NATIONAL COMPETENCY STANDARD

Transcription

1 NATIONAL COMPETENCY STANDARD WSQ Framework: Competency Category: Competency Code: Competency Unit: Competency Descriptor: Competency Level: Credit Value: Retail Sales & Customer Service RE-SCS-103C-2 Sell products and services This competency unit specifies the skills and knowledge required to determine customer requirements and sell products and services to meet customers needs and expectations. Level 1 (Certificate) 3 (32 hours) Version Number: Version 2.0 Effective Date: 6 October 2008 Review Date: Developer: Custodian: Center for Competency-Based Learning & Development Pte Ltd WDA Copyright Singapore Workforce Development Agency. All rights reserved. This document is provided for the explicit use and guidance of parties approved by WDA as information resource only. Any other use of this document or parts thereof, including reproduction, publication, distribution, transmission, re-transmission or public showing, or storage in a retrieval system in any form, electronic or otherwise, for purposes other than that expressly stated above without the express permission of WDA is strictly prohibited.

2 Competency Unit : Sell products and services Summary of Competency Elements This competency unit consists of the following elements: 1. Establish customer requirements 2. Recommend products and services 3. Address customer objections 4. Maximise additional sales opportunities 5. Close sale Assumed Skills and Knowledge The skills and knowledge for this unit which the participant is assumed to possess are as follows: Be able to apply the following requirements relating to this unit which includes: o Workplace Safety and Health (WSH) Act o Consumer Protection (Fair Trading) Act o Goods and Services Tax (GST) Act o Environmental Public Health (Food Hygiene) Regulations (where applicable) o Majlis Ugama Islam Singapura (MUIS) Requirements (where applicable) Be able to apply retail etiquette when dealing with customers Be able to listen and speak English at a proficiency level equivalent to the Employability Skills System Workplace Literacy (WPL) Level 3 Be able to read and write English at a proficiency level equivalent to Employability Skills System Workplace Literacy (WPL) Level 3 Be able to use numeracy skills equivalent to the Employability Skills System Workplace Numeracy (WPN) Level 3 Copyright Singapore Workforce Development Agency. All rights are reserved. 2

3 Competency Unit Code RE-SCS-103C-2 Competency Level Level 1 (Certificate) Competency Unit Title Sell products and services Description of Competency Element Competency Element Title 1. Establish customer requirements Underpinning Knowledge A competent individual will acquire the following knowledge: Organisational procedures relating to: o Establishing contact with customer o Determining customer requirements Importance of displaying a positive and helpful behaviour to customers Appropriate questioning techniques Active listening skills Ways to determine customer needs Customer s behaviour that may indicate interest in a product or service How to interpret and clarify customer requirement Performance Criteria A competent individual must be able to successfully perform the following: 1.1 Acknowledge customer in accordance with organisational procedures 1.2 Display a positive and helpful behaviour to customers 1.3 Use effective questioning and active listening skills to determine customer needs 1.4 Observe customer s behaviour that may indicate interest in a product or service 1.5 Clarify customer requirements using effective communication skills 1.6 Direct customer to specific merchandise that meet his needs Range and Context Types of customers may include: walk in regular customers referred customers tourists VIPs Copyright Singapore Workforce Development Agency. All rights are reserved. 3

4 Positive and helpful behaviour may include: showing respect serving with confidence showing enthusiasm offering assistance applying tact and diplomacy Questioning techniques may include: use of open-ended questions use of close-ended questions Active listening skills include: maintaining eye contact nodding to affirm paraphrasing to confirm message asking questions to clarify Verbal communication skills may include: using appropriate language speaking clearly and concisely using appropriate tone of voice using active listening skills Non-verbal communication skills may include: using appropriate facial expression using appropriate body language using appropriate gestures and hand signs maintaining eye contact Customer s behaviour that indicates interest in a product or service may include: touching or trying on the product reading product specifications asking questions about a product or service spending time at a product category or service area Types of products may include: clothing, footwear and accessories food products home wares electrical goods jewellery watches personal care products stationery, books, magazines automotive products toys and sporting goods furniture Copyright Singapore Workforce Development Agency. All rights are reserved. 4

5 Organisational guidelines, standards and procedures relating to: Establishing contact with customer Determining customer requirements Interaction with people may include: colleagues supervisors customers Legal requirements may include: Workplace Safety and Health Act Consumer Protection (Fair Trading) Act Goods and Services Tax (GST) Act Environmental Public Health (Food Hygiene) Regulations (where applicable) Majlis Ugama Islam Singapura (MUIS) Requirements (where applicable) Evidence Sources Listed below are a few examples about the kind of evidence that would provide a guide as to whether an individual is meeting the standards required to be competent in this competency element. Process Observation of: Interaction with customer to establish customer requirements Product Sales results Appraisal or testimonials from customers and/or supervisors Knowledge Organisational procedures and standards for establishing contact with customer Importance of displaying a positive and helpful behaviour to customers Importance of applying effective verbal and non-verbal communication skills Organisational procedures on determining customer requirements How to use appropriate questioning, listening skills and non verbal communication cues to interpret and clarify customers needs Customer s behaviour that may indicate interest in a product or service What legal, safety and health regulations are relevant to the work role Copyright Singapore Workforce Development Agency. All rights are reserved. 5

6 Competency Unit Code RE-SCS-103C-2 Competency Level Level 1 (Certificate) Competency Unit Title Sell products and services Description of Competency Element Competency Element Title 2. Recommend products and services Underpinning Knowledge A competent individual will acquire the following knowledge: Organisational procedures relating to recommending products and services How to identify and match products and services to customer s requirements Methods of presenting and demonstrating products and services to customers How to highlight feature and benefits of organisational products and services Competitors products and services, including features and benefits Types of documents used to aid in selling Performance Criteria A competent individual must be able to successfully perform the following: 2.1 Identify and explain the range of products and services which match the customer s requirement 2.2 Present and demonstrate, where applicable to customer the products and services which best meet his requirements 2.3 Highlight and explain to customer the product features and benefits using appropriate communication skills and organisational procedures 2.4 Encourage customer to try products and/or services 2.5 Comply with legal requirements when recommending products and services Range and Context Types of customers may include: walk in customers regular customers recommended customers tourists VIPs Types of products may include: clothing, footwear and accessories Copyright Singapore Workforce Development Agency. All rights are reserved. 6

7 food products home wares electrical goods jewellery watches personal care products stationery, books, magazines automotive products toys and sporting goods furniture regular stock items specials and promotional items Customer s requirements may include: preference budget uses safety performance appearance comfort economy durability benefits features Methods of presenting and demonstrating products and services to customers may include: showing a video or DVD of the item using pre-prepared comparison charts that compare one product/brand against another reading out the information on brochures talking about the history, background and reputation of the manufacturer highlighting posters and other promotional material highlighting the bonuses that may accompany the purchase of a certain product showing the use of the product getting customers to try the product Highlighting of product features may include: demonstrating the product describing the benefits comparing with other brands comparing with other stores products comparing with older models Features of the product may include: technology colour Copyright Singapore Workforce Development Agency. All rights are reserved. 7

8 size design style ingredients Benefits of product may include: desired result multiple uses speed economy ease of use portability safety compatibility product warranty Types of communication skills include: verbal non verbal Verbal communication skills include: using appropriate language speaking clearly and concisely using appropriate tone of voice using active listening skills Non-verbal communication skills include: using appropriate facial expression using appropriate body language using appropriate gestures and hand signs maintaining eye contact Information which may be taken from the following documents to aid selling may include: product information product service and warranties price lists discount policies code of practice WSH and related safety documents promotional leaflets service logs manuals references and testimonials Organisational guidelines, standards and procedures relating to: Recommending products and services Interaction with people may include: Copyright Singapore Workforce Development Agency. All rights are reserved. 8

9 colleagues supervisors customers Legal requirements may include: Workplace Safety and Health Act Consumer Protection (Fair Trading) Act Goods and Services Tax (GST) Act Environmental Public Health (Food Hygiene) Regulations (where applicable) Majlis Ugama Islam Singapura (MUIS) Requirements (where applicable) Other Relevant Acts Evidence Sources Listed below are a few examples about the kind of evidence that would provide a guide as to whether an individual is meeting the standards required to be competent in this competency element. Process Observation of: Interaction with customer to recommend products and services Product Sales result Appraisal or testimonials from customers and/or supervisors Knowledge Organisational procedures relating to recommending products and services Methods of presenting and demonstrating products and services to the customers How to highlight feature and benefits of organisational products and services Relevant documents used to aid in recommending and selling products and services What legal, safety and health regulations are relevant to the work role Copyright Singapore Workforce Development Agency. All rights are reserved. 9

10 Competency Unit Code RE-SCS-103C-2 Competency Level Level 1 (Certificate) Competency Unit Title Sell products and services Description of Competency Element Competency Element Title 3. Address customers objections Underpinning Knowledge A competent individual will acquire the following knowledge: Types of customers objections and questions Strategies to overcome customer objections Types of customers Importance of providing feedback to in-house buyers and appropriate personnel on products and services Organisational procedures on providing feedback to in-house buyers or appropriate personnel Types of customers feedback Performance Criteria A competent individual must be able to successfully perform the following: 3.1 Identify and address customer s objections and questions in accordance with organisational policies and procedures 3.2 Offer explanations and solutions to overcome customer s objections in accordance with organisational policies and procedures 3.3 Display professionalism when handling customer s objections in accordance with organisational policies and procedures 3.4 Provide feedback to buyers or appropriate personnel on products and/or services within organisational policy Range and Context Types of customers may include: walk in regular customers referred customers tourists VIPs Customers objections and questions may be: Copyright Singapore Workforce Development Agency. All rights are reserved. 10

11 merchandise related price related stocks related information related environment related service related Types of products may include: clothing, footwear and accessories food products home wares electrical goods jewellery watches personal care products stationery, books, magazines automotive products toys and sporting goods furniture Professionalism may include: effective communication skills tact and diplomacy positive and helpful behaviour friendly disposition self confidence good product knowledge understanding customer s needs Feedback to buyers or appropriate personnel may include: quality of merchandise and/or service stocks availability range of merchandise and/or service prices of merchandise and/or service product information Documents relating to customers feedback may include: customers feedback form customers log sheet Information which may be taken from the following documents to aid selling may include: product information product service and warranties price lists discount policies code of practice related safety documents promotional leaflets Copyright Singapore Workforce Development Agency. All rights are reserved. 11

12 service logs manuals references and testimonials Interaction with people may include: colleagues supervisors customers Organisational guidelines, standards and procedures relating to: Addressing customer s objections Legal requirements may include Workplace Safety and Health (WSH) Act Consumer Protection (Fair Trading) Act Goods and Services Tax (GST) Act Environmental Public Health (Food Hygiene) Regulations (where applicable) Majlis Ugama Islam Singapura (MUIS) Requirements (where applicable) Other Relevant Acts Evidence Sources Listed below are a few examples about the kind of evidence that would provide a guide as to whether an individual is meeting the standards required to be competent in this competency element. Process Observation of: Addressing customers objections Product Sales result Appraisal or testimonials from customers and/or supervisors Knowledge Ways to handle difficult customers Types of customers objections and questions Strategies to overcome customer objections Importance of providing feedback to in-house buyers and appropriate personnel on products and services Organisational procedures on providing feedback to in-house buyers or appropriate personnel Types of customers feedback What legal, safety and health regulations are relevant to the work role Copyright Singapore Workforce Development Agency. All rights are reserved. 12

13 Competency Unit Code RE-SCS-103C-2 Competency Level Level 1 (Certificate) Competency Unit Title Sell products and services Description of Competency Element Competency Element Title 4. Maximise additional sales opportunities Underpinning Knowledge A competent individual will acquire the following knowledge: Types of complementary and peripheral products and services Common verbal and non verbal cues used by customers that will provide opportunities for additional sales Methods of presentation and recommendation of complementary and peripheral products and services Relevant documents to aid in maximising sales opportunities Performance Criteria A competent individual must be able to successfully perform the following: 4.1 Identify customer s verbal and non-verbal cues that will provide opportunities for additional sales 4.2 Identify complementary and peripheral products and services 4.3 Present and recommend complementary and peripheral products and services to the customer in accordance with organisational procedures 4.4 Observe legal requirements when presenting and recommending complementary and peripheral products and services Range and Context Types of customers may include: walk in customers regular customers recommended customers tourists VIPs Customer s verbal and non-verbal cues that will provide opportunities for additional sales may include: touching or trying on another item matching or comparing one piece of product with another piece Copyright Singapore Workforce Development Agency. All rights are reserved. 13

14 referring to in-house magazines or catalogs reading product specifications asking questions about another product or service spending time at product category or service area Complementary and peripheral products may include: clothing, footwear and accessories food products home wares electrical goods jewellery watches personal care products stationery, books, magazines automotive products toys and sporting goods furniture National Competency Standard Presentation and recommendation of complementary and peripheral products may include: offer of better price offer of better payment term enhancing the features and benefits of the products Information which may be taken from the following documents to aid selling may include: product information product service and warranties price lists discount policies code of practice related safety documents promotional leaflets service logs manuals references and testimonials Interaction with people may include: colleagues supervisors customers Organisational guidelines, standards and procedures relating to: Maximising additional sales opportunities Legal requirements may include Workplace Safety and Health (WSH) Act Consumer Protection (Fair Trading) Act Goods and Services Tax (GST) Act Copyright Singapore Workforce Development Agency. All rights are reserved. 14

15 Environmental Public Health (Food Hygiene) Regulations (where applicable) Majlis Ugama Islam Singapura (MUIS) Requirements (where applicable) Other Relevant Acts Evidence Sources Listed below are a few examples about the kind of evidence that would provide a guide as to whether an individual is meeting the standards required to be competent in this competency element. Process Observation of: Maximising additional sales opportunities Product Sales results Appraisal document or testimonial from customers and/or supervisors Knowledge Types of complementary or peripheral products and/or services Common verbal and non verbal cues used by customers that will provide opportunities for additional sales Organisational procedures for maximising additional sales opportunities Relevant documents to aid in selling products and services What legal, safety and health regulations are relevant to the work role Copyright Singapore Workforce Development Agency. All rights are reserved. 15

16 Competency Unit Code RE-SCS-103C-2 Competency Level Level 1 (Certificate) Competency Unit Title Sell products and services Description of Competency Element Competency Element Title 5. Close sale Underpinning Knowledge A competent individual will acquire the following knowledge: Closing strategies to encourage customer to make purchase Importance of observing legal requirements when encouraging customers to make purchase Related documents for closing and processing sales, where applicable Equipment, tools and supplies required to close and process sales, where applicable Organisational procedures related to closing and processing sales Performance Criteria A competent individual must be able to successfully perform the following: 5.1 Encourage customers to make purchase using closing strategies which conform to the organisational policies, procedures and legal requirements 5.2 Close the sale to the satisfaction of the customer in accordance with organisational procedures and standards 5.3 Conclude customer s visit on a positive note in accordance with organisational procedures Range and Context Types of customers may include: walk in customers regular customers recommended customers tourists VIPs Types of products may include: clothing, footwear and accessories food products Copyright Singapore Workforce Development Agency. All rights are reserved. 16

17 home wares electrical goods jewellery watches personal care products stationery, books, magazines automotive products toys and sporting goods furniture Closing strategies may include: last chance to buy choice close free gift / premium close testimonial ask to buy checking to ensure that the product is of a satisfactory level in the presence of the customer Interaction with people may include: colleagues supervisors customers Organisational guidelines, standards and procedures relating to: Closing sales Equipment, tools and supplies for closing the sale may include: brochures calculators invoice receipt Legal requirements may include Workplace Safety and Health (WSH) Act Consumer Protection (Fair Trading) Act Goods and Services Tax (GST) Act Environmental Public Health (Food Hygiene) Regulations (where applicable) Majlis Ugama Islam Singapura (MUIS) Requirements (where applicable) Other Relevant Acts Evidence Sources Listed below are a few examples about the kind of evidence that would provide a guide as to whether an individual is meeting the standards required to be competent in this competency element. Process Observation of: Closing sales Copyright Singapore Workforce Development Agency. All rights are reserved. 17

18 Product Sales results Appraisal or testimonials from customers/supervisors Knowledge Closing strategies to encourage customer to make purchase Importance of observing legal requirements when encouraging customers to make purchase Related documents used in closing and processing sale, if any Equipment, tools and supplies required to close and process sale, where applicable Organisational procedures relating to closing and processing sales What legal, safety and health regulations are relevant to the work role Copyright Singapore Workforce Development Agency. All rights are reserved. 18