ELEMENT

PERFORMANCE CRITERIA

1. Prepare for a sales presentation

1.1. Obtain and organise products, ideas and services for use within a sales presentation

1.2. Review product information to ensure familiarity with products

1.3. Identify sales tactic options, and assess and choose them in terms of their ability to meet the needs and preferences of the prospect

1.4. Consider a variety of sales solutions and prepare to meet buyer needs

1.5. Identify and select sales aids

1.6. Identify alternatives for prospects and assess them in relation to anticipated buyer needs

2. Present a sales solution

2.1. Use gestures, posture, body language, facial expressions and voice to create a supportive selling environment

2.2. Use listening skills and open-ended questions to identify buyer needs, preferences, motives and objections

2.3. Adjust presentation to match the needs and preferences of the buyer

2.4. Use persuasive communication techniques to secure buyer interest

2.5. Ensure the presentation demonstrates and communicates the key features of the product and emphasises benefits in relation to identified buyer needs

2.6. Obtain and present proof of benefits through product purchase

2.7. Use sales aids to build buyer understanding of how the product is aligned with needs

3. Respond to buyer signals

3.1. Identify and assess verbal and non-verbal buying signals

3.2. Use probing to identify source of buyer resistance

3.3. Identify the strengths and limitations of buyer resistance strategies

3.4. Select and implement a strategy for managing buyer resistance

3.5. Use trial closes strategically during different stages of the sales process

4. Negotiate and finalise the sale

4.1. Initiate formal close to the sales process following one or more trial closes

4.2. Select a strategy to close the sale and use supportive and confirming language to support the closure of the sales process

4.3. Negotiate conditions of the agreement, outline a summary of the agreement to the buyer, and confirm the buyer's decision

4.4. Provide advice on financing arrangements if required

4.5. Prepare and complete sales documents, and process and monitor client order

4.6. Identify and present cross-selling opportunities to the buyer

5. Support post-sale activities

5.1. Ensure contact is made with the buyer post-sale to ensure agreed expectations have been met

5.2. Provide technical assistance or advice and assist clients to access appropriate after-sales support

5.3. Use feedback solicitation methods on the sales process and product satisfaction

5.4. Address and resolve service problems and difficulties identified through feedback

5.5. Develop and implement client loyalty strategies to secure buyer loyalty and facilitate ongoing contact

5.6. Offer and implement additional sales solutions and benefits to clients when opportunities arise

Required skills

learning skills to develop and maintain knowledge of products, ideas and services for use within a sales presentation

literacy and numeracy skills to:

prepare sales documentation

process sales transactions

calculate financing arrangements

keep client sales records

use sales statistics to support a verbal argument

organisational and time-management skills to schedule follow-up contacts

verbal communication skills to:

demonstrate how product benefits and key features fulfil buyers' needs

develop rapport and build relationships with clients

manage conflict and customer dissatisfaction

negotiate to manage buyer resistance

question clients to determine client needs and preferences

use persuasive and assertive language in promoting product features and benefits

technological skills to use equipment to assist in presenting sales information

Required knowledge

detailed product knowledge, including product:

advantages and disadvantages

features

service benefits

identification and overview knowledge of key provisions of relevant legislation and codes of practicethat relate to sales, for example:

anti-discrimination

ethical principles

consumer protection

contract law

privacy laws

Trade Practices Act

materials and aids that support presentations

organisational policies and procedures relating to orders and client services

principles of achieving an effective sales presentation mix

statistical methods to demonstrate sales performance

strategies to manage client accounts, to build client goodwill and to develop client loyalty

Overview of assessment

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

Evidence of the following is essential:

demonstration of principles of effective sales presentation mix and sales closure techniques through presentation of a sales solution

demonstration of support for post-sale activities.

Context of and specific resources for assessment

Assessment must ensure access to:

a workplace or simulated work environment

product information and sales records and documentation

office equipment, machines and sales support materials to make a presentation.

Method of assessment

The following assessment method is appropriate for this unit:

analysis of responses to case studies and scenarios

observations of presentations of sales solutions

direct questioning combined with portfolios of evidence and third-party workplace reports of on-the-job performance by the candidate

oral or written questioning to assess knowledge of sales tactic options, proposed sales solutions and ways to overcome buyer resistance

observation of persuasive communication techniques and listening skills used when presenting a sales solution and closing a sale

review of sales aids identified, selected and used

evaluation of strategies implemented to manage buyer resistance.

Guidance information for assessment

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

Sales aids may include:

drawings

electronic media

graphs

models

photographs

printed materials

products

product samples

transparencies

whiteboards.

Proof of benefits may include:

anecdotes and examples

comparisons

statistics

testimonials.

Verbal buying signals of the prospect may include:

confirmations

questions

statements of requirement.

Non-verbal buying signals of the prospect may include:

close examination of the product

moving closer to where a product is to be installed

smiling and nodding.

Source of buyer resistance may include:

company resistance

no perceived need

price resistance

salesperson resistance

service dissatisfaction

timing issues

uncertainty about the product.

Buyer resistance strategies may include:

assertive messages

boomerang

checking perceptions

direct denial

incentives offer

indirect denial

requesting additional information from buyers

open and closed questions

superior benefit

trial offer.

Formal close may include:

inducement

narrative close

offering alternative choices

salesperson request to the prospect to agree to purchase the product or service

summary of product benefits.

Conditions may include:

client loyalty

delivery

length of contract

payment options

price.

Feedback solicitation methods may include:

email dialogue

focus groups

one-on-one interviews

surveys

telephone interviews.

Client loyalty strategies may include:

client clubs

client reward schemes

credit or discount facilities

formal letter of thanks

handwritten note thanking the client

offering promotional items

phone call thanking the client for the business.