This unit describes a key sales function for a diverse range of floristry products and services and applies to the full range of industry sectors. The floristry business could be a retail, studio or online floristry business and the sale could be face-to face, via electronic means or over the telephone.
Whilst the product could be a display or stock item, this unit focuses on higher order sales skills required to sell those intangible floristry products that are subject to future design and construction.
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 florists or sales 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 florists, telephone sales agents, e-business sales personnel, studio florists, floral designers, florists involved in corporate or special events and owner-operators of small floristry businesses.
Elements and Performance Criteria
1. Identify customer needs.
1.1. Accurately identify specific customer needs and preferences, including cultural needs and expectations.
1.2. Accurately identify the specific product information and advice needs of the customer.
1.3. Identify any customer requirements which, if met, would breach ethical, legal or confidentiality commitments.
1.4. Establish rapport with the customer to promote goodwill and trust.
2. Suggest products to meet customer needs.
2.1. Use product knowledge to tailor product options to the customer's specific needs.
2.2. Make any product and service suggestions according to current promotional focus of the organisation.
2.3. Seek information on competitors' product range and use to offer comparisons when selling to customers.
2.4. Make the customers aware of additional products and options that may enhance their request and maximise the sale profitability.
2.5. Source additional information to meet specific customer needs.
3. Provide product information and advice.
3.1. Apply product knowledge to provide current and accurate product information and advice in a timely manner.
3.2. Suggest optional products and services where desired products are unavailable.
3.3. Promptly present all options in a format and style most appropriate to the particular customer and according to the organisation's procedures.
3.4. Disclose any fees determined by the organisation to ensure charges for sales, product coordination and delivery activities are clearly understood by the customer.
3.5. Ensure the scope and depth of the information is appropriate to customer needs.
3.6. Clearly explain and promote product features and benefits to the customer.
3.7. Provide additional information to address customer questions and objections.
3.8. Select and use techniques at the appropriate time to close the sale with the customer.
3.9. 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 the organisation's procedures.
research skills to identify, interpret and sort relevant product information and information on competitors' product range
sales techniques including:
recognising buying signals
strategies to focus customer on specific products and services
selling add-ons and complementary products
overcoming customer objections
communication skills including active listening and open and closed questioning to determine and meet customer preferences, special requirements and to develop rapport and sell suitable products and services
communication skills to select and use appropriate verbal and non-verbal language to respond to diverse cultural and special product needs
literacy skills to read and comprehend the content ofsometimes unfamiliar and detailed product information documents, including in-house and supplier product sheets or manuals
writing skills to create customer files and to document both fundamental and complex customer requestsand present product options to the customer, e.g. in the form of an information sheet
numeracy skills to calculate any fees that will apply to the product provision.
the essential features and benefits of an extensive range of products sold by the floristry industry and in particular the products and services sold by the organisation
key features of competitors' product range and how it compares with the products and services sold by the organisation
the principles of selling and sales communication, especially as they relate to intangible products subject to future design and construction
the ethical and confidentiality commitments to customers and recipients of floristry products
the general characteristics of the main social and cultural groups in Australian society and the key aspects that relate to their cultural and religious protocols and preferences for flowers, plant materials and designs
formats, styles for and inclusions of information presented by the floristry industry and the organisation in particular, including styles that cater for those with special needs (e.g. presenting information in large print, providing photographs or sketches)
the primary components of consumer legislation, privacy law and special laws relating to the sale of prohibited products and actions that must be adhered to by floristry businesses.
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:
ability to communicate with the customer and correctly interpret the customer's product requirements
ability to apply sales techniques in response to a range of different customer situations
underpinning product knowledge
knowledge of consumer protection laws
ability to sell floristry products and services on multiple occasions and in response to multiple customer requests. To ensure consistency of performance and ability to respond to different requirements,this should occur over a period of time and cover a diverse range of floristry products and services
completion of sales activities within commercial time constraints.
Context of and specific resources for assessment
Assessment must ensure:
access to a fully equipped sales environment using appropriate computers, printers, information programs, publications and software programs currently used in the floristry industry to assist the sales function
interaction with customers to demonstrate selling techniques
the presence of sufficient customer traffic that allows for prioritisation of tasks
use of relevant and current product information to support the sales process, including brochures, price lists and product sales kits.
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 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
project or work activities that show the candidate's ability to sell floristry products and services within differing industry contexts e.g. sales within retail floristry shops, studio environments, telephone sales environments, e-businesses
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, for example:
BSBDES402A Interpret and respond to a design brief
SFLSOP201A Source information on floristry products and services
SFLSOP202A Recognise flower and plant materials
SFLSOP306A Provide quality service to floristry customers
SFLSOP308A Prepare quotations for floristry products
SFLDEC302A Design floristry products
SFLDEC407A Design complex floristry products
SFLDEC409A Coordinate floristry products for a special occasion
SFLDEC511A Style and manage an event.
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.
Customer may be:
business to business customer e.g. retailer to an event co-ordinator
Ethical, legal or confidentiality commitments may relate to:
the sale of imported or use of rare, endangered, protected or quarantined plants
the sale of products that breach environmental laws
non-disclosure of purchaser to recipient for anonymity of the gift giver
breaching known or published requests by those holding a funeral for non-receipt of flowers (and offering alternative solutions)
breaching known cultural or religious protocols by the provision of inappropriate flower and plant materials or designs
inability to deliver to certain institutions with a policy of non-receipt e.g. schools, hospitals.
There is a broad range of products and services frequently sold by the floristry industry, including:
fresh (common, exotic and Australian wildflowers)
dry and preserved
plant materials including:
fresh (common, exotic and Australian foliage)
dry and preserved
fruit and vegetables.
display or stock items
cash and carry arrangements
ancillary items and merchandise including:
chocolates, fruit, nuts, alcohol
gift items of any type
novelties such as balloons and toys
flower preservatives and conditioning agents
presentation materials including:
gift cards and message items
services such as:
transportation and delivery
labour for management of on-site events or special occasions
on-site installation and disposal of floral displays
on-site maintenance of all floral displays throughout the life of an event or special occasion.
large, small or themed corporate displays including components constructed off-site and assembled on-site for:
restaurants and reception centres
churches or chapels.
floral arrangements for events and special occasions:
balls and banquets
industry and other awards presentations
parties e.g. birthdays and engagements
celebrations e.g. Christmas and St Valentine's Day
religious celebrations e.g. communions, bar mitzvahs
Specific customer needs may relate to:
preferences or protocols of different cultures, nationalities and religions
specific wording of greetings or messages provided by the purchaser
assistance with developing wording of greetings or messages
assistance with translating wording of greetings or messages
assistance to customers purchasing funeral products that must comply with the procedures of funeral directors, cemeteries or crematoria
customer preferences for:
flower and plant materials (common, exotic and Australian wildflowers)
flower and plant materials that are known to be environmentally safe
buckets and decorative pails
containers (bowls, vases)
themes for an event or special occasion
the incorporation of corporate livery and or branding
purpose of the occasion:
special occasions (Mother's Day, St Valentine's Day).
various floral components required for an event or special occasion:
number of items required
proposed size of items
budget or price limits of the customer
delivery requirements or special instructions.
Fees determined by the organisation may include:
transaction or credit card fee
loyalty program redemption fee
organisation's delivery fee
special sourcing fee to locate and transport items of special request such as non seasonal flower and plant materials.
may be made for:
a single floristry product
multiple products and services making up a complete event or special occasion
custom designed products
products within a pre-determined business product range
display or stock items
events or special occasions
regular provision of floristry products for corporate clients
on the phone
by email or other electronic transmission.
Floristry Sales and Operations
This unit contains Employability Skills.