-SQA- SCOTTISH QUALIFICATIONS AUTHORITY HIGHER NATIONAL UNIT SPECIFICATION GENERAL INFORMATION PRINCIPLES AND PRACTICE OF SELLING

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1 -SQA- SCOTTISH QUALIFICATIONS AUTHORITY HIGHER NATIONAL UNIT SPECIFICATION GENERAL INFORMATION -Unit Number Superclass- -Title- BE PRINCIPLES AND PRACTICE OF SELLING DESCRIPTION- GENERAL COMPETENCE FOR UNIT: Explaining the role of personal selling in marketing and describing the elements in the selling process. OUTCOMES 1. explain the role of personal selling in marketing; 2. describe and demonstrate the elements in the selling process. CREDIT VALUE: 1 HN Credit ACCESS STATEMENT: Access to this unit is at the discretion of the centre For further information contact: Committee and Administration Unit, SQA, Hanover House, 24 Douglas Street, Glasgow G2 7NQ. Additional copies of this unit may be purchased from SQA (Sales and Despatch section). At the time of publication, the cost is 1.50 (minimum order 5).

2 HIGHER NATIONAL UNIT SPECIFICATION STATEMENT OF STANDARDS UNIT NUMBER: UNIT TITLE: PRINCIPLES AND PRACTICE OF SELLING Acceptable performance in this unit will be the satisfactory achievement of the standards set out in this part of the specification. All sections of the statement of standards are mandatory and cannot be altered without reference to SQA. OUTCOME 1. EXPLAIN THE ROLE OF PERSONAL SELLING IN MARKETING PERFORMANCE CRITERIA (a) Explanation of personal selling is accurate and indicates its relationship within the marketing and promotional mixes. (b) Explanation of different selling methods is correct and comprehensive for various types of customer. (c) Aspects of buyer behaviour which directly affect selling activities are explained correctly. RANGE STATEMENT Selling methods: personal selling; exhibitions; telephone. Types of customer: consumer; industrial; channels. EVIDENCE REQUIREMENTS Oral or written evidence which indicates that the candidate can fulfil all of the performance criteria for each of the categories indicated in the range statement. A minimum of one piece of evidence is required. 2

3 OUTCOME 2. DESCRIBE AND DEMONSTRATE THE ELEMENTS IN THE SELLING PROCESS PERFORMANCE CRITERIA (a) (b) (c) (d) (e) Description of the elements of the selling process is correct. Knowledge of product and its purpose is clear and correctly displayed during a sales presentation. Personal selling techniques demonstrated are appropriate to the product. Objections are identified and handled in a positive manner. The sale is closed in a satisfactory manner. RANGE STATEMENT Selling process: planning; preparing; presentation; handling objections; closing; follow-up. Selling techniques: asking questions; identification of needs; selling benefits. EVIDENCE REQUIREMENTS Performance evidence for PCs(b) to (e) involving practical oral demonstration of selling skills on at least one occasion. One piece of written/recorded evidence of candidate's ability will be required for PC (a). MERIT A candidate who achieves all performance criteria for all outcomes will be awarded a pass. A pass with merit may be awarded to a candidate who consistently demonstrates some or all of the following: - achievement of individual performance criteria in relation to a range of organisations representing different types of product offerings. - exhibition of superior skills of analysis by integrating material across the unit

4 ASSESSMENT In order to achieve this unit, candidates are required to present sufficient evidence that they have met all the performance criteria for each outcome within the range specified. Details of these requirements are given for each outcome. The assessment instruments used should follow the general guidance offered by the SQA assessment model and an integrative approach to assessment is encouraged. (See references at the end of support notes.) Accurate records should be made of the assessment instruments used showing how evidence is generated for each outcome and giving marking schemes and/or checklists, etc. Records of candidates' achievements should also be kept. These records will be required for external verification. SPECIAL NEEDS Proposals to modify outcomes, range statements or agreed assessment arrangements should be discussed in the first place with the external verifier. Copyright SQA 1995 Please note that this publication may be reproduced in whole or in part for educational purposes provided that: (i) (ii) no profit is derived from the reproduction; if reproduced in part, the source is acknowledged. 4

5 HIGHER NATIONAL UNIT SPECIFICATION SUPPORT NOTES UNIT NUMBER: UNIT TITLE: PRINCIPLES AND PRACTICE OF SELLING SUPPORT NOTES: This part of the unit specification is offered as guidance. None of the sections of the support notes is mandatory. NOTIONAL DESIGN LENGTH: SQA allocates a notional design length to a unit on the basis of the time estimated for achievement of the stated standards by a candidate whose starting point is as described in the access statement. The notional design length for this unit is 40 hours. The use of notional design length for programme design and timetabling is advisory only. CONTENT/CONTEXT The following information gives further clarification regarding the context in which the outcomes are to be achieved: Outcome 1: The role of selling in the marketing mix and promotional mix. Evaluation of sales channels and selling situations. The importance of buyer behaviour in the selling process. Buyer motivation in consumer and organisational markets. Outcome 2: The activities that constitute the personal selling process. Planning, research, prospecting. Planning the sale, setting goals, personal presentation, customer access. Design and delivery of a sales presentation including product knowledge, introductions, asking questions, establishing customer needs and selling benefits, dealing with and overcoming objections, being positive, closing. Customer satisfaction. ASSESSMENT PROCEDURES Centres may use Instruments of Assessment which are considered by tutors/trainers to be most appropriate. Examples of Instruments of Assessment which may be used are: A video tape of the candidate's oral and physical evidence in a one-to-one interview, together with assessor's checklist for Performance Criteria (b)-(e) and written evidence in the form of a short answer responses for Performance Criterion (a), would be ideal for Outcome 2. RECOGNITION This unit contributes towards the HNC/D in Marketing. Candidates who achieve the HNC in Marketing will be eligible for entry to the Chartered Institute of Marketing's (CIM) Advanced Certificate in Marketing. Candidates who achieve the HND in Marketing will be eligible for entry to the CIM Diploma stage. 5

6 REFERENCES 1. Guide to unit writing. 2. For a fuller discussion on assessment issues, please refer to SQA's Guide to Assessment. 3. Information for centres on SQA's operating procedures is contained in SQA's Guide to Procedures. 4. For details of other SQA publications, please consult SQA's publications list. Copyright SQA 1995 Please note that this publication may be reproduced in whole or in part for educational purposes provided that: (i) (ii) no profit is derived from the reproduction; if reproduced in part, the source is acknowledged. 6