Promote products and services to

customers
D2.TCC.CL1.08
Assessor Manual
Promote products and
services to customers

D2.TCC.CL1.08

Assessor Manual
William Angliss Institute of TAFE
555 La Trobe Street
Melbourne 3000 Victoria
Telephone: (03) 9606 2111
Facsimile: (03) 9670 1330

Acknowledgements

Project Director: Wayne Crosbie

Chief Writer: Alan Hickman
Subject Writer: Alan Hickman
Project Manager/Editor: Alan Maguire
DTP/Production: Daniel Chee, Mai Vu

© William Angliss Institute of TAFE 2011

All rights reserved. No part of this publication may be reproduced, repackaged, stored in a retrieval
system or transmitted in any form by any means whatsoever without the prior permission of the copyright
owner.
This booklet was produced by William Angliss Institute of TAFE to be used for the ASEAN Australia
Development Cooperation Program (AADCP) Phase II: Toolbox Development for a Priority Tourism
Labour Division" Project.

Every effort has been made to ensure that this booklet is free from errors or omissions. However, you
should conduct your own enquiries and seek professional advice before relying on any fact, statement or
matter contained in this book. William Angliss Institute of TAFE is not responsible for any injury, loss or
damage as a result of material included or omitted from this course. Information in this module is current
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Table of Contents
Competency Standard .......................................................................................................... 7
Oral Questions .................................................................................................................... 19
Written Questions ............................................................................................................... 29
Answers to Written Questions ............................................................................................. 37
Observation Checklist ......................................................................................................... 45
Third Party Statement ......................................................................................................... 49
Competency Recording Sheet ............................................................................................ 51

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 Competency Standard

Competency Standard
UNIT TITLE: PROMOTE PRODUCTS AND SERVICES TO CUSTOMERS NOMINAL HOURS: 25
UNIT NUMBER: D2.TCC.CL1.08
UNIT DESCRIPTOR: This unit deals with skills and knowledge required to enable the development of product and service knowledge and
selling skills, and the use of these skills to encourage customers to make purchases that meet identified need within the hotel and travel
industries workplace context.
ELEMENTS AND PERFORMANCE UNIT VARIABLE AND ASSESSMENT GUIDE
CRITERIA
Element 1: Develop product and service Unit Variables
knowledge The Unit Variables provide advice to interpret the scope and context of this unit of
1.1 Identify opportunities to develop product competence, allowing for differences between enterprises and workplaces. It relates to the
and service knowledge unit as a whole and facilitates holistic assessment.
1.2 Describe the benefits of staff having high This unit applies to all industry sectors that promote products and services to customers within
levels of product and service knowledge the labour divisions of the hotel and travel industries and may include:
1.3 Apply formal and informal research 1. Front Office
techniques to gain product and service
knowledge 2. Housekeeping
3. Food and Beverage Service
1.4 Seek customer feedback to supplement
product and service knowledge 4. Food Production
1.5 Share product and service knowledge with 5. Travel Agencies
other relevant internal personnel 6. Tour Operation
1.6 Initiate action to identify changes in Opportunities to develop product and service knowledge may be related to:
customer preferences, needs, wants and
expectations Personal experience
Reading informational brochures and other materials provided by suppliers and
1.7 Contribute to changes to products, manufacturers
services and service standards to meet

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Competency Standard

identified customer needs Reading product labels

Element 2: Develop market knowledge Attending product launches
2.1 Explain the concept of target markets Visiting suppliers, distributors and manufacturers
2.2 Define the concept of niche markets Talking to sales representatives.
Benefits of sales staff having high levels of product and service knowledge will include:
2.3 Describe how promotions and offers may
vary to suit differing target markets Being able to provide professional assistance to customers
2.4 Identify sources of information about Being able to distinguish between alternatives
enterprise-specific target markets Meeting customer expectations
2.5 Describe the demographic characteristics Maximizing selling opportunities
of enterprise target markets Being better able to meet and overcome buying objections.
2.6 Explain the benefits of using target Product and service knowledge may relate to:
markets within an organisation
Tours and transport
Element 3: Promote products and services Conferences and conventions
3.1 Describe promotional initiatives that may Function and entertainment facilities
be used to promote products Shopping and restaurant facilities
3.2 Demonstrate how to develop and produce Food and beverage
a static in-house promotion
Retail shops in properties, such as bottle shops, gift shops, foyer shops, souvenir shops.
3.3 Verbally promote products and/or services Formal and informal research techniques may include:
to customers
Discussions with colleagues, management and customers
3.4 Demonstrate products and/or services to
customers Reading internal enterprise material about products and services
Becoming familiar with customer comments, including complaints
Element 4: Apply selling skills
Reading and researching product data and information provided by suppliers
4.1 Approach the customer in a sales
environment Conducting internal testing to determine quality and differentials
General media research
4.2 Gather information about customer needs,
wants and preferences Developing, distributing and analysing the responses to questionnaires

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 Competency Standard

4.3 Demonstrate selling skills Reading surveys and ratings undertaken by third parties.
4.4 Overcome buying objections
Customer feedback should include:
4.5 Maximize sales opportunities within a
Developing, distributing and analysing the responses to questionnaires
buying situation
Talking to customers and actively seeking their opinion and thoughts on products and
4.6 Close the sale services
Checking internal buying patterns and trends.
Share product and service knowledge should relate to:
Conducting internal staff meetings to share information
Developing paper-based information and data sheets for staff to use
Conducting internal product and service demonstrations
Conducting taste testing of food and beverages
Allowing staff to experience services provided by the organization.
Initiate action to identify consumer changes may include:
Undertaking market research activities
Engaging the services of an external market research company
Tracking trends and changes in internal sales patterns within the enterprise, with
reference to customer databases and/or sales histories, stock usage figures
Initiating customer focus groups or similar
Participating in industry-wide surveys
Obtaining, reading and understanding wider industry market research on changes in
customer preferences.
Contribute to changes to products, services and service standards may involve:
Suggesting evidence-based reasons for change
Preparing presentations to support personal recommendations for change
Ensuring all suggestions for change are supported by a formal rationale and are fully
costed
Developing an action plan for implementation of recommended changes

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Participating in group activities designed to identify and develop relevant changes

Critiquing suggestions made by others.
Concept of target markets may relate to:
Identification of the target markets used by the host enterprise
Identifying points of differentiation between established target markets
Describing why the established target markets were chosen
Explaining how the host enterprise tailors its products and/or services to meet the
identified needs of its target markets
Identifying relevant products and/or services as they apply to each of the host enterprise‟s
designated target markets
Analysing market research that was used as the basis for target market development.
Concept of niche markets should include:
Definition of niche markets
Benefits of identifying and establishing niche markets
Identifying the niche markets that the host enterprise has created and/or established
Identifying how the host enterprise meets the identified needs of their niche markets
explaining how these offerings differ from what is offered to other target markets.
Describe how promotions and offers may vary may relate to:
Consideration of the marketing mix, such as price, place, product, promotion
Identifying the development and research process that underpins offers made to different
target markets
Identifying the monitoring process, and relevant key performance indicators, that
determines whether or not promotions are being effective or not.
Sources of information about enterprise-specific target markets may include:
Internal, historic records, such as sales records, purchase histories, customer databases,
stock records, customer accounts
Customer market research

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Information from support businesses, such as suppliers, distributors, agents, associates,

head office, manufacturers, the wholesale sector, marketing companies
Customer feedback, including paper-based, electronic/online, verbal feedback, customer
complaints and comments.
Demographic characteristics may relate to:
Age
Gender
Marital status, including details of family
Identification of the nature and size of the buying unit, such as company, individual, agent,
wholesale, retail, government, domestic, international
Earning level and/or level of disposable income
Access to credit
Ethnicity, language spoken
Geographic location
Employment, such as type, status
Transport used
Media used
Preferred buying/payment option.
Benefits of using target markets may relate to:
Being better able to meet identified need
Faster and more profitable sales
More satisfied customers
Less waste
Ability to become established as a specialist supplier
Being able to get to know the target better as the level of interaction with them builds
Reducing the likelihood of competitors entering into the marketplace.

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Promotional initiatives may relate to:

Media campaigns
Internal promotions, including static displays, demonstrations, tastings, videos,
competitions, celebrity appearances, „specials‟, packages, events.
Static in-house promotions may include:
Window displays
Table and counter displays
Advertising material that promotes nominated products and/or services
Pricing tickets
Informational and other print-based materials
Use of actual product
Use of appropriate props to support, extend and highlight the product/service being
promoted
Integration with external media and other campaigns.
Verbally promoting products and/or services must include:
Honesty and accuracy in descriptions
Adherence to enterprise policies and procedures governing selling
Using appropriate questioning and listening techniques
Using descriptive phrases
Selling the benefits and not the features
Comparison of products and services
Making suggestions and recommendations
Meeting identified customer need.
Demonstrate products and/or services may involve:
Showing the customer
Involving the customer

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Being active maintaining security and safety throughout the demonstration

Adhering to relevant enterprise policies and procedures
Complying with any relevant host-country legislation.
Approach the customer may include:
Determining and applying appropriate timing of the approach
Greeting and welcoming the customer
Identifying self and making an offer of assistance
Identifying and applying the preferred sales approach, given the factors that apply at the
time
Creating and conveying a positive impression to arouse and/or sustain customer interest
Responding to observed customer buying behaviour.
Gather information relevant to the sale may include:
Applying questioning techniques to determine customer buying motives
Using listening skills to determine customer requirements
Interpreting and clarifying nonverbal customer communication cues
Identifying customers by name where possible and appropriate
Directing customer to specific merchandise.
Selling skills may relate to:
Matching customer needs to appropriate products and services
Communicating knowledge of products‟ features and benefits clearly to customers
Describing product and/or service use and safety requirements to customers
Involving product or service specialist as required
Answering routine customer questions about products and services accurately and
honestly, or refer to more experienced sales staff.
Buying objections may involve:
Identifying and accepting customer objections

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Categorizing objections into price, time and product/service characteristics

Offering solutions according to enterprise policies
Applying problem-solving to overcome customer objections
Using the „feel-felt-found‟ approach.
Maximizing sales opportunities must include:
Recognizing opportunities for making additional sales
Advising customer of complementary products or services, according to customer's
identified need
Demonstrating the ability to make „add on‟ sales, to „up-sell‟, to use „suggestive selling‟
techniques and to use the „ABC‟ approach to maximizing sales
Demonstrating the ability to be an order maker and not just an order taker
Complying with enterprise policies in relation to selling.
Close the sale must include:
Monitoring, identifying and responding appropriately to customer buying signals
Encouraging customer to make purchase decisions through the use of appropriate and
acceptable verbal and non-verbal prompts
Congratulating the customer on their selection
Thanking the customer for their business
Encouraging the customer to return to make further purchases.
Assessment Guide
The following skills and knowledge must be assessed as part of this unit:
Knowledge of the enterprise‟s policies and procedures in regard to promoting and selling
products and/or services
Knowledge of the principles of promotion and selling
Ability to research
Knowledge of communication, negotiation, inter-personal and rapport building skills
Knowledge of product and service knowledge

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 Competency Standard

Knowledge of target markets for the host enterprise

Knowledge of compliance with legal issues of the host country in relation to the promotion
and sale of products and services
Knowledge of differing customer preferences, needs and wants
Ability to meet and overcome buying objections
Ability to make suggestions and recommendations in-line with identified customer wants,
needs and preferences
Ability to apply a variety of acceptable sales techniques that will achieve a win-win
situation without putting pressure on the customer.
Linkages To Other Units
Access and retrieve computer-based data
Develop and update local knowledge
Maintain hospitality industry knowledge
Manage and resolve conflict situations
Promote hospitality products and services
Receive and resolve customer complaints
Provide advice to patrons on food and beverage services
Gather and present product information
Maintain a paper-based filing and retrieval system
Process a financial transaction for services rendered
Process transactions for purchase of goods and services
Process financial transactions
Plan and implement sales activities or campaigns
Prepare and deliver a presentation
Create promotional display stand
Maintain product information inventory
Plan and implement sales activities
Source and present information.

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Critical Aspects of Assessment

Evidence of the following is essential:
Demonstrated ability to develop product and/or service knowledge for a nominated range
of items and be able to apply such knowledge in a sales situation
Demonstrated ability to develop knowledge about the target markets established by the
host enterprise and apply that knowledge in a nominated sales or promotion situation
Demonstrated ability to promote a nominated product and/or service internally within the
host enterprise
Demonstrated ability to promote a nominated product and/or service externally using a
designated medium and within a given budget
Demonstrated ability to effectively sell a nominated range of products and/or services to a
specified target group.
Context of Assessment
This unit may be assessed on or off the job
Assessment should include practical demonstration either in the workplace or through a
simulation activity, supported by a range of methods to assess underpinning knowledge
Assessment must relate to the individual‟s work area or area of responsibility.
Resource Implications
Training and assessment to include access to a real or simulated workplace; and access to
workplace standards, procedures, policies, guidelines, tools and equipment.
Assessment Methods
The following methods may be used to assess competency for this unit:
Case studies
Observation of practical candidate performance
Oral and written questions
Portfolio evidence

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Problem solving
Role plays
Third party reports completed by a supervisor
Project and assignment work.
Key Competencies in this Unit
Level 1 = competence to undertake tasks effectively
Level 2 = competence to manage tasks
Level 3 = competence to use concepts for evaluating

Key Competencies Level Examples

Collecting, organizing and analysing 1 Research, gather and assimilate product and
information service information

Communicating ideas and 2 Provide product and service information to

information customers

Planning and organizing activities 2 Prepare sales approaches

Working with others and in teams 1 Include sales specialists in the selling process

Using mathematical ideas and 1 Calculate selling prices for customers as part
techniques of the selling/negotiation process

Solving problems 2 Overcome buying objections

Using technology 1 Use technology to research and obtain

product and service information

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 Oral Questions

Oral Questions
Student name

Assessor name

Location/venue

Unit of competency Promote products and services to customers

D1.HRS.CL1.13 D1.HOT.CL1.10 D2.TCC.CL1.08

Instructions 1. Ask student questions from the attached list to confirm

knowledge, as necessary
2. Place tick in boxes to reflect student achievement (Competent
„C‟ or Not Yet Competent „NYC‟)
3. Write short-form student answer in the space provided for each
question.

Response
Questions
C NYC
1. Tell me about opportunities you have in the workplace to develop product  
and service knowledge.

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Response
Questions
C NYC
2. What are the benefits of staff in a business having comprehensive and  
accurate product knowledge?

3. What formal and informal research techniques can you use to capture  
product knowledge?

4. Give me an example of how you might obtain customer feedback to help  

build your level of product knowledge for the products and services you
sell.

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 Oral Questions

Response
Questions
C NYC
5. How can a worker who has discovered important new product knowledge  
share this with their work colleagues?

6. What might a business do to identify changes in the needs, wants and  

preferences of their customers?

7. How can a staff member in a workplace contribute to changes to products  

and/or service levels in order to better meet identified customer needs,
wants and preferences?

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Oral Questions

Response
Questions
C NYC
8. What is meant in the workplace by the expression „target market‟? Give  
me an example of a target market in your workplace.

9. What is a „niche market‟?  

10. Give me an example of a promotion or offer that has changed in some  

way to reflect the differing needs of different target markets.

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 Oral Questions

Response
Questions
C NYC
11. What sources of information might you access to find out information  
about the target markets a workplace has identified?

12. Give me five examples of „demographic characteristics‟ of target markets.  

13. What are the benefits for a business of identifying and targeting specific  
target markets as part of its marketing and sales processes?

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Oral Questions

Response
Questions
C NYC
14. What promotional initiatives might a business use to promote a new  
product or service it has introduced to its range?

15. What is a „static in-house promotion‟? When and why might one be used?  

16. Demonstrate (using a product or service of your choice) how you would  
verbally promote a product or service to a customer.

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Response
Questions
C NYC
17. What factors would you take into account when demonstrating a product  
or service to a customer?

18. Demonstrate „an approach‟ to a customer in a sales and promotion  

situation: what would you do and say?

19. How can you gather information about a customer‟s needs, wants and  
preferences as part of the selling process?

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Oral Questions

Response
Questions
C NYC
20. What selling skills might you apply to optimise the likelihood of making a  
sale in a sales situation without putting pressure on the customer?

21. A customer had indicated they like and want the product you are offering  
them, but they believe it is too expensive: how might you respond to this
situation?

22. Describe, using an example of your own choice, the concept of „add-on  
sales‟ when selling to a customer.

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Response
Questions
C NYC
23. What is meant by the concept of „closing a sale‟ and how might this be  
done with a person who is undecided about which of two options they
should purchase?

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Oral Questions

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 Written Questions

Written Questions
Promote products and services to customers – D2.TCC.CL1.08

Student Name: ____________________________________________________________

Answer all the following questions and submit to your Trainer.

1. Identify three opportunities for sales staff to capture and maintain product and service
knowledge?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

2. List three ways staff in a venue can gain personal experience about their
venue/workplace.

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

3. Give three reasons why sales staff should have high levels of product and service
knowledge.

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

4. List three examples of „formal research techniques‟ and three examples of „informal
research techniques‟ staff can use to gain product and service knowledge.

Formal research techniques:

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

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Written Questions

Informal research techniques:

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

5. Answer „Yes‟ or „No‟ to the following statement: Should sales staff seek feedback from
customers to supplement their product and service knowledge?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

6. List three techniques that have proved effective in passing on product and service
knowledge to other workers within a venue or business.

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

7. What is identified in the notes as being „… recognised as the best way to obtain
information about your customer preferences, needs, wants and expectations‟?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

8. What are the five elements of the „5Ps‟?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

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 Written Questions

9. List three activities staff may engage in at their workplace to contribute to changes to
products, services and service standards to meet customer need.

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

10. What is a „target market‟?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

11. What is the term used to describe a market that is a sub-set of a target market, is often
a market very few, if any, other venues are targeting or catering for, and always has
some factor/characteristic (need, want or preference) differentiating it from the rest of
the market?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

12. Explain how the „Marketing Mix‟ can/should be used to enable promotions and offers to
be varied to suit differing target and/or niche markets.

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

13. What is the „Promotional Mix‟?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

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Written Questions

14. Identify three possible sources of information about enterprise-specific target/niche

markets.

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

15. Why is it important for sales staff to know the demographic characteristics of their
target/niche markets?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

16. Identify five demographic characteristics of customers.

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

17. Identify three benefits to venues/businesses of using „target markets‟.

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

18. List three examples of „internal promotions‟ a venue/business may engage in.

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

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 Written Questions

19. Identify three media options a venue/business may use to promote products/services.

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

20. Answer „True‟ or „False‟ to the following statement: „All displays will benefit from
planning‟.

21. What is known as the „basic display format‟ for displays/stands?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

22. Should the items on displays/stands be kept „tight‟ or „loose‟?

____________________________________________________________________

23. Identify three requirements that must always apply in relation to „honesty and
accuracy‟ when verbally promoting products and/or services to customers.

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

24. Answer „True‟ or „False‟ to the following statement: “A key strategy in selling is to 'Sell
the Benefits'”

25. What is the last thing a staff member should do after having demonstrated a product or
service to a customer?

____________________________________________________________________

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Written Questions

26. What is the role of the sales approach?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

27. Your approach to a customer has indicated they are already ready to buy – identify
three ways you might respond to this observed behaviour.

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

28. When gathering information about customer needs, wants and preferences is it best to
start by asking „open‟ or „closed‟ questions?

____________________________________________________________________

29. What are the two factors identified in the notes as being „keys‟ in communicating
knowledge of features and benefits to customers when selling to them?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

30. List three ways sales staff can deal effectively with a „Me, Now‟ customer.

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

31. Answer „True‟ or „False‟ to the following statement: „The first step in overcoming
customer buying objections is to acknowledge and accept the legitimacy of the
objection‟.

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 Written Questions

32. List three „worst things‟ sales staff can do when meeting a customer objection.

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

33. What does the A, the B and the C stand for in the „ABC approach to selling‟?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

34. List three „ground rules‟ to keep in mind when closing a sale.

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

35. What is the name of the closing technique that allows the prospect decide a step at a
time, without pressuring them?

____________________________________________________________________

36. What three things should sales staff do after they have successfully closed a sale?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

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 Answers to Written Questions

Answers to Written Questions

Promote products and services to customers – D2.TCC.CL1.08

The following are model answers only – Trainers/Assessors must use discretion when
determining whether or not an answer provided by a Student is acceptable or not.

1. Identify three opportunities for sales staff to capture and maintain product and
service knowledge?

Any from the following:

Personal experience
Reading
Attending product launches
Attending trade events
Talking to sales representatives
Visiting suppliers, distributors and manufacturers
Talking to others.

2. List three ways staff in a venue can gain personal experience about their
venue/workplace.

Any from the following:

Tasting venue food
Tasting venue beverages
Visiting/staying in accommodation/rooms
Walking around the venue
Viewing venue activities
Being a customer in the venue.

3. Give three reasons why sales staff should have high levels of product and
service knowledge.

Any from the following:

Have confidence in ability to sell and approach customers
Present products and services in an appropriate way meeting identified customer
needs, wants and preferences
Establish a rapport with customers based on confidence and demonstrated
credibility
Engage with customers and build an ongoing relationship encouraging repeat and
return business

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Answers to Written Questions

Show, display or present products and services in such a way that demonstrates
their best features and highlights their appropriateness for potential purchasers
Offer (where appropriate) potential customers the opportunity to test, try or sample
the products or services being considered or offered for sale.

4. List three examples of „formal research techniques‟ and three examples of

„informal research techniques‟ staff can use to gain product and service
knowledge.

Formal research techniques

Any from the following:

Reading surveys and ratings
Administering questionnaires
Conducting internal testing
Evaluating existing external data
Reading internal documentation
Reviewing customer feedback.
Informal research techniques
Any from the following:
Engaging in general discussion
Reading, watching and listening to the media
Reading various literature
Being a tourist in your local area.

5. Answer „Yes‟ or „No‟ to the following statement: Should sales staff seek
feedback from customers to supplement their product and service knowledge?

Yes.

6. List three techniques that have proved effective in passing on product and
service knowledge to other workers within a venue or business.

Any from the following:

Conducting internal staff meetings
Mentioning information at briefings
Developing paper-based information
Conducting internal product and service activities
Allowing staff to experience services
Conducting training sessions.

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 Answers to Written Questions

7. What is identified in the notes as being „… recognised as the best way to obtain
information about your customer preferences, needs, wants and expectations‟?

Market research.

8. What are the five elements of the „5Ps‟?

Product
Price
Place
Promotion
People.

9. List three activities staff may engage in at their workplace to contribute to

changes to products, services and service standards to meet customer need.

Any from the following:

Suggesting evidence-based reasons for change
Preparing presentations to support personal recommendations for change
Participating in group activities designed to identify the need for change
Participating in group activities to develop change.

10. What is a „target market‟?

Target markets are groups of people with similar demographic characteristics that a
business wants to sell to and/or attract to its premises.

11. What is the term used to describe a market that is a sub-set of a target market, is
often a market very few, if any, other venues are targeting or catering for, and
always has some factor/characteristic (need, want or preference) differentiating
it from the rest of the market?

Niche market.

12. Explain how the „Marketing Mix‟ can/should be used to enable promotions and
offers to be varied to suit differing target and/or niche markets.

The 4Ps in the Marketing Mix (Price, Product, Place, Promotion) can be altered
individually or in combination to produce a product/service more readily/effectively
meeting identified customer needs, wants and/or preferences.

13. What is the „Promotional Mix‟?

The Promotional Mix is the range and blend of means selected by a business to
communicate with its target and niche markets.

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Answers to Written Questions

14. Identify three possible sources of information about enterprise-specific

target/niche markets.

Any from the following:

Internal documents
Market research data/findings
Information from support businesses
Customer feedback.

15. Why is it important for sales staff to know the demographic characteristics of
their target/niche markets?

Knowing the demographic characteristics of the target and niche markets helps
determine what they want, how to treat/serve them, what to offer them and what not to
recommend to them.

16. Identify five demographic characteristics of customers.

Any from the following:

Age
Gender
Marital status
Nature and size of the buying unit
Earning level
Access to credit
Ethnicity
Geographic location
Employment
Transport used
Media used
Preferred buying/payment option.

17. Identify three benefits to venues/businesses of using „target markets‟.

Any from the following:

Being better able to meet identified need
Faster sales
More profitable sales
More satisfied customers
Less waste
Ability to become established as a specialist supplier
Being able to get to know the target market better
Reducing the likelihood of competitors entering into the marketplace.

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 Answers to Written Questions

18. List three examples of „internal promotions‟ a venue/business may engage in.

Any from the following:

Static display/stand
Demonstration
Tastings
DVDs or videos
Competitions
Celebrity appearances
Specials
Packages.

19. Identify three media options a venue/business may use to promote

products/services.

Any from the following:

Newspapers
Radio
Television
Workplace website
Social media.

20. Answer „True‟ or „False‟ to the following statement: „All displays will benefit from
planning‟.

True.

21. What is known as the „basic display format‟ for displays/stands?

To create the display in a triangular shape, also known as the „pyramid effect‟.

22. Should the items on displays/stands be kept „tight‟ or „loose‟?

Tight.

23. Identify three requirements that must always apply in relation to „honesty and
accuracy‟ when verbally promoting products and/or services to customers.

Any from the following:

Never lie
Never tell half-truths
Never say a products or service is better than it is
Advice and information supplied must be genuine and not contrived to simply make
a sale

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Answers to Written Questions

Full disclosure is the preferred approach – tell the customer about the good and
the bad
Be ethical in your dealings with everyone
Do not promise what you know the venue/product/service cannot deliver.

24. Answer „True‟ or „False‟ to the following statement: “A key strategy in selling is
to 'Sell the Benefits'”

False.

25. What is the last thing a staff member should do after having demonstrated a
product or service to a customer?

Thank them – for the opportunity or for purchases.

26. What is the role of the sales approach?

The Sales Approach seeks to identify what the customer wants or needs to buy.

27. Your approach to a customer has indicated they are already ready to buy –
identify three ways you might respond to this observed behaviour.

Convert directly into a „closing the sale‟

Provide a brief answer to a direct question
Require the posing of a „closing‟ question.

28. When gathering information about customer needs, wants and preferences is it
best to start by asking „open‟ or „closed‟ questions?

Open questions.

29. What are the two factors identified in the notes as being „keys‟ in
communicating knowledge of features and benefits to customers when selling
to them?

Product knowledge
Practice.

30. List three ways sales staff can deal effectively with a „Me, Now‟ customer.

Any from the following:

Avoid presenting alternatives
Avoid making comparisons
Avoid raising the idea of discounts or Specials deals
Be direct and clear with any advice or information given – use short sentences,
facts and figures
Stop talking – replace talking with doing.

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31. Answer „True‟ or „False‟ to the following statement: „The first step in overcoming
customer buying objections is to acknowledge and accept the legitimacy of the
objection‟.

True.

32. List three „worst things‟ sales staff can do when meeting a customer objection.

Any from the following:

Argue
Run away – that is, stop trying to sell
Get defensive
Display a noticeable change in demeanour
Make rash (and dishonest) promises just to make the sale
Respond with absurd suggestions
Imply that the objections are trite and/or irrelevant.

33. What does the A, the B and the C stand for in the „ABC approach to selling‟?

A = Automatic
B = Bettered
C = Created.

34. List three „ground rules‟ to keep in mind when closing a sale.

Any from the following:

Expect to make the sale
Stay focussed
Accept it is the customer‟s decision to buy
The sale must be mutually beneficial
No-one sells every time
Use verbal and non-verbal prompts.

35. What is the name of the closing technique that allows the prospect decide a step
at a time, without pressuring them?

The „If‟ technique.

36. What three things should sales staff do after they have successfully closed a
sale?

Congratulate the customer

Thank the customer
Encourage return business.

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 Observation Checklist

Observation Checklist
Student name

Assessor name

Location/venue

Unit of competency Promote products and services to customers

D1.HRS.CL1.13 D1.HOT.CL1.10 D2.TCC.CL1.08

Dates of observation

Instructions 1. Over a period of time observe the student completing each of

the following tasks:
a) Develop product and service knowledge
b) Develop market knowledge
c) Promote products and services
d) Apply selling skills
2. Enter the date on which the tasks were undertaken
3. Place a tick in the box to show they completed each aspect
of the task to the standard expected in the enterprise
4. Complete the feedback sections of the form, if required.

Did the candidate Yes No

Element 1: Develop product and service knowledge

Identify opportunities to develop product and service knowledge  

Describe the benefits of staff having high levels of product and service  
knowledge

Apply formal and informal research techniques to gain product and service  
knowledge

Seek customer feedback to supplement product and service knowledge  

Share product and service knowledge with other relevant internal personnel  

Initiate action to identify changes in customer preferences, needs, wants and  

expectations

Contribute to changes to products, services and service standards to meet  

identified customer needs

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Observation Checklist

Element 2: Develop market knowledge

Explain the concept of target markets  

Define the concept of niche markets  

Describe how promotions and offers may vary to suit differing target markets  

Identify sources of information about enterprise-specific target markets  

Describe the demographic characteristics of enterprise target markets  

Explain the benefits of using target markets within an organisation  

Element 3: Promote products and services

Describe promotional initiatives that may be used to promote products  

Demonstrate how to develop and produce a static in-house promotion  

Verbally promote products and/or services to customers  

Demonstrate products and/or services to customers  

Element 4: Apply selling skills

Approach the customer in a sales environment  

Gather information about customer needs, wants and preferences  

Demonstrate selling skills  

Overcome buying objections  

Maximize sales opportunities within a buying situation  

Close the sale  

Did the student‟s overall performance meet the standard?  

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 Observation Checklist

Feedback to student and trainer/assessor

Strengths:

Improvements needed:

General comments:

Candidate signature Date

Assessor signature Date

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Observation Checklist

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 Third Party Statement

Third Party Statement

Student name:

Name of third party: Contact no

Relationship to  Employer  Supervisor  Colleague  Other

student: Please specify:_______________________________________________
Please do not complete the form if you are a relative, close friend or have a conflict of
interest]

Unit of competency: Promote products and services to customers

D1.HRS.CL1.13 D1.HOT.CL1.10 D2.TCC.CL1.08

The student is being assessed against industry competency standards and we are seeking
your support in the judgement of their competence.
Please answer these questions as a record of their performance while working with you.
Thank you for your time.

Do you believe the trainee has demonstrated the following skills? Not
Yes No
(tick the correct response] sure

Takes opportunities to develop product and service knowledge using   

formal and informal research techniques and customer feedback

Shares product and service knowledge with others   

Takes action to identify changes in customer preferences, needs,   
wants and expectations

Contributes to changes to products, services and service standards to   

meet identified customer needs

Develops knowledge about and describes the demographic   

characteristics of different workplace target markets

Describes how promotions and offers may vary to suit differing target   
markets

Realises the benefits of using target markets within the business   

Promotes products and services using appropriate promotional   
initiatives including use of verbal promotion to customers

Develops and produces in-house static promotions   

Demonstrate products and/or services to customers   
Applies standard and effective selling skills to sell products and   
services

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Third Party Statement

Comments/feedback from Third Party to Trainer/Assessor:

Third party signature: Date:

Send to:

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 Competency Re cording Sheet

Competency Recording Sheet

Name of Student

Name of Assessor/s

Unit of Competency Promote products and services to customers D1.HRS.CL1.13 D1.HOT.CL1.10 D2.TCC.CL1.08

Date assessment commenced

Date assessment finalised

Assessment decision Competent / Not Yet Competent (Circle one)

Follow up action required

(Insert additional work and
assessment required to achieve
competency)

Comments/observations by
assessor/s

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Competency Recording Sheet

Place a tick () in the column to reflect evidence obtained to determine Competency of the student for each Performance Criteria.

Observation 3rd Party Oral Written Work

Element & Performance Criteria Other
of skills Statement Questions Questions Projects

Element 1: Develop product and service

knowledge

Identify opportunities to develop product and service

knowledge

Describe the benefits of staff having high levels of

product and service knowledge

Apply formal and informal research techniques to gain

product and service knowledge

Seek customer feedback to supplement product and

service knowledge

Share product and service knowledge with other

relevant internal personnel

Initiate action to identify changes in customer

preferences, needs, wants and expectations

Contribute to changes to products, services and

service standards to meet identified customer needs

Element 2: Develop market knowledge

Explain the concept of target markets

Define the concept of niche markets

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 Competency Re cording Sheet

Place a tick () in the column to reflect evidence obtained to determine Competency of the student for each Performance Criteria.

Observation 3rd Party Oral Written Work

Element & Performance Criteria Other
of skills Statement Questions Questions Projects

Describe how promotions and offers may vary to suit

differing target markets

Identify sources of information about enterprise-

specific target markets

Describe the demographic characteristics of

enterprise target markets

Explain the benefits of using target markets within an

organisation

Element 3: Promote products and services

Describe promotional initiatives that may be used to

promote products

Demonstrate how to develop and produce a static in-

house promotion

Verbally promote products and/or services to

customers

Demonstrate products and/or services to customers

Element 4: Apply selling skills

Approach the customer in a sales environment

Gather information about customer needs, wants and

preferences

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Competency Recording Sheet

Place a tick () in the column to reflect evidence obtained to determine Competency of the student for each Performance Criteria.

Observation 3rd Party Oral Written Work

Element & Performance Criteria Other
of skills Statement Questions Questions Projects

Demonstrate selling skills

Overcome buying objections

Maximize sales opportunities within a buying situation

Close the sale

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