Role play is one of the most important things that you could do as an OOH sales leader. Why? It makes you strong, but it also creates muscle memory for your team. Here’s what happens when we don’t role play. We tell people what to change in their sales process. “Hey, you should say this, then say this, do this.” Salespeople nod, “Absolutely boss. That’s what makes you in charge.” And you think it’s going to happen. Only to find out if you’ve witnessed the call or in your debrief later, that what you told them never happened. Why? psychology got in the way.

Psychology says when under pressure, people will revert back to what they’re accustomed to doing. You’ve got to use that to your advantage. Under pressure, people revert back to what they’re accustomed to doing. You need to help them create a new reality. Remember, we’ve got to make sure that people when they’re under pressure revert back to this new way of doing things. People remember 20% of what you say as a sales leader. They remember 30% of what they see, but they remember 90% of what they say and do. So, role play allows them to say and do something new.

Here are the key takeaways to enhance your OOH roleplay practice sessions:

1. Frequency is Key: Engaging in roleplaying sessions once per month is NOT enough.  Once a week is NOT enough. Remember you are breaking old habits and creating new ones, that takes ongoing reinforcement FREQUENTLY. Keep each session under three to five minutes for maximum effectiveness.
2. Imitation and Illustration: If you feel uncertain in certain areas, involve others in roleplaying. Adults learn by imitation and illustration, not just verbal instruction.
3. Targeted Roleplay: Identify the top 10 OOH digital/static advertising sales and real estate development scenarios to roleplay, ensuring your team is fully equipped for success in each of those scenarios.

Effective roleplay involves specific steps:

• Lead by Example: As the sales leader, take on the role of the OOH salesperson in the roleplay. Avoid forcing your team members into this position, as it defeats the purpose.
• Constructive Feedback: Instead of criticizing, offer constructive feedback. For instance, highlight positive aspects before suggesting improvements.
• Empower Them: Let your team members edit and own the roleplay. Encourage them to share how their customer might feel and incorporate their suggestions.
• Practice Makes Perfect: Encourage repetition. Roleplay should be a continuous practice to build competence and conviction.

By following these steps, your team will transform into adept individuals who can handle real-world OOH scenarios with ease. Remember, under pressure, people fall back on what they know. Always love the quote “Amateurs train until they get it right.  Professionals train until they cannot get it wrong”.  Through consistent and constructive roleplay, you reshape what they know, creating a more resilient and adaptable sales team. In the end, roleplay emerges as the fastest way to elevate your team’s skill level and drive lasting success in the competitive media world.

Practice prevents poor performance. And that’s what this does. Salespeople on their own probably won’t roleplay, but your job is to create the environment where they feel comfortable, and they change the way they go about doing business.

Need help with sales skills or coaching to take your out of home company to the next level.  Learn more about OOH Sales Mastery at oohmastery.com  or Contact Dan Nausley at  dan.nausley@sandler.com, 423.702.5579.

Lisa & Dan Nausley of Sandler Chattanooga have developed the OOH Sales Mastery Program after more than a decade of training/coaching scores of OOH Operators across the country in sales, leadership, and executive coaching. 

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