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Elements and Performance Criteria

1. Identify customer needs.
   • Identify specific customer needs and preferences, including cultural needs and expectations.
   • Identify any customer requirements which breach ethical, legal or confidentiality commitments.
   • Establish rapport with customer to promote goodwill and trust.
2. Suggest products to meet customer needs.
   • Use product knowledge to tailor product options to specific customer needs.
   • Suggest product and service options according to current promotional focus of the organisation.
   • Seek information on competitor product range and use to offer comparisons.
   • Suggest additional products and options to enhance customer request and maximise profitability of sale.
   • Source additional information to meet specific customer needs.
3. Provide product information and advice.
   • Provide current and accurate product information and advice in a timely manner.
   • Suggest alternative products and services if desired products are unavailable.
   • Present all options promptly in a clear format and style.
   • Disclose and ensure customer understanding of sales, product coordination and delivery fees.
   • Provide appropriate scope and depth of information to meet customer needs.
4. Sell products.
   • Clearly explain and promote product features and benefits.
   • Provide additional information to address customer questions and objections.
   • Select and use techniques at appropriate time to close sale.
   • Identify and act on opportunities to enhance service quality.
5. Follow up sales opportunities.
   • Make follow up contact with customer if appropriate.
   • Provide any required after sales service according to organisational procedures.
6. Identify customer needs.
   • Identify specific customer needs and preferences, including cultural needs and expectations.
   • Identify any customer requirements which breach ethical, legal or confidentiality commitments.
   • Establish rapport with customer to promote goodwill and trust.
7. Suggest products to meet customer needs.
   • Use product knowledge to tailor product options to specific customer needs.
   • Suggest product and service options according to current promotional focus of the organisation.
   • Seek information on competitor product range and use to offer comparisons.
   • Suggest additional products and options to enhance customer request and maximise profitability of sale.
   • Source additional information to meet specific customer needs.
8. Provide product information and advice.
   • Provide current and accurate product information and advice in a timely manner.
   • Suggest alternative products and services if desired products are unavailable.
   • Present all options promptly in a clear format and style.
   • Disclose and ensure customer understanding of sales, product coordination and delivery fees.
   • Provide appropriate scope and depth of information to meet customer needs.
9. Sell products.
   • Clearly explain and promote product features and benefits.
   • Provide additional information to address customer questions and objections.
   • Select and use techniques at appropriate time to close sale.
   • Identify and act on opportunities to enhance service quality.
10. Follow up sales opportunities.
    • Make follow up contact with customer if appropriate.
    • Provide any required after sales service according to organisational procedures.

Performance Evidence

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

sell these types of floristry products:

one ancillary merchandise item

one cash and carry arrangement

one display or stock item

sell floristry products to these customer types:

one customer purchasing custom made floristry products for a special occasion

one customer purchasing custom made gifts for annual celebratory days

one customer with special language or cultural needs.

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Knowledge Evidence

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

sales techniques:

opening techniques

recognising buying signals

strategies to focus customer on specific products and services

selling intangible products

selling add ons and complementary products

overcoming customer objections

closing techniques

general characteristics of the main social and cultural groups in Australian society and key aspects of their cultural and religious protocols and preferences for flowers, plant materials and designs

key features of competitor product range and similarities and differences with the products and services sold by the organisation

ethical considerations for the sale of floristry products and responsible actions with particular emphasis on these circumstances:

non-disclosure of purchaser to recipient for anonymity of gift giver

known or published requests by those holding a funeral for non-receipt of flowers

non-receipt policy for institutions

primary components of consumer protection laws that relate to selling floristry products especially organisational responsibility for supplying products as described or substituting suitable products when unable

primary components of privacy law and actions that floristry business must take to protect privacy of customer information

a range of formats for and inclusions of information presented to customers.

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