9 sales role plays and exercises that boost skills

Historically, sales role play exercises take place in training classes or individual coaching sessions. Despite their value, though, they have a terrible reputation.

In fact, there are online forums where employees swap stories about cringeworthy role plays that left them flustered and embarrassed. For many sales reps, it’s one of their most dreaded training sessions.

But it doesn’t have to be that way.

When done right, role-play scenarios become one of the most effective ways to build muscle memory, gain confidence, and learn to navigate tough sales moments and negotiations.

In this guide, you’ll learn why sales role play still works, how AI is changing the game, and nine role-play scenarios that actually help sales teams improve, whether they are brand new or seasoned sellers.

The importance of role play exercises in sales training

Sales role play exercises remain one of the most powerful learning tools for reps.

Modern sales success isn’t just about preparing thoughtful scripts. It’s also about:

• Saying the right thing at the right time (ideally with the help of an AI sales assistant)
• Adapting on the fly, as conversations with potential customers evolve
• Reacting to prospects’ questions, comments, and concerns in real-time
• Staying sharp under pressure—something that only comes with practice

When sales role plays are grounded in real-life scenarios and practised in a supportive environment, they create space for experimentation. Sales reps can test tactics, make mistakes, and build instincts without the risk of losing a deal.

And when B2B organisations invest in a unified sales enablement platform that offers intuitive AI role-play technology, like Highspot, they can save hours on sales training and development.

“Leaders are busy—spending one or two hours in role plays isn’t scalable,” said Niyati Parikh, Dean of Sales College at Visa University at Visa, shared for our State of Sales Enablement Report 2025.

“We’re using AI to give reps real-time feedback, which has also broadened the coaches’ understanding of what to coach on,” Parikh continued. “The AI surfaces insights they might not have considered otherwise. It’s been a really big win for both rep development and enhancing the effectiveness of coaches.”

9 sales role play scenarios for your sales reps

So, how can you make role-plays effective for your sales reps? Simple: Make them safe and relevant.

When your reps see the sales scenarios align with their skill level and professional growth goals, taking part in role plays as part of their ongoing sales training stops feeling like performance theater and starts feeling like real prep and guidance that can help them close more deals.

The nine role-play scenarios below are realistic and easy to adapt for sales teams at any kind of organisation—whether you’re a financial services firm or manufacturing company.

Use these sales role-play scenarios during onboarding, quarterly business reviews (QBRs), weekly team meetings, or individual coaching sessions to target specific skills and boost confidence. Also, mix and match them based on each rep’s role, experience level, and current training focus.

1. Discovery

The discovery stage sets the tone for the entire sales process.

Sales discovery is where sales reps learn to ask great questions, listen actively, and identify real buyer needs even when those needs aren’t clearly articulated.

Practicing this role-play scenario helps sales reps move past superficial answers and dig into what really matters to prospects in their sales conversations.

Scenario: The buyer responds with vague or non-committal answers, forcing the rep to probe deeper.

Skills practised:

• Asking open-ended discovery call questions
• Following up quickly and with intent
• Identifying pain points from subtle cues

Sample dialogue:

• Rep: “Can you walk me through your current workflow?”
• Buyer: “It’s fine. We just have some bottlenecks.”
• Rep: “Interesting. Can you share more about those bottlenecks? What impact are they having?”
• Buyer: “Delays in approvals are slowing us down.”
• Rep: “Got it. Our solution streamlines approvals, saving clients up to 10 hours a week. Would that help in your workflow?”

Coaching prompts:

• Did the rep use open-ended questions in the discovery call to guide the conversation?
• Did they pick up on vague cues and dig deeper?
• Were follow-up questions tied to impact and value?

Encourage sales reps to pause before jumping into solution mode.

The goal of discovery is to fully understand the problem before offering help. Practice redirecting the conversation when the buyer goes off-topic or gives short, direct answers.

2. Elevator pitch

Whether it’s a cold call, a networking event, or the start of a Zoom meeting, your sales reps need a 60-second, confident answer to: “So, what do you do?” This role-play helps sales reps develop a concise sales pitch that’s on message and easy to personalise.

Scenario: You’re at a networking event or on a first call with only 30 to 60 seconds to make an impression.

Skills practised:

• Speaking with confidence under time pressure
• Communicating value clearly without jargon
• Responding naturally to follow-up questions

Sample dialogue:

• Prospect: “So, what does your company do?”
• Rep: “We help sales teams close more deals through AI-powered training. Our role plays simulate real-world scenarios, so sales reps get better at handling objections.”
• Prospect: “How is that different from traditional training?”
• Rep: “Most training stops after theory and frameworks. We provide feedback and coaching, so teams improve fast.”

Coaching prompts:

• Was the cold-calling technique and pitch benefit-focused and conversational?
• Did the rep avoid jargon and adapt to the follow-up question?
• Was the value tied to solving a real problem?

3. Objection handling

Buyer objections are invitations to share even more information and insight.

This role-play helps sales reps practice answering tough questions and objections with understanding, explore the “why” behind the objection, and reframe the conversation around value.

Scenario: Common objection handling like, “It’s too expensive,” or, “We’re happy with our current vendor.”

Skills practised:

• Listening and responding without getting defensive
• Clarifying and validating concerns
• Tying value back to the buyer’s goals

Sample dialogue:

• Buyer: “Your solution’s too expensive compared to others.”
• Rep: “I hear you, and right now, I understand that budget’s always top of mind. Can I ask, are those other tools meeting all your must-haves?”
• Buyer: ” Not really. They’re missing a few key features.”
• Rep: “Got it. And when you look at improving lead conversions, how important is it for your team to have built-in automation and analytics?”
• Buyer: “Pretty important. We don’t have time to do it manually.”
• Rep: “That makes sense. Our platform helped a similar team boost conversions by 20% after switching from a lower-cost tool. Want to take a look at how we could map that ROI to your targets?”

Coaching prompts:

• Did the rep acknowledge the concern without defensiveness?
• Did they dig deeper to uncover the real issue?
• Was the response tied back to measurable outcomes?

4. Product demo

A great demo is not a dump of features that the prospect doesn’t care about. It connects features to the buyer’s actual needs.

This role-play helps sales reps stay relevant, adapt in real-time, and handle disruptions.

Scenario: The buyer continually interrupts or challenges the demo with skepticism.

Skills practised:

• Tying features to specific pain points
• Keeping the conversation focused on value
• Staying on track when the call goes sideways

Coaching prompts:

• Did the rep stay calm and adaptable?
• Did they pivot back to the buyer’s needs?
• Were they able to translate product knowledge into real-world impact?

It’s always helpful to train sales reps to use customer use cases as anchoring points during the demo, like, “Here’s how one of our clients in your space solved a similar issue.”

5. Virtual or remote selling

Buyers are harder to connect with over Zoom or Teams. It’s not easy to read body language, maintain eye contact, keep buyers engaged, or know when you’ve lost them.

RAIN Group research found 91% of sellers say “gaining a buyer’s attention and keeping them engaged virtually” is challenging. This role play helps sales reps build those complex virtual relationships and personal connections in virtual sales situations.

Scenario: The buyer is multitasking, distracted, or disengaged on a video call during virtual selling.

Skills practised:

• Building rapport quickly in a virtual setting
• Checking for engagement without sounding awkward
• Using visuals, pauses, and interactivity to maintain attention

Coaching prompts:

• Did the sales rep notice signs of distraction?
• Did they use pauses or questions to re-engage?
• Were visuals used well to support the conversation?

6. Negotiation

Sales negotiation is not about the immediate ‘yes’ or ‘no.’ It’s about trading value. This role play helps sales reps hold the line on pricing, explore alternatives, and negotiate without discounting too quickly.

Scenario: The buyer pushes hard for a lower price or extended payment terms, sharing competitor pricing.

Skills practised:

• Staying calm under pressure
• Exploring value before price
• Knowing when to stand firm or offer alternatives

Sample dialogue:

• Buyer: “Honestly, we like the platform, but Competitor X is offering the same features at 25% less. Can you match that?”
• Rep: “I hear you that budget’s important. Before we talk numbers, can I ask what part of our solution stood out to you the most?”
• Buyer: “Your training tools and the real-time feedback. That’s something the others don’t have.”
• Rep: “That’s exactly where many of our clients see the biggest return. Rather than dropping the price, I’d love to show you how teams using that feedback feature hit 20% faster ramp times. Would keeping your onboarding timeline on track help you hit your quarterly goals?”
• Buyer: “Yes, but cost is still a concern.”
• Rep: “Understood. If the budget’s tight upfront, we could consider a phased rollout or adjusted terms. Would that help get things moving?”

Coaching prompts:

• Did the rep refocus the conversation on value before price?
• Did they explore alternatives to discounting?
• Was the buyer’s concern acknowledged in a respectful manner?
• Did the rep recognise this as a potential stalled deal situation and navigate it strategically?

7. Customer success stories

When used well, a success story is more persuasive than a sales pitch. This role play teaches sales reps how to tell short, impactful stories that are relevant and build credibility.

Scenario: The buyer is unsure whether your product applies to their use case or industry.

Skills practised:

• Telling a story with flow: Challenge → Solution → Result
  Matching stories to the buyer’s specific situation
  Speaking with energy and clarity

Sample dialogue:

“A client in [buyer’s industry] struggled with [problem]. After using our solution, they saw [specific result]. I will send you a case study, and I am happy to set up a reference call, but in the meantime, let me tell you a little about how we helped.”

Coaching prompts:

• Did the story feel relevant to the buyer’s world?
• Was it focused on outcomes, not just features?
• Was it short, clear, and easy to retell?

8. Talking about competitors

Buyers will ask, “Why not Competitor X?” This role-play helps sales reps stay positive, focus on the differentiation learned in product training, and avoid competitive bashing.

Scenario: The buyer directly compares you to a well-known competitor that’s significantly impacting deals, but you know it is not as powerful as your solution.

Skills practised:

• Framing strengths without going negative
• Tailoring differentiation to the buyer’s goals
• Staying confident and composed

Sample dialogue:

• Buyer: “We’re also looking at Competitor Y. Why should we go with you instead?”
• Rep: “They’re definitely a known name in the space. What are you hoping to get out of whichever platform you choose?”
• Buyer: “Ease of use and quick adoption. Our team’s pretty lean, so setup needs to be smooth.”
• Rep: “That makes sense. What sets us apart is how quickly teams can get started. Most of our clients onboard within two weeks without requiring additional resources. And our AI tools help reduce time to productivity.”
• Buyer: “Interesting. Competitor Y says they offer some of that too.”
• Rep: “They do offer similar tools, but our customers tell us they appreciate the hands-on support and how intuitive our workflow is. I’d be happy to connect you with a client who switched from them if that helps.”

Coaching prompts:

• Did the rep avoid competitor bashing?
• Did they focus on unique strengths tied to buyer priorities?
• Did they offer real proof or point the buyer to third-party validation?

9. Letting a client go

Sometimes, the right move is to walk away from a potential sales deal.

This advanced scenario teaches sales reps how to exit gracefully when a buyer is just not the right fit. This is especially useful in field sales, where sales reps must make independent judgment calls about customer fit and long-term value.

Scenario: The buyer demands major customisations or unrealistic timelines.

Skills practised:

• Assessing fit and long-term value
• Exiting with empathy and clarity
• Preserving reputation and future opportunities

Sample dialogue:

• Buyer: “We’d need a custom integration, a six-month rollout, and support 24/7, including weekends. Can that all be included in the base price?”
• Rep: “I really appreciate how thorough you’ve been in outlining what your team needs. Based on what you’ve described, it sounds like you’re looking for a highly customised engagement.”
• Buyer: “Right. We want something that fits exactly how we work.”
• Rep: “Totally understand. At this point, I want to be upfront and let you know that we’re built for fast, scalable implementation with light customisation. What you’re asking for is a bit outside our current scope, and I’d rather be honest now than overpromise.”
• Buyer: “So you can’t do it?”
• Rep: “Not in the way you’re expecting. And that’s okay. Sometimes the fit just isn’t right. If anything changes, or you’re open to a more out-of-the-box solution later, I’d be happy to reconnect.”

Coaching prompts:

• Did the rep stay respectful while setting clear boundaries?
• Was the tone professional, not apologetic?
• Did the rep preserve the relationship while protecting the company’s time and resources?

Best practices to customise sales role plays by role, tenure, and goals

To get the most out of role plays, match them to each rep’s role, experience level, and sales-coaching goals. New hires may need discovery process practice, while seasoned account executives might need help with competitive positioning.

Here’s a quick reference chart to help match role plays with role and tenure as you build a sales training programme:

Role	Primary Focus Areas	Why It Matters	Suggested Scenarios
New Sales reps / BDRs	Build confidence, master the basics	They’re still learning the rhythm and language	Discovery, Objection handling, Elevator pitch
Account Executives (AEs)	Drive deals, handle pressure	AEs need to navigate complex conversations and move deals forward	Demos, Negotiation, Competitive positioning
Customer Success Managers (CSMs)	Strengthen relationships, reduce churn	CSMs need to communicate value long after the deal closes	Customer success stories, Objection handling
Sales Managers / Coaches	Spot gaps and shape skills	Observe sales reps in action to diagnose strengths and gaps	Any scenario as observer; use recordings or AI tools for review

Once you’ve chosen the right scenarios, make the session count. Here’s what that looks like in action:

• Create a safe space: Let sales reps know that this is a practice, not a performance evaluation. Mistakes are the point.
• Set one clear goal: Focus each session on one specific skill, such as handling pricing pushback or delivering a clean demo handoff.
• Keep it short: About 15 to 20 minutes is more than enough. Short, intentional, and focused role plays keep reps engaged.
• Always debrief: Wrap every session with a quick debrief to sync up. Let reps reflect first, then coach. What worked? What didn’t? What’s next?
• Make it a habit: Add 15-minute role plays to weekly meetings or 1:1s. Consistency builds habits.
• Use AI to scale: Tools like Highspot assign scenarios, track reps’ progress, and provide instant, valuable feedback without scheduling.

When sales reps understand the “why,” feel secure in the “how,” and have regular opportunities to improve, role-playing becomes a habit your team embraces.

Modernise your role plays with AI

Even with the best intentions, traditional role play often falls short. Sales reps usually feel awkward performing in front of their peers, feedback is inconsistent depending on the facilitator, and limited time means that practice doesn’t always occur.

That’s where AI-powered sales training platforms come in.

With a unified sales enablement solution like Highspot, sales reps can practise anytime, in a low-pressure environment, and still get personalised feedback.

For coaches and team leads, AI role play for sales managers provides consistent data to assess skills, track progress, and scale coaching without needing to be present in every training session.

Here’s how AI transforms traditional role play:

• Practise anytime, anywhere: No need to wait for a coach or scheduled session. Sales reps can practise solo between meetings or during onboarding.
• Get consistent, objective feedback: Best-in-class AI sales enablement tools deliver insights instantly that help sales reps self-correct and improve skills faster.
• Train against real buyer behaviour: Dynamic scenarios feel like real-world buyer interactions, complete with curveballs and changing personalities.
• Follow personalised learning paths: The top AI sales platforms also adapt scenarios to each rep’s role, skill level, and strengths.

While traditional role-playing depends on time, team availability, and the quality of human coaching, AI removes these limits. It is built for how sales teams work today, especially in hybrid or remote environments.

Bring AI role play into your sales training and make practice count

Confidence comes from practice that feels like real-world buyer interactions.

When sales role plays are structured thoughtfully and delivered in a respectful, low-pressure way, reps learn faster, retain more, and show up stronger in live conversations.