One of the most overlooked and underutilized sales training and coaching tools is sales role-playing. However, just over 20% of sales teams utilize role-playing, despite its effectiveness in improving sales results, In fact, in one case study, daily role-playing exercises took two radio stations from a combined $600,000 in sales to $6 million in two and a half years. While such outsized gains may be an outlier, they stand as a testament to the possibilities for improvement that role-playing can bring to sales reps and to the organization as a whole.