The Death of Role Plays: Why Sales Teams Are Losing a Vital Skill

How often are you doing role-plays? It’s a simple question, yet it strikes at the heart of a critical issue in sales coaching today. Let’s address the elephant in the room first – no one enjoys role-plays. I get it. They can be awkward, uncomfortable, and, let’s face it, often quite cringe-worthy.

But here’s the thing: the discomfort you feel is often a sign that you’re not doing them enough. Role-plays are like exercise – the more you do them, the more you get out of them. An hour of role-plays with strong outcome coaching can be worth more than a half-day training course. Why? Because they push you out of your comfort zone and force you to engage with real-world scenarios in a controlled environment.

I can already hear the objections: “But they aren’t real!” And yes, that’s the point – they are meant to be an artificial environment. Can you imagine a sportsperson refusing to practice because it’s not a real match? Of course not. Practice is where the fundamental skills are honed, mistakes are made and corrected, and strategies are tested.

Yet, I worry that this discipline is waning in sales. The reluctance to engage in role-plays means that many salespeople are missing out on a crucial part of their coaching. It’s a bit like a pilot refusing to use a flight simulator because it’s not an actual plane. The simulator is where you learn how to handle unexpected situations without the risk.

Role-plays create a safe space to experiment, fail, and learn. They help build confidence, improve communication skills, and develop problem-solving abilities. Moreover, they prepare salespeople for real-life interactions with clients by simulating various scenarios they might encounter.

Five Reasons Managers Fail to Implement Role Plays

Despite their proven benefits, role plays are often neglected in sales coaching. Here are five common reasons managers fail to implement them:

1. Discomfort and Awkwardness: Both managers and employees can feel uncomfortable participating in role plays. The fear of embarrassment or appearing foolish can deter managers from enforcing this practice. They might worry about resistance from the team or fear that the exercise will backfire and reduce morale.

2. Perception of Unrealism: Many believe that role plays don’t replicate real-world scenarios accurately enough to be valuable. This perception can lead managers to dismiss role plays as ineffective or unnecessary. They might think that time is better spent on “real” interactions, despite the benefits of practicing in a controlled environment. Our advice is “make them real”. Work on current opportunities, use real world scenarios and force yourself to look through the eyes of the personas you sell to.

3. Time Constraints: Role plays require a significant investment of time, both in preparation and execution. Managers might feel that they simply don’t have the time to dedicate to this practice, especially when balancing numerous other responsibilities and pressing sales targets.

4. Lack of Skills and Resources: Some managers may feel ill-equipped to conduct effective role plays. They might lack the knowledge or confidence to design realistic scenarios and provide constructive feedback. Without proper training and resources, role plays can seem like an overwhelming and daunting task.

5. Misaligned Priorities: Immediate results often take precedence over long-term skill development. Managers might prioritise hitting monthly quotas and closing opportunities over coaching activities that don’t offer an immediate return. Role plays can be seen as a luxury rather than a necessity, leading to their exclusion from regular coaching routines.

To overcome these barriers, managers need to recognise the long-term benefits of role plays in developing a more skilled and confident sales team. Embracing discomfort, investing time, and seeking proper training can transform role plays from a dreaded task into a valuable tool for growth and success.

So, how regularly are you doing them? If the answer is “not often” or “never,” it’s time to rethink your coaching strategy. Incorporate regular role-plays into your routine, embrace the discomfort, and watch your skills – and your sales numbers – improve.

Let’s not let the art of role-plays die. Instead, let’s revive it and recognise its value in creating more competent, confident, and successful sellers. After all, practice doesn’t just make perfect; it makes progress.