Level 2 Certificate in Sales (6849)

Transcription

1 Level 2 Certificate in Sales (6849) Contains instructions for assessors QAN 500/9935/8 July 2010 Version 1.0

2 About City & Guilds City & Guilds is the UK s leading provider of vocational qualifications, offering over 500 awards across a wide range of industries, and progressing from entry level to the highest levels of professional achievement. With over 8500 centres in 100 countries, City & Guilds is recognised by employers worldwide for providing qualifications that offer proof of the skills they need to get the job done. City & Guilds Group The City & Guilds Group includes City & Guilds, ILM (the Institute of Leadership & Management) which provides management qualifications, learning materials and membership services, NPTC which offers land-based qualifications and membership services, and HAB (the Hospitality Awarding Body). City & Guilds also manages the Engineering Council Examinations on behalf of the Engineering Council. Equal opportunities City & Guilds fully supports the principle of equal opportunities and we are committed to satisfying this principle in all our activities and published material. A copy of our equal opportunities policy statement is available on the City & Guilds website. Copyright The content of this document is, unless otherwise indicated, The City and Guilds of London Institute 2007 and may not be copied, reproduced or distributed without prior written consent. However, approved City & Guilds centres and learners studying for City & Guilds qualifications may photocopy this document free of charge and/or include a locked PDF version of it on centre intranets on the following conditions: centre staff may copy the material only for the purpose of teaching learners working towards a City & Guilds qualification, or for internal administration purposes learners may copy the material only for their own use when working towards a City & Guilds qualification The Standard Copying Conditions on the City & Guilds website also apply. Please note: National ccupational Standards are not The City and Guilds of London Institute. Please check the conditions upon which they may be copied with the relevant Sector Skills Council. Publications City & Guilds publications are available on the City & Guilds website or from our Publications Sales department at the address below or by telephoning +44 (0) or faxing +44 (0) Every effort has been made to ensure that the information contained in this publication is true and correct at the time of going to press. However, City & Guilds products and services are subject to continuous development and improvement and the right is reserved to change products and services from time to time. City & Guilds cannot accept liability for loss or damage arising from the use of information in this publication. City & Guilds 1 Giltspur Street London EC1A 9DD T +44 (0) F +44 (0) centresupport@cityandguilds.com

3 Level 2 Certificate in Sales (6849) Contains instructions for assessors QAN 500/9935/8 July 2010 Version 1.0 3

4 City & Guilds Skills for a brighter future 4

5 Level 2 Certificate in Sales Assessor assignment guide Assignment Version Sample 5

6 Level 2 Certificate in Sales Assessor assignment guide Notes for guidance This assignment comprises the assessment for Unit 120 The selling process in a competitive market. The importance of safe working practices, the demands of the appropriate national and local Health and Safety legislation, associated regulations and Codes of Practice associated with the particular industry, must always be stressed. Candidates have responsibilities for maintaining the safety of others as well as their own. Anyone behaving in an unsafe fashion must be stopped and suitable warnings given. A candidate should never be allowed to continue working on an assignment if they have contravened these requirements. This may seem rather strict but, apart from the potentially unpleasant consequences, each candidate must acquire the habits required for the workplace. The following notes for guidance are provided to assist assessors in planning the delivery of this assignment to candidates. 1 Location of assignment Any suitable location in the organisation or learning environment. 2 Equipment required for this assignment 2.1 It is recommended that candidates have access to word processing software and a printer, however this is not compulsory. 2.2 Candidate s work may be either handwritten or produced electronically. 3 Notes on the content of this assignment 3.1 This assignment can be taken as part of real work activity, in a realistic working environment or as part of any suitable learning activity such as a training workshop. Submitted assignments must be the work of the individual candidate. 3.2 Candidates will need to carry out research for Tasks A and B prior to taking the assignment, the results of which can be included in evidence. 3.3 For the tasks where the candidate is not work-based, the Assessor should select a suitable organisation that will enable the candidate to fulfil the task requirements. 4 Evidence and recording 4.1 All work produced by the candidate should be kept together. The candidate is required to put their name and enrolment number on all pieces of work. 4.2 Candidates will need to be able to organise their information clearly and coherently with accurate spelling and grammar. 6

7 5 Time considerations 5.1 There is a recommended time allowance of 3 hours for the completion of the assignment, which should take place under supervised conditions. Therefore all research activities for Tasks A and B should be carried out prior to the session and excluded from the time allowance. 5.2 If a candidate fails a task they should take an alternative assignment. A recommended minimum period of 7 days should have elapsed before an unsuccessful candidate can take an alternative assignment. Further training/feedback should be given to candidates before an assignment is retaken. 6 Additional information 6.1 Answers given in the marking and grading criteria are indicative of the type of answers candidates should give. They are not definitive. 7

8 Level 2 Certificate in Sales Assignment overview Tasks There are three tasks to this assignment. Assignment coverage Task Evidence Learning outcomes covered A Carried out research on competitors to analyse how competitive your organisation is. Completed a report of approx 300 words. 1.1, 1.2, 1.3, 1.4, 1.5 B Analysed personal time management 3.3, 3.4, 3.5, 3.6, 3.7, 3.8 C Completed 12 short answer questions. 1.6, 1.7, , 2.4, 2.5, , 4.4, 4.7, 4.8, 4.9 8

9 Level 2 Certificate in Sales Candidate instructions Assignment Version Sample 9

10 Level 2 Certificate in Sales Candidate instructions The following are general instructions which should be followed alongside any specific instructions for each assignment: Read all the assignment text carefully before starting work. Check with your Assessor/ Tutor, if necessary, to ensure that you have fully understood the process. You must, at all times, observe all relevant Health and Safety precautions. Ensure that your name and enrolment number is on all your documentation. At the conclusion of this assignment, hand all paperwork to your Assessor. There is a recommended time allowance of 3 hours for this assignment. Task A requires you to carry out research on your competitors, to analyse how competitive your own organisation is and using the research complete a report of approx 300 words. Task B requires you to analyse your personal time management. Task C requires you to complete 12 questions. Policy for appeals The policy on Reviews, appeals and complaints against assessments can be found on the City & Guilds website 10

11 Level 2 Certificate in Sales Candidates are advised to read all of the instructions carefully before starting work and to check with the assessor, if necessary, to ensure that they have fully understood what is required. They must, at all times, observe all relevant Health and Safety precautions. Task A You have been asked to carry out research on your competitors to analyse how competitive your own organisation is. You are required to complete a report of approx 300 words to include the following: the details of the products and/or services offered by your organisation the sector your organisation operates in and its target market the organisation s main competitors in this sector and the products and/or services they offer which will compete with yours the selling practices competitors are using and how these affect your organisation s own selling practice verall your report should conclude with an analysis of how competitive your own organisation is and how you would use the information you now have on your competitors in your own selling process. 11

12 Report Candidate name: Candidate enrolment no: Date: 12

13 Task B 1. a) Analyse over a day how you organised your time and record your findings. Your analysis should include: The tasks carried out over the day What the daily priorities were and why they were priorities What the non selling activities you discovered you were undertaking, which of these are necessary and which could be cut back on and why How you organised the day Why you organised it the way you did An improvement you would make in the way you organise your time and why Record of analysis 13

14 b) Identify one time management technique you could use to organise your time Time management technique c) Identify three improvements that could be made as a result of using the time management technique above. Improvements Identify three of the main points within a sales strategy. 3. a) State two reasons why setting targets within a sales environment is important. 14

15 b) State why it is important that targets are SMART. 4. State one way in which the achievement of targets can be measured. 5. Identify two reasons why it is important to have personal career targets. Candidate signature: Candidate enrolment no: Date: Date: 15

16 Task C Answer the following questions either using the spaces provided or using a separate sheet, ensuring that your name and enrolment number are clearly shown. 1. Identify two stages of the sales cycle your organisation adopts. (2 marks) 2. Identify one of the methods used for analysing maximum and minimum returns from contacts. (1 mark) 3. Give one reason why leads should be prioritised. (1 mark) 4. Describe one item of legislation that you have to consider when selling. (1 mark) 5. Describe one ethical approach used in selling. (1 mark) 6. Describe two reasons why contract law is important in selling. (2 marks) 16

17 7. State two consequences of not complying with legal, regulatory and ethical requirements in relation to selling. (2 marks) 8. Explain what the difference is between proactive and reactive selling. (1 mark) 9. Describe what is meant by cross selling. (1 mark) 10. Identify two non verbal buying signals. (2 marks) 11. Give one reason why customer feedback is important to an organisation. (1 mark) 12. Explain how to evaluate the outcome of sales activities. (1 mark) Candidate name: Candidate enrolment no: Date: 17

18 City & Guilds Skills for a brighter future 18

19 Level 2 Certificate in Sales Marking and grading criteria (Not to be shown to candidates until grading is complete) Assignment Version Sample I confirm that all the work in this assignment is my own. Candidate name: Enrolment no: Signature: Date: Pass /Merit/Distinction/Fail Assessor name: Signature Date: Internal Quality Sampled by: Signature: Date: 19

20 Each of the following points should be ticked if satisfactorily met and crossed if not. If a point does not apply it should be crossed through and annotated with reasons why it is not applicable. Answers given in the marking criteria are indicative of the type of answers candidates should give. They are not definitive. Pass Candidates must meet all criteria shown as and 6 criteria shown as for Task A; all criteria shown as and 16 criteria shown as for Task B; 10 criteria shown as for Task C. verall this should be calculated by adding all from each of the three tasks together. Candidates must also meet all criteria shown as PASS Candidates must meet all criteria shown as and 32 criteria shown as Merit Candidates must meet all criteria shown as and 37 criteria shown as Distinction candidates must meet all criteria shown as and 42 criteria shown as Candidates must meet the pass criteria all three tasks to pass overall. If they fail a task they should be given an alternative assignment to complete. Task A Possible mapping to NVQ utcome Reference Marking criteria Marking A Sector 206KU3 Context 206KU Completed a report of approx 300 words. The report must be structured in suitable business format. Report covered: the details of the products and/or services offered by the organisation the sector the organisation operates in and its target market the organisation s main competitors in this sector and the products and/or services they offer which will compete with the learner s organisation the competitive practices the competition are using and how these affect the organisation s selling practice Report concluded with an analysis of a) how competitive own organisation is b) how they would use the information on competitors in own selling process. To Pass Task A candidates must meet all criteria shown as and 6 criteria shown as Pass / Fail Candidate name Candidate enrolment no: Assessor name Assessor signature Date 20

21 Task B 1 a 1b 1c Possible mapping to the NVQ General 201KU KU6 utcome reference Marking criteria The candidate analysed over a day how organised time and recorded findings Candidate s analysis included: The tasks carried out over the day What the daily priorities were and why they were priorities What the non selling activities were the candidate discovered they were undertaking, which of these are necessary and which could be cut back on and why How they organised the day Why they organised it the way they did An improvement they would make in the way they organise time and why Identified a time management technique they could use eg schedule, action plan, diary Identified three improvements that could be made as a result of using the time management technique above eg identified priorities; reduced non productive work; stress was reduced. Marking 2 Context 210 KU1 3.1 Identified three points within a sales strategy Possible answers: A sales strategy is made up of: What an organisation is selling its strengths and weaknesses Who they are selling to the target market The value they bring to the customer a value the competition cannot bring How they plan to achieve it the sales methods they will apply 3 a 3.2 Stated two reasons why setting targets within a sales environment is important Possible answers: It offers clarity of vision and purpose; it drives performance; encourages collective effort and teamwork to achieve common purpose; improves performance by clear milestones and objectives; links all activities and objectives at team and individual level to a common goal; promotes healthy competition to improve performance. 21

22 3b) 3.3 Stated why it is important that targets are SMART. Possible answer: to ensure achievement can be measured; timescales are set Stated one way in which the achievement of targets can be measured. Possible answer: System data, team/ divisional reports; sales figures; staff meetings; interviews/one to ones. Identified two reasons why it is important to have personal career targets Career targets can be motivational; setting goals for the future gives purpose and allows the individual to focus on the areas of work they need to personally develop; in a sales environment having a career target means the individual will look to the next stages in sales eg management and so look at the training, education or experience they need to plan to gain. To pass Task B candidates must meet all criteria shown as and 16 criteria shown as Pass / Fail Candidate name Candidate enrolment no: Assessor name Assessor signature Date 22

23 Task C Possible mapping to the NVQ 1 General 203KU1 2 General 203KU4 utcome reference Marking criteria 1.8 Identified two stages in the sales cycle the organisation adopts. Answer: For example - The stages are where the customer - shows interest; the sales pitch is made; negotiation takes place; and the sale is closed. A further stage in the sales cycle is to follow up with the customer to encourage further sales and customer retention. 1.7 Identified one of the methods for analysing maximum and minimum returns from contacts Answer: If the potential lead is a loyal customer, then the lead would be prioritised and followed up before others of a lower value and lower possibility of conversion; where someone had returned a competition entry which formed part of a marketing campaign, this sort of lead is one where confidence in the sale is low as the attraction is likely to have been the competition rather than an interest in the product. Marking 3 General 203KU4 4 Industry 202 KU1 5 General 202KU1 1.6 Gave one reason why leads should be prioritised Answer: To ensure returns are maximised; to assess the potential value and concentrate on those likely to give return; to assess the probability of closure and concentrate on those likely to lead to a successful closure 2.1 Described one item of legislation to be considered when selling Answer: For example - Sale of Goods Act 1979; Supply of Goods & Services Act 1982; Trade Descriptions Act 1968; Consumer Credit Act 1974; Consumer Protection Act 1987Consumer Protection (Distance Selling) Regulations 2000; Data Protection Act. 2.5 Described an ethical approach used in selling Answer: For example - not trying to convince a customer to purchase when the item is obviously beyond their financial means; ensuring the customer is told of the timescales for returns or cancellation. 23

24 6 General 202KU2 2.6 Described two reasons why contract law is important in selling. Possible answers: A contract ensures that a sale cannot be cancelled without financial penalty unless a breach of contract can be proven; a contract details whether in selling the customer may be able to cancel the contract and get their money back but unless the goods arefaulty this is not an automatic right. An organisation is likely to have a returns policy that will outline this; a contract details the rights of both the organisation and the customer 7 Context 202KU1 8 General 203KU2 9 General 203KU3 2.4 Stated two consequences of not complying with legal, regulatory and ethical requirements in relation to selling Possible answers: The personal prosecution of the individual or the prosecution and/or fining of the organisation; where Data Protection legislation or Financial Services Authority regulations are not complied with this may result in the individual losing their job due to gross misconduct, the organisation losing their licence to work in that sector or being financially penalised both directly through the legal system and indirectly through lost customers and negative publicity; failure to comply with data protection requirements can result in the customer becoming a victim of fraud. 4.3 Explained what the difference is between proactive and reactive selling. Possible answer: Proactive listening is when the learner listens carefully to the customer asking questions and probing further. Reactive selling however is when the candidate reacts to the customer requests and does not take the lead and initiate the sale. This is when the customer may feel they are doing all the work. 4.4 Described what is meant by cross selling. Answer: Cross selling is when the learner is able to sell an additional product to an existing customer eg when buying a new central heating solution and then sell the maintenance package 24

25 10 General 302 KU Identified two non verbal buying signals. Answer: where the customer makes eye contact with the learner directly as they walk around; when they spend time looking at one particular product more than others; when they go for their money. 11 Context 203KU10 12 General 203 Ku12 General 204 KU15 General 206 KU Gave one reason why customer feedback is important to an organisation. Answer: an organisation needs to know about an unhappy customer as they may never use the organisation again and tell others in the process about how unhappy they were with it; one unhappy customer could result in a considerable loss of business the organization needs to find out what makes someone unhappy and make changes to ensure it doesn t happen again; the organisation with happy customers should find out why they are happy with their organisation and use that information to improve their techniques; the organisation should consistently get feedback from customers to help make changes and improve. 4.9 Explained how to evaluate the outcome of sales activities To pass Task C candidates must achieve 10 of the criteria marked as Possible answers: Sales activities can be evaluated through sales figures if they increase, their activities have been successful and if they decrease their activities have not been successful; customer feedback from questionnaires, surveys, customer letters etc can also be used when evaluating the success of sales activities. Candidate name Candidate enrolment no: Total Pass / Fail Assessor name Assessor signature Date 25

26 Published by City & Guilds 1 Giltspur Street London EC1A 9DD T +44 (0) F +44 (0) City & Guilds is a registered charity established to promote education and training 26