This unit applies to frontline sales personnel. It requires the recognition and demonstration of verbal and non-verbal communication skills to determine customer requirements, sell the benefits of products, overcome objections and close sales. Personal evaluation is utilised to maximise sales according to industry codes of practice, relevant legislation and business policy.

Nil

ELEMENT

PERFORMANCE CRITERIA

1

Apply product knowledge.

1.1

Demonstrate knowledge of the use and application of relevant products and services.

1.2

Consult experienced sales staff or product information guide to increase product knowledge.

2

Identify specific customer types and behaviour.

2.1

Identify customers by type.

2.2

Determine factors influencing specific customer purchase decisions.

2.3

Isolate and examine factors influencing an individual's buying behaviour.

2.4

Determine buying behaviours of different types of customers.

2.5

Determine sales approaches and techniques required for different customer types.

2.6

Determine sales techniques required for customers evidencing specific buying behaviour.

3

Sell products and services to customers.

3.1

Employ effective sales approaches and techniques whether the customer or the organisation initiates contact.

3.2

Identify effective sales approach and apply given mode of communication to interact with customer.

3.3

Create empathy between organisation and customer.

3.4

Determine buying behaviour of customer.

3.5

Confirm and promote customer need for specific merchandise.

4

Gather information.

4.1

Apply questioning techniques to determine customer buying motives.

4.2

Use listening skills to determine customer requirements.

4.3

Interpret and clarify non-verbal communication cues.

4.4

Identify customers by name where possible.

5

Sell benefits.

5.1

Match customer needs to appropriate products and services.

5.2

Clearly communicate knowledge of product features and benefits to customers.

5.3

Describe product use and safety requirements and, where possible, demonstrate to customers.

5.4

Refer customers to appropriate product specialist as required.

5.5

Answer routine customer questions about merchandise accurately and honestly or refer to more experienced senior sales staff.

6

Overcome objections.

6.1

Identify and accept customer objections.

6.2

Categorise objections into price, time and merchandise characteristics.

6.3

Offer solutions according to business policy and sales techniques.

6.4

Apply problem solving to overcome customer objections.

7

Close sale.

7.1

Monitor, identify and respond appropriately to customer buying signals.

7.2

Encourage customer to make purchase decisions.

7.3

Select and apply appropriate method of closing sale.

8

Maximise sales opportunities.

8.1

Recognise and apply opportunities for making additional sales.

8.2

Advise customer of complementary products or services according to customer's identified need.

8.3

Review personal sales outcomes to maximise future sales.

This section describes the essential skills and knowledge and their level, required for this unit.

The following skills must be assessed as part of this unit:

selling techniques, including:

opening techniques

recognising buying signals

strategies to focus customer on specific merchandise

add-ons and complimentary sales

overcoming customer objections

closing techniques

verbal and non-verbal communication skills

negotiation skills

sales performance appreciation

questioning, listening and observing

literacy skills in regard to:

reading and understanding product information

reading and understanding business policy and procedures

recording information

numeracy skills in regard to:

calculating prices

estimating quantities.

The following knowledge must be assessed as part of this unit:

product knowledge, including:

characteristics

features

comparative advantages

price

availability

special features (e.g. warranties and after-sales support)

business policy and procedures in regard to:

selling products and services

allocated duties and responsibilities

customer types and needs, including:

customer buying motives

customer behaviour and cues

individual and cultural differences

demographics, lifestyle and income

types of customer needs, e.g. functional and psychological

a variety of strategies for closing sales

business merchandise and service range.

factors influencing customers decisions

current sales performance

OHS aspects of the job

industry codes of practice

relevant consumer law, commercial law and legislation.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package.

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

Evidence of the following is essential:

applies product knowledge and uses appropriate sales approach to sell the benefits of products, overcome objections and close sales

uses questioning, listening and observation skills to determine customer requirements

consistently applies business policy and procedures in regard to selling products and services

maximises sales opportunities according to business policy and procedures

consistently applies industry codes of practice, relevant legislation and statutory requirements in regard to selling products and services

evaluates personal sales performance to maximise future sales.

Context of and specific resources for assessment

Assessment must ensure access to:

a wholesale work environment

relevant documentation, such as business policy and procedures manuals

a range of business customers with different requirements

a range of merchandise and products appropriate to the workplace

sources of product information.

Methods of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

observation of performance in the workplace

third-party reports from a supervisor

customer feedback

answers to questions about specific skills and knowledge.

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

Assessing employability skills

Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors. How these skills are applied varies between occupations and qualifications due to the different work functions and contexts.

Employability skills embedded in this unit should be assessed holistically in the context of the job role and with other relevant units that make up the skill set or qualification.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the performance criteria is detailed below.

Product knowledge may include:

warranties

features and benefits

use-by dates

handling and storage requirements

stock availability

safety features

price.

Customers may include:

business customers or individuals

new or repeat contacts

external and internal contacts

customers with routine or special requests

people from a range of social, cultural and ethnic backgrounds and with varying physical and mental abilities.

Sales approaches and techniques may include:

gaining a customer

closing a sale

associated sales techniques, including:

trade-up

trade-in

tie-ins

cut-ins

range-ins

negotiation skills

over-the-phone empathy creation

securing payment.

Communication may include:

speaking and listening

reading and writing

body language

facial expression

telephone

electronic media such as email

using languages other than English including , local community languages Indigenous languages

using forms of visual communication such as sign language

using assistive technology such as TTY

using open and inclusive language.

Questioning techniques may involve:

using open and inclusive language

speaking clearly and concisely

using appropriate language

non-verbal communication.

Customer questions may relate to:

price and price reductions

quality

availability

features and benefits

usage.

Business policy and procedures may relate to:

interaction with customers

selling products and services

applying discounts.

Problem solving may be affected by:

business policy and procedures

resource implications.

Sector

Wholesale

Sales

The required outcomes described in this unit contain applicable facets of employability skills. The Employability Skills Summary of the qualification in which this unit is packaged will assist in identifying employability skills requirements.