is one year later and the same client has called to express a new concern. The client has
communicated to rep that their firm would like to enhance the productivity of the Pro-
Customer Focused Solutions CRM technology. The client has done their research on your
website. They have found that Pro-Customer Focused Solutions offers a number of
customers
TRAVOLTA ENGINEERING
Let us explain to you how these Role Plays could be utilized in class. As an example, we pick
Role-Play Four: Business-to–Business Sales XDT’s RoboPhone+ XDT.
The following are the answers to the Travolta Engineering case.
Description of Key Elements of Presentation Solution
1. What is the name of the organization you are calling upon?
2. What do they do?
Travolta Engineering designs, manufactures, distributes and services diesel engines and related
3. Is this a prospect, present, or past customer?
4. What is the buyer’s name?
5. What is/are the product(s) you will present?
6. List specifically stated and indirect buyer’s needs for the product.
Buyer Need
Specific/Indirect
Feature(s) that fulfills the
need
business, background, and
prospects
Easier way to demonstrate the
huge diesel engines
Specific
Hologram technology
To be able to communicate
with customers and prospects
who speak a different
Specific
Global language translator
Automated time-tracking
system
Specific
Time tracker
Enhanced sales presentation
tools
Indirect
Projector, presentation editor,
video conferencing,
hologram technology
Easier way to communicate
between technical team and
Indirect
Video conferencing
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7. What is your basic strategy for this sales call? To be flexible and interactive, use the
8. What sales presentation method will you use? Need-Satisfaction
9. What rapport building will you use before you begin your approach? Open with
small talk, ask him how he’s been since my last visit (include topic that we discussed
in the last meeting such as sports, weather, family)
10. What is the name of your approach? Customer benefit-approach
11. What are the main benefits you will mention in your approach? These benefits
12. What are the FAB’s for the product?
1. Sales
Features
Advantages
Benefits
• Language translator
• Projector screen for
business presentations
• Compile background
reports on customers
• More interactive
presentations
• More detailed
knowledge of
• Increase sales
• Increase profits
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2. Service
Advantages
Benefits
• More time spent on
customer service
instead of research
• Increase service
• Increase customer
3. Territory Management
Features
Advantages
Benefits
• Salespeople’s time,
stops, and locations
can be tracked and
reported to HR
• Print documents
through hook up in
car
• Can video sales call
for critique and
feedback on
salesperson
• Easier reporting of
time
• Won’t forget sales
call appointments
• Won’t get lost on
sales calls
• Decrease
administrative costs
• Increase sales
• Increase profits
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4. Sales Promotion
Features
Advantages
Benefits
• Social Networking
integration
• Face
• Interactions with
customers and
prospects on several
• Increase service
• Increase sales
5. General
Features
Advantages
Benefits
• Phone can
communicate back
openly or through an
ear bud receiver
• Strictly voice activated
• Easy to use
• Faster to use
• Increase sales
• Increase profits
18. What will be your suggested purchase, including such things as prices, discounts,
ROI. Cost and Pricing Structure – RoboPhone+
Number of devices
Monthly cost per handset
6 – month contract 1 – year
contract
1-50
$150
$135
51-100
$140
$125
101-200
$130
$115
201-300
$120
$105
301+
$110
$ 95
If Travolta pays for 310 handsets (276 for salespeople and 34 for managers) and enrolls for the
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1-year contract with Race wireless, then the cost and pricing structure will be as follows:
Table 6: Pricing comparison – Red Phone 800 vs. RoboPhone+
Monthly
wireless
Service fee per
employee
Monthly
handset fixed
Cost per
employee
Total monthly
Cost per
employee
Total annual
Cost1 (handsets
+
wireless service)
Red Phone 800
$110
$25
$135
$502,200
Robophone+
$80
$95
$175
$651,000
Net Increase on Bottom-Line
RoboPhone+ ROI components
Annual Costs
Savings on translator service
$ 970,000
Increase in sales revenue due to less time
Spent prospecting
$ 2,000,000
Savings on sales presentation techniques
$ 430,000
Savings on time-tracking
$ 250,000
( $ 148,800)
Net increase on bottom-line $ 3,501,200
Annual ROI analysis
Total Cost of Investment (Table 6)
$651,000
Total Gains from Investment (Table 7)
$3,650,000
ROI%
460.68%*
*ROI=(Total Gains- Total Costs)/Total Costs
19. What objections do you expect from the buyer?
20. First list the category of each objection and then the name of the technique you will
use to meet each objection.
21. What will be your trial close for each of your responses to your expected objection?
Answers for Questions 19-21
Stalling Objections
• Let me think about it; I might be ready to buy on your next visit.
• We’re locked in to our contract with Red Phone 800 until the end of the year. Come back
then and we can talk.
Technique: Ask Questions “I understand that you want more time to think. I would be
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Technique: Compensation Method “I Know how you feel. Often we’re satisfied with
something because we have no chance to compare it with something better. I’ve studies the Red
Phone 800 and would like a few minutes to compare it to the Robophone+… (state benefits)
[trial close] “Are those benefits important to you?”
Money Objections
• The Robophone+ will cost me $148,800 more a year than the Red Phone 800! I don’t
know if it’s worth that much more money!
• Travolta Engineering and the sales division in particular are trying hard to cut costs right
now, why would I take on such a large additional cost?
• Won’t this have a negative impact on my bottom line?
Technique: Indirect Denial (use ROI) “Sure it costs a little more on the front end, but think of
all the increase sales, profits, and productivity that will come from having the best technology
available.”
[trial close] “And that’s what counts—right?”
Product Objections
• The projector, presentation editor, and video conferencing tools all sound great, but I’m
not sure we need all those flashy features.
• I don’t know if my sales team can use such a complex phone.
• The technology that the Robophone+ uses is so new it probably still has kinks in it. I
don’t want to take the risk.
Technique: Indirect Denial “I agree the new features can seem intimidating at first, but along
with the purchase each salesperson receives a free instruction session with a Robophone+
expert.”
[trial close] “How does that sound?”
Source Objections
• We’ve had the Red Phone 800 for years, and we’ve always bought from that provider.
• We’ve never bought an XDT product, and I’m not sure if we’re ready to switch.
Technique: Ask Questions. “I understand that you trust your current provider, but what could
we do to earn your business?”
22. List the name(s) of your closing technique(s) you will use.
Summary of benefits close
23. What are the main benefits you will use for reasons to buy in your close?
Increase sales, increase profits service and decrease administrative costs
24. How will your close relate to the benefits you expect the buyer to respond to
favorably when you ask your trial closes throughout the presentation? These responses
could be verbal and/or nonverbal.
The summary of benefits close will highlight how the advanced features can decrease costs and
respond to favorably.
25. What is the name of your second close should it be required?
T-account close
26. What is the name of your third close should it be required?
Technology close
The technology close will demonstrate not only the product features, but will use graphs and
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27. What will be your proof statement(s)?
The following quote in Sales Today, a popular trade journal in the sales industry from Bob
“The new RoboPhone will completely revolutionize in the sales I industry. The think
tank of geniuses at X.Dot has come up with another technological breakthrough that could
change the way we all live. The RoboPhonePlus can do everything the Red Phone 80 can do and
more. It’s innovative yet easy to use functions and features will give salespeople all the tools
28. What will be your demonstration(s)?
I will demonstrate the videoconferencing feature by calling the X.Dot technology support group.
This will not only show how easy the video conference feature is to use, but it will also highlight
29. Attach a copy of your visuals to the back of your paper.
Features, Advantages, and Benefits
Features
Advantages
Benefits
• Global Language
Translator
salespeople and
customers.
• Facilitates
communication
between the
• Reduces Costs
• Improves Customer
Service
• Projector
• Hologram
Technology
• Improved
presentations
• Improved
communication
between salespeople
and customers
• Improved
understanding of
product.
• Reduced Costs
• Improves Customer
Service
• Increases Sales
• Background Reports
• Compiler
• Improves
organization.
• Saves Time
• Improves Customer
• Time-Tracking
• No paper needed
• Fast and easy way for
salespeople to keep
track of how much
• Saves Time
• Reduces Costs (paper)
• Improves Customer
Service
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Marketing Plan: Features, Advantages, and Benefits
Features
Advantage
Benefit
• User-Friendly
Innovative
Technology
• Sales team learns to
use phone right away.
• Saves Time
• Improves Customer
Service
• Increases Sales
• Free Training
Sessions
• Helps the salespeople
reap full benefits of
• Reduces Costs
• Saves Time
“The RoboPhone+ will completely revolutionize the technology in the sales industry. The think
tank of geniuses at XDT has come up with another technological breakthrough that could change
the way we all live our lives. It has simultaneously filled the need for a phone and a laptop. The
-Bob Holtzer, President of the Sales Association of America
Cost and Pricing Structure – Robo Phone+
Number of
devices
Monthly cost per handset
6- month contract 1-year
contract
Savings/Unit
Total
Savings
1-50
$150
$135
$15
51-100
$140
$125
$15
101-200
$130
$115
$15
201-300
$120
$105
$15
301+
$110
$ 95
$15
310
$110
$95
$15
$4,650
Pricing comparison – Red Phone 800 vs. Robo Phone+
Monthly
Wireless service
fee per
employee
Monthly
Handset fixed
Cost per
employee
Total monthly
Cost per
employee
Total annual
costs
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Red Phone 800
$110
$25
$135
$502,200
Robophone+
$80
$95
$175
$651,000
Net Increase on Bottom-Line
RoboPhone+ ROI components
Annual Costs
Savings on translator service
$ 970,000
Increase in sales revenue due to less time
spent prospecting
$ 2,000,000
Savings on sales presentation techniques
$ 430,000
Savings on time-tracking
$ 250,000
Additional expenses incurred (Table 6)
( $ 148,800 )
Net increase on bottom-line $ 3,501,200