Application
This unit describes the performance outcomes, skills and knowledge required to plan and implement sales activities. It requires the ability to identify and analyse market and customer needs, proactively target current and new customers, plan the operation of sales calls, make calls and prepare sales reports.
The unit applies to all industry sectors, and to those responsible for coordinating sales activities within the parameters of an established sales strategy. Individuals working independently with limited supervision undertake this role. This could include sales and marketing personnel or managers and owner-operators of small businesses.
No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENTS | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Plan sales activities. | 1.1.Plan sales activities for existing and potential customers according to marketing plan or other organisational systems. 1.2.Identify, analyse and incorporate organisation, customer and market information into sales planning process. 1.3.Source prospects and create profiles. 1.4.Proactively seek and evaluate innovative sales opportunities and take advantage of new technologies and media. 1.5.Estimate potential revenue, based on analysis of information and in consultation with appropriate colleagues. 1.6.Plan activities and practical sales call patterns that maximise opportunities to meet individual and team targets and are consistent with legal, ethical and sustainability requirements. |
2. Prepare for sales calls. | 2.1.Make sales call appointments in advance where appropriate. 2.2.Develop sales call strategies and tactics based on market knowledge, current sales focus and consultation with colleagues. 2.3.Gather information and support materials to support sales calls. |
3. Make sales calls. | 3.1.Make sales calls according to agreed call patterns. 3.2.Build relationships with customers through use of effective interpersonal communication styles. 3.3.Develop customer trust and confidence through demonstration of personal and professional integrity. 3.4.Proactively identify and resolve customer issues and problems. 3.5.Use selling techniques to maximise opportunities to meet or exceed sales targets. 3.6.Provide current, accurate and relevant information on product features and benefits according to current marketing focus. 3.7.Encourage feedback from customers and proactively seek market intelligence. |
4. Review and report on sales activities. | 4.1.Review activities according to agreed evaluation methods and incorporate results into future sales planning. 4.2.Prepare sales reports according to organisational policy and required timeframes. 4.3.Present current and clear market intelligence to those responsible for sales and marketing planning. |
Evidence of Performance
Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:
plan and implement sales activities according to organisational requirements for at least two different operations, products or services, including conducting at least one sales call as part of the activities for each operation, product or service
use effective communication skills during sales calls that are part of above sales activities
prepare a report on each of the above sales activities.
Evidence of Knowledge
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
principles of selling, sales communication and relationship building
industry structures and interrelationships, industry networks and information sources
industry and market knowledge appropriate to the sector and organisation:
distribution and marketing networks, especially those that support the product or service being promoted
commission structures
current customer and market trends
links between sales and other areas of organisational operations
structure and content of marketing plans and the role of sales in the overall marketing mix
information inputs into sales planning process:
competitive activity
current sales figures for nominated periods
financial statistics
market trends
sales and marketing reports
sales call strategies and tactics:
focus on specific products or offers
response to competitive activity
use of individual customer history
legal issues that impact on sales activities and sales personnel:
Australian consumer law
work health and safety obligations
ethical considerations for sales personnel:
honesty in sales
targeting particular groups in the community
sustainability considerations for sales activities:
reducing waste of printed materials
sustainability as a sales tool.
Assessment Conditions
Skills must be demonstrated in an operational business operation or activity for which the individual can conduct sales activities for products or services. This can be:
an industry workplace
a simulated industry environment.
Assessment must ensure access to:
current information and communications technology used by industry to manage sales activities
marketing plans, operational sales documents, sales reports and sales support materials
other people with whom the individual can interact; these can be:
those in an industry workplace who are assisted by the individual during the assessment process; or
individuals 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.
Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.
Foundation Skills
Foundation skills essential to performance in this unit, but not explicit in the performance criteria are listed here, along with a brief context statement. | |
SKILLS | DESCRIPTION |
Oral communication skills to: | establish and conduct positive business relationships. |
Numeracy skills to: | calculate potential sales revenues create and interpret sales statistics. |
Problem-solving skills to: | proactively identify and respond to operational or more systemic customer problems. |
Initiative and enterprise skills to: | proactively identify and respond to new opportunities. |
Technology skills to: | use current sales management systems. |
Sectors
Cross-Sector
Competency Field
Marketing and Public Relations