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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Establish customer needs.
   • Connect with the customer within designated response times and establish rapport.
   • Use questioning and active listening to facilitate effective two-way communication.
   • Observe and determine appropriate level of interaction based on customer verbal and non-verbal cues.
   • Determine and clarify customer preferences, needs and expectations.
2. Provide advice on products and services.
   • Use product and service knowledge to tailor options to specific customer needs, and offer alternatives when product is unavailable.
   • Clearly explain and promote product and service features and benefits where relevant.
   • Advise on promotional events where relevant.
   • Provide additional information to address customer questions and objections.
   • Offer comparisons to competitor product or service range as required.
   • Collaborate with the customer to determine product or service option most suited to their needs.
   • Take opportunities to upsell and cross sell products and services that enhance customer request and maximise profitability of sale.
3. Facilitate the sale of products and services.
   • Select and use appropriate techniques to close sale.
   • Direct the customer to designated point-of-sale and process sale, as required, according to organisational procedures.
   • Farewell customer on leaving, and invite to return.
   • 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:

interact with four different retail customers to initiate and close the sale of different retail products or services

demonstrate the following during the above customer interactions:

appropriate communication

establishment and clarification of customer needs, wants and expectations

product and/or service knowledge

appropriate sales approach to sell benefits and features of products and/or services

overcome objections and close sales

upsell and/or cross sell additional products and/or services that complement the sale

promotion of customer loyalty and repeat sales.

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Knowledge Evidence

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

appropriate body language for customer service

basic principles of positive customer service and sales

open and closed questioning techniques related to the sale of product and services

verbal and non-verbal cues indicating customer understanding of information

techniques for effective communication with customers of diverse backgrounds:

cultural diversity

special needs

sales techniques:

opening techniques

recognising buying signals

strategies to focus customer on specific products and services

selling add-ons and complementary products

overcoming customer objections

closing techniques

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

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

for the specific retail sector:

professional service standards and protocols for retail industry personnel

attitudes and attributes expected by the retail industry to work with customers

different customer service needs and expectations

for the particular retail organisation:

product and service knowledge:

product and service range offering

product specifications, features and benefits

designated response times for providing customer service

customer service procedures including recording of and storing customer details.

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