Sell floristry products

This unit describes the performance outcomes, skills and knowledge required to proactively sell floristry products. It requires the ability to identify specific customer needs, to apply in-depth product knowledge and suggest a range of products to meet those needs, and to provide current and accurate product information and close the sale. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement. However, some floristry businesses supply liquor, the sale of which is regulated. Where this is the case, it is appropriate to select the responsible service of alcohol unit of competency as an elective and assess it in combination with this unit.


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.

Required Skills

Required skills

research skills to identify, interpret and sort relevant product information and information on competitors' product range

sales techniques including:

opening techniques

recognising buying signals

strategies to focus customer on specific products and services

selling add-ons and complementary products

overcoming customer objections

closing techniques.

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.

Required knowledge

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.

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:

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.

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.

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:

flowers including:

fresh (common, exotic and Australian wildflowers)

dry and preserved


plant materials including:

fresh (common, exotic and Australian foliage)

dry and preserved


potted plants

fruit and vegetables.

horticulture products

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:

design consultancy

event styling

relay organisation

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:

exhibition centres

ball rooms

restaurants and reception centres




government buildings


corporate offices



cruise boats

churches or chapels.

floral arrangements for events and special occasions:

corporate events

balls and banquets

themed events

industry and other awards presentations

theatrical performances

trade shows


floral festivals


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

family status



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




decorative pots

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:



corporate function

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:

service fee

consultation fee

relay fee

hire fee

transaction or credit card fee

loyalty program redemption fee

amendment fee

cancellation fee

reconfirmation fee

courier fee

organisation's delivery fee

communication 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

relay services

events or special occasions

regular provision of floristry products for corporate clients

could be:


on the phone

in writing

by fax

by email or other electronic transmission.


Unit sector


Competency Field

Floristry Sales and Operations

Employability Skills

This unit contains Employability Skills.

Licensing Information

Not applicable.