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Elements and Performance Criteria

  1. Identify customer needs.
  2. Suggest products to meet customer needs.
  3. Provide product information and advice.
  4. Follow up sales opportunities.

Required Skills

Required skills

research skills to identify interpret and sort relevant product information and information on competitors product range

sales techniques including

opening techniques

recognising buying signals

strategies to focus customer on specific products and services

selling addons and complementary products

overcoming customer objections

closing techniques

communication skills including active listening and open and closed questioning to determine and meet customer preferences special requirements and to develop rapport and sell suitable products and services

communication skills to select and use appropriate verbal and nonverbal language to respond to diverse cultural and special product needs

literacy skills to read and comprehend the content ofsometimes unfamiliar and detailed product information documents including inhouse and supplier product sheets or manuals

writing skills to create customer files and to document both fundamental and complex customer requestsand present product options to the customer eg in the form of an information sheet

numeracy skills to calculate any fees that will apply to the product provision

Required knowledge

the essential features and benefits of an extensive range of products sold by the floristry industry and in particular the products and services sold by the organisation

key features of competitors product range and how it compares with the products and services sold by the organisation

the principles of selling and sales communication especially as they relate to intangible products subject to future design and construction

the ethical and confidentiality commitments to customers and recipients of floristry products

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

formats styles for and inclusions of information presented by the floristry industry and the organisation in particular including styles that cater for those with special needs eg presenting information in large print providing photographs or sketches

the primary components of consumer legislation privacy law and special laws relating to the sale of prohibited products and actions that must be adhered to by floristry businesses

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

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

Evidence of the following is essential

ability to communicate with the customer and correctly interpret the customers product requirements

ability to apply sales techniques in response to a range of different customer situations

underpinning product knowledge

knowledge of consumer protection laws

ability to sell floristry products and services on multiple occasions and in response to multiple customer requests To ensure consistency of performance and ability to respond to different requirementsthis should occur over a period of time and cover a diverse range of floristry products and services

completion of sales activities within commercial time constraints

Context of and specific resources for assessment

Assessment must ensure

access to a fully equipped sales environment using appropriate computers printers information programs publications and software programs currently used in the floristry industry to assist the sales function

interaction with customers to demonstrate selling techniques

the presence of sufficient customer traffic that allows for prioritisation of tasks

use of relevant and current product information to support the sales process including brochures price lists and product sales kits

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit

direct observation of the candidate using various sales techniques to sell a product or service

project and roleplay activities that allow the candidate to demonstrate selling skills including sourcing initial and subsequent products to suit changing customer requests and finalising the sale

project or work activities that show the candidates ability to sell floristry products and services within differing industry contexts eg sales within retail floristry shops studio environments telephone sales environments ebusinesses

written and oral questioning or interview to test knowledge of the consumer regulations that apply and communication principles that underpin sales

review of portfolios of evidence and thirdparty workplace reports of onthejob performance by the candidate

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended for example

BSBDESA Interpret and respond to a design brief

BSBDES402A Interpret and respond to a design brief

SFLSOPA Source information on floristry products and services

SFLSOP201A Source information on floristry products and services

SFLSOPA Recognise flower and plant materials

SFLSOP202A Recognise flower and plant materials

SFLSOPA Provide quality service to floristry customers

SFLSOP306A Provide quality service to floristry customers

SFLSOPA Prepare quotations for floristry products

SFLSOP308A Prepare quotations for floristry products

SFLDECA Design floristry products

SFLDEC302A Design floristry products

SFLDECA Design complex floristry products

SFLDEC407A Design complex floristry products

SFLDECA Coordinate floristry products for a special occasion

SFLDEC409A Coordinate floristry products for a special occasion

SFLDECA Style and manage an event

SFLDEC511A Style and manage an event.


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.

Customer may be:

business to business customer e.g. retailer to an event co-ordinator

e-business

studio

new

regular

retail

corporate.

Ethical, legal or confidentiality commitments may relate to:

the sale of imported or use of rare, endangered, protected or quarantined plants

the sale of products that breach environmental laws

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

breaching known or published requests by those holding a funeral for non-receipt of flowers (and offering alternative solutions)

breaching known cultural or religious protocols by the provision of inappropriate flower and plant materials or designs

inability to deliver to certain institutions with a policy of non-receipt e.g. schools, hospitals.

There is a broad range of products and services frequently sold by the floristry industry, including:

flowers including:

fresh (common, exotic and Australian wildflowers)

dry and preserved

artificial.

plant materials including:

fresh (common, exotic and Australian foliage)

dry and preserved

artificial

potted plants

fruit and vegetables.

horticulture products

display or stock items

cash and carry arrangements

ancillary items and merchandise including:

chocolates, fruit, nuts, alcohol

hampers

gift items of any type

novelties such as balloons and toys

flower preservatives and conditioning agents

presentation materials including:

wrapping

gift cards and message items

services such as:

design consultancy

event styling

relay organisation

transportation and delivery

labour for management of on-site events or special occasions

on-site installation and disposal of floral displays

on-site maintenance of all floral displays throughout the life of an event or special occasion.

large, small or themed corporate displays including components constructed off-site and assembled on-site for:

exhibition centres

ball rooms

restaurants and reception centres

theatres

galleries

hotels

government buildings

hospitals

corporate offices

marquees

gardens

cruise boats

churches or chapels.

floral arrangements for events and special occasions:

corporate events

balls and banquets

themed events

industry and other awards presentations

theatrical performances

trade shows

exhibitions

floral festivals

weddings

parties e.g. birthdays and engagements

celebrations e.g. Christmas and St Valentine's Day

religious celebrations e.g. communions, bar mitzvahs

funerals.

Specific customer needs may relate to:

preferences or protocols of different cultures, nationalities and religions

family status

age

gender

specific wording of greetings or messages provided by the purchaser

assistance with developing wording of greetings or messages

assistance with translating wording of greetings or messages

assistance to customers purchasing funeral products that must comply with the procedures of funeral directors, cemeteries or crematoria

customer preferences for:

flower and plant materials (common, exotic and Australian wildflowers)

flower and plant materials that are known to be environmentally safe

colour

wrapping

baskets

decorative pots

buckets and decorative pails

containers (bowls, vases)

themes for an event or special occasion

the incorporation of corporate livery and or branding

purpose of the occasion:

wedding

funeral

corporate function

special occasions (Mother's Day, St Valentine's Day).

various floral components required for an event or special occasion:

number of items required

proposed size of items

budget or price limits of the customer

delivery requirements or special instructions.

Fees determined by the organisation may include:

service fee

consultation fee

relay fee

hire fee

transaction or credit card fee

loyalty program redemption fee

amendment fee

cancellation fee

reconfirmation fee

courier fee

organisation's delivery fee

communication fee

special sourcing fee to locate and transport items of special request such as non seasonal flower and plant materials.

Sales:

may be made for:

a single floristry product

multiple products and services making up a complete event or special occasion

custom designed products

products within a pre-determined business product range

display or stock items

relay services

events or special occasions

regular provision of floristry products for corporate clients

could be:

face-to-face

on the phone

in writing

by fax

by email or other electronic transmission.