Develop product knowledge

This unit describes the performance outcomes, skills and knowledge required to develop product knowledge in preparation for the sales process.


This unit applies to individuals in a sales related position in a small, medium or large enterprise across a wide variety of industries and contexts who develop their product knowledge prior to undertaking selling activities. They may provide advice and support about aspects of sales solutions to support a sales team.


Not applicable

Elements and Performance Criteria



1. Acquire knowledge of products in a specified area

1.1. Identify information sources about products in a specified area and evaluate them for reliability and validity

1.2. Identify product purpose/s and use/s

1.3. Identify key features of the product/s

1.4. Identify product strengths and weaknesses

1.5. Articulate guarantees and warranties and identify service support details

2. Convert product knowledge into benefits

2.1. Identify features of the product which have potential buyer appeal

2.2. Present features of the product which have buyer appeal as benefits to the buyer

2.3. Present product benefits within the context of organisational requirements and legislation

3. Evaluate competitors' products

3.1. Use a range of information sources to identify competitors' products

3.2. Compare features, benefits, strengths and weaknesses of competitors' products with own products

3.3. Establish relative standing of the organisation's product with the competitors' product/s and communicate differences to the buyer

Required Skills

Required skills

information management skills to summarise information verbally and non-verbally

literacy and numeracy skills to interpret sales data and to summarise information obtained from a variety of verbal and non-verbal sources.

Required knowledge

features, benefits, strengths and weaknesses of own organisation's and competitors' products

industry competitors, trends and developments

organisational structure/s, roles and responsibilities, policies, procedures, product labelling and descriptions

potential buyer markets

processes used when buying and selling products and services

identification and overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations, codes of practice and national standards, such as:


consumer protection

contract law legislation

ethical principles

privacy laws

Trade Practices Act.

Evidence Required

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.

Overview of assessment

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

Evidence of the following is essential:

comparison of the key features and benefits of product/s with competitor offerings

demonstration of product knowledge offered by an organisation

presentation of key features and benefits of own product/s.

Context of and specific resources for assessment

Assessment must ensure:

access to an actual workplace or simulated environment

access to information sources about an organisation's and competitors' products, services or ideas

access to office equipment and resources.

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:

direct questioning combined with portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

observation of presentation of key features and benefits to customers or simulated customers

oral or written questioning to assess knowledge of features, benefits, strengths and weaknesses of organisation's and competitors' products

review of evaluation of identification of information sources about products in a specified area

evaluation of strengths and weaknesses established for competitors' products.

Guidance information for assessment

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

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, 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 candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Information sources may include:



claims of competitive sales people

competitor websites

competitor sales literature

external sales data sources such as warehouse withdrawals

internal sales data records

other company personnel

sales conventions

trade association magazines

trade shows

Products may include:




Features may include:



country of origin



product care details

safety aspect

shelf life




Organisational requirements may include:

level of client service required

policies and procedures which are formally documented and are available for reference within the workplace


Business Development - Sales

Employability Skills

This unit contains employability skills.

Licensing Information

No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.