This unit describes the performance outcomes, skills and knowledge required to proactively sell floristry products. It requires the ability to identify specific customer needs, suggest a range of products to meet needs, provide current and accurate product information and close the sale. Sales could be face-to face, via electronic means or over the telephone.

While the product could be a display or stock item, this unit focuses on higher order sales skills required to sell those intangible floristry products that are subject to future design and construction.

This unit applies to all floristry industry businesses including retail floristry shops, studio or online businesses and those that specialise in corporate or special events. It applies to frontline sales or operations personnel who work with some level of independence and under limited supervision and guidance from others. This includes retail florists, telephone sales agents, e-business sales personnel, studio florists and floral designers.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

sell these types of floristry products:

one ancillary merchandise item

one cash and carry arrangement

one display or stock item

sell floristry products to these customer types:

one customer purchasing custom made floristry products for a special occasion

one customer purchasing custom made gifts for annual celebratory days

one customer with special language or cultural needs.

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

sales techniques:

opening techniques

recognising buying signals

strategies to focus customer on specific products and services

selling intangible products

selling add ons and complementary products

overcoming customer objections

closing techniques

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

key features of competitor product range and similarities and differences with the products and services sold by the organisation

ethical considerations for the sale of floristry products and responsible actions with particular emphasis on these circumstances:

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

known or published requests by those holding a funeral for non-receipt of flowers

non-receipt policy for institutions

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

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

a range of formats for and inclusions of information presented to customers.

Skills must be demonstrated in a floristry industry sales environment. This can be:

an industry workplace

a simulated industry environment operated within a training organisation.

Assessment must ensure use of:

computers and email service

telephones

either electronic or hard copies of:

organisational product information and price lists

grower and other supplier brochures, information sheets and price lists

current plain English regulatory documents distributed by government regulators for:

consumer protection law

privacy law

customers with whom the individual can interact to sell products; these can be:

paying customers in an industry workplace who are served by the individual during the assessment process or

people who participate in role plays or simulated activities, set up for the purpose of assessment, in a simulated industry environment operated within a training organisation

sufficient customer traffic that allows for prioritisation of tasks so that customers are served effectively in a logical sequence.

Assessors must satisfy the Standards for Registered Training Organisation’s requirements for assessors, and:

hold a qualification or Statement of Attainment in Floristry which includes this unit of competency or equivalent; and

have worked as a florist in the industry for at least three years where they have applied this unit of competency or equivalent.

Floristry

Sales and Operations