Abstract

This is a role play-based case study. It details the predicament of a newly-appointed sales professional as he tries to make an important sales call. The customer, after initially welcoming him, refuses to allow the sales call. The case study enables the instructor and the students/trainees to use role play to arrive at a solution

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the various stages of the sales process, particularly objection handling
• and Understand the importance of objection handling and the various techniques/steps involved in handling an objection.

Keywords

Objection handling, Personal selling, Sales process, Steps in the Sales process, Role play