Element 1.

2
Explain and Match Services and Products to Customer Needs

 Modern organisations offer wide range of products

and services
 Employees needs to know their organisation’s full
range, in detail to explain to customers
 Product knowledge should include technical aspects
and suitability for different uses and purposes
 Employees should clarify customers’ needs and
preferences
 Some customers are clear about what they want,
others need more help
Learn About Products and Services
 Needs a satisfactory level of literacy, numeracy and
information and communication technology (ICT)
skills
 Need to read and understand written material about
products, eg manufacturers’ instructions, safety
information and cleaning or care instructions.
 Need to then interpret and relate information to
customers
 Need to use email and internet for communication
 Product and Service Knowledge
 For example, salespeople in a camping store need to
know about the broad range of sleeping bags available
(different sizes and prices) and details about each type
(temperature ratings, materials used, weight,
waterproof ratings and reviews)
 Update by:
– Formal training prior to employment
– Product training from suppliers
– In-house training provided by employer
– On-the job training and experience
 Decision-making Process
 Significance of purchase will affect the amount of
thought or consideration given
 Process:
– Recognition there is a need
– Search for information
– Compare alternatives
– Purchase
– Evaluate after purchase
 Suggest Alternatives
 Take care not to pressure customers into unwanted
purchases
 Suggest appropriate alternatives
 Some occupations have reputations for sales at any cost
culture
 You need:
– Current product/service knowledge
– Established networks to provide customers with
information and support to make their purchase decision
– Communication skills to present information
 Practice Task 2
 Imagine you are the manager of a small residential building
and construction company inducting an inexperienced
junior sales employee. You have noticed that
communicating with customers is sometimes a challenge
for new, inexperienced sales staff
– List four tips you would give this employee to ensure
their communication with customers is of a high
standard and effective in meeting the customers’ needs
– Why is it important for employees to explain and match
available services and products in order to meet
customer needs?