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Section 04 - Buyer Role Play Scenarios
Stubb’s Bar-B-Q Buyer Scenario
Situation 10 Phil’s BBQ
Buyer B
You are a driver.
Needs: To keep things moving along pretty much they way they are right now. You don’t see any
need to make changes. Right now you make your own barbecue sauce.
Objections:
1. What kinds of flavors do you offer?
2. What have sales been like for these offerings?
Section 04 - Buyer Role Play Scenarios
NETSUITE Buyer Scenario
Workflow Solutions – Version A
You own a small value-added reseller (VAR) specializing in selling software serving
manufacturers. That means you sell software that another company created, and you provide
services that help customers get it up and running. A friend of yours set you up with the
salesperson from Netsuite, but you are meeting only out of curiosity. You aren’t sure how this
will help you, but you’ve wondered if you should write a version of your own.
Needs:
1. You believe you’ve pretty well penetrated the market for computer-aided design (CAD) and
2. You’ve also sold some ERP systems but you’ve not been satisfied with how well they work
for smaller manufacturers. You’d like something that’s integrated and can meet the needs of
Objections:
1. Why wouldn’t I just do this myself? Sugar CRM is open-source, I could use that as a base and
work with that to do a customized version for hospitals.
2. Nobody’s buying anything with the current state of the economy. I’ll just wait and see what’s
going to happen – but thanks for coming by.
Section 04 - Buyer Role Play Scenarios
NETSUITE Buyer Scenario
Workflow Solutions – Version B
You own a small value-added reseller (VAR) specializing in selling software serving
manufacturers. That means you sell software that another company created, and you provide
services that help customers get it up and running. A friend of yours set you up with the
salesperson from Netsuite, but you are meeting only out of curiosity. You’ve not really had much
In addition,
Objections:
1. I don’t think I’d make enough money on a 10 person installation to make it worthwhile. But
10 is all most of my smaller customers would need.
Section 04 - Buyer Role Play Scenarios
NETSUITE Buyer Scenario
Sales Innovation – Version A
You called Netsuite because you want to expand your company’s offerings – training seems to
have reached its saturation point. In fact, with the economy the way it is, few people are spending
money on training.
You already looked at Zoho, which looks good for very small installations, and SugarCRM,
which is an opensource solution.
Needs:
2. It has to be easy to learn and use, and it has to be inexpensive, relatively speaking. Most of
your clients are small businesses so it has to make sense for small installations
Objections:
Section 04 - Buyer Role Play Scenarios
NETSUITE Buyer Scenario
Sales Innovation – Version B
You called Netsuite because you want to expand your company’s offerings – training seems to
have reached its saturation point. In fact, with the economy the way it is, few people are spending
money on training.
You used Salesforce.com in your previous job and want something as functional but cheaper.
You are an expressive. Focus on a lot of general topics (like need #1) by asking questions like,
“What are the hottest industries for you right now – where do you sell the most? Does your
company have any training partners?” Pepper the seller with questions early on.
Needs:
1. You’d like to branch out into new markets, because you think the new healthcare plan of the
government will stymie growth for your company. How can Netsuite help you do that?
Objections:
2. I think a lot of companies already have something like this – I was hoping for something more
sophisticated. (If probed, ask about the reporting features.)
Section 04 - Buyer Role Play Scenarios
NETSUITE Buyer Scenario
The 48 Group – Version A
You are the owner of The 48 Group, a new CRM consultancy. You and two other friends from
Highland (a consulting company) just started this company about a month ago, and you are very
well known in the industry. One of your partners wrote a best-selling book on the subject while
another worked for Eloqua, a marketing automation software company.
1. Innovative, with investments in R&D that are above average for the industry
3. Easy to work with
Objections:
1. Doesn’t everyone have something like this already?.
Section 04 - Buyer Role Play Scenarios
NETSUITE Buyer Scenario
The 48 Group – Version B
You are the owner of The 48 Group, a new CRM consultancy. You and two other friends from
Highland (a consulting company) just started this company about a month ago, and you are very
well known in the industry. One of your partners wrote a best-selling book on the subject while
another worked for Eloqua, a marketing automation software company.
Needs:
1. Something which is already well developed and a company that can help with customization
(or at least has an established base of solid partner companies who can do that). Your expertise is
2. Something that will bring instant credibility to the firm and help it get some immediate
business.
Objections:
2. Seems to me that this is too salesperson oriented – doesn’t fit the full needs of a business
because the marketing side seems limited.
Section 04 - Buyer Role Play Scenarios
NETSUITE Buyer Scenario
BancMark – Version A
You are the information technology manager for BancMark, a national bank sales consultancy.
Community banks – those with fewer than 10 branches – buy a personality test from your
Needs:
1. Has to be easy to transfer data from ACT to Netsuite.
2. Has to have greater functionality – more bang for the buck.
Objections:
2. Ask to see market share data. After all, you are an analytical. You also want technical specs.
Section 04 - Buyer Role Play Scenarios
NETSUITE Buyer Scenario
Dixon & Frost – Version B
You are the information technology manager for BancMark, a national bank sales consultancy.
Community banks – those with fewer than 10 branches – buy a personality test from your
company that they use when selecting new loan officers, as well as sales training for existing and
new loan officers. To date, your company has not offered any software of any kind, other than the
online personality test and the report to the hiring manager. You are an expressive.
Needs:
1. You’ve got to be able to prove to the CEO that the investment will be worth it. If the company
takes this product on, it will require an investment in training the company’s consultants and a
significant investment in marketing so this is not a minor decision. You estimate that it will cost
Objections:
1. When shown a screen shot or demo, say, “This doesn’t seem very impressive.”
Section 04 - Buyer Role Play Scenarios
NETSUITE Buyer Scenario
Mackie Office Supply – Version A
This office supply distributor has been in business for over 100 years but left its downtown
location about 10 years ago for 6 suburban locations in two cities. The company has a one field
salesperson per location and 30 inside sales reps who sell by phone and are based at the
company’s warehouse. You have the largest selection of office furniture in both cities. A
traditional retailer with a solid web presence, the company is known to be very forward-thinking
in spite of its age.
You have no other solution, so people who don’t want the whole thing don’t have any other
choice from you. You know you need to add some new business software, but you’ve been a little
slow in getting it done.
Whatever you buy for the store, the field salespeople also sell.
Objections:
1. I’ve been telling people to buy Business Optimizer and now you want me to sell Netsuite?
What do I tell everyone – that I lied to them and sold them a second-rate product? And how do I
break the news to Steve and Jeff, the two guys who started that company?
Section 04 - Buyer Role Play Scenarios
NETSUITE Buyer Scenario
Mackie Office Supply – Version B
This office supply distributor has been in business for over 100 years but left its downtown
location about 10 years ago for 6 suburban locations in two cities. The company has a one field
Needs:
1. Sales have been slipping overall due to a Sav-On Office Supplies store that moved out next to
Objections:
1. I don’t understand how we’d sell this through a retail store.
