Buyer and Seller Role Play Script

March 29, 2017 | Direct Sales Sales Role Play

Tina Nicola, M.A.

Tina is the founder of Tradeshow-Planning.com and has been creating profitable marketing and exhibit strategies for startups, small businesses and nonprofits for over nineteen years. Her main goal is to broaden access to the techniques she has developed so anyone can benefit and improve exhibiting strategy, sales conversations and follow up.

Buyer and Seller Role Play Script for Trade Show Booths, Retail Kiosks, Pop Shops and More

In the buyer and seller role play script that follows, we demonstrate how to use the Five Easy Steps strategy to have profitable sales conversations.

The Five Easy Steps strategy is taught in-depth in our acclaimed online video course series Tradeshow Basecamp™!

Face Cream Sales Scenario: Buyer and Seller Role Play Script

The Sales Scenario: Imagine that you are representing a face cream company in a pop-shop or trade show exhibit. This is a common scenario that many of you will face. How do you sell a product when the product doesn’t involve signing a contract or price quotes? In this buyer and seller role play script, we’ll show you how it’s done!

But first, check out our quick summary of bad and good sales practices! Keep them in mind as you are reading through the sales conversations that follow.

Bad Sales Practices

  • Talking at rather than with the potential customer
  • Launching into long, generic product pitches
  • Failing to ask questions about needs before sharing product details
  • Not asking for the sale

Good Sales Practices

  • Using active listening techniques to learn potential customers needs
  • Sharing specific product details that meet those needs
  • Asking short lead qualification questions, then waiting for the answer
  • Asking for the sale!

Learn with more buyer and seller role play scripts!

Check out Tradeshow Basecamp™, a Direct Sales Training Course: Five Easy Steps to a Successful Sales Conversation

Prefer to watch? Click the video below to watch this buyer and seller role play script!

To see both the bad and good practices in action, take a look at the script below featuring Face Cream Gal, our imaginary seller.

In the first script, Face Cream Gal employs a bad sales practices and doesn’t make a sale.

In the second script, Face Cream Gal employs good sales practices and makes the sale!

Face Cream Gal: No Sale! Bad Practices

In this buyer and seller role play script, Face Cream Gal blows it with the customer. She uses bad sales practices and doesn’t follow the Five Easy Steps to profitable sales conversations taught in Tradeshow Basecamp™.

Seller (Face Cream Gal): “What don’t you like about your current face cream?”

Seller starts out the Lead Interview well. She asks the potential customer a short question about her wants/needs.

Potential Buyer: “I like it ok. It does the job. I guess I’m not sure about the ingredients in it.”

Potential Customer gives a vague answer…

Seller: “Okay, well you’ll be happy to know that all our ingredients are organic and grown in the Japanese mountains. Recent studies have shown that our face cream can reduce the appearance of aging up to 50% better than competitors. We don’t test on animals and our packaging is eco-friendly. And our creams smell fantastic! We have 6 natural luxurious scents.”

Eek! After Potential Customer’s vague answer, our Seller latches onto ‘ingredients’ and launches into a long pitch about product features. Do these features address concerns the customer has? Who knows. Our Seller didn’t find out.

Potential Buyer: “Okay, well thanks for the info. I’ll keep all that in mind.”

Potential Buyer feels talked at. Worst of all, Seller didn’t address her actual needs.

Seller: “We’re offering a 30% discount off all of our creams today only. Can I interest you in any of our products?”

Trying to make the sale at this point isn’t going to work.
A sale won’t change the fact that Seller didn’t explain how her product can address Potential Customer’s specific wants or needs.

Potential Buyer: “Not today, but thanks.”

No sale! Bad direct sales practices ruined Seller’s chance with this lead.

Face Cream Gal: Makes the Sale! Good Practices

In this buyer and seller role play script, Face Cream Gal makes the sale! She uses good sales practices and follows the Five Easy Steps to profitable sales conversations taught in Tradeshow Basecamp™.

Seller: “What don’t you like about your current face cream?

Again, Seller starts out the Lead Interview well. She asks the potential customer a short question about her wants/needs.

Potential Buyer: “I like it okay. It does the job. I guess I’m not sure about the ingredients in it.”

Seller: “Oh! What are your specific concerns about the ingredients?”

This time, Seller uses active listening instead of launching into a product ‘pitch.’ She asks for clarification about Potential Customer’s concerns.

Potential Buyer: “Well, I’ve read several places that many face creams have ingredients that cause cancer, that aren’t very safe—like parabens”

Seller: “I see. Well you’ll be happy to know then that all of our ingredients are organic and our face creams are paraben free. Unlike many of the products on the market, you can feel secure that our face creams aren’t putting your health at risk. How does that sound?”

Seller gives relevant details about how her product can address the concern Potential Customer actually has. She keeps her answer short, then asks for feedback.

Potential Buyer: “I’m glad to hear it.”

Seller: “Is there anything else you don’t like about your face cream now?”

Seller continues the Lead Interview, asking for more information about needs.

Potential Buyer: “Well, since I’m pregnant, I’d prefer something with no scent right now—pretty much everything is making me nauseated!”

Seller: “Congratulations! Many of our products have scents, but we do have one that does not. Would you like to have a look at that one?”

Seller offers a product sample—of a specific product that she now knows can address Potential Customer’s needs. Offering a product sample is also one of Seller’s sales goals.

Potential Buyer: “Yeah, sure” [smells and tries]

Seller: “Soft huh? We’re actually offering 30% off all of our creams including this one for today only. Would you be interested in that?”

Now, tries to make the sale offering a discount incentive.

Potential Buyer: “Yeah, okay, I’ll give it a try. Do you take credit card?”

Seller: “We sure do!”

This time, Seller makes the sale!

Want more examples of buyer and seller role play scripts?

Learn strategies for creating your own buyer and seller role play scripts with Tradeshow Basecamp™— a guide to having profitable sales conversations at trade shows, exhibits and more. This online video course series includes many detailed, memorable role-playing scenarios to help you learn sales with real-world examples.

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