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Elements and Performance Criteria

1. Develop knowledge of automotive products and services
   • Use, purpose and application of products and services are researched and clarified as required
   • Comparisons between available products and services, including complementary products and services, are researched and interpreted
   • Workplace promotional and marketing activities relevant to products and services are researched and interpreted
2. Identify and match customer needs to products and services
   • Customer buying motives and requirements are determined through questioning, active listening and non-verbal communication cues
   • Customer is guided to product or service that matches their identified buying motives and requirements
   • Features and benefits of product or service and relevance to customer requirements are explained and highlighted
   • Demonstrations are conducted and aligned to customer buying motives and requirements according to workplace marketing and sales practices
   • Selling techniques are used according to workplace procedures and legal requirements
3. Maximise sales opportunities
   • Opportunities for making additional sales are recognised and applied
   • On-sell opportunities are assessed through knowledge of customer needs and available complementary automotive products and services
   • Customer need and interest in additional or complementary products and services are determined
   • Benefits of additional or complementary products and services are discussed and promoted to customer
4. Develop knowledge of automotive products and services
   • Use, purpose and application of products and services are researched and clarified as required
   • Comparisons between available products and services, including complementary products and services, are researched and interpreted
   • Workplace promotional and marketing activities relevant to products and services are researched and interpreted
5. Identify and match customer needs to products and services
   • Customer buying motives and requirements are determined through questioning, active listening and non-verbal communication cues
   • Customer is guided to product or service that matches their identified buying motives and requirements
   • Features and benefits of product or service and relevance to customer requirements are explained and highlighted
   • Demonstrations are conducted and aligned to customer buying motives and requirements according to workplace marketing and sales practices
   • Selling techniques are used according to workplace procedures and legal requirements
6. Maximise sales opportunities
   • Opportunities for making additional sales are recognised and applied
   • On-sell opportunities are assessed through knowledge of customer needs and available complementary automotive products and services
   • Customer need and interest in additional or complementary products and services are determined
   • Benefits of additional or complementary products and services are discussed and promoted to customer

Range Statement

This section specifies work environments and conditions that may affect performance. Essential operating conditions that may be present (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) are included. Bold italicised wording, if used in the performance criteria, is detailed below.

Comparisons must include:

brand options features of compared product or service price of compared product or service.

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Performance Evidence

Before competency can be determined, individuals must demonstrate they can perform the following according to the standards defined in this unit’s elements, performance criteria, range of conditions and foundation skills:

promote different automotive products or services to three different customers in line with workplace customer service standards.

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Knowledge Evidence

Individuals must be able to demonstrate knowledge of:

methods used to promote products and services, including:

strengths, weaknesses, opportunities and threats (SWOT) analysis

marketing and research techniques

face-to-face selling techniques

active listening and questioning techniques

upselling and value adding sales techniques

negotiation strategies when dealing with dissatisfied customers

loyalty programs and strategies for encouraging repeat business

customer types, including:

customer buying signals and buyer behaviour

individual and cultural differences

sources of information about automotive products and services and related promotional activities

comparable products and services of major competitors

workplace procedures relating to promotional processes and marketing activities, including marketing campaigns and advertising materials

workplace procedures relating to promoting automotive products and services, including:

consumer protection

automotive industry codes of practice relating to sales

advertising codes of practice.

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