Certificate II in Retail Learning and Assessment Material

SIRXSLS002A ADVISE ON PRODUCTS AND SERVICES

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Contents
Establish relationships with customers Maintain professional ethics Clarify customer needs Acknowledgment of customer Appropriate questioning of the customer Active Listening Empathy Reassurance Confirmation of Customer Wants/Needs Analyse customer needs What do you need to know? How do you find out? Dont sellsolve problems Stay ahead of the game 3 4 4 4 5 5 5 6 6 7 7 9 10 10

Appropriate and inappropriate advice: discern the difference......................................................................................11 Why is product type important? How do you identify products? Why have product information? What are product characteristics? Where do you find product information? 11 12 12 13 14

TRAINING AND ASSESSMENT ACTIVITIES AND QUESTIONS........................................................................................15 Assessment task 16

ASSESSMENT MODE A - Oral questioning 17 ASSESSMENT MODE B - Skills observation checklist....................................................................................................18 Off-the-Job Training Log Participant survey of materials Suggested Answers 20 21 22

Hinson Institute of Training

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SIRXSLS002A

ADVISE ON PRODUCTS AND SERVICES

Element of competency: 1. Develop product and service knowledge 2. Recommend specialised products or services

Establish relationships with customers

Business is highly competitive, and it is most important to establish good relationships with customers in order to gain the sale, and secure return business. If you show the customer that you have a genuine interest in their needs/requirements, and demonstrate your workplaces credibility, you will go a long way towards establishing a sound professional relationship. How do you go about establishing a rapport/relationship with customers visiting your workplace? The customers experience will be determined by several factors. These can be classified under the following headings: Personal Professional The qualities of the place you work in

It is most important that you provide a quality experience for your customer in each of these areas. Every customer that enters your workplace is an individual. As such they will have different expectations of you and the place that you work in. One customer may scrutinise your store for cleanliness, whilst another may be looking for a superior product range. Other customers may look at you and form an impression, i.e. tidiness, your knowledge of the products etc.

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Maintain professional ethics

It is integral to your success as that you are able to maintain professional ethics. These ethics include: Honesty Knowledge of products and services Positivity

Your customers will expect you to have a broad knowledge of the goods and services that you are selling, so that you have a firm foundation for appraising the products available and recommending the most suitable product/s. Your professionalism will also be measured by your understanding of your stores systems and procedures, your honesty and your positive attitude. Your professionalism will grow with your work experience as well as training. A knowledge of who to ask for help in your workplace, should you encounter a difficulty is most important, as well as a willingness to learn and grow professionally from this person. By being open and honest with your customers, you will go a long way toward establishing credibility in your customers mind. This credibility will lead to a level of trust and confidence in you, and therefore in your store.

Clarify customer needs

In order to clarify your customers needs and preferences accurately, you need to exhibit the following: Acknowledging the customers presence Appropriate questioning of the customer Active listening Empathy Reassurance Confirmation of customer wants/needs

Acknowledgment of customer
Your store may have a set format where all customers receive the same acknowledgment, or your store may allow you to decide on the type of acknowledgment depending on the situation. Some workplaces may have guidelines on the timing of acknowledgment of customers.

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Appropriate questioning of the customer

To determine a customers needs, it is vital to effectively gather information from them. You need to exhibit an ability to question your customer in a nonthreatening and conversational manner. Questions should be asked in a logical order so that each question has a bearing on the next. This ensures that the customer has the opportunity to include information in a logical manner and is not confused as to why you are asking the questions. A friendly and relaxed environment is essential. Do not continue to question a customer if they seem uncomfortable; use another option, e.g. perhaps the customer needs more time to browse. Your first question of the customer should be non-threatening and open. This will help the customer to feel comfortable, and trust that you will not be pushy.

Active Listening
During a discussion, listening is very important. If you listen carefully, you can ask relevant and appropriate questions and gain your customers confidence. Listening carefully requires concentration on the emphasis the customer puts on words in order to interpret their meaning. In order to listen effectively to your customer, you need to: Give the customer your full attention Let your customer do most of the talking (at least 75%) Accept what the customer is saying Think about things from the customers point of view Understand the depth of feeling in the customers emotive words.

As the customer gives you information, let him/her know you have heard what has been said. This can be done by: Nodding your head Reflecting on what is being said, e.g. Yes, I understand Maintaining good eye contact.

Empathy
In order to show empathy for your customers needs, you will need to really tune in to what your customer is saying, and how he/she is saying it. Following the points above on listening will help you to develop an empathy with your customers.
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Reassurance
Many customers will seek reassurance from you on the purchase they are about to make. Examples of points they seek reassurance on include: After sales service Quality of the product purchased Price of the product

You should offer this reassurance in an open and honest way. Do not under any circumstances make any promises that you cannot keep.

Confirmation of Customer Wants/Needs

Whilst conducting a sale, demonstrating an understanding of your customers needs is most important. Customers may have a number of needs; confirmation of these needs will verify that you have not missed any. Listening to what your customer says will give you indications of the need behind the purchase. Identifying these and confirming the needs with the customer of these will ensure that the appropriate benefits are highlighted to the customer. You need to know about your products so that you can sell them successfully. What you need to know about products is what your CUSTOMERS will want to know. It is your responsibility to build your product knowledge and keep it up to date. If you don't know the answer to a customer's enquiry and you need to refer the enquiry to a more experienced person, remember to: Acknowledge to the customer that you don't have the information they want. Ask the customer if they would like you to find the information or refer them to another staff member. Tell the customer what you are doing, especially if you need to leave them in order to consult another staff member. Do not simply walk away.

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Analyse customer needs

One of the important skills in selling is the ability to match your store's products and/or services to the needs of each customer you serve. Customers buy a product because of what a product will do for them. That is the benefits they will gain. It is vital that you can distinguish between features and benefits - "features tell, benefits sell". Features are the tangible measurable characteristics of a product. should be able to see, hear, smell, touch or taste them. You

The benefits are the answers to the question "What does it do for me?" Benefits could be safety, value for money, or enhanced status. Benefits can also appeal to the emotions. Below are the six common needs of customers:

Safety Comfort

Performance Economy

Appearance Durability

What do you need to know?

Because there are so many different services and products, so many different industries, and so many different categories of customer or client, its not practical to present a comprehensive list of required information for every possible scenario. A good rule of thumb, however, is to put yourself in the prospective clients or customers shoes. As a customer, what would you expect a provider of your product or service, to know about your industry, your company, your role, your needs and you personally? Again, reversing the roles between you and the customer or client, what would it benefit you to have the prospective new supplier know without having to spend time briefing them on? Its a simple matter of making a list of such issues, and then methodologically seeking out the required information. Lets take the case of a marketing manager and an account manager of a large consulting firm, making an initial fact-finding and getting to know you visit to a prospective new client company. What sort of information might they productively have gathered about the company itself before that critical first meeting?

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Depending on the nature of consulting services being offered, the marketing manager and the account manager might have obtained any or all of the following information on the prospect: History of the company Ownership structure General background and overview of the industry The companys current image Stock market information relevant to the companys own shares Management structure and any prominent personalities Board of director information Number of employees Department breakdown Corporate culture Accountants and legal service providers Financial information Number and location of plants / outlets, including international / domestic network Technologies Core or key products or services Other categories of product or service Market sectors Market positioning of its core or key products Market share Marketing strategies Key customers or clients Sales force information Distribution channels Key suppliers Key competitors and the current competitive environment

The information that might be beneficial is not limited to this listbut its a good start.

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How do you find out?

There are two SECONDARY. categories of information source: PRIMARY and

PRIMARY INFORMATION is that gathered from a firsthand source, straight from the horses mouth, so to speak. This includes, for example, market or opinion research specifically designed and commissioned by you or your organisation. SECONDARY INFORMATION is that information, which already exists; that which has already been gathered and possibly processed/analysed as well. Thus, what might be a secondary information gathering exercise for you, will often represent a prior primary research exercise for someone else. Some of the most common and easily-accessed sources of relevant information are: The Internet, including the companys website and its competitors sites Annual reports Other corporate and product literature Specific research periodicals and other publications by leading research houses such as A.C. Nielsen and Roy Morgan Research. Daily or business media Market studies by advertising agencies Existing customers, suppliers and distributors Government departments Chambers of commerce Industry and professional associations Trade press (national and international) Industry directories Libraries and librarians Specialist industry analysts (e.g. the Gartner Group) Studies by the large accountancy and management consultancy firms (often particularly relevant to business-to-business, business-togovernment and industrial marketing) The Australian and New Zealand Standard Industrial Classification (ANZSIC) system

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Dont sellsolve problems

The other important principle to remember in cultivating and consolidating your relationship with any new client or customer is that people dont buy products or services. They buy strategies and solutions to their problems. This highlights the need for good questioning skills and the building of a close working rapport. Further, it highlights the need for constant (e.g. in the case of a large account) reassessment of the clients or customers needs. If you place the emphasis on solving your customers or clients problems relevant to your product or service, as opposed to simply the sale of your product or service, you will become a valued supplier and team member. Better still, if you are given, or can create, the opportunity to work sufficiently closely together with your client or customer, you can anticipate their problems, and thus the need for your assistance, service or product. Your ultimate goal in your business relationships should be for your clients or customers to automatically pick up the phone to you/your company/your sales team, in response to any need that any of your services or products has the capacity to satisfy, or any problem your services or products have the capacity to solve.

Stay ahead of the game

One of the most effective policies you can adopt in managing and maintaining your relationships with your clients and customers is to stay ahead of the game. Or, rather, stay ahead in the game. To be specific: Stay ahead in the service game, the quality game, the communications game, and the personal skills game.

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Appropriate and inappropriate advice: discern the difference

There is a distinct advantage in distinguishing between relevant, constructive advice and that which is irrelevant or even counterproductive. The first will promote the improvement of customer service delivery and the second may present unnecessary distractions or set up obstacles to the very thing you are trying to perfect. Advice can come from many sourcesstaff within the organisation, industry authorities, members of the public or even people in unrelated fields that can help you think outside the square. Regardless of where the advice comes from, you have to consider the following: Are there vested interests buried in this advice? Does this advice fit into our organisational requirements? Who will be affected by this proposed change? Who will be responsible for carrying it out? What evaluation methods will be in place to see if it really works?

You have to decide whether the advice promotes true growth or adds an unnecessary burden on resources or services.

Why is product type important?

To do your job properly you must understand the types of goods that you will be expected to handle. The products you work with in the warehouse will have a bearing on how you do your job. Product type will effect: How a warehouse is laid out The type of storage used The type of materials handling equipment used The level of technology The type of packaging used Handling procedures.

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How do you identify products?

Correct product identification leads to fast and efficient processing of goods through the warehouse. Products can be identified using any of the following methods: Visual distinguishing features Print based identification Product identification systems Identification by location.

Why have product information?

One of the main ways you will use to identify a product is by looking at the package that it comes in. The types of information that you are likely to find on a product package could include: Use by dates Handling symbols or instructions Manufacturers specifications Weights Dimensions Packing instruction Health and safety information Address details for customers Freight forwarding details Advertising Identification codes Storage instructions.

The above list is a sample only, of the types of information you may get from looking at the product.

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What are product characteristics?

Product knowledge is not just about identifying goods. It is also meant to give you an understanding of how you must handle different types of stock. To do this you must learn the characteristics of the products you will be expected to handle. For instance:

Hazardous substances have very strict storage and handling regulations. Perishable products have a life expectancy and a use by date is applied to them to reduce the risk of poor quality or danger to users Fragile products such as glassware must be suitably packaged and handled with care to avoid breakages Heat sensitive products such as medicines or food must be stored under temperature control Attractive items such as drugs or tobacco will need strict security Explosives require precautions. For example, safety distances.

In general terms product characteristics will largely determine: How you handle the product The type of equipment you use such as fittings for forklifts.

For example, the use of drum clamps, or a paper spindle

The type of storage needed. For example, racking or binning Product compatibility. For instance, you would not store food next to chemicals, due to the risk of contamination The method of packing. For example, plastic wrap or cardboard box The method of unitisation. For example: pallets or containers.

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Where do you find product information?

Knowing where and how to source information about the products you are handling is an important part of gaining product knowledge. Some sources for gaining information on products include: Asking your supervisor or other staff Reading product pamphlets Looking at manufacturers specifications Information on packaging Information on supporting documentation Using your warehouse management system Using laid down workplace procedures Product advertising.

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SIRXSLS002A

ADVISE ON PRODUCTS AND SERVICES

TRAINING AND ASSESSMENT ACTIVITIES AND QUESTIONS

The Trainee will be required to demonstrate competence on the job, in practical demonstration; observation, question/answer and role-play situations, incorporating verbal questions and written work, including completing workplace forms, either to the RTO Trainer or Supervisor, under the guidance of the RTO Trainer. Element of competency: 1. Develop product and service knowledge 2. Recommend specialised products or services 1. What are some of the customer requirements you deal with?

2. What product information might a customer require?

3.

Why do you need to know about your products and services?

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4.

What are sales promotions aimed at?

Assessment task
Demonstrate for your workplace assessor, your ability to: Develop product and service knowledge Recommend specialised products or services

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ASSESSMENT MODE A - Oral questioning

Trainee name: Name of Workplace: RTO Trainer name: Unit/s of competency: Unit Name: Date of training/ assessment visit: SIRXSLS002A ADVISE ON PRODUCTS AND SERVICES

Instructions: In addition to written answers provided above, the trainee is required to provide verbal answers to the following questions that will be asked by the RTO Trainer. Read the questions prior to the Trainers visit, and be prepared to answer them, obtaining help where necessary. Did the trainee satisfactorily answer the following questions:
1. What are some of the customer requirements you deal with? 2. What product information might a customer require? 3. Why do you need to know about your products and services? 4. What are sales promotions aimed at? 5. Why do you need to keep track of promotional costs? 6. How do you evaluate the benefits of promotional activities? Yes No

The trainees underpinning knowledge was: Satisfactory Notes/comments : Question 1: Question 2: Question 3: Question 4: Question 5: Question 6: RTO Trainer signature: Trainee signature: Date of assessment: Not Satisfactory

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ASSESSMENT MODE B - Skills observation checklist

Trainee name: Name of workplace: RTO Trainer name: Unit/s of competency: Unit Name: Date of training/ assessment visit: SIRXSLS002A ADVISE ON PRODUCTS AND SERVICES

During the demonstration of skills, did the trainee:

Product knowledge developed and maintained according to store policy and legislative requirements. Product knowledge conveyed to other staff members as required. Comparisons between products and services researched and applied. Knowledge of competitors' product and service range and pricing structure demonstrated. Merchandise evaluated according to customer requirements. Features and benefits of products and services demonstrated to customer to create a buying environment. Detailed specialised knowledge of product applied to provide accurate advice to customers. The trainees performance was: Feedback to trainee: Not Satisfactory

Yes
Satisfactory

No

N/A

-----------------------------------------------------------------------

----------------------------------------------------------------------Trainee signature:

RTO Trainer signature:

I confirm competence for this unit SIRXSLS002A

_________________ (Manager signature) _________________ (Date)

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COMPETENCY RECORD - SIRXSLS002A

After assessment the assessor, the supervisor and participant should sign the competency record. If competency is not achieved at the first attempt, strategies to address the performance gaps need to be identified and a time for re-assessment organized.

Assessment Strategies
C U R R E N T C O M P E T E N C I E S

Assessor Comments

Oral/written questions Activities Workplace project Supervisor/3rd party report Self-Assessment Other

_____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________

The evidence supplied is: Valid Sufficient Authentic Current

The participant is competent has shown competence in all of the following elements:

Develop product and service knowledge Recommend specialised products or services

Trainee Signature: Supervisor Signature: Trainer Signature The Trainee is
NOT YET COMPETENT: Strategies to address gaps in trainee performance:
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ D A T E _ _ _ _ _ _ _ _ _

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D A T E _ _ _ _ _ _ _ _ _

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D A T E _ _ _ _ _ _ _ _ _

D A T E

F O R

R E A S S E S S M E N T :

_ _ _ _ _ _ _ _ _ _ _

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Off-the-Job Training Log

Trainee Name: ____________________________________ Supervisor signature: _________________________________ Date: ______/______/200____

Company: __________________________________________________________________
Certificate: II III IV in Civil Construction Process Manufacturing Extractive Industries Retail Operations

Business (Office Admin/Admin) Hospitality TDT (Warehousing)

Food Processing TDT (Road Transport) _________________

Telecommunications (Call Centres)

List below the times allocated to Off-the-Job training for:

Activity code Activity code

SIRXSLS002A Advise on products and services

Activity code Activity code

Date

Duration

Date

Duration

Date

Duration

Date

Duration

Activity Code
1. 3. 5. 7. 9. 11. 13. 15. 17. Read self-paced guides Met with Workplace Coach Discussion on phone Researched store policy and procedures Researched workplace policies and procedures Observed other staff member/s advising on products and services Other research Staff training Complete appropriate paperwork relevant to task 2. Developed knowledge of use and safety requirements 4. Worked on assessment tasks 6. Discussed assessment tasks 8. Researched legislative requirements 10. Researched industry codes of practice 12. Performance appraisal 14. Read relevant industry publications 16. Talking to the supervisor 18. Other: (specify) __________________________________________

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Participant survey of materials

Unit code: SIRXSLS002A Date.. Instructions:
Please complete the questionnaire by circling the one number that best describes your answer to each question. Please read each question carefully. For mailed surveys, place the completed questionnaire in the enclosed reply paid envelope and post it back within seven days

Unit name: Advise on products and services

Q1.

Thinking in general about the material you were given for this unit, how would you rate it overall?

Circle only one answer Poor .... 1 Fair .. 2 Good ... 3 Very Good .. 4 Excellent ..... 5 Dont know ........ 6
Q2. How strongly do you agree or disagree with the following statements about the unit material?

Circle one answer only for each statement

Neither Agree nor Disagree Dont know / NA 6 6 6 6 6 6 6 6 6 6 Strongly Agree 5 5 5 5 5 5 5 5 5 5

Strongly Disagree

Disagree

a. The layout of the reading material made it easy to use/read b. The layout of the assessment material made it easy to use/read c. The font size of the material was large enough d. The reading material assisted me to complete the assessment e. The material was easy to understand f. The graphics/pictures were useful g. The graphics/pictures were sufficient in number h. The graphics/pictures were legible i. The materials was free from typing errors j. The material was relevant to my job/workplace

1 1 1 1 1 1 1 1 1 1

2 2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3 3 3

Comments: Please expand on the above points if you rated any of them less than 3
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Agree 4 4 4 4 4 4 4 4 4 4

______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________

Suggested Answers SIRXSLS002A Advise on products and services

1. What are some of the customer requirements you deal with? This should include: Product specifications Pricing Availability Delivery options etc.

2. What product information might a customer require? Specifications Pricing Availability Delivery options Warranty Availability etc

3. Why do you need to know about your products and services? You need to know about your products so that you can sell them successfully. What you need to know about products is what your CUSTOMERS will want to know. 4. What are sales promotions aimed at? Sales promotions are directly aimed at increasing the sales of a specific product or service. They do not particularly aim to increase brand recognition, or change attitude.

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