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Elements and Performance Criteria

1. Plan sales activities.
   • Plan sales activities for existing and potential customers according to marketing plan or other organisational systems.
   • Identify, analyse and incorporate organisation, customer and market information into sales planning process.
   • Source prospects and create profiles.
   • Proactively seek and evaluate innovative sales opportunities and take advantage of new technologies and media.
   • Estimate potential revenue, based on analysis of information and in consultation with appropriate colleagues.
   • Plan activities and practical sales call patterns that maximise opportunities to meet individual and team targets and are consistent with legal, ethical and sustainability requirements.
2. Prepare for sales calls.
   • Make sales call appointments in advance where appropriate.
   • Develop sales call strategies and tactics based on market knowledge, current sales focus and consultation with colleagues.
   • Gather information and support materials to support sales calls.
3. Make sales calls.
   • Make sales calls according to agreed call patterns.
   • Build relationships with customers through use of effective interpersonal communication styles.
   • Develop customer trust and confidence through demonstration of personal and professional integrity.
   • Proactively identify and resolve customer issues and problems.
   • Use selling techniques to maximise opportunities to meet or exceed sales targets.
   • Provide current, accurate and relevant information on product features and benefits according to current marketing focus.
   • Encourage feedback from customers and proactively seek market intelligence.
4. Review and report on sales activities.
   • Review activities according to agreed evaluation methods and incorporate results into future sales planning.
   • Prepare sales reports according to organisational policy and required timeframes.
   • Present current and clear market intelligence to those responsible for sales and marketing planning.

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:

plan and implement sales activities according to organisational requirements for at least two different operations, products or services, including conducting at least one sales call as part of the activities for each operation, product or service

use effective communication skills during sales calls that are part of above sales activities

prepare a report on each of the above sales activities.

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Knowledge Evidence

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

principles of selling, sales communication and relationship building

industry structures and interrelationships, industry networks and information sources

industry and market knowledge appropriate to the sector and organisation:

distribution and marketing networks, especially those that support the product or service being promoted

commission structures

current customer and market trends

links between sales and other areas of organisational operations

structure and content of marketing plans and the role of sales in the overall marketing mix

information inputs into sales planning process:

competitive activity

current sales figures for nominated periods

financial statistics

market trends

sales and marketing reports

sales call strategies and tactics:

focus on specific products or offers

response to competitive activity

use of individual customer history

legal issues that impact on sales activities and sales personnel:

Australian consumer law

work health and safety obligations

ethical considerations for sales personnel:

honesty in sales

targeting particular groups in the community

sustainability considerations for sales activities:

reducing waste of printed materials

sustainability as a sales tool.

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