Presenting Product Solutions to Meet the Customer’s Needs—Part “c”

Negotiating Buyer Resistance AND Obtaining Buyer Commitment




1.         Follows the "Evaluator's " Form

2.         Role-Play Members: (a) Salesperson-Rich McNeill, (b) Customer-Erin Adkins, and (c) Evaluator-_______.

3.         Erin Adkins is instructed to respond in a certain way; some things she will talk about and others not.

4.         The following role-play model only provides you the basics.

4.         Erin Adkins will respond in a certain way. NOTE: Erin will object (as in Role-Play IVb) from three “sources:” (a) Source, (b) Time, and (c) Price.  SALESPERSON ROLE should bring up “price” solution last as instructed in past role-plays.  Thus, Erin will object to price last.

5. ........Erin will also resist at the "close." This resistence is similar but different to previous "resistance" and objections (in IVb).





2.         In Role-Play III you discovered customer needs or buying conditions.  These are the most important thing a consultative salesperson can do.Also in Role-Play III, you told the customer, Erin Adkins, that you wanted to go back to your office to write up a proposal (on a proposal form and priced) of how your product/service could meet her needs.  At that time, you set a firm appointment to meet with Erin Adkins again to “present” your proposal (what you have written up for her).


3.         In Role-Play “IV a” you learned formatted way to “Present” your proposal. Here Erin, customer, agreed with everything that the salesperson presented. In a  real “presentation” the customer would probably not say “yes” to everything.


4.         In Role-Play “IV b,”  the format will be the same is you learned in Role-Play IV a EXCEPT, Erin will RESIST or OBJECT TO SOME OF THE THINGS THAT YOU PROPOSE.


5.         In Role-Play IV c, your job is to practice the techniques of  handling buyer resistance or objections (from IV b) and to learn “closing” techniques and apply them.  Your text reading explains closing methods.

In Role-Play IV c you will follow the same format that you have learned and now  Erin Adkins will: (a) Resist the same way as in IV b AND (b) will NOT  agree to sign the order or CLOSE.



Presentation Format (Also 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).


  4.            Objective # 4 – Negotiate any buyer resistance or answer any questions.  (NOTE: At her discretion, Erin will object after the salesperson has made a “matching statement” in Objective # 3 above.  The salesperson ends a “matching statement” with “is that what you have in mind?” Erin will use this opportunity to OBJECT (with one of the three types of objections: “source,” “Time,”or “price.”  For example, Salesperson, “…is that what you have in mind?”  Erin, “I need a day to think it over” (time objection).


Remember that Erin will object three times (to “price” last).


5.            Objective # 5 – Summarize the benefits that you stated in Objective # 3 above.  This will be a “conversation” summary versus a stiff “list.”  (NOTE:  DO THIS ONLY AFTER ALL OBJECTIONS, above, HAVE BEEN ANSWERED).


6.            Objective # 6 – Ask for Erin’s Commitment or “close.” Again, in this role-play, Erin will NOT buy from you until you answer all of her questions and concerns at the “close.” Afterwards, 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). 


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 IVc 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 Meeting (Role-Play III)


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 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, I need to check with the Marriott. (Source Objection)


OBJECTION 1: "SOURCE" TYPE OBJECTION--NOTE: that the “feel, felt, found” approach outlined in your Online text is used. Pay attention to the language and structure of the way an "objection" is handled and phrased.


RICH:  VALIDATION (preface statement) “I understand your need to compare and your sense of loyalty to a familiar supplier. You FEEL that obtaining the best price/value is important and  that you have been satisfied in the past. IS THIS CORRECT?


ERIN:  Yes.


RICH: INDIRECT DENIAL (one type of method to negotiate resistance) “My customers have often FELT the same way.  When they decided to try the Park Inn, they FOUND us to be a superior value for the price and were happy that they tried us and now they had two choices of suppliers.”


DEMONSTRATION (another type of method to negotiate resistance), “I know our competition very well and the Marriott is a fine property.  Let me show you some price/value comparisons (Show competitive matrix found at the Role-Play Site Map).”


TRIAL CLOSE (similar to a confirmation question)  “How does this sound?” 


ERIN:  Well, Rich, I think you have a good point (Note:  Erin allows Rich to continue with “matching statements.”  Rich proceeds to next “matching statement” since Erin’s objection has been answered).


RICH: (#3)“You indicated that you needed 40 non-smoking sleeping rooms. Here’s a picture of our newly renovated and oversized sleeping rooms.  This means to you that your seminar leaders will enjoy state-of- the art and comfortable accommodations.  Is this what you have in mind?


ERIN: Rich, this looks great.  I’m sure that my speakers will be pleased.


RICH:  (#4) You also said that you wanted to have the 150 attendees enjoy a chicken luncheon on the seminar day.  Our award-winning chef will personally prepare this meal which means to you that your meeting attendees will enjoy the superb preparation and flavors as well as be treated to an artistic presentation on their plates.  How does this sound? is that right?


ERIN:  Great!  I’m impressed that the Chef will personally prepare our luncheon.


RICH:  (#5) Erin, you said that a convenient location was very important along with convenient parking. Here is a map of the freeways converging on our downtown property and the blueprint showing our oversized parking garage attached to the hotel.  This means to you that your attendees can easily find the hotel, easily get to us, and have a short walk to your meeting room.  Is this the type of thing you’re looking for?


ERIN:  Rich, you know all of this sounds great but I’d like to take a day to think it over.  I’m just feeling that I can’t make a decision right now (Time Objection).


OBJECTION 2: "TIME OBJECTION"-- NOTE: that the “feel, felt, found” approach is used.


RICH:  VALIDATION (Preface) “I understand your need to give adequate consideration to important decisions. You FEEL that it is important to take additional time to weigh this decision. IS THIS CORRECT? 


ERIN:  Yes.


RICH: INDIRECT DENIAL (One type of method to negotiate resistance)  “My satisfied customer have often FELT the same way.  But sometimes circumstances required that they act quickly and they FOUND their action to be a good decision.


DEMONSTRATION (A second type of method to negotiate resistance), “We have a situation that requires decisive action. Our space availability is becoming very tight.  Let me share with you the current situation (Show Rooms & Function Book - see Role-Play Site Map).”


 QUESTION (A third type of method to negotiate resistance), “Do you feel that the extra days of waiting to make this decision outweighs the benefits that you would receive by meeting at the Hyatt?”

(NOTE:  That a “combination” of methods to negotiate each of the objections has been used—this is more common than using only “one” method of negotiation)


TRIAL CLOSE,(similar to a confirmation question) “How does this sound.”


ERIN:  As I said, what I’ve seen so far looks very good.  I am leaning heavily to holding my meeting at the Hyatt…I don’t want to lose the space.”


RICH: (#6)  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 too much, I can’t afford it!


OBJECTION 3: "PRICE"OBJECTION--. NOTE: that the “feel, felt, found” approach is used.


RICH: VALIDATION (Preface) “I understand your need to meet your budget. You FEEL that obtaining the best price for value is important and you FEEL that our proposed budget is a bit higher than yours. IS THIS CORRECT?


ERIN:  Yes, we are a non-profit organization and dollars are very hard to come by. I need to make sure that we get maximum “bang for our buck.”


RICH:  INDIRECT DENIAL (One method of negotiating resistance), “My customers have always FELT the same way; however their budgets were a starting point and a “ballpark figure.”  When they saw the excellent price/value offered and decided to use the Park Inn, they FOUND us to be a superior value for the price.


SUPERIOR BENEFITS (A second method of negotiating resistance), “Let me show you some additional benefits that will increase value receive for the proposed budget. Were you aware that we offer free airport pick-up?  I know that you planned to pay for 20 of the 40 seminar leader’s airport transportation. Let’s see, 20 attendees times $20 round trip to the airport is $400.  (Use any additional benefits not mentioned earlier---always save an ACE for this).”

QUESTION, (A third method of negotiating resistance), “Would this $400 savings help you out?”

ERIN:  Rich, I didn’t know about your airport pickup.  Yes, this $400 dollar will reduce my costs near my $10,000 budget (Proposal [$10,800] and less $400 = Erin’s cost [$10,400]

RICH: TRIAL CLOSE,  “How does this sound?


ERIN:  Well, it's slightly above my budget, but from everything you have told me about Hyatt, I guess I can find another $400. Sounds good.


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 briefly 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. Also note that Erin’s questions [her objections] have all been addressed)


RICH:    “Can we formalize our agreement to host your meeting by signing this understanding document (contract)?  (place proposal in front of Erin with a pen)?


ERIN:  Well, Rich, even though you can give me free airport transportation and this saves me $400 and helps me get within my budget, I can get the same free transport at the Marriott.  I need a better price.  What can you do?





RICH:  Erin, I understand your need to obtain the best cost/value for you meeting.  I have a tough time reducing the rates much further. Tell you what, you indicated that this meeting  was the first of a series and you needed it to have a “special feel.”(Customer Need).  As an added bonus, we can host (comp) a special reception party for your 40 seminar leaders on the night of arrival (Feature).  What this means to you (translation statement) is that they will feel especially taken care of and I’m asure that positive word will get around about how you and the YWCA handles meetings (translation of features into benefits).  How does this sound (Confirmation and trial close attempt)?


NOTE:  Rich uses a “need” (assume that Erin had mentioned a potenial need for a reception, but knew it was out of her budget)that he heard earlier but which was not a part of the formal presentation and then uses a standard “matching of needs with product benefit statement.”


ERIN:  That would be wonderful and would really add to the tone of the meeting, but I wasn’t planning on a reception.  It would be nice though.  Rich, I really need a lower price.




RICH:  Erin, what I hear you saying is that you absolutely need the charges on this proposal to exactly total $10,000, is that right?


ERIN:  That’s right.


RICH:  Erin, it seems that you like all of the benefits that we have discussed except the total price. If I can get this number to $10,000, can I have your commitment to meet at the Hyatt Regency Phoenix Hotel.


ERIN:  Yes.


RICH:  Here’s what I can do.  I am authorized to reduce the sleeping rooms by another $10 per night.  For 40 rooms this is another $400 savings in addition to the savings on airport transportatio (feature).  This means to you (translation statement) that the original proposal of $10,800 will be reduced to meet your budget of $10,000 (benefit).  How does this sound (confirmation and trial close)?


ERIN:  This sounds great!


Objective # 6 - Ask for Erin’s Commitment or “close.”



RICH:    “Can we formalize our agreement to host your meeting by signing this understanding document (contract)?  (place proposal in front of Erin with a pen)?


ERIN:   Rich, I’m looking forward to doing business with you. (Signing the letter of agreement) 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.