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Elements and Performance Criteria

1. Review current operations.
   • Analyse external retail market place to determine factors impacting sales.
   • Obtain and review organisational sales strategy.
   • Review current sales targets and performance and contributing factors that impact sales.
   • Obtain feedback from existing customers on current product and service offerings.
   • Analyse information to inform plans to drive sales.
2. Develop a plan to drive sales.
   • Identify potential customer traffic generators to attract new customers.
   • Determine how to retain and develop repeat business from existing customers.
   • Consult relevant stakeholders for input into sales plan.
   • Develop a plan to grow sales from new and existing customers.
3. Implement and monitor sales plan.
   • Communicate plan to relevant personnel delegating key responsibilities.
   • Schedule activities and resources to drive sales.
   • Undertake planned sales activities and support sales teams in creating a selling environment.
   • Monitor plan against targets and adjust as required.

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:

develop and implement a plan to retail drive sales that includes:

comprehensive overview of current operations:

sales process and selling environment

average spend and conversion rates

stock levels in relation to customer demand

customer feedback

trends in consumer behaviour

competitor activity

economic activity

organisational sales targets

traffic generators for new customers

tactics to retain existing customers

tactics to increase average spend and conversion rates

monitor and review sales results against a sales plan for one sales period and identify areas for improved sales performance.

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Knowledge Evidence

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

key elements and features of a sales plan

internal factors impacting on sales

external factors impacting sales in the retail environment:

trends in consumer behaviour

competitor activity

economic activity

role of customer feedback in growing sales

customer traffic generators

techniques for growing sales within the retail environment for:

new customers

existing customers

increasing average spend and conversion rates

marketing activities and their role in sales:

promotions

social media campaigns

advertising campaigns.

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