Sell products and services

Transcription

1 Training Package Title Unit code WRRS1B Retail (WRR02) Sell products and services Unit Descriptor This unit involves the skills, knowledge and attitudes required to sell products and services in a retail environment. It involves the use of sales techniques and encompasses the key selling skills from approaching the customer to closing the sale. It requires a basic level of product knowledge. HSC Requirements and Advice HSC Indicative Hours 15 Evidence Guide The following components of the evidence guide relate directly to the performance criteria and the range of variables for the unit of competency and provide guidance for assessment of the unit in the workplace. HSC Requirements and Advice Underpinning skills and knowledge Critical aspects of evidence Key Terms and Concepts Knowledge and skills are essential to apply this unit in the workplace, to transfer to other contexts and deal with unplanned events. The requirements for this unit of competency are listed below: Knowledge of: 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/section relevant legislation and statutory requirements relevant industry codes of practice customer types and needs including: - customer buying motives - customer behavior and cues - individual and cultural differences - demographics/lifestyle/income - types of customer needs, eg functional, psychological. Skills in: selling techniques including: - opening techniques - buying signals - strategies to focus customer on specific merchandise - add ons and complimentary sales - overcoming customer objections - closing techniques verbal and non verbal communication skills handling difficult customers negotiation skills sales performance appreciation questioning/listening/observation literacy skills in regard to: - reading and understanding product information - reading and understanding store policies and procedures - recording information numeracy skills in regard to: - handling of tender - weighing and measuring goods. Competency in this unit requires evidence that the candidate: applies product knowledge and uses appropriate sales approach to sell the benefits of products, 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. active listening buying behaviour buying motives communication complementary products cultural diversity customers customer expectations customer objections customer service demographics features and benefits greeting approach merchandise negotiation opening and closing techniques patrons products and services product knowledge questioning techniques regulatory requirements sales approaches sales documentation selling techniques store policies. Draft Entertainment Curriculum Framework March 2004 WRRS1B Sell products and services 299

2 Evidence Guide cont. HSC Requirements and Advice Context of assessment Assessment process For valid and reliable assessment of this unit, evidence should be gathered through a range of methods to indicate consistent performance. It can be gathered from assessment of the unit of competency alone, through an integrated assessment activity or through a combination of both. Evidence should be gathered as part of the learning process. Integrated competency assessment Evidence is most relevant when provided through an integrated activity which combines the elements of competency for each unit, or a cluster of units of competency. The candidate will be required to: apply knowledge and skills which underpin the process required to demonstrate competence, including appropriate key competencies integrate knowledge and skills critical to demonstrating competence in this unit. Unit WRRS1B can be assessed with other units which make up a specific job function. Evidence gathering methods Evidence should include products, processes and procedures from the workplace context. Evidence might include: observation of the person in the workplace third party reports from a supervisor customer feedback answers to questions about specific skills and knowledge. Resources required a retail work environment relevant documentation, such as: - store policy and procedures manuals access to a range of customers with different requirements a range of merchandise and products appropriate to the retail workplace. Draft Entertainment Curriculum Framework March 2004 WRRS1B Sell products and services 300

3 Generic process skills There are a number of processes that are learnt throughout work and life which are required in all jobs. They are fundamental processes and generally transferable to other work functions. Some of these are covered by the key competencies, although others may be added. The questions below highlight how these processes are applied in this unit of competency. Following each question a number indicates the level to which the key competency needs to be demonstrated where: 0 = not required, 1 = perform the process, 2 = perform and administer the process, 3 = perform, administer and design the process. Key competency Example of application Performance level How can communication of ideas and information be applied? Relaying product features and benefits to customers requires the communication of ideas and information. 1 How can information be collected, analysed and organised? Establishing customer requirements requires information to be collected, analysed and organised. 1 How are activities planned and organised? Identifying opportunities to make additional sales requires activities to be planned and organised. 1 How can team work be applied? Team work will be applied when referring to other staff members or seeking product information. 1 How can the use of mathematical ideas and techniques be applied? Mathematical ideas and techniques may be required when reviewing personal sales outcomes. 1 How can problem solving skills be applied? Problem solving skills may be applied when overcoming customer objections. 1 How can the use of technology be applied? The use of technology may not be required in this unit. 0 Draft Entertainment Curriculum Framework March 2004 WRRS1B Sell products and services 301

4 1 Apply product knowledge 1.1 Knowledge of the use and application of relevant products and services demonstrated according to store policy and legislative requirements. The Range of Variables provide the range of applications of this unit of competency to allow for differences within enterprises and workplaces. It provides details of practices, knowledge and requirements referred to in the elements and performance criteria. The variables chosen in training and assessment will depend on the work contexts. The following variables may include but are not limited to: Store policy and procedures in regard to: selling products and services. Product knowledge may include: warranties features and benefits use by dates handling/storage requirements stock availability safety features price. Legislative requirements may include: Trade Practices Act tobacco laws liquor laws sale of second hand goods occupational health and safety industry codes of practice Lottery Acts. Identification of a range of products and services provided to patrons including: tickets food and beverages merchandise tours and transport facilities. Product and service knowledge including: features and benefits stock availability price special offers how to purchase order payment methods hours of operation. A basic awareness of current legislative and regulatory requirements including: tobacco laws liquor laws industry codes of practice Fair Trading Act 1987 (NSW) Trade Practices Act 1974 (Cth). Store policies relating to: selling products and services refunds age restrictions customers with special requirements staff duties and responsibilities. 1.2 Product knowledge developed by accessing relevant sources in information. Product knowledge may include: warranties features and benefits use by dates handling/storage requirements stock availability safety features price. Sources of product knowledge information including: the internet general media other staff members store or supplier guides product profiles Draft Entertainment Curriculum Framework March 2004 WRRS1B Sell products and services 302

5 Relevant sources of information may include: Internet relevant staff members store or supplier product manuals product profiles videos demonstrations labels store tours. videos demonstrations brochures site tours industry associations. 2 Approach customer 2.1 Timing of customer approach determined and applied. Customers may include: people with routine or special needs regular or new customers people from a range of social, cultural or ethnic backgrounds and physical and mental abilities. Types of customers including: people with routine or special needs regular or new customers people from a range of social, cultural or ethnic backgrounds. Awareness of the importance of effective, positive and efficient customer service. Different methods of approaching a customer: greeting, merchandise and service approaches timing of approaches opening techniques. 2.2 Effective sales approach identified and applied. Selling may involve: face to face over the telephone over the Internet. Sales approaches and appropriate situations for their use including: face to face over the telephone over the internet. 2.3 Positive impression conveyed to arouse customer interest. Customer expectations including: friendliness courtesy prompt service assistance empathy support. Draft Entertainment Curriculum Framework March 2004 WRRS1B Sell products and services 303

6 2.4 Knowledge of customer buying behaviour demonstrated. Awareness of customer buying motives including: emotional rational. 3 Gather information 3.1 Questioning techniques applied to determine customer buying motives. Effective questioning techniques including: open questions closed questions reflective questions. Methods for gathering information including: verbal questioning - face to face - over the telephone surveys questionnaires. 3.2 Listening skills used to determine customer requirements. Effective communication techniques in relation to listening: active listening barriers to effective listening. Customer requirements including: value for money convenience flexibility special requirements. 3.3 Non-verbal communication cues interpreted and clarified. Awareness of non-verbal communication cues including: understanding body language interpreting subtext gestures personal space. Draft Entertainment Curriculum Framework March 2004 WRRS1B Sell products and services 304

7 3.4 Customers identified by name where possible. Appropriate forms of address in communication with customers of different age groups, gender and cultural backgrounds. 3.5 Customer directed to specific merchandise. 4 Sell benefits 4.1 Customer needs matched to appropriate products and services. Matching the preferences, needs and expectations of customer through: consultative selling identification of customer needs - functional - psychological building a relationship with the customer awareness of customer demographics - age - gender - families - individual customers - corporate customers - lifestyle - income - customers with special needs - international customers knowing your product or service. 4.2 Knowledge of products' features and benefits communicated clearly to customers. 4.3 Product use and safety requirements described to customers. Product knowledge may include: warranties features and benefits use by dates handling/storage requirements stock availability safety features price. 4.4 Customers referred to appropriate product specialist as required. Draft Entertainment Curriculum Framework March 2004 WRRS1B Sell products and services 305

8 4.5 Routine customer questions about merchandise are answered accurately and honestly or referred to more experienced senior sales staff. Routine customer questions may relate to: price and price reductions quality features and benefits. An awareness of frequently asked questions/requests for information including: price and price reductions quality features and benefits. 5 Overcome objections 5.1 Customer objections identified and accepted. Common causes of customer dissatisfaction and complaints. Customer objections including: price timing merchandise characteristics service dissatisfaction product dissatisfaction. Handling difficult customers. 5.2 Objections categorised into price, time and merchandise characteristics. 5.3 Solutions offered according to store policy. Store policy and procedures in regard to: selling products and services. 5.4 Problem solving applied to overcome customer objections. Procedures for handling customer complaints: negotiation conflict resolution referral to appropriate personnel. 6 Close sale 6.1 Customer buying signals monitored, identified and responded to appropriately. Selling may involve: face to face over the telephone over the Internet. Draft Entertainment Curriculum Framework March 2004 WRRS1B Sell products and services 306

9 6.2 Customer encouraged to make purchase decisions. 6.3 Appropriate method of closing sale selected and applied Store policy and procedures in regard to: selling products and services. Selling techniques including: up-selling - advising customer of information on alternative products and services that may result in them taking a more expensive product with benefits to both the enterprise and the customer top down - describing benefits from the most expensive down offering alternatives - providing information on a range of products and services and asking for customers preference suggestive selling - providing information regarding additional services and products to customer selling benefits to customer - highlighting benefits of particular products and services to match customer needs. Awareness of a range of financial transactions available to customers including: cash credit EFTPOS. Understanding of how to proficiently execute financial transactions, handle tender and record relevant information. Retail calculations related to cash transactions, weighing and measuring goods: manual electronic. Typical sales documentation including: invoices receipts lay-by slips return slips credit notes stock sheets. Draft Entertainment Curriculum Framework March 2004 WRRS1B Sell products and services 307

10 7 Maximise sales opportunities 7.1 Opportunities for making additional sales recognised and applied. 7.2 Customer advised of complementary products or services according to customer's identified need. Store policy and procedures in regard to: selling products and services. Selling may involve: face to face over the telephone over the Internet. 7.3 Personal sales outcomes reviewed to maximise future sales. Procedures to review personal sales outcomes including: analysis - statistical - comparative feedback - customer - supervisor personal evaluation. An awareness of strategies to improve future sales. Draft Entertainment Curriculum Framework March 2004 WRRS1B Sell products and services 308