Consider how frustrating it is to approach a traffic circle, or as we call them in Massachusetts, a rotary, during rush hour.  You very slowly make your way towards the circle in a long line of traffic, attempt to merge into a congested circle, travel around to the other side of the circle, and finally exit the other end.  Being a bit impatient, I’m usually screaming to myself, “Come on – don’t stop! – let’s get moving – let’s go!”

Hold that thought.

I believe that role-playing is the single most important thing I can do with salespeople to help them to become great.  There are three kinds of role-plays:

I play the salesperson’s part and the salesperson plays the prospect. This is my preferred method as it demonstrates exactly what the conversation should sound like.
I play the prospect and the salesperson plays the salesperson.  This approach works best when conducting pre-call strategy and usually serves to show me how ill-equipped the salesperson is to have the desired conversation.
The salesperson plays the salesperson and another salesperson plays the prospect.  This type of role-play occurs later in training when the salesperson has the foundational skills to execute the sales process correctly and to play the sales part with some confidence.

When I finally reach scenario 3 with salespeople playing their own part, it seems a lot like approaching the traffic circle. Let me explain.