Role-Playing Assignment # 2

In the following Case studies, youll find the role play information you need to supply to the buyers (You may use another person to act as a buyer). You are the salesperson!

1. Please identify the three most important aspects of the buyers business for each case.

2. You will get caught up in listening to the jargon or trying to observe body language. Discuss how that might have interfered with your ability to identify the buyers biggest concerns (for each case).

3. What techniques do you use to understand the buyers (for each case), and if you have any problems?

CASE 1: Spear One ProductionsBuyer Scenario

As you prepare for this role-play, feel free to read or quote some of the passages in this description. Make sure you use the bold terms, as these are the jargon that the other rep is listening for. In terms of body language, try to give off the perception that you are suspicious of the other person. (BUYER)

We are not just party planners; we are relationship facilitators. Our customers depend on us creating events that help them get closer to their clients, so we have to make sure we understand their marketing strategy, their positioning objectives (if asked, the positioning means what position they want to occupy in the mind of their consumer, like the brand that tastes great and is less filling), and the decision cycles of their buyers. We facilitate the relationships they have with their customers.

We have relational partnerships, at a minimum, with our buyers, though we strive for strategic partnerships. We want to make sure that the events we plan to fit into their marketing programs so there is no confusion in their customers minds as to who they are and what they represent. That means that our signage (if asked, signage means signs that use the clients logo and slogans) for the event has to support the positioning objectives, has to tie into whatever marketing campaign is being run, and has to fit with how their salespeople sell. We work very closely with their advertising agency to make sure that the graphics are exactly right, which includes simple things like having the slogan right on the napkins at a cocktail party.

We also work a lot with charitable and non-profit organizations because our clients co-sponsor events with these organizations. For example, Microsoft is one of our clients and they sponsor The Philadelphia Orchestra. So, we do a lot of coordinating of Microsoft events with The Philadelphia Orchestra concerts, making sure that Microsoft's marketing objectives are met while The Philadelphia Orchestra gets what they want too.

CASE 2: McLane Properties Real EstateBuyer Scenario

As you prepare for this role-play, feel free to read or quote some of the passages in this description. Make sure you use the bold terms, as these are the jargon that the other rep is listening for. Use your body language to emphasize how proud you are of working for McLane Properties because you get to work with the biggest and best clients in the industry. (BUYER)

We work with the biggest and best retail chains we work directly with a lot of real estate divisions of retail chains all across the country. These arent just fashion chains, it also includes restaurants, dry cleaners, banks, and you name it. We even work with dental care chains, optometry chains, and a chain of legal advice centers. All of these companies have site selection teams (if asked, employees who review traffic patterns and demographics of areas in order to pick the best place to put stores) that review site plans (if asked, the layout of a shopping center or other development), shopping centers and so forth. They look at traffic patterns (if asked, the number of people who drive by a location, in what direction, at what time of day and what day of the week), geo-demographics (if asked, that is a form of marketing research that looks at the types of people that live in a specific geographic area) and other factors to make sure that our location serves their market.

We also work with smaller, local real estate agents. They have clients who need space, too. Sometimes well respond to an RFP (if asked, that is a request for proposal), but most often we send out site proposals that detail what space is available, what were looking for in a tenant, and other important information. We also spend a lot of time with the site selection teams of major chains, because we are usually pitching multiple properties on a regular basis to them, as they expand. We want to understand their needs as best we can so we can match them up to the right property.

CASE 3: Dart Paper Products ManufacturingBuyer Scenario

As you prepare for this role-play, feel free to read or quote some of the passages in this description. Make sure you use the bold terms, as these are the jargon that the other rep is listening for. With your body language, act as though you think the salesperson is very ignorant and needs a careful explanation of what you do. (BUYER)

We make paper products like cups, plates, napkins, and other products that are sold through distributors to a variety of customers. Our clients range from restaurants, caterers, institutional cafeterias (such as universities or prisons) to government agencies. We're the second-largest paper products maker in North America, with operations also in Europe and Asia.

While some complaints about our products, the reality is that polystyrene foam (i.e., if asked, just means foam cups) cups insulate better than paper. Furthermore, compared with many other materials, polystyrene comprises a small percentage of both the total municipal solid waste (MSW) (i.e., if asked, just means the garbage at dumps that isn't liquid) generated and disposed of. And one can't forget that because biodegradation (i.e. if asked, the breakdown of waste products over time) can lead to the release of harmful methane gas (i.e., if asked, just refers to a gas that harms the earth due to the greenhouse effect it has and the resulting global warming) which can contaminate groundwater, it is actually preferable to place non-biodegradable (like polystyrene foam cups) rather than biodegradable products in landfills.

Our customers are really concerned about their margins (if asked, how much money they make per sale). Turnover (if asked, how fast a product sells) is important, but so much of that is a function of the construction industry that they worry more, I think, about how much they make on each sale and whether their price is competitive. So Id say margins are the big thing. Of course, we also help with training so that they can upsell (sell a higher-priced product). If they can move a buyer from a wire feed welder to a stick welder, then theyve made more money, so we help with that.