Section 05 – Additional Seller And Buyer Role Play Scenarios
SECTION 5
ADDITIONAL SELLER AND BUYER ROLE PLAY
SCENARIOS
THE ROLE PLAYS IN THIS SECTION WERE PROVIDED BY
RONALD N. BORRIECI FROM COB EMBRY–RIDDLE
AERONAUTICAL UNIVERSITY. USED WITH EXPRESS
PERMISSION OF THE AUTHOR.
Section 05 – Additional Seller And Buyer Role Play Scenarios
Air Cargo # 2 Seller
You represent Kinetic Air Cargo Inc. an air cargo company specializing in overnight delivery to most
European markets from the U.S. Kinetic Air Cargo is a full-line logistics company selling logistics services
such as, shipping, warehousing, on-site storage, inbound raw materials to outbound finished product.
The company’s motto that Kinetic Air Cargo sells “the entire package” is stated on the company’s
letterhead and business cards.
Background: From your past conversations you have learned the following facts:
CX (as they call themselves) ships about 4 – $10MM supercomputers to Europe each month to cities like
Paris, Hague, Berlin, and Hamburg. CX also is seeing an increase in business of about 2% per year and is
projecting 3 -4 computers / month in 2009. Currently CX ships via rail and water but is looking for a
more secure way and quick way of transporting their computers (the cost of interest and letters of
credit is rising and cutting into CX ‘s margins). Each of CX computers weighs about 200 – 300 lbs. and is
“boxy” but they will fit into the 747 and 777’s cargo hold easily.
Section 05 – Additional Seller And Buyer Role Play Scenarios
Some facts about the air cargo or logistics business:
Air cargo shipping has as its major advantage – speed. Products (finished / unfinished) can be virtually
picked up anywhere in the world and delivered to their next destination overnight ( the term
“overnight” means a 12 hour shipping “window”). This speed in delivery means lower insurance, credit,
and “inventory carrying costs” to the shipper and a quicker “up to speed” time for the receiver (for
example if a firm has to shut down an assembly plant for the lack of a special part – a 12 hour wait is
acceptable).
Section 05 – Additional Seller And Buyer Role Play Scenarios
Air Cargo # 2 Buyer A
You are the VP Finance for Computer Xcel, a high-end specialty computer manufacturer whose products
start at $10MM each. Your company is currently shipping 4 of these computers to Europe each month
using truck, rail, and water transportation. Current shipping times range from 2 – 4 weeks for delivery.
You are using these methods because you’ve noticed as you analysis the numbers that by water your
costs to ship is about $5,000 each computer. However, customers have been complaining about the
slow delivery and your insurance and credit costs are increasing at a rapid rate. In fact, you now
estimate that including the costs of credit and insurance alone, your total “transportation” costs per
computer is approaching $20,000 each.
You are under pressure from your CEO (definitely a driver!) to secure the “best shipping method” (his
words) to satisfy your customers.
Buyer: Ok, ____(use the salesperson’s first name) I know about your company but what I’d like to know
more about what is included in your “entire package” ? In other words can you break out the costs per
segment again for me?
(after the student has answered ask this question)
Buyer: Say do you mind if I smoke ?
Section 05 – Additional Seller And Buyer Role Play Scenarios
(after the student has answered ask this question)
(If the student does not offer to lower the price say)
Buyer: Ok, you’ve answered all of my questions, let’s get this purchase order cut!
(If the student DOES OFFER TO LOWER THE PRICE say:
Buyer: Well, I knew that your prices were too high – so if I agree to using Kinetic Air Cargo and sign a
year long contract, you can take another 5% off this new price. If you do that I’ll have my secretary
write you a purchase order right now? What do you think?
At this point, if you’ve agreed to “buy” wait and see if the student acknowledges your order and
Section 05 – Additional Seller And Buyer Role Play Scenarios
Air Cargo # 2 Buyer B
You are the VP Finance for Computer Xcel, a high-end specialty computer manufacturer whose products
start at $10MM each. Your company is currently shipping 4 of these computers to Europe each month
using truck, rail, and water transportation. Current shipping times range from 2 – 4 weeks for delivery.
You are using these methods because you’ve noticed as you analysis the numbers that by water your
costs to ship is about $5,000 each computer. However, customers have been complaining about the
slow delivery and your insurance and credit costs are increasing at a rapid rate. In fact, you now
estimate that including the costs of credit and insurance alone, your total “transportation” costs per
computer is approaching $20,000 each.
You are under pressure from your VP Marketing to secure the “best shipping method” (his words) to
satisfy your customers.
Buyer: Ok, ____(use the salesperson’s first name) I know about your company but what I’d like to know
more about is how your “entire package” is going to save me money?
Buyer: Would it be possible, could I contact some of your current customers and ask about Kinetic Air
Cargo? Can you tell me how satisfied you other customers are?
(here the student would have to either reject your request for an interview or naming or he would
Buyer: Now that I understand your services, please go over again why I should do business with Kinetic
Air Cargo instead of one of the Big Three (FedEx, UPS, and DHL) for shipping my computer?
Section 05 – Additional Seller And Buyer Role Play Scenarios
Buyer: You’ve made a number of good points, and I’m leaning towards a deal with you today, but it just
doesn’t feel right? What am I missing? Review with me the other customers who rely on Kinetic Air
Cargo to ship their packages?
Buyer: Can I ask you a personal question? Would you mind telling me how much you charge CRAY
computers to ship their computers?
Buyer: You’ve made a number of good points, and have answered all of my concerns so let’s cut this
purchase order!
At this point, if you’ve agreed to “buy” wait and see if the student acknowledges your order and
Section 05 – Additional Seller And Buyer Role Play Scenarios
Kinetic Air Cargo, Inc. Seller
Sales Scenario: You represent Kinetic Air Cargo Inc. an air cargo company specializing in overnight
delivery to most European markets from the U.S. Kinetic Air Cargo is a full-line logistics company selling
logistics including, shipping, warehousing, on-site storage, inbound raw materials to outbound finished
product.
Today you are calling on the shipping manager at Computer Xcel – a high end supercomputer computer
manufacturer. Computer Xcel manufacturers computers selling for more than 10 million dollars each ( a
competitor of Computer Xcel is the legendary computer manufacturer – CRAY Computers). This is your
third call on the shipping manager and today you primary objective is to secure his shipping business.
Background: From your past conversations you have learned the following facts:
Your cost / # to airship these computers would be about 25 – 30% more than CX’s current method
although the difference could be made up by the quicker turnaround time and increased cash flow (see
paragraph above).
Section 05 – Additional Seller And Buyer Role Play Scenarios
do not know the total cost of shipping that he is currently paying although as mentioned you believe its
about 25 – 30% lower.
Some facts about the air cargo or logistics business:
Air cargo shipping has as its major advantage – speed. Products (finished / unfinished) can be virtually
picked up anywhere in the world and delivered to their next destination overnight ( the term
“overnight” means a 12 hour shipping “window”). This speed in delivery means lower insurance, credit,
and “inventory carrying costs” to the shipper and a quicker “up to speed” time for the receiver (for
example if a firm has to shut down an assembly plant for the lack of a special part – a 12 hour wait is
acceptable).
Section 05 – Additional Seller And Buyer Role Play Scenarios
Kinetic Air Cargo, Inc Buyer A
You are the shipping manager for Computer Xcel, a high-end specialty computer manufacturer whose
products start at $10MM each. Your company is currently shipping 4 of these computers to Europe
each month using truck, rail, and water transportation. Current shipping times range from 2 – 4 weeks
for delivery. You are using these methods because you’ve noticed as you analysis the numbers that by
water your costs to ship is about $5,000 each computer. However, customers have been complaining
about the slow delivery and your insurance and credit costs are increasing at a rapid rate. In fact, you
now estimate that including the costs of credit and insurance alone, your total “transportation” costs
per computer is approaching $20,000 each.
You are under pressure from your VP Marketing to secure the “best shipping method” (his words) to
satisfy your customers.
Buyer: Ok, ____(use the salesperson’s first name) I know about your company but what I’d like to know
more about is how your “entire package” is going to save me money?
(after the student has answered ask this question)
Section 05 – Additional Seller And Buyer Role Play Scenarios
Buyer: You’ve made a number of good points, and my VP is all over me like a dirty diaper to cut a deal,
can you lower your price by 20%?
(If the student does not offer to lower the price say)
Buyer: Ok, you’ve answered all of my questions, let’s get this purchase order cut!
(If the student DOES OFFER TO LOWER THE PRICE calculate 80% of that number and say:
Section 05 – Additional Seller And Buyer Role Play Scenarios
Kinetic Air Cargo, Inc Buyer B
You are the shipping manager for Computer Xcel, a high-end specialty computer manufacturer whose
products start at $10MM each. Your company is currently shipping 4 of these computers to Europe
each month using truck, rail, and water transportation. Current shipping times range from 2 – 4 weeks
for delivery. You are using these methods because you’ve noticed as you analysis the numbers that by
water your costs to ship is about $5,000 each computer. However, customers have been complaining
about the slow delivery and your insurance and credit costs are increasing at a rapid rate. In fact, you
now estimate that including the costs of credit and insurance alone, your total “transportation” costs
per computer is approaching $20,000 each.
You are under pressure from your VP Marketing to secure the “best shipping method” (his words) to
satisfy your customers.
Buyer: Ok, ____(use the salesperson’s first name) I know about your company but what I’d like to know
more about is how your “entire package” is going to save me money?
(after the student has answered ask this question)
Section 05 – Additional Seller And Buyer Role Play Scenarios
Buyer: You’ve made a number of good points, and I’m leaning towards a deal with you today, but it just
doesn’t feel right? What am I missing? Can we start reviewing the numbers all over again?
(let the student re-iterate all the numbers and see if he/she asks you what is bothering you?)
Section 05 – Additional Seller And Buyer Role Play Scenarios
STRATOS AIRCRAFT Seller
You are a sales representative for Stratos Aircraft calling on the CEO and buyer at Daytona Charter
Aircraft Company – a small 4 plane charter operation that services small airports in Florida and the
Eastern Caribbean out of their Daytona Beach location. Currently, you know that this operation has 4
Section 05 – Additional Seller And Buyer Role Play Scenarios
Stratos Selling Scenario Buyer A
You are a Driver (low responsiveness; high assertiveness)
You are President and founder of Daytona Charter Aircraft Company, a small 4 plane, charter operation
that services small airports in Florida and the Eastern Caribbean out of your Daytona Beach location.
Questions/ Objections:
1) Why should I do business with Stratos with so many other VLJ companies out there?
2) I am considering increasing my charter services throughout the Eastern and Western Caribbean, can
your aircraft meet my needs for speed and range?
Section 05 – Additional Seller And Buyer Role Play Scenarios
Stratos Selling Scenario Buyer B
You are an Expressive (high responsiveness; high assertiveness)
Today you are seeing a sales representative from Stratos Aircraft division about their new single-engine
VLJ dubbed the Stratos 714.
Questions/Objections:
1) (after introductions, tell the rep that you’ve heard a lot about the VFT and are really interested in
learning more from him/her about the aircraft).
2) So where did you go to school? How do you like working for Stratos?
Section 05 – Additional Seller And Buyer Role Play Scenarios
Stratos Selling Scenario Buyer C
You are an Analytical (low responsiveness; low assertiveness)
You are President and founder of Daytona Charter Aircraft Company, a small 4 plane, charter operation
that services small airports in Florida and the Eastern Caribbean out of your Daytona Beach location.
Questions/Objections:
(maintain 5 seconds of silence after each question the student asks you for the first few minutes of the
interview).
1) Explain to me how your aircraft’s specs differ from a VLJ in terms of speed, cruising capacity, fuel
economy, and weight?
2) (after the student starts to explain these specs, interrupt them and say that your information is
different from theirs in terms of range, speed and ask the student to clarify.)
Section 05 – Additional Seller And Buyer Role Play Scenarios
Stratos Selling Scenario Buyer D
You are an Amiable (high responsiveness; low assertiveness)
You are President and founder of Daytona Charter Aircraft Company, a small 4 plane, charter operation
that services small airports in Florida and the Eastern Caribbean out of your Daytona Beach location.
Questions/Objections:
1) welcome the sales rep and start off my saying that you remember someone at EADS from college but
can’t remember their name, then run off a few names of people and ask the sales rep if they know
them?
2) when the student sales rep starts his/her presentation allow them to continue for a few minutes and
then ask them where they went to school?
Section 05 – Additional Seller And Buyer Role Play Scenarios
GROB Aerospace Seller
You are a sales representative for EADSM GROB calling on the CEO and buyer at Daytona Charter
Aircraft Company – a small 4 plane charter operation that services small airports in Florida and the
Eastern Caribbean out of their Daytona Beach location. Currently, you know that this operation has 4
Piper aircraft and are interested in purchasing either a VLJ or Very Fast Turboprop to expand the range
of your services.
Section 05 – Additional Seller And Buyer Role Play Scenarios
GROB Aerospace Buyer A
You are a Driver (low responsiveness; high assertiveness)
You are President and founder of Daytona Charter Aircraft Company, a small 4 plane, charter operation
that services small airports in Florida and the Eastern Caribbean out of your Daytona Beach location.
Questions/ Objections:
1) Why should I do business with Grob Aerospace with so many other VLJ companies out there?
2) I am considering increasing my charter services throughout the Eastern and Western Caribbean; can
your aircraft meet my needs for speed and range?