SITTTSL005A
Sell tourism products and services

This unit describes the performance outcomes, skills and knowledge required to sell tourism services and products proactively in a range of industry contexts. It requires the ability to provide quality customer service while identifying specific customer needs, suggest a range of products to meet those needs, provide current and accurate product information and close the sale. The sale of some tourism products and services is subject to specific regulation under several federal and state or territory pieces of legislation. In most States and Territories, organisations that sell air tickets must meet the requirements of relevant state or territory Department or Office of Fair Trading to hold a travel agent's licence.Any organisation that sells travel insurance to a retail client must meet the requirements of the Financial Services Reform Act (2001). In particular, sales personnel must complete a course delivered by the insurance provider in order to interpret provisions of the insurance policy and provide advice to customers on its purchase.Any inbound tour operator (ITO), no matter where the business is located, who sells and organises the operation of tours within Queensland is subject to the Queensland Tourism Services Act(2003). ITOs must register with the Queensland Office of Fair Trading. All tour guides residing in any part of Australia are also covered by this law when working in Queensland. ITO business operators and guides do not need to meet any training or certification requirements, however ITOs and guides may be fined if they participate in unconscionable conduct when selling Queensland-based tourism products and services.This unit covers the sale of any type of tourism product or service to any destination. Therefore, training and assessment must take into account the specific requirements of tourism-related legislation as it applies to selling the product or destination.

Application

This unit describes a key sales and operational function for a diverse range of domestic and international tourism and hospitality products and services and applies to the full range of industry sectors. The tourism or hospitality organisation could be a principal (the supplier) or an agent selling products and services on behalf of the principal.

This unit has particular application to those personnel who sell as a key focus of their job role and for whom selling is an essential skill. It applies to frontline sales or operations personnel who operate with some level of autonomy or under limited supervision and guidance from others. It is undertaken by a diverse range of people such as retail travel consultants, corporate consultants, inbound tour coordinators, visitor information officers, account managers for professional conference organisers, event coordinators, tour guides, restaurant managers, banquet coordinators or managers, resort activities coordinators, tour desk officers, reservations sales agents and owner-operators of small tourism businesses.


Prerequisites

This unit must be assessed after the following prerequisite unit:

SITTTSL002A Access and interpret product information.


Elements and Performance Criteria

ELEMENT

PERFORMANCE CRITERIA

1

Identify customer needs.

1.1

Accurately identify specific customer needs and preferences, including cultural needs and expectations.

1.2

Identify any customer requirements which, if met, would breach ethical and legal commitments.

1.3

Establish rapport with the customer to promote goodwill and trust.

1.4

Disclose any fees determined by the organisation to ensure charges for sales and product coordination activities are clearly understood by the customer.

2

Suggest products to meet customer needs.

2.1

Undertake any required research to source information to meet specific customer needs.

2.2

Tailor product options to the customer's specific needs.

2.3

Make any product suggestions according to current organisation promotional focus and any preferred product arrangements where appropriate.

2.4

Make the customers aware of additional products and options that may enhance their itinerary.

2.5

Provide all options within the appropriate or agreed timeframe.

2.6

Present all options in a format and style most appropriate to the particular customer and according to organisation procedures.

3

Provide product information and advice.

3.1

Accurately identify the specific product information and advice needs of the customer.

3.2

Provide current and accurate product information and advice, including relevant product conditions in a timely manner.

3.3

Ensure the scope and depth of the information are appropriate to customer needs.

3.4

Present the information and advice in an appropriate format and style.

3.5

Clearly explain and promote product features and benefits to the customer.

3.6

Provide additional information to address customer questions and objections.

3.7

Select and use techniques at the appropriate time to close the sale with the customer.

3.8

Identify and act on opportunities to enhance the quality of service to customers.

4

Follow up sales opportunities.

4.1

Where appropriate, make follow-up contact with the customer.

4.2

Provide any required after sales service according to organisation procedures.

Required Skills

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:

sales techniques

fundamental communication techniques, specifically active listening and questioning

literacy skills to read and interpret the content and format of complex product information documents, including rate schedules and supplier tariff sheets, and sufficient to read plain English documents that relate to legislative requirements of tourism product sales

writing skills to present product options to the customer, such as in the form of an itinerary

numeracy skills to calculate any fees that will apply to the sales and related product coordination activities.

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

broad and working knowledge of the principles of selling and sales communication, especially as they relate to intangible products

broad and working knowledge of the legal liability and implications of consumer legislation and regulations relating to selling tourism products appropriate to the particular industry sector and job role

special laws relating to the sale of prohibited products and services, e.g. Child Sex Tourism Law

product knowledge appropriate to the organisation or industry sector

content and format of product information

formats and styles of information presentation, including styles that cater for those with special needs (e.g. presenting information in large print or providing information electronically)

considerations in selling, such as negotiated costs, contractual arrangements or preferred supplier or agent arrangements that may be in place.

Evidence Required

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:

ability to communicate with the customer and correctly interpret the customer's requirements

ability to apply sales techniques in response to a range of different customer situations

underpinning product knowledge

understanding of consumer liability issues

demonstration of selling skills for multiple products and services and to meet varying customer needs

project or work activities that show the candidates' ability to sell tourism products and services within the context of the particular industry sector in which they are working or seeking work; for those undertaking generic pre-employment training, assessment must cover a range of industry contexts to allow for a broad range of vocational outcomes

completion of sales activities within typical workplace time constraints.

Context of and specific resources for assessment

Assessment must ensure:

demonstration of skills within a fully equipped industry-realistic office environment using appropriate computers, printers, information programs, publications and software programs currently used in the tourism industry to assist the sales function or demonstration within the applicable sales environment for the sector, e.g. a conference venue for the Events sector or touring environment for the Guiding and Tour Operations sectors

interaction with customers to demonstrate selling techniques

use of relevant and current product information to support the sales process, including brochures, timetables, tariffs and product sales kits.

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:

direct observation of the candidate using various sales techniques to sell a product or service

project and role-play activities that allow the candidate to demonstrate selling skills, including sourcing initial and subsequent products to suit changing customer requests and finalising the sale

written and oral questioning or interview to test knowledge of the consumer regulations that apply and communication principles that underpin sales

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

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

Any related Tourism Sales and Operations units to which this unit has strong links, for example:

SITTTSL003A Source and provide international destination information and advice

SITTTSL004A Source and provide Australian destination information and advice

SITTTSL006B Prepare quotations

SITTTSL007B Receive and process reservations.

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 with other relevant units that make up the skill set or qualification and in the context of the job role.


Range Statement

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.

Ethical and legal commitments may relate to the sale of:

child sex tourism products or services

products that breach environmental laws

products that are known to cause negative environmental, cultural or social impacts such:

damage to environmentally or culturally sensitive areas or sites

disturbance or injury to fauna

physical damage to flora

introduction of exotic and feral species

damage to roads, tracks and fire trails

pollution from vehicle emissions and unmanaged waste

noise disturbance to the local community

trivialisation of culture.

Fees determined by the organisation may include:

service fee

transaction fee

itinerary preparation fee

visa and passport handling fee

loyalty program (e.g. frequent flyer) redemption fee

product booking fee

amendment, cancellation or reconfirmation fee

courier fee

credit card fee

communication fee.

Specific customer needs may relate to:

preferences of different cultures and nationalities

family status

disability

age

gender

available budget

time available

special interests.

There is a broad range of products and services sold within the tourism industry, including:

transportation

airfares

travel insurance

brochured tour packages

specially tailored itineraries

inclusive products or optional touring products

transfers

accommodation

entertainment

tours

cruises

hire cars

entrance to attractions or sites

tour guiding services

activities

meals

functions

special items with customer's corporate branding

venue bookings

speaker services

audiovisual services

meeting or event equipment

special event consumable items

catering.

Sales:

may be made for:

a single product or service

multiple products and services making up a complete itinerary

individual customers

groups

one-off touring arrangements

series tours

incentive tours

meetings

conferences

could be:

face-to-face

on the phone

in writing

by fax

by email or other electronic transmission

related to the sale of a destination

related to the sale of a specific product.


Sectors

Sector

Tourism


Competency Field

Tourism Sales and Operations


Employability Skills

The required outcomes described in this unit of competency 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.


Licensing Information

Not applicable.