Content

• Describe the difference between marketing and sales.
• Demonstrate an understanding of the benefits of the selling function to the organisation. 
• Explain the links between sales, customer service and profitability.

Indicative Content
1.1    Provide an overview of the function of marketing and its relationships with sales, including its role in meeting customer needs and expectations and how the function of marketing drives the approach to sales.  
1.2    Describe the function and process of selling and show how it supports marketing through providing customers with a way to purchase products and services, through a variety of different methods.  
1.3    Explain the links between customer service, selling and profitability and consider how strong customer service acts as a selling tool and aids profitability. 
1.4    Describe the different stages in the selling cycle – Pre-sale, Sale and Post-Sale.  

• Explain the stages a customer goes through in order to make a buying decision.
• Demonstrate an understanding of customer requirements in a variety of selling situations.
• Use a range of different question techniques to understand customer needs. 

Indicative Content:
2.1     Explain the process a customer goes through in order to make a buying decision; recognition of the need; information search; evaluating alternatives; making the purchase decision; post-purchase feelings.  
2.2    Recognise the difference between features and benefits in selling situations. 
2.3    Describe the different motives that people have for buying products and services. 
2.4    Explain different ways of asking questions to help understand customer needs: open, closed, soft, hard fact, information seeking and evaluative questions.  

• Demonstrate an understanding of the importance of selling.
• Realise the importance of being proactive within a selling role.
• Describe product and service benefits to customers.
• Handle selling objections.
• Explain how to close a sale.

Indicative Content
3.1    Recognise the importance of looking for selling opportunities in every customer situation. 
3.2    Explain the difference between proactive and reactive selling, selling add-on’s; descriptive selling; up-selling; cross-selling and substitute selling within all sectors and types of businesses. 
3.3    Describe how to sensitively, sympathetically and constructively handle customer objections about products and services that you are selling. 
3.4    Identify different methods for a customer to confirm that they are making their purchase.  

• Demonstrate an understanding of the importance of using effective communications in selling situations.
• Explain how to recognise a customer’s response in selling situations.
• Identify the most appropriate questioning and listening techniques within selling.
• Explain how to handle difficult communication situations.

Indicative Content
4.1    Explain the different forms of verbal and non-verbal communications appropriate to the selling function. 
4.2    Describe how to use your voice effectively in selling situations – pitch, tone and speed.  
4.3    Explain the different forms of non-verbal communications including: gestures, hand signals, posture and facial expressions. 
4.4    Recognise the importance of listening, and how to show the customer that you are listening to them and their needs. 
4.5    Recognise the verbal and non-verbal messages sent by the customer and how to respond to them effectively in order to deal with queries and close sales.  

• Access to Assessment - candidates with particular requirements.