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Elements and Performance Criteria

Required Skills

Required skills include

Note The following required skills should be applied as appropriate to the equipment and processes that are used in the particular winery or workplace

acess workplace information to identify products and services selling requirements and develop product and service knowledge

cnfirm supply of necessary products and services

laise with other work areas

pepare products and services as required

ientify outofspecification products and services or noncompliance with workplace or legal requirements

tke corrective action in response to outofspecification products or services or noncompliance with workplace or legal requirements

rport andor record corrective action

cnsistently apply appropriate and effective sales approaches This should take into account workplace policy and procedures customer behaviour or buying signals and other cellar door activity The approach should include appropriate and effective

comments and questions

style image and interest

listening techniques

starting point for product focus

acurately determine customer needs and buying motives This may include

questioning techniques

active listening skills

product tasting strategy

observation of customer behaviour or details

identify appropriate product or service features and match associated benefits to customers needs

consistently apply detailed and specialised product knowledge to provide accurate advice according to the needs of the customer This should demonstrate consideration of the amount of detail required and appropriate terminology

seek information from product or service resources as appropriate eg specialist or experienced colleagues other enterprise departments product manufacturer or service provider

overcome customer objections This will include

accurately identifying objections eg taste style price and delivery

applying problemsolving techniques and product or services knowledge to identify possible solutions or alternatives

offering solutions or alternatives for customer consideration

close sale effectively and appropriately This should include

recognising and responding to customer buying signals

providing advice and encouragement to facilitate the customers decision to buy

recognising when a sale is inappropriate and using alternative techniques to ensure customer leaves with a positive image of the brand or enterprise

maximise sales opportunities The sales opportunities should be of the brand or enterprise products in this or other retail outlets Activity may include

recognising opportunities for additional sales through effective listening questioning and observation techniques

identifying relevant complementary products or services and informing the customers when appropriate

conveying the appropriate brand or enterprise image at all times through presentation and behaviour

evaluating and proactively improving customer service and sales techniques

handle difficult customers

consistently apply workplace policy and procedures and industry codes of practice in regard to customer service and selling products and services

develop maintain and convey product and service knowledge to customers and other staff members as required

research and make comparisons between products and services This should include

own products and services

products and services of appropriate competitors

local and regional variations

characteristics or style eg vintage variation

comparisons with key international products if required

record workplace information

maintain work area to meet housekeeping standards

use oral communication skillslanguage to fulfil the job role as specified by the organisation including questioning active listening asking for clarification and seeking advice from supervisor

work cooperatively within a culturally diverse workforce

Required knowledge includes

Note The following required knowledge should be applied as appropriate to the equipment and processes that are used in the particular winery or workplace

range of products and services available from the sales outlet or enterprise

wine product features These may include

product style and taste characteristics

vintage features or variations

ready to drink or cellaring requirements

appropriate food andor occasions

optimum serving requirements

appropriate alternatives at varying price points

stock availability

comparable product of competitors

workplace customer service features These may include

hospitality or private tastings

ordering process

payment method and processes

delivery and freight options or procedures and price including international services

promotional and brand objectives of the enterprises cellar door

allocated duties and responsibilities

information sources eg product lists colleagues expertise and promotional documents

customer types and needs including

customer buying motives eg functional and psychological

buying occasions eg dinner party barbeque andor celebration

buying behaviour and clues

individual and cultural differences

demographics lifestyle andor income

selling techniques including

questioning and active listening techniques

sales approaches

identifying customer needs

features and benefits

identify and overcoming objections

maximising sales and addon products and services

communication eg body language questioning and listening

problem solving

legislation and statutory requirements as they apply in the workplace including

serving or selling liquor

industry codes of practice

customer occupational health and safety OHS

procedures and responsibility for reporting problems

housekeeping requirements and procedures

recording requirements and procedures

OHS hazards and controls

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package

Overview of assessment

Assessment must be carried out in a manner that recognises the cultural and literacy requirements of the assessee and is appropriate to the work performed Competency in this unit must be achieved in accordance with food safety standards and regulations

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of ability to

demonstrate knowledge of range of wine other products and services sold through cellar door

demonstrate sufficient knowledge of competitors products and services to allow effective and positive comparison to a customer of own products and services

gather information on customer requirements

match customer requirements to appropriate type and price range of wine other product or service

correct identification of support personnel and product specialists

Context of and specific resources for assessment

Assessment must occur in a real or simulated workplace where the assessee has access to

personal protective clothing and equipment as required

work procedures including advice on company practices safe work practices food safety quality and environmental requirements

instructions information specifications and schedules as required

equipment services and corresponding information as required

products and materials as required

internal and external customers and suppliers as required

cleaning procedures materials and equipment as required

documentation and recording requirements and procedures

Method of assessment

This unit should be assessed together with other units of competency relevant to the function or work role

Guidance information for assessment

To ensure consistency in ones performance competency should be demonstrated on more than one occasion over a period of time in order to cover a variety of circumstances cases and responsibilities and where possible over a number of assessment activities

Range Statement


The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Policies and procedures	Work is carried out in accordance with workplace procedures, licensing requirements and legislative requirements
Workplace information	Workplace information can include: Standard Operating Procedures (SOPs) workplace policy and procedures in regard to selling products and services specifications work notes instructions or verbal direction from manager, supervisor or senior staff
Products	Products may include: wines and spirits and associated merchandise (e.g. corkscrews and glasses) a range of enterprise promotional merchandise (e.g. clothing and souvenirs) a range of regional tourism merchandise (e.g. maps, postcards, art and craft objects)
Product knowledge	Product knowledge may include: product style and characteristics optimum serving condition cellaring potential storage requirements stock availability food and occasion matches vintage characteristics production techniques price discounts special offers sizes
Services knowledge	Services knowledge may include: winery tours opening hours delivery or freight services payment methods winery newsletter and mail order facility functions hospitality and conference facilities
Specific requirements relating to products or services	Specific requirements relating to products or services may include: serving storage safety tour schedules delivery costs
Team members	Team members may include: people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Customers	Customers may include: random visitors regular clients, organised groups enterprise personnel people from a range of social, cultural or ethnic backgrounds and physical and mental abilities. English may not be their first language. Buying or ordering experience and expertise may vary.
Customer service and sales	Customer service and sales may include: face-to-face interaction telephone mail order internet
Equipment	Equipment may be electronic or manual and should include that which is required to sell products and services according to workplace policies and procedures, and may include: registers point-of-sale terminals scanners EFTPOS and credit card processors
Materials	Materials may vary and should include that which is required to sell products and services according to workplace policies and procedures, and may include: wine lists promotional materials tasting notes
Cellar door	Cellar door may vary according to: size type location distribution function
Cellar door staff	Staff may: be full time, part time or casual work in other areas of the enterprise
Trading or working conditions	Trading or working conditions may be: routine, busy or quiet
Information systems	Information systems may be: print or screen based