OBJECTION PRACTICE USING A LIVE APPOINTMENT-SETTING CALL WITH PROFESSIONALS. Issue 2 (3rd April 2022)

• Record Type: Journal Article
• Authors: Cummins, Shannon
• Is Part Of: Marketing education review. Volume 32:Issue 2(2022)
• Page Start: 136
• Page End: 142
• Publication Date: 2022-04-03
• Subjects: Marketing -- Study and teaching -- United States -- Periodicals; 658.8007
• DOI: 10.1080/10528008.2021.2013118
• Languages: English
• ISSNs: 1052-8008

Abstract

ABSTRACT: Getting students comfortable with responding to customer objections is a challenge. This assignment introduces students to objection response using a live role-play conducted with professionals over the phone. The project typically takes 3 weeks to complete and is an excellent way to deliver value to professional partners or involve alumni in a time-efficient and location neutral manner. The project works equally well in-person or online. Results show that students participating in the live role-play call have higher actual and perceived learning regarding objection response techniques. Additionally, students who participate are more likely to receive a job or internship offer due to the networking embedded in the activity.