- SIRXSLS001A - Sell products and services
Sell products and services
This competency applies to frontline sales personnel. It requires the recognition and demonstration of verbal and non-verbal communication skills to determine customer requirements, sell the benefits of products and services, overcome objections and close sales. Personal evaluation is utilised to maximise sales in accordance with industry codes of practice, relevant legislation and store policy.
Elements and Performance Criteria
Apply product knowledge.
Demonstrate knowledge of the use and application of relevant products and services according to store policy and legislative requirements.
Develop product knowledge by accessing relevant sources of information.
Determine and apply timing of customer approach.
Identify and apply effective sales approach.
Convey a positive impression to arouse customer interest.
Demonstrate knowledge of customer buying behaviour.
Apply questioning techniques to determine customer buying motives.
Use listening skills to determine customer requirements.
Interpret and clarify non-verbal communication cues.
Identify customers by name where possible.
Direct customer to specific merchandise.
Match customer needs to appropriate products and services.
Communicate knowledge of products features and benefits clearly to customers.
Describe product use and safety requirements to customers.
Refer customers to appropriate product specialist as required.
Answer routine customer questions about merchandise accurately and honestly or refer to senior sales staff.
Identify and accept customer objections.
Categorise objections into price, time and merchandise characteristics.
Offer solutions according to store policy.
Apply problem solving to overcome customer objections.
Monitor, identify and respond appropriately to customer buying signals.
Encourage customer to make purchase decisions.
Select and apply appropriate method of closing sale.
Maximise sales opportunities.
Recognise and apply opportunities for making additional sales.
Advise customer of complementary products or services according to customer's identified need.
Review personal sales outcomes to maximise future sales.
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:
selling techniques, including:
recognising buying signals
strategies to focus customer on specific merchandise
add-ons and complementary sales
overcoming customer objections
verbal and non-verbal communication skills
handling difficult customers
sales performance appreciation
questioning, listening and observation
literacy skills in regard to:
reading and understanding product information
reading and understanding store policies and procedures
numeracy skills in regard to:
handling payment for goods
weighing and measuring goods.
The following knowledge must be assessed as part of this unit:
store policies and procedures, in regard to:
selling products and services
allocated duties and responsibilities
store merchandise and service range
specific product knowledge for area or section
relevant legislation and statutory requirements
relevant industry codes of practice
customer types and needs, including:
customer buying motives
customer behaviour and cues
individual and cultural differences
demographics, lifestyle and income
types of customer needs, e.g. functional, psychological.
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:
applies product knowledge and uses appropriate sales approach to sell the benefits of products and services, overcome objections and close sales
uses questioning, listening and observation skills to determine customer requirements
consistently applies store policies and procedures in regard to selling products and services
maximises sales opportunities according to store policies and procedures
consistently applies industry codes of practice, relevant legislation and statutory requirements in regard to selling products and services
evaluates personal sales performance to maximise future sales.
Context of and specific resources for assessment
Assessment must ensure access to:
a retail work environment
relevant documentation, such as policy and procedures manuals
a range of customers with different requirements
a range of merchandise and products appropriate to the retail workplace
product labels and sources of product information.
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:
observation of the candidate in the workplace
third-party reports from a supervisor
answers to questions about specific skills and knowledge
review of portfolios of evidence and third-party workplace reports of on-the-job performance.
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.
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 in the context of the job role and with other relevant units that make up the skill set or qualification.
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.
Store policy and procedures in regard to:
interaction with customers
selling products and services.
Legislative requirements may include:
Trade Practices and Fair Trading Acts
industry codes of practice
sale of second-hand goods
sale of X and R rated products
transport, storage and handling of goods.
Product knowledge may include:
features and benefits
handling and storage requirements
Relevant sources of information may include:
store or supplier product manuals
Customers may include:
new or repeat contacts
external and internal contacts
customers with routine or special requests
people from a range of social, cultural and ethnic backgrounds and with varying physical and mental abilities.
Sales transactions may be completed:
face to face
over the telephone
Routine customer questions may relate to:
price and price reductions
features and benefits.
Problem solving may be affected by:
store policies and procedures
The required outcomes described in this unit 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.