Element

Performance criteria

Elements describe the essential outcomes of a unit of competency.

Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.

1. Develop and apply product knowledge.

1.1.Develop product knowledge by accessing relevant sourcesof information and confirm with relevant staff.

1.2.Apply knowledge of the use and application of relevant products and services in interactions with customers according to store policy and legislative requirements.

1.3.Identify gaps in product knowledge and resolve by accessing relevant sources of information.

2. Approach customer.

2.1.Identify customers by name where possible.

2.2.Develop knowledge of customer buying behaviour by accessing relevant sources of information.

2.3.Determine and apply appropriate timing of customer approach according to store policy and customer behaviour.

2.4.Initiate customer contact according to store policy.

2.5.Convey a positive impression to encourage customer interest according to store policy.

3. Gather and respond to information.

3.1.Apply questioning techniques and listening skills to determine customer buying motives and requirements.

3.2.Interpret and clarify non verbal communication cues.

3.3.Direct customer to specific merchandise according to customer requirements and store policy.

4. Sell benefits.

4.1.Match customer needs to appropriate products and services.

4.2.Communicate knowledge of product features and benefits clearly to customers.

4.3.Describe product use and safety requirements to customers.

4.4.Refer customers to appropriate product specialist as required.

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

5. Overcome objections.

5.1.Identify and acknowledge customer objections according to store policy.

5.2.Categorise objections into price, time and merchandise characteristics and consider solutions.

5.3.Offer solutions to customer objections according to store policy.

5.4.Apply problem solving within personal scope of responsibilities to overcome customer objections or refer to senior staff.

6. Close sale.

6.1.Monitor, identify and respond appropriately to customer buying signals.

6.2.Encourage customer to make purchase decisions.

6.3.Select and apply appropriate method of closing sale.

7. Maximise sales opportunities.

7.1.Recognise and apply opportunities for making additional sales according to store policy.

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

7.3.Review personal sales outcomes and consider strategies to maximise future sales in consultation with relevant staff.

Required skills

communication and interpersonal skills to:

handle difficult customers

verbal and nonverbal communication skills to:

question, listen and observe

overcome objections and close sale

literacy and numeracy skills to:

handle payments for goods

read product information

read store policies and procedures

record information

weigh and measure goods

selling skills to use a range of selling techniques

Required knowledge

customer types and needs, including:

customer behaviour and cues

customer buying motives

demographics, lifestyle and income

individual and cultural differences

types of customer needs, such as:

functional

psychological

relevant industry codes of practice, legislation and statutory requirements relating to the sale of products and services

selling techniques, including:

add-ons and complementary sales

closing techniques

opening techniques

overcoming customer objections

recognising buying signals

using strategies to focus customer on specific merchandise

specific product knowledge for area or section

store merchandise and service range

store policies and procedures in regard to:

allocated duties and responsibilities

selling products and services and sales performance

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the 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 and services, overcome objections and close sales

uses questioning, listening and observation skills to determine customer requirements

applies store policies and procedures in regard to selling products and services

maximises sales opportunities according to store policies and procedures

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 real or simulated retail work environment

relevant documentation, such as policy and procedures manuals

a range of customers with different requirements

a range of merchandise and products appropriate to the retail workplace

product labels and sources of product information.

Method 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 the candidate in the workplace

customer feedback

answers to questions about specific skills and knowledge

review of portfolios of evidence and third-party workplace reports of on-the-job performance.

Guidance information for assessment

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

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, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the individual, accessibility of the item, and local industry and regional contexts) may also be included.

Product knowledge may include:

features and benefits

handling and storage requirements

price

safety features

stock availability

use-by dates

warranties.

Relevant sources of informationmay include:

demonstrations

internet

labels

product profiles

staff members

store or supplier product manuals

store tours

videos.

Legislative requirementsmay include:

industry codes of practice

liquor laws

lottery legislation

work health and safety (WHS)

sale of second-hand goods

sale of X and R-rated products

tobacco laws

Australian consumer law and fair trading Acts

trading hours

transport, storage and handling of goods.

Customersmay include:

customers with routine or special requests

internal and external contacts

new or repeat contacts

people from a range of social, cultural and ethnic backgrounds

people with varying physical and mental abilities.

Routine customer questions may relate to:

availability

features and benefits

price and price reductions

quality.

Problem solving may be affected by:

resource implications

store policies and procedures.

Sales transactions may be completed:

face-to-face

online

over the telephone.