From little league to the Olympics, athlete get in a winning game with rigorous training, including scrimmage practice. Practice that simulates real competition is critical to success.
Similarly, role playing is practice that takes concepts and ideas and turn them into skills. This is particularly true if you are in a business development role or in sales management. Role playing also helps if you’re a transformational leader building high performance teamwork or are networking and interviewing for a career transition.
Role playing, which for some is awkward at first, builds confidence and develops competence. My colleague, Mitch Weisburgh, and I have been coaching and training sales people to succeed for many years. We think that you’ll benefit from learning our role-play strategy. While we focus here on our approach to sales and business development coaching, the strategy is easily applied to any situation.
Define the situation
It’s always wise to begin with the end in mind and to clarify the answers to these key questions:
· What is the desired outcome?
· What are the likely problems that the desired outcome helps solve?
· What are the likely objections and obstacles?
· What are the selling or communication skills we want to improve?
The goal of the role-play might be around any step in the sales process, for example to arrange for a demonstration, to set to a meeting, or to close the sale.
Establish the three roles
Prepare the players for their roles.
1. Seller: He is the hero who is being trained and developed. He is baring his soul to a process that will come with some criticism along with constructive feedback. The person playing this role has a say in the questions outlined above. What challenges does the Seller typically have and in what stage of the process? What techniques are we practicing? Get this clear before proceeding.
2. Buyer: The antagonist of our role play is someone else from the sales team - a manager, a coach or trainer, or anyone who can portray the role of a decision maker. The sales trainee who plays the Buyer gets to vicariously experience being in the shoes of the person making the decision, which can be highly valuable for developing a thoughtful approach to selling
3. Observer: The observer listens very carefully to both sides of the role play. The Observer answers these questions:
Where did the Seller best use the desired techniques?
Are there one or two areas where the sales person could be coached to perform better?
Are there ideas for how to use language or pace differently or where to ask a question and listen longer?
What other questions, selling points or techniques might be worthwhile to bring into the equation?
Perform the role-play
This takes between two and five minutes. Please recognize before starting that role-playing can be uncomfortable and awkward at first. Moving outside of our comfort zones is really the only way we all become more competent, and the practice will soon get easier. Early in the process and certainly in the first try, the observer should call a few “out-of-role” time-outs to make learning suggestions, offer encouragement and positive feedback. Have a few laughs along the way.
It’s important to repeat the role play two or three times after feedback, so that the Seller is able to build confidence, grasp the new skills and use them effortlessly. After a few repetitions, most people find they get comfortable, and the session becomes an exciting, enjoyable game that has the added benefit of building competence.
Review
The Observer provides notes and feedback to both parties. Additionally, the Seller may ask for feedback from the person who was playing the buyer or from other listeners.
Role-playing is central to developing effective sales and relationship building techniques. We hope this guide helps you develop effective role-playing practices to help you reach your goals.
Call us or coaching and training if you want to reach the hig