Advise on products and services

This unit describes the performance outcomes, skills and knowledge required to apply a depth of specialist or general product knowledge and a need for experience and skill in offering advice to customers.


This unit applies to team member who develop, maintain and convey detailed and specialised product knowledge to customers and other staff in accordance with store policy and relevant legislation. Specialist sales personnel undertake this function.



Elements and Performance Criteria


Performance Criteria

Elements describe the essential outcomes of a unit of competency.

Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.

1. Develop product and service knowledge.

1.1.Develop and maintain product knowledge according to store policy and legislative requirements.

1.2.Convey product knowledge to other staff as required.

1.3.Research and apply comparisons between products and services.

1.4.Demonstrate knowledge of competitors’ product and service range and pricing structure.

2. Recommend specialised products or services.

2.1.Evaluate merchandise according to customer requirements.

2.2.Demonstrate features and benefits of products and services to customer to create a buying environment.

2.3.Apply detailed specialised knowledge of product to provide accurate advice to customers.

Required Skills

This section describes the essential skills and knowledge and their level, required for this unit.

Required skills

interpersonal skills to:

convey product knowledge to staff

apply knowledge to provide advice to customers

handle difficult customers through clear and direct communication

ask questions to identify and confirm requirements

share information

use language and concepts appropriate to cultural differences

use and interpret non-verbal communication

literacy skills in regard to:

use a range of communication and electronic equipment

access relevant product and service information

interpret product information

interpret store policies and procedures

record information

numeracy skills to:

estimate and calculate costs relevant to pricing products

Required knowledge

specialised product knowledge, including:


benefits and features

shelf life and useby date

storage requirements

ingredients or materials contained in product

product and ingredient origins

care and handling of products

corresponding or complementary products and services

stock availability

store and industry manuals and documentation

stock and merchandise range

service range

store policies and procedures including:

procedures for taking orders

pricing procedures, including GST requirements

relevant legislation and statutory requirements and industry code of practice relating to the retail industry

Evidence Required

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:

consistently applies store policies and procedures and industry codes of practice in regard to customer service and selling products and services

develops, maintains and conveys product knowledge to customers and other staff

applies detailed and specialised product knowledge to provide accurate advice according to the needs of the customer.

Context of and specific resources for assessment

Assessment must ensure access to:

a retail work environment

a range of stock and merchandise

relevant documentation, such as:

price lists

policy and procedures manuals

a range of customers with different requirements

a range of communication equipment.

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

customer feedback

answers to questions about specific skills and knowledge

review of portfolios of evidence and third-party workplace reports of on-the-job performance.

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 in the performance criteria is detailed below.

Product knowledge may include:

brand options

product features and benefits


safety features

use-by dates

handling and storage requirements

stock availability


Product knowledge may be developed and maintained by:

accessing the internet

attending product launches

attending product seminars

discussions with staff

accessing product information booklets and pamphlets.

Store policy and procedures in regard to:

interaction with customers

selling products and services.

Legislative requirements may include:

Trade Practices and Fair Trading Acts

tobacco laws

liquor laws

lottery legislation

industry codes of practice


sale of second-hand goods

sale of X and R rated products

trading hours

transport, storage and handling of goods.

Staff may include:

full-time, part-time or casual

under contract

people with varying degrees of language and literacy

people from a range of cultural, social and ethnic backgrounds

people with a range of responsibilities and job descriptions.

Customer requirements may include:

specific brand




price range


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.

Pricing structure may include:

sales reductions

pricing procedures, including GST requirements




Competency Field


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.