MODEL “SCRIPT”
ROLE-PLAY IV a
HA—400
Presenting Product Solutions to Meet the Customer’s Needs—Part “a”
Specifications:
1. Follows the "Evaluator's " Form at the Role-Play Site Map.
2.
Role-Play Members: (a) Salesperson-Rich McNeill, (b) Customer-Erin Adkins,
and (c) Evaluator-_______.
Presentation
Format (See "Evaluator's Form)
1. Objective # 1 – The Approach and Reestablish the Relationship
2. Objective # 2 – Summarize and Confirm Customer Needs (6 from Role-Play III)
3. Objective # 3 – Match Needs With Product/Service Benefits. For each of the 6 needs, match the need with a product/service feature/benefit (You will make full “benefit” statements as you prepared in your “Strategic Sales Plan” ).
NOTE: Remember to save the “budget” need for last (reason—people won’t pay for something unless you have first presented them benefits).
AT THIS POINT: Show Erin your proposal and use it to guide your “benefit” summary in Objective # 4 below. (You didn’t show it to her too early because she will start looking at prices BEFORE you have a chance to present “benefits.” Since you have already mentioned price, it is time to show her how you arrived at the price (step by step following the proposal - you would have prepared one in the "real world").
4. Objective # 4 – Summarize the benefits that you stated in Objective # 3 above. This will be a “conversation” summary versus a stiff “list.”
5. Objective # 5 – Negotiate any buyer resistance or answer any questions (NOTE: you will not do this in this Role-Play. When you do Role-Play IV b, Erin will resist or object. Here Erin will agree with all of your statements.
6. Objective # 6 – Ask for Erin’s Commitment or “close.” Again, in this role-play, Erin will buy from you. She will sign the “proposal” that you prepared—the proposal transforms into a contract or letter of agreement (“letter of agreement” is a friendlier term for contract). In Role-Play IV c, Erin will resist at this final step.
7. Objective # 7 – Service the “closed” sale. Here you will inform Erin as to what will happen after she has signed the contract. Essentially, you want her to know what to expect as a next step.
Role-Play
IVa Model Script
Objective # 1 – The Approach and Reestablish the
Relationship
RICH: Good morning, Ms. Adkins. It’s great to see you again. Thanks for inviting me over again. Oh, by the way did you catch the Bulls vs. the Celtics the other night? I can’t believe Jordan. He’s incredible…46 points in one game…a true legend in his own time (Making a good entrance, smiling, shakes hands, takes an “invited” seat) .
ERIN: I was there! In fact, I was seated right behind the players…fantastic experience. Oh, by the way, just call me Erin.
Objective # 1 (continued) Comment on Known Items
About Erin Adkins
RICH: Well, Erin, I also saw Toni Bush at the mall the other day...she said Hi.
ERIN: We have a family reunion coming up in two weeks and I’m sure that I’ll see her then, but thanks.
RICH: Erin, six months ago, my family got together at their annual reunion, you know in the end, there’ no replacement for family.
ERIN: Rich, I’m happy you feel that way…I do.
(Students, the above is essentially “small-talk” or “social- warm-up” so be flexible and creative for yourselves—have fun).
Objective # 2 – Summarize and
“Confirm” Customer Needs from Last Meeting (Role-Play III)
(Pause)
RICH: (Transition Statement away from relationship to business at hand). I certainly appreciate the opportunity to let you know about how the Hyatt Regency Phoenix Hotel can help you have a successful meeting. I believe that you will like what I have put together for you.
(Note: Rich, the saleperson has prepared his “Strategic Sales Plan” around the 6 needs or buying conditions as revealed to him by Erin at the meeting last time – Role-Play III. Rich, the salesperson will use these as the main portion of his presentation).
RICH: (Continuing a transition into business). Erin, the last time we spoke you indicated that you had some needs that were very important to you. Let me see if I have them all.
RICH: (# 1) Let me see, Erin you said that you wanted to hold your one day YWCA Physical Fitness Seminar the first Thursday of next month for 150 attendees, is that right? (note this question is a “confirming” question to find out if I am on the right track)
ERIN: That’s right.
RICH: (#2)You also indicated you said that you needed a theater style meeting facility for 150 attendees and that you needed 3000 square feet for a tradeshow.
ERIN: You bet! It’s important that we have plenty of space (note that Rich didn’t have to ask a “confirmation” question here as Erin automatically confirmed).
RICH: (#3) Erin, your sleeping accommodation needs are for 40 non-smoking singles for seminar leaders the night before. Do you want VIP treatment packages for these?
ERIN: No VIPs, just 40 single rooms.
RICH: (#4)You also said that you wanted to have the 150 attendees enjoy a chicken luncheon on the seminar day, is that right? (again a “confirmation” question).
ERIN: That’s right.
RICH: (#5)You said that a convenient location was very important along with convenient parking.
ERIN: That is extremely important. Even though this is a Physical Fitness Seminar, I don’t want my attendees to get lost or have to do to much exercise BEFORE they get to the meeting by having to walk for miles.
RICH: (# 6) Erin, I hear what you’re saying. And, you indicated that you have a budget for this meeting of about $10,000. Is this right?
ERIN: Rich, I think you have it about right.
RICH: Erin, are there any other meeting needs that you have thought about since I was last here?
ERIN: No, we have covered the most important.
Objective # 3 – Present Solutions to Each of the
6 Customer Needs
(Using your “Strategic Sales Plan” discuss one customer need at a time—Budget Last!)
RICH: (# 1) Erin, regarding your meeting dates, “you indicated that you need to hold the meeting the first Thursday of next month (“buying condition” or “Need”). I have checked our book--Rooms Control Book (“proof device” or “demonstration”) and we have availability (“feature”). This means to you (“translation phrase”) that you can have your meeting at the times that you planned (“benefit”). How does this sound (“confirmation question”)?
ERIN: It sounds great.
RICH: (#2) You indicated that you needed theater style room for 150 attendees and a trade show room of 3000 square feet (“buying condition/need”). Here is a layout of our meeting and display rooms (“proof” or “demonstration”). We have reserved the Curtis A/B room for your theater seating and the 3344 square foot Sundance for your trade show (“feature) which means to you (“translation phrase”) that your attendees and vendors displaying at the trade show will have a spacious and comfortable environment (“benefit”). Is that what you had in mind (“confirmation question)?
ERIN: Rich this is exactly the type of thing I was thinking of.
NOTE: Conversation continues on through needs # 3, # 4, # 5 and ends with # 6
RICH: (#6 –Price, the tough one!) Erin, you indicated that you have a budget of around $10,000 (“buying condition/need”). As you can see by the calculations on the proposal (“proof device” and “demonstration”, I have been able to get the total price within the range of your budget: $10,800 (“feature”). This means to you that all of your meeting needs can be met by a total price that approximates your budget (“benefit”). Is that what you had in mind (“confirmation question”)?
ERIN: Well Rich, as you know, I told you that my budget was in the range of $10,000. $10,800 is a little over, but close. From what you’ve told me about how the Hyatt Regency Phoenix Hotel can solve my meeting needs, I believe that this budget will work (“a buying signal”).
Objective # 4 – Negotiate Buyer Resistance (there
is no resistance in Role-Play IV a)
Objective # 5 –
Summarize the benefits (You summarized
“needs” at the beginning of the presentation—now “benefits” are summarized)
(Reason to summarize: You want “benefits” in the front of Erin’s mind just before “closing the sale”. Make this summary loose and free flowing.)
RICH: I’m happy to hear that. Erin, let’s review where we’ve been: We have your dates available (# 1) and we have provided you spacious meeting accommodations for both the meeting and trade show (#2). Our oversized and newly renovated sleeping rooms provide comfortable accommodations for your seminar presenters (# 3). The chicken luncheon prepared by our award winning chef will be artistically presented and deliciously prepared (# 4). Easy access to our downtown location and our free adjacent parking garage will provide your guests convenience (# 5). And, most importantly, all of this is within your budget range (# 6).
Objective # 6 - Ask for Erin’s Commitment or “close.”
(After hearing a buying signal or reading body language for the signal)
RICH: Can we formalize our agreement with your signature? (place proposal in front of Erin with a pen)?
ERIN: (Signing the letter of agreement) Rich, what happens next?
Objective # 7 – Servicing the “Closed” Sale
RICH: Erin, we at the Hyatt Regency Phoenix Hotel want to make your meeting a very successful one. As soon as you sign the letter of agreement, this becomes the “marching orders of the house” (the hotel). We will immediately assign you a “Conference Coordinator” who will call and introduce themselves and let you know about various timelines and things needed to detail the meeting.
Of course, I am always in the background and watching over your meeting to make sure that everything runs smoothly.
ERIN: This sounds great. Having a person to help me with my meeting sure takes a load off my mind. Rich, it’s been great working with you.
RICH: Erin, I am enjoying working with you and helping you to have a successful meeting. I appreciate your time and look forward to working with you. Thanks again for your business.