10 Ways to Make Sales Role-Plays Less Awkward and More Effective

Want to hear your sales team groan? Tell them it’s time for sales role-plays. It’s the activity sales professionals love to hate because it feels awkward and uncomfortable. Role-playing combines two of the most dreaded soft skills—public speaking and acting—with a public test of career competence. It’s no wonder sales teams cringe at the mere mention of it.

But here’s the thing: sales role-plays are incredibly effective. They are a form of deliberate practice, a method proven to improve performance. As researcher Anders Ericsson explains, “Deliberate practice involves stepping outside your comfort zone and trying activities beyond your current abilities. Simply wanting to improve isn’t enough—people also need well-defined goals and the help of a teacher who makes a plan for achieving them.”

While sales role-plays might never be your team’s favorite activity, they don’t have to be awkward or dreaded. With some thoughtful planning and structure, role-plays can become a powerful—and enjoyable—tool for building sales skills.

Here are 10 ways to make sales role-plays less awkward and more effective:

1. Set Structure and Lead by Example

You can’t expect your team to embrace role-plays if you’re unwilling to participate.

One of the most effective approaches involves a two-part structure:

• Start with a Showcase Role-Play: Have two leaders (e.g., a sales manager and a top-performing rep) conduct a pre-planned role-play in front of the team. This demonstrates the skill or behavior you want the team to focus on while setting the tone for the exercise.
• Break into Small Groups: Divide the team into groups of three, where each person rotates through three roles: the Customer, the Salesperson, and the Evaluator. This allows everyone to observe and practice multiple scenarios while eliminating the pressure of performing in front of the whole team.

This structure not only reduces the fear of public speaking but also creates more opportunities for learning and growth by exposing reps to multiple role-play scenarios.

2. Set Specific Goals

Don’t try to tackle everything in one role-play. Instead, focus on one or two skills at a time.

For example:

• One session might center on smoothly incorporating a value proposition into a conversation.
• Another might focus on effectively handling a specific objection.

By narrowing the focus, you reduce the pressure on reps to “get everything right” and allow them to hone specific skills. Provide feedback on those targeted areas rather than critiquing the entire performance.

3. Clearly Define the Scenario

Set your reps up for success by providing a detailed and realistic scenario. Clearly outline the circumstances they’ll encounter, including:

• The prospect’s title and role.
• The company type and industry.
• Specific solution interests or pain points.

This clarity eliminates the need for improvisation and helps reps focus on the behavioral improvements you’re targeting. When role-plays mirror real-life situations, they become more relatable and effective.

4. Prepare the Customer Too

The person playing the customer often wings it, which can derail the exercise. Sometimes, they play hardball for laughs; other times, they make it too easy on the rep. Neither approach is productive.

Instead, provide the customer with a detailed persona to emulate. This could include:

• Specific pain points.
• Buying motivations.
• Common objections they might raise.

A prepared customer makes the role-play more realistic and gives reps a better opportunity to practice their skills.

5. Allow Time for Preparation

Would you send your reps into a real customer meeting without preparation? Of course not. Role-plays should follow the same principle.

Once you’ve provided the scenario details, give reps a few minutes to prepare. This not only reduces anxiety but also ensures they approach the exercise with a clear plan. Preparation time sets the stage for success.

6. Develop a Safe Environment

Role-plays should be a safe space for practice and growth, not a forum for criticism or embarrassment. Encourage reps to treat the exercise like a rehearsal for the real thing.

Here’s how to foster a constructive environment:

• Provide feedback that is constructive, not destructive.
• Establish clear guidelines for group feedback to ensure it remains positive and actionable.
• Emphasize that mistakes are part of the learning process.

When reps feel supported, they’re more likely to engage fully and learn from the experience.

7. Rotate Roles

Having everyone take turns as the Salesperson, the Customer, and the Evaluator offers multiple perspectives.

For example:

• The Salesperson practices their pitch.
• The Customer experiences what it’s like to be on the receiving end of the pitch.
• The Evaluator develops critical listening skills by providing feedback.

This rotation ensures everyone understands the sales process and fosters empathy for both sides of the conversation.

8. Practice the Way You Actually Sell

Role-plays are most effective when they replicate real-life conditions. If your team sells primarily over the phone, have them practice role-plays over the phone as well.

One technique is to have reps sit back-to-back while role-playing, so they focus solely on the conversation rather than body language. This mirrors the actual sales call experience and makes the practice more authentic.

9. Make Role-Plays a Habit

The more frequently your team practices, the less awkward role-plays will feel. Over time, they’ll become second nature.

Here’s how to build these into your team’s routine:

• Schedule weekly or biweekly sessions.
• Pair off reps for daily role-plays. Encourage them to record these and submit them for feedback.

Regular practice not only boosts confidence but also reinforces skills, making reps more effective in real-world situations.

10. Record and Review

If possible, record sessions so reps can review their performance. This allows them to identify areas for improvement that they might overlook in the moment.

Use the recordings to:

• Highlight strengths and celebrate improvements.
• Provide specific, actionable feedback.
• Create a library of top-notch role-plays for new reps to learn from.

Reviewing recordings helps reps self-coach and accelerates skill development.

Try These Tactics to Transform Role-Plays

By implementing these 10 strategies, you can turn sales role-plays from dreaded exercises into valuable learning experiences. Your team will not only become more comfortable with role-plays but also see a direct impact on their sales productivity and confidence.

What have you done to make sales role-plays less awkward and more effective?

Read more about the seven best sales role-play exercises.