SIRXSLS004A-e Build Relationships With Customers

National WRAPS, 2008
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Modification and distribution of this document is permitted within the terms specified in the
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Operations Manager
Services Industries Skills Council
Level 10, 171 Clarence St
Sydney NSW 2001
Phone: +61 2 8243 1210 Fax: +61 2 8243 1299
www.serviceskills.com.au e-mail: info@serviceskills.com.au
The views in this work do not necessarily represent the views of National WRAPS or the
Services Industries Skills Council. National WRAPS and the Services Industries Skills Council
do not give warranty nor accept any liability in relation to the content of this work.
Published by: Services Industries Skills Council

Level 10, 171 Clarence St
Sydney NSW 2001
Phone: +61 2 8243 1210 Fax: +61 2 8243 1299
www.serviceskills.com.au e-mail: info@serviceskills.com.au
Title: Learner Guide SIRXSLS004A-e Build relationships with customers

(electronic copy)
ISBN: 978-1-74160-174-9
First published: October 2008
Print Version No: 1
SIRXSLS004A Build relationships with customers
Contents
SIRXSLS004A Build relationships with customers ..................................... 1
About this learner guide ................................................................................... 1

About the learning activities ............................................................................. 1
About the workplace ........................................................................................ 1
About assessment ........................................................................................... 2
Additional resources ........................................................................................ 3
Section A: Establish rapport with customers ............................................... 5
Step 1: Establish relationships with customers............................................ 5

Step 2: Maintain professional ethics............................................................ 8
Step 3: Clarify customer needs ................................................................. 10
Step 4: Maximise sales opportunities ........................................................ 14
Step 5: Customer purchase evaluation ..................................................... 16
Step 6: Close the sale ............................................................................... 17
Section B: Apply expert knowledge............................................................. 21
Step 1: Provide accurate information ........................................................ 21

Step 2: Apply detailed knowledge of supplier ............................................ 23
Step 3: Evaluate product range................................................................. 25
Step 4: Maximise customer interest .......................................................... 29
Step 5: Calculate prices and discounts ..................................................... 30
Section C: Provide post sales support ........................................................ 33
Step 1: Advise customer of ongoing support ............................................. 33

Step 2: Explain back up service to customer ............................................. 35
Step 3: Follow up customer and provide contact details............................ 37
Step 4: Enter customer/transaction details onto database ........................ 39
Section D: Plan sales demonstrations ........................................................ 41
Step 1: Plan presentation to complement product ..................................... 41

Step 2: Select client group ........................................................................ 44
Step 3: Distribute promotional materials ................................................... 45
Step 4: Select and prepare products/services to present .......................... 47
National WRAPS, 2008 Version 1 i

Learner Guide
Section E: Implement sales presentations ................................................. 49
Step 1: Brief support staff ......................................................................... 49

Step 2: Communication skills .................................................................... 52
Step 3: Demonstrate products/services to create a buying environment ... 53
Step 4: Review performance of sales presentation ................................... 55
Section F: Maintain and use customer database ...................................... 57
Step 1: Maintain customer confidentiality .................................................. 57

Step 2: Develop, maintain and store customer records ............................. 59
Step 3: Identify and follow up regular customers....................................... 61
Step 4: Provide product information to customers..................................... 62
Step 5: Implement customer clubs and reward schemes .......................... 63
Section G: Deal with difficult customers ................................................. 65
Step 1: Acknowledge customer complaints/problems ............................... 65

Step 2: Use active listening and encourage customers to talk .................. 67
Step 3: Develop customer confidence ...................................................... 68
Step 4: Establish mutually successful resolution ....................................... 69
Learning activities: suggested answers ........................................................ 71
ii Version 1 National WRAPS, 2008

About this learner guide

This learner guide covers the unit of competency, SIRXSLS004A Build relationships with
customers, which is part of the SIR07 Retail Services Training Package.
It is an elective in the following qualification:
SIR20307 Certificate III in Retail
This guide has been designed to help you develop the skills and knowledge required to build
relationships with customers. It covers the following elements of competency:
1. Establish rapport with customers
2. Apply expert knowledge
3. provide post sales support
4. Plan sales presentations
5. Implement sales presentation
6. Maintain and utilise a customer database
7. Deal with difficult customers
About the learning activities

The learning activities in this guide are based around workplace practices. Many activities
ask you to use a situation or case study from your organisation to apply the skills and
knowledge you are learning to your workplace. Always check with your supervisor or trainer as
to the company policies and procedures, which may impact on how some learning activities
are completed, or govern the building of relationships with customers, and the use of
confidential customer details in a learning situation.
Your supervisor or trainer will inform you how and when learning activities are to be
completed. For instance, your supervisor or trainer may request that all learning activities are
to be documented in a separate workbook, thereby completing a portfolio of evidence, which
you will be able to refer back to, or add to in the future. This will become a valuable tool in
helping you to evaluate and improve your performance.
About the workplace

This guide is structured to allow you to develop the skills and knowledge required to use
advanced sales techniques, to build relationships with customers. You will be required to
apply your expert product knowledge in relation to customers, including difficult customers,
maintaining a database and conducting sales presentations.
National WRAPS, 2008 Version 1 1

Learner Guide
This unit applies to senior sales personnel. You will be required to provide accurate product
information to customers by developing and maintaining your expert product knowledge.
You will also be required to use your expert product knowledge to communicate, build
positive relationships with customers, plan and implement sales presentations, provide post
sales support, and resolve complaints.
In order to achieve competency in this unit, the learner must demonstrate the ability to:
build a return customer base through building rapport with customers, expressing
genuine interest in their requirements.
maximise sales opportunities by clarifying customer needs and preferences, using
add-on and complimentary sales techniques and effectively closing sales.
maximise customer interest in products and services by providing accurate product
information, providing details of supplier or manufacturer information and
demonstrating features and benefits.
accurately calculate and negotiate prices and discounts, offering payment or credit
options according to store policy.
provide post sales support to customers, including back up services and store or
salesperson contact details.
accurately enter customer and transaction details into customer database. Maintain
the database and use this information to inform customers of products, services and
loyalty schemes.
plan and implement sales presentations which reflect product characteristics, client
group, store merchandising policy and promotional materials.
create interest by using effective communication, demonstration and briefing support
staff.
produce positive outcomes when dealing with difficult customers by acknowledging
complaints, using questioning and active listening techniques, develop customer
confidence, and establishing a mutually acceptable resolution.
About assessment
This guide contains a range of learning activities that support you in developing your
competence. When completing these activities, it is important to gain feedback from your
supervisor or trainer to ensure you are developing the skills and knowledge that are particular
to your workplace. Your trainer may use all or some of these learning activities as part of your
assessment, or modify them to suit your workplace.
For valid and reliable assessment of this unit, a range of assessment methods should be
used to assess practical skills and knowledge.
2 Version 1 National WRAPS, 2008

Your assessment may be conducted through a combination of the following methods:

Observation of performance in the workplace
Third-party reports from a supervisor
Written or verbal questioning to assess knowledge and application of advanced sales
techniques to build relationships with customers
Portfolio of evidence showing knowledge and application of advanced sales
techniques to build relationships with customers.
The assessor should inform you of the timing and location of your assessment. If you feel you
are not yet ready for assessment, discuss this with your supervisor or trainer.
Additional resources
The following resources provide access to information which can support you in completing
the learning activities in this guide. The resources can be accessed through the Web, public
libraries or collections held in your workplace, or by the RTO you are enrolled with to complete
your training.
Accessing websites requires caution as information contained on them can be biased

according to the purpose of the website, or can quickly become outdated. The currency of the
site may be checked by referring to information regarding the most recent update.
You should also maintain your own list of any additional resources.
Books
Malouf, Doug 2001, How to sell stacks and stacks of anything, Business + Publishing,
Warriewood, NSW.
Roberts-Phelps, Graham 2001, Customer Relationship Management: How to Turn a Good

Business Into a Great One! Hawksmere, London.
Sjodin, T.I. 2000, New Sales Speak: The 9 Biggest Sales Presentation Mistakes and How to
Avoid Them, John Wiley, New York.
Cartwright, Roger 2000, Mastering Customer Relations, Macmillan, Basingstoke.
Stanley, John 1999, Just about Everything a Retail Manager Needs to Know, Plum Press,
Toowong.
Websites (viewed October 2008)
Retail industry (about.com) <http://retailindustry.about.com/>
U.S. site with reference information on a wide range of topics relating to the retail industry,
including: career information, retail news and education.

Section A: Establish rapport with customers

The six steps to establishing rapport with customers are:
Step 1 Establish relationships with customers
Step 2 Maintain professional ethics
Step 3 Clarify customer needs
Step 4 Maximise sales opportunities
Step 5 Customer purchase evaluation
Step 6 Close the sale
Step 1: Establish relationships with customers

Retailing 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 stores 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 store?
The customers experience will be determined by several factors. These can be classified
under the following headings:
Personal
Professional
The qualities of the store 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 store is an individual. As such they will have different
expectations of you and the store 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 the salesperson and form an impression, based on your tidiness and
knowledge of the products.

Learner Guide
Learning Activity A1.1: Qualities a customer may look for

Under the headings provided, list five qualities that a customer in your store may be looking
for.
1. Personal
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
2. Professional
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
3. Store Qualities
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
Check possible answers and examples at the back of this guide in the section Learning
Activities: suggested answers.

Learning Activity A1.2: First impressions

Each store may have specific policies or procedures for approaching customers.
Ask your coach/trainer to tell you the policies and procedures you must follow and write them
in the space below:
Store Policy for Approaching Customers
What I need to do:
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
What I need to say:
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
Discuss the following question with your coach/trainer and write your answer below.
What can you do to ensure you make a good first impression?
I will always try to:
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________

Learner Guide
Step 2: Maintain professional ethics

It is integral to your success as a salesperson that you are able to maintain professional
ethics. These ethics include:
Honesty
Knowledge of products and services
Positive attitude.
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.
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.
Name a person in your workplace who you could approach, should you encounter a difficult
question
Name:
_____________________________________________________________________
Position in Store:
_____________________________________________________________________
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 as the salesperson, and therefore in your store.
Learning Activity A2.1: The shopping scenario

Today you are shopping for a 21st birthday present for a good friend and you want it to be very
special.
You enter a poorly-lit gift shop, as you had read their product catalogue beforehand. The shop
appears cluttered and untidy. Automatically, you begin thinking about how it could be
improved. The salesperson is busy serving another customer, and appears oblivious to you
entering the store.

Looking around the store, you notice that many of the shelves that stocked the catalogue
items are empty and very mixed up. After ten minutes you finally gain the salespersons
attention and ask about a number of the advertised items. The salesperson appears
indifferent; not rude but not friendly. She asks which item you are interested in. You explain
that you are interested in the Lava Lamp for $90.00, however the shelf is empty. You ask
about the possibility of ordering one and getting it in two weeks time. You also ask if it will
still be the $90.00 catalogue price.
The salesperson promises you it will be at the store in two weeks time and it will still be the
catalogue price. You seek reassurance as two weeks is the date of the 21st and you cannot
go to the party without the lamp. You also mention that two friends are each contributing
$30.00 so $90.00 is the budget for the present.
Two weeks later you arrive at the store. The Lava Lamp is there (much to your relief), and
actually has been for four days. When you go to pay you are charged $115.00. You explain
that the other sales assistant promised you could have it for the catalogue price, $90.00. You
are told that she had no right to do that, the lamp is $115.00. This puts you in an
embarrassing situation with your friends, so you pay the extra $25.00 yourself, in order to
have the gift for the party that night.
In the space provided, rewrite the scenario, turning it into a positive scenario for the
customer.
Shopping scenario
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________

Learner Guide
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Show both scenarios to your coach/trainer and discuss the differences.
Step 3: Clarify customer needs

In order to clarify your customers needs and preferences accurately, you need to exhibit the
following:
acknowledge the customers presence
ask appropriate questions
listen actively
show empathy
be reassuring
confirm what the customer wants/needs
Acknowledge the customers presence

Your store may have a set format where all customers receive the same acknowledgment, or
your store may allow the salesperson to decide on the type of acknowledgment depending on
the situation. Some stores may have guidelines on the timing of acknowledgment of
customers.
Ask the customer appropriate questions

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 non-threatening 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 - perhaps the customer needs more time to
browse in the store.
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.
Learning Activity A3.1: Asking questions to achieve a sale

Read the following scenario which demonstrates a good questioning technique.
Salesperson: Good afternoon. I see you are looking at our new range of cutlery. Which style
do you prefer?
Customer: They are all very nice.
Salesperson: Is the cutlery to match a dinner set?
Customer: Yes, its a Blue Willow style.
Salesperson: The blue would match as well as the white, what do you think?
Design a logical questioning technique as above for a product that you sell in your store. Use
the space provided.
Salesperson:
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
Customer:
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
Salesperson:
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
Customer:
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________

Learner Guide
Salesperson:
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Customer:
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Learning Activity A3.2: Different types of questions

Observe a number of sales being conducted until you have experienced the use of each type
of question, then write down what the salesperson found out by using:
1. Open Questions:
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
2. Closed Questions
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
3. Reflective Questions
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________

Listen actively
During a sales 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, for example, yes, I understand.
Maintaining good eye contact.
Learning Activity A3.3: Listening skills

A customer enters your store and tells you that he is looking for a good quality, easy to use
iron. Every iron he has ever bought seems to break within a year, however he has never paid
very much for them. He says he hates ironing, and wants a good iron this time to make things
easier. He doesnt want too many gadgets or knobs on it, but wants a good quality one. He
also doesnt want one that breaks down every year.
In the space provided below, write down what you think the two main needs are:
1.
_____________________________________________________________________________
_____________________________________________________________________________
2.
_____________________________________________________________________________
_____________________________________________________________________________

Learner Guide
Show 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.
Be reassuring
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.
As a salesperson, 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

While 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.
Step 4: Maximise sales opportunities

To maximise sales opportunities you need to use add-on and complementary sales
techniques. You also need to refine your approach by using strategies which will maximise
your opportunities for making sales.
Selling add-ons
In most retail environments there are many opportunities for selling add-ons. Selling add-ons
is a matter of thinking on your feet.
There are two ways of selling add-ons:

1. Selling lines related to another purchase (complementary products); or
2. Selling unrelated lines.
A related add-on purchase or complementary product could be:
Add-on Item Sold
Batteries Radio
Book-mark Book
Conditioner Shampoo
An unrelated purchase add-on could be promotional lines or new releases.

Learning Activity A4.1: Offering complementary products or

services
List five products/services that you sell in your workplace. Write down three complementary
products/services that you will recommend and explain your method of doing so.
Complementary
Product name How you will introduce
products/services
1.
2.
3.

Learner Guide
Complementary
Product name How you will introduce
products/services

Step 5: Customer purchase evaluation

Customers must be given space and time to evaluate their decision to purchase. This time
that the customer needs is most important and should be used to maximum advantage for
the customer and the store.
Once the customer has indicated to you that you have met all of their needs at this moment,
it is time to give them a little time or space so that they can evaluate their decision to
purchase.
Every customer will require different treatment with respect to this. Some may require a lot of
time whilst others will need very little.
The customers actions will indicate to you the way they may be feeling. Strong buying signals
could include:
reaching for a wallet/purse
carrying the items towards a counter
exhibiting possessive behaviour toward the item(s)

Learning Activity A5.1: Customer purchase evaluation

Discuss the notion of customer purchase evaluation with your coach/trainer.
In the space provided, summarise the results of your discussion.
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
Step 6: Close the sale

Sometimes salespeople who are otherwise very capable experience difficulties when it comes
to closing a sale. This is largely due to them wondering if the time is right and not wanting to
rush their customers, or scare them away.
Listed below are some useful techniques for closing a sale:
1. Direct Order
This involves asking a direct question, eg So would you like to take these now?
2. Active
This involves the customer by involving them with the merchandise. For example, it could
involve handling the goods or practising using the product.

Learner Guide
3. If
This involves letting the customer decide one step at a time, e.g. If you wanted to take the
computer now, we can order the printer and you could collect it next week or If you wanted
to take one now to try it out, we can put the others away for you.
4. Alternative
This involves offering the customer a choice, for example, will that be the size 12 or the size
14?
5. Difficulty
This involves advising the customer of deadlines such as the end of a sale or the limited
supply of goods. For example, we only have one in stock, and its a discontinued line so we
wont be able to get any further stock at this stage.
It is very important that you use this technique only when a deadline truly does apply you
must take care to tell the truth.
6. Assumptive
This involves assuming that the customer will buy and offers further advice or a related
product or service. For example, would you like me to wrap that for you? or we can alter the
trousers for you. When would you like to pick them up?
Being positive during the closing of a sale and using positive closing techniques will save
both you and your customer time.
Learning Activity A6.1: Closing techniques

Select four closing techniques and write down what you would say to a customer.
Closing technique When I use this closing technique, I will say:
1.
2.

Closing technique When I use this closing technique, I will say:
3.
4.

Section B: Apply expert knowledge

The five steps to applying expert knowledge are:
Step 1 Provide accurate information
Step 2 Apply detailed knowledge of supplier
Step 3 Evaluate product range
Step 4 Maximise customer interest
Step 5 Calculate prices and discounts
Step 1: Provide accurate information

In this step you are asked to provide accurate information to customers regarding issues
such as appraisals, warranties and guarantees.
Your ability to provide correct and accurate information will depend upon your level of
knowledge; you will also need to be familiar with your stores policies and procedures in these
areas.
Many products that you sell may be covered by warranties or guarantees.
A warranty or a guarantee is a promise or assurance, usually given in writing by the

manufacturer that something is of a specific quality. It generally includes an undertaking to
make good any defects that may arise under certain conditions.
A warranty or guarantee may become a powerful advertising and marketing tool because it
shows that you believe in the products that you sell.
It is important that you make your customer fully aware of the fact that a Warranty or
Guarantee covers the product that they may be interested in.
You also need to explain to your customer in detail what this means for them.
There are two types of warranties:
1) Express warranty: This is a warranty given voluntarily by a retailer/manufacturer that

promises to correct any problems should they arise.
2) Implied warranty: This is a guarantee that the manufacturer will ensure that every
product provided is suitable for the purpose for which it is sold. Under the Sale of Good
Act and the Trade Practices Act the implied warranty states that a store that sells
products, other than at auction, is automatically implied into a contract between the
seller and the purchaser.

Learner Guide
Learning Activity B1.1: Warranties

1. Consider the range of products that you sell, and identify products that are covered by
express and implied warranties. List your results below.
Express warranty
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
Implied warranty
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
2. For one of the products covered by an express warranty, specify any terms and
conditions attached to the warranty.
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
It is very important that customers know exactly what their legal rights are if they have
purchased a product covered by a warranty or guarantee.
When explaining to a customer at the point of sale about the warranty or guarantee, it is
important that you are as honest and truthful as you can be, and that you keep within legal
requirements, as well as your stores policies.
Should the need arise and a customer returns a purchase that is under your warranty or
guarantee, it is vital that you possess the skills to accurately appraise the item and provide
advice.
Each retail store, as well as having legislative regulations, will have their own internal policies.
Ensure that you are aware of what these regulations are and that policies are in place to
address such situations should they arise.

Step 2: Apply detailed knowledge of supplier

As you are undoubtedly aware, the definition of a supplier is the organisation from which the
retailer buys the stock.
A manufacturer is a producer or maker of goods. In some cases, a supplier and a

manufacturer can be the same.
You need to be able to demonstrate a detailed knowledge of the suppliers and

manufacturers of the products that you sell, so that you can assist customers effectively.
The information that customers may require include:

policies and procedures for warranties and guarantees
delivery lead times
ownership of manufacturer/supplier
country of production/manufacture
methods of production/manufacture
Also, it is important that you bear in mind commercial confidentiality.
Learning Activity B2.1: Suppliers

In the table below, list three items that you sell in your store. List also the suppliers and
manufacturers. Highlight your answer if you note that the supplier and manufacturer are the
same.
Item Supplier Manufacturer

1.
2.
3.

Learner Guide
Learning Activity B2.2: The unhappy customer

Scenario:
Michael recently bought a CD player from his local major department store. On the day he
bought it, he noticed the tracks kept jumping. He took it back to the store immediately and
they replaced it.
Two months later the replacement CD player started doing the same thing. Michael once
again took it back to the store, along with his purchase docket, and asked for it to be
exchanged again. The shop assistant explained that this was not policy after the period of
time that had elapsed, however, the CD player was still under warranty and she would
happily send it back to the supplier for repair.
One month and several telephone calls to the store later, Michael is still without his CD
player. He returns to the store in a grumpy mood and demands to know the name of the
supplier who has his CD player. He is sick of the hold-up and wants to go direct. He is angry
at the department store also, as he does not believe they have been as helpful as they could
have been. The sales assistant whispers to Michael that it is against company policy, but if
he keeps quiet she will give him the phone number.
Answer the questions on the following page:
The unhappy customer
1. What could the store have done to alleviate Michaels anxiety, and prevent him from
getting so angry?
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
2. What are the consequences of the sales assistant giving out the suppliers phone
number against store policy?
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________

3. How would you approach the sales assistant about her inappropriate action?
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
4. In the space provided below, outline your store policy on supplier/manufacturer

commercial confidentiality.
_________________________________________________________________________
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Step 3: Evaluate product range

In order to recommend a suitable product to the customer, you will need to be able to
evaluate your product range in the light of the customers needs.
This requires that you have a high level of product knowledge and a good understanding of
the needs of the customer.
Learning Activity B3.1: Evaluate product range

Think of one product that you sell in your store and answer the following questions about the
product. Write your answers in the space provided.
1. What is the product used for?
_________________________________________________________________________

Learner Guide
2. How does the product work?
__________________________________________________________________________
3. Whereabouts in the store is the product display?
__________________________________________________________________________
4. What are the major properties of the product?
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5. Does it come in a range of colours?
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6. How much does it cost?
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7. Does it come in other brands?
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8. If so, how does it compare?
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9. What is the availability?
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10. Have you had any customer feedback on this product?
__________________________________________________________________________
11. What do you think about the product?
__________________________________________________________________________
12. What are the care instructions?
__________________________________________________________________________
13. Does it have a Warranty or Guarantee?
__________________________________________________________________________

Evaluate product range

As a professional salesperson, you should be able to answer the above questionnaire on
every single product that you sell in your store/department.
Some questions may not be relevant to some products but the bottom line is that if you can
answer the above questions you know your stock.
Features and Benefits of Products

Products have both features and benefits and as a salesperson it is important to know the
difference between them.
The definition of a feature is the physical or measurable characteristic of a product or

service.
A benefit, on the other hand, is what a feature of the product can do for the customer and
how easily it can be used. There may be more than one benefit for each feature.
As a salesperson, you convert features into benefits for the customer to maximise the selling
potential of the product.
For example, a dishwasher could have the following features:

A super-silent motor
Ten different wash programs
Two separate drawers which can operate independently
Its benefits would be:

No irritating noise.
Can control the cycle depending upon the dishes, for example, heavily soiled, pots,
pans or lightly soiled.
Capable of handling small loads in a more energy-efficient manner.
In order that you convert these features into benefits, you need to make up a benefit
statement.
An example could be:
The dishwasher has a super-silent motor which means that it will not make noise which
interferes with the household. It has many programs so you can choose the cycle depending
on how dirty the dishes are. Its two separate drawers mean that you can do a small load only,
and not waste power and water.
The statements in bold indicate the types of comments that you can make to convert
features into benefits.

Learner Guide
Learning Activity B3.2: Features and benefits

Choose a product that you sell in your store. Enter the name of the product in the space
provided below, and answer the following questions.
The product I have chosen is:
_________________________________________________________________
1. List four features of this product:
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__________________________________________________________________________
__________________________________________________________________________
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2. List four benefits of these features:
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3. Create a benefit statement linking the features and benefits together.

Underline the benefits.
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Step 4: Maximise customer interest

An important part of selling is to maximise the customers interest in the product. Once you
have recommended or demonstrated a product to a customer, it is important to maintain
their interest.
One means of doing this is to provide them with information on how you can make the
purchase more affordable or convenient. The methods you could use include:
negotiating prices or discounts
advising the customer of payment or credit options offered by your store
Your store will have its own policies and procedures on negotiating price.
Some of the options available include:
matching competitors price
offering discounts for cash payment
offering discounts upon request
If you are involved in negotiating prices with customers, you will need to have a strong
understanding of your stores pricing policies and margins.
It is also necessary that you are fully aware of the available payment options. Some of the
payment options may include lay-by, credit card facilities, or interest free terms.
Learning Activity B4.1: Maximising opportunities for a sale

Scenario:
A customer enters your store looking for a middle price range, good quality dishwasher. He
wants a sturdy machine that has a choice of cycles and is preferably Australian made.
You demonstrate a number of machines and the customer appears very interested in one
particular model, which is marked at $1799.00.
However, he seems concerned about the price, explaining that he has a budget of $1500.00
which he has saved in preparation for the purchase.
He starts to look at another product instead, which is marked at $1000.00. You know that
this dishwasher will not meet all of his needs.
In the space provided below, write exactly how you could maximise the customers interest in
the product that you have recommended.
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
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Learner Guide
Step 5: Calculate prices and discounts

Pricing policies vary according to the type of store and the goods sold. Whatever the policy is
for a retail organisation, it rarely changes. Customers expect certain prices at certain stores.
It is most important that the pricing of goods in your store that are on sale are correct and
clear to the customer.
The pricing of goods starts with the markup and margin (or estimated gross profit).
Markup
Markup is the amount that is added to the cost price of goods to give a selling price that
meets the stores profit requirements. In retail, profits are only made through selling, so the
markup must be high enough to provide for all expenses of operating the store, plus profit. A
good example is as follows:
Glens Shoe Store

Merchandise cost: $50,000
Operating expenses: $ 5,000
To break even, must sell goods for: $55,000
The profit then depends on how much in excess of $55,000 Glen can sell his shoes for.
Discounts
If a product has been discounted, it is usually because the retailer has been able to access a
special price (maybe the store received a quantity discount). Calculating the real price would
then include:
Cost of goods purchased: $50,000
Less quantity discount $ 2,500
$47,500
Freight costs: $ 500
Total cost: $48,000
It is relevant to note that discounts are taken off before freight is added.
This is because freight does not incur discount rates.

Discount to Customers
In line with store policy, the retailer may at particular times offer discounts to their customers.
A particular line may attract a 10% discount. The item may be $150.00, and thus with a 10%
discount it would be $135.00.
Cost Price, Selling Price and Markup

The cost price is how much the item cost the retailer. The selling price is how much the
retailer is selling the product for. For example:
A shirt may cost the retailer $10.00
The retailer may sell it for $20.00
Thus the markup is $10.00 = 100%
Learning Activity B5.1: Calculating pricing and discounts

Answer the following questions:
1. Glen at Glens Shoes sells black leather boots for $49.00 a pair. He bought them for
$22.00 a pair. What % is Glens markup?
_________________________________________________________________
_________________________________________________________________
2. On Tuesday afternoon, Glen will be offering a 13% discount on these boots. How much
will they cost with this discount on Tuesday afternoon?
_________________________________________________________________
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3. What is the markup, following the discount on Tuesday afternoon?
_________________________________________________________________
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Section C: Provide post sales support

The four steps to providing post sales support are:
Step 1 Advise customer of ongoing support
Step 2 Explain back up service to customer
Step 3 Follow up customer and provide contact details
Step 4 Enter customer/transaction details onto database
Step 1: Advise customer of ongoing support

When closing the sale it is important that you use positive closing techniques. This will save
you a lot of time, and the customers some anxiety.
While you may be ready to begin closing the sale, the customer may have various questions
about the item you have been attempting to sell. These questions could include:
the price
the style
the colour
after sales service
To overcome these customer anxieties, it is necessary that you gain the customers
confidence and assure them with regard to their doubts.
Customers, particularly when buying an expensive item, may want to know the fine details
regarding after sales service and support.
In line with your store policy, make sure you can provide your customer with as much
information as possible with regard to after sales support and service. Customers will expect
guarantees and warranty information explained to them in detail.
It is vital that you take a little extra time to convince the customer that they have made a wise
purchase decision. Most customers enjoy this support.

Learner Guide
Learning Activity C1.1: Ongoing support

Think about closing a sale in the area that you work. Your customer is looking a little anxious
towards the end of your sales presentation. Things could go either way. List up to five ways
you could reassure your customer who has concerns about the following: price, the timing of
the purchase, the style, the colour and after sales service.
Ways to reassure my customer
Concern I can reassure my customer by
Price
Timing of the purchase
Style
Colour
After sales service

Step 2: Explain back up service to customer

In order to complete your good customer service, it is necessary that you also provide a good
back-up service. This includes offering service with:
delivery specifications
warranties/guarantees
customer reassurance
Delivery Specifications
Once the customer has purchased their item(s) from you, they may require that the purchase
be delivered. The customer may wish the item(s) to be delivered to a number of places,
including their home, business, or that of a friend, family member, work colleague or
acquaintance. It is vital that you get the delivery specifications right and in place with your
customer in order to complete the sale and leave the customer with an excellent last
impression.
The delivery documentation that you will write out for your customer should include:
delivery address
sender
item(s)
quantity
It should also have any particular details about the delivery, for example, it could be fragile
and may need to be marked as such. Sometimes deliveries can only be made at certain
times, this also needs to be noted.
Learning Activity C2.1: Delivery specifications

Consider the delivery arrangements that are in place for purchases made at your workplace.
In the space provided either design or stick in a copy of the delivery dockets used. Discuss
why the docket is designed as it is and the benefits of it. Could it be improved in any way? If
so, make some suggestions.
_____________________________________________________________________________
_____________________________________________________________________________
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Learner Guide
Warranties and guarantees

As a salesperson it is your duty to ensure that your customer is informed about warranties
and guarantees.
Usually with warranties and guarantees there is documentation to be filled in by the

customer, which then needs to be returned to the manufacturer.
The information that is required usually includes:

purchasers name and address
date of purchase
store where item was purchased
It is part of your good customer service that you explain this paperwork to your customer in
detail at the conclusion of the purchase. A customer will always feel reassured by the offer of
a warranty or a guarantee.
Learning Activity C2.2: Warranties and guarantees

Answer the following questions in the space provided:
1. By offering a warranty or guarantee, how do you think your customer would feel about
their purchase?
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
2. Does your store have particular policies with regard to warranties and guarantees? If so,
provide a brief summary.
__________________________________________________________________________
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Step 3: Follow up customer and provide contact details

Once you have completed your sale with your customer, it may be appropriate to offer the
customer your contact details at the store should they require any further assistance.
The above, of course, should be in line with your store policy.
Depending on the type of store that you work in, and the items that you sell, it may also be
relevant to follow up the customer to seek feedback on their purchase. This however is once
again subject to your store policy.
Learning Activity C3.1: Contact details

Explain your stores policy on the provision of contact details and follow-up service.
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Learner Guide
Learning Activity C3.2: Follow-up service

Design a sales scenario where the offer of a follow-up service would be relevant and
appropriate.
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Step 4: Enter customer/transaction details onto database

Customer databases are an excellent promotional tool for any business. Databases can be
used for a number of reasons such as:
advising customers of promotions, sales and special offers
sending out product catalogues
inviting customers to special events
There are a number of ways that you can add to your stores customer database. Databases
can be kept on computer, or smaller business may have manually kept databases. The
database may include details of the customers:
transaction record
name, address and contact number
birthday
In some stores, customer databases are expanded upon by the use of competitions, and
business card draws.
Learning Activity C4.1: Customer database

If your store keeps a database, explain how details are entered onto the database and how
the information is used.
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Section D: Plan sales demonstrations

The four steps to planning sales demonstrations are:
Step 1 Plan presentation to complement product
Step 2 Select client group
Step 3 Distribute promotional materials
Step 4 Select and prepare products/services to present
Step 1: Plan presentation to complement product

Sales presentations can be given to customers one on one or they can be delivered to a
group of people. No matter what type of presentation you are giving, it is very important that
you have planned the presentation and that you are well organised.
Accurately communicating information to your customers requires that you understand the
features and benefits of the product. In presenting a product you need to convince the
customer of what the product will do for them, that is, what benefit they will gain. It is vital
that you plan your sales presentation to complement the product characteristics including:
features and benefits
price range
target group
Learning Activity D1.1: Sales presentation

In the space provided, answer the questions on the following scenario.
Scenario:
You are a customer in the market for a microwave oven. You have heard from a friend that
your local electrical store is giving a sales demonstration on a particular brand of microwave
at 3pm on Wednesday. You ring the electrical store and inquire about booking in and are
told not to worry just turn up.
You arrive at the demonstration five minutes early and find a very overcrowded room full of
people. There is not enough seating, and all the give-away handouts have been taken. As you
have taken time off work you decide to stay and squash in.
During the demonstration and sales presentation you note that the salesperson is struggling
with a few questions, for example, what capacity is the microwave? What does convection
mean? Are microwaves dangerous?
You sit listening, disbelieving that anyone could be so disorganised for a presentation. The
final insult to you the potential customer comes when you put your hand up and ask how
much will the microwave cost me?. The salesperson stuttered, looked around for assistance,
but couldnt find any. Eventually she answers Im sorry, but Im not really sure how much this

Learner Guide
store charges. You, along with at least eight other people, all stand up and leave the
presentation in disgust.
1. What do you see as the first mistake of the store?
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2. What had the presenter failed to do beforehand?
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3. What did the store supervisor fail to do regarding this presentation?
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4. How do you think the presenter felt?
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5. How did the customers feel?
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In the space below, re-design the scenario as a positive experience for the sales
presenter/demonstrator.
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Learner Guide
Step 2: Select client group

For a sales presentation to have maximum impact, the client group to attend the
presentation needs to complement the product being presented. It would be reasonably
pointless to invite a group of middle-aged women to a teen designer fashion-wear parade and
sales presentation. Whilst you may attract some sales as gifts, your sales presentation will
not return its fullest capacity.
The store that you work in may well have policies in place as to invitations to sales
presentations. Some larger stores use their store credit card holders as a starting point and
invite people to presentations periodically. Smaller stores may invite their frequent
customers. Other stores may advertise particular presentations and invite people to book
and attend.
A good example could be the yearly fashion parade of a top designer womenswear boutique.
This parade may be held on three occasions, over three evenings, however, opening night
has probably been reserved for frequent customers or local identities.
Learning Activity D2.1: Client groups

In the space provided below, explain your stores policy on the selection of client groups for
sales presentations.
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Step 3: Distribute promotional materials

Promotional advertising in the form of brochures or pamphlets are intended to inform
prospective customers on:
special sales
new products
seasonal goods
This advertising is also aimed at maintaining a market for regular stock.
Promotional brochures are routinely produced by the suppliers/manufacturers of some

products, such as computers and printers. Some stores also produce their own brochures
and catalogues to advertise their products.
If you are planning a sales presentation, promotional brochures or pamphlets are a useful
tool. These provide key product information and the customer can take the printed material
to examine further following the presentation. Additional information specific to the product
demonstration can also be inserted.
If you look back at the microwave scenario, the initial problem of overcrowding could have
been avoided by something as easy as a promotional pamphlet with a return booking slip.
Potential customers could have been offered a choice of time-slots, and a spiel about the
microwave could have been included on the pamphlet.
Learning Activity D3.1: Promotional brochures/pamphlets

1. Select a product sold by your store that would be appropriate for a sales presentation
(keep in mind the issues of target audience, price and product characteristics).
Name of product:
_________________________________________________________________
_________________________________________________________________
Brief Description of Product:
_________________________________________________________________
_________________________________________________________________
Target audience for sales presentation:
_________________________________________________________________
_________________________________________________________________

Learner Guide
Where and when will you hold the sales presentation?
__________________________________________________________________________
__________________________________________________________________________
2. How would printed promotional material assist you in your sales presentation?
________________________________________________________________________
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________________________________________________________________________
________________________________________________________________________
3. How would you obtain promotional brochures/ leaflets on this product for your sales
presentation?
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__________________________________________________________________________
4. What quantity of promotional material will you require for your sales presentation?
__________________________________________________________________________
__________________________________________________________________________

Step 4: Select and prepare products/services to present

In order to give an effective sales presentation, a range of products/services need to be
selected and prepared for presentation. These products/services need to reflect the store
image, the demographics and the merchandising plan.
When deciding on products/services for a sales presentation, the following need to be taken
into consideration:
types of products/services
styles
sizes
colour
prices
The stores image, the locality of the store and the stores merchandising plan also need to
be considered when selecting goods for sales presentations.
The preparation of products and services for presentation also needs to be considered. For
example, if you were organising a fashion parade, you would need to ensure that the clothes
were clean and pressed, and that they were packed appropriately for transport.
Other considerations in preparation may include organising models to attend fittings, power
supply, audio equipment, music or props. At all times, you should consider the image of the
store, and aim to present the product to its best advantage.
Learning Activity D4.1: Selection and preparation of products

for presentation
In the space below, select products for a sales presentation and explain why you selected
those products.
Outline what preparations need to be made to ensure that the sales presentation is effective
and achieves its targets.
Discuss your answers with your coach/trainer.
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Learner Guide
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Section E: Implement sales presentations

The four steps to implementing sales presentations are:
Step 1 Brief support staff
Step 2 Communication skills
Step 3 Demonstrate products/services to create a buying environment
Step 4 Review performance of sales presentation
Step 1: Brief support staff

When planning a sales presentation, it is very important that you organise the support that
you may need. There would be nothing more unsettling for you as the presenter than to be
running all over the place frantically prior to a sales presentation. This would also probably be
evident to your audience.
If you are organising a sales presentation, and you have support staff on hand, make sure
that they are adequately briefed as to their role either in the presentation or behind the
scenes. For your sales presentation, support staff may be able to help you in a number of
ways including:
Helping with the actual delivery of the presentation.
Participating in a role-play situation with you.
Welcoming your audience and making them comfortable.
Copying of relevant information.
Distribution of relevant information.
Completing sales of product at an attached point of sale.
Acting as crowd control / usher.
Technical support.
Depending on the type of sales presentation that you are giving, the amount of support you
will need may vary. However, nothing could be more disconcerting for your audience than
someone on your sales team being totally unaware of what you are talking about.

Learner Guide
Learning Activity E1.1: Support staff

Jenny works for a computer hardware and software retailer. She has organised a sales
presentation of a new point of sale software system to a group of retailers, which will take
place on the shopping centres main stage after the centre has closed on a Monday night. All
of the other retailers in the shopping centre have been invited to attend.
Jenny has prepared for the event by obtaining promotional material from the manufacturer,
and she has set up a computer with a working copy of the software on it. The screen display
will be projected onto a large screen so that everyone in the audience can see what is
happening.
When the store closes on Monday night, Jenny checks her equipment and notes, and feels
confident that she is well-prepared. She says goodbye to all of the other staff members and
goes out to deliver the presentation.
The audience of retailers starts to trickle in, and before long it is full. Before she is about to
start, Jenny notices that about ten members of the audience are standing. There are not
enough seats. She cant see any other chairs nearby, and she has to walk to the food court at
the other end of the centre to find additional chairs and bring them back.
Feeling a bit flustered, she finally commences her presentation at 6.10pm, ten minutes after
the scheduled start time.
Her presentation goes well, and at the end she invites the audience to come up and have a
closer look at the system, and to have a chat with her and ask any questions.
More than twenty people gather around the computer set-up, eager to try out the system for
themselves. Jenny helps the first retailer, guiding them through the system, while the others
watch. Another customer asks her a question and she starts to answer them, but is
distracted by the need to adjust a setting on the computer. After a few minutes she gets back
to the question. Some of the retailers start to look impatient and bored, and people start to
leave, thinking that shell never get to their question. Before she knows it, her large group of
interested people has dwindled to just three.
Support staff
1. How could support staff have helped make Jennys sales presentation more effective?
__________________________________________________________________________
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2. How many support staff would Jenny have needed, and what would their responsibilities
have been?
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3. What information would the support staff have needed in order to be effective in their
roles?
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________________________________________________________________________

Learner Guide
Step 2: Communication skills

While delivering a sales presentation it is vital that good communication skills are exhibited. A
good relationship with the group that you are presenting to is essential for achieving your
goals and objectives. Positive and open communication skills and a willingness to share
information and expertise make a presentation stronger and more cohesive. This will lead to
better and more positive results.
It is necessary to have a clear understanding of your goals and objectives, as this can mean
the difference between a successful and an unsuccessful presentation.
Overall, good communication skills and a positive sharing attitude will make a sales
presentation more successful. It is important that your communication skills are applied
effectively during a sales presentation, these should include:
creating interest
focusing attention
encouraging interaction
Learning Activity E2.1: Communication skills

Using the headings listed below write notes on how each skill can contribute to a positive
sales presentation.
Creating interest
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______________________________________________________________________________
Focusing attention
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______________________________________________________________________________
Encouraging interaction
______________________________________________________________________________
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______________________________________________________________________________

Step 3: Demonstrate products/services to create a buying

environment
Creating a buying environment is a fundamental step towards a successful sales
presentation.
A buying environment could include the following:

Well-presented merchandise
Good lighting
Bright and colourful presentation
Relaxed and positive atmosphere.
The demonstration of products and services should be conducted in order to create a buying
atmosphere. Ways of doing so include:
providing excellent product knowledge
creating an active interest
demonstrating the features and benefits of the products/services
providing honesty and friendliness
providing a good knowledge of pricing, payment options
providing information on guarantees and warranties
The key issue is to demonstrate the product in such a way that customers can see its value to
them, and feel secure in the knowledge that the product will perform well and be good value
for money.
Unlike making sales to individual customers, you are unable to question customers to
determine their needs when conducting a sales presentation to a group. In this case, you
need to draw on your sales experience in devising benefit statements that will apply to a
range of individuals. You can do this by appealing to common rational and emotional needs
(for example, looking attractive, being free to spend more time with family and friends,
reducing time and effort on boring tasks).

Learner Guide
Learning Activity E3.1: Creating a buying environment

Choose a product or service that you sell in your workplace. Describe how you would create a
buying atmosphere to your potential customers.
Consider all aspects of a buying environment, including creating interest in the product/s,
features and benefits, the appearance of the presentation area and your communication
techniques.
______________________________________________________________________________
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Step 4: Review performance of sales presentation

When designing or thinking about a sales presentation you will undoubtedly have pre-
determined criteria. This may have been pre-determined in line with your budget. A good
example could be as follows.
Scenario:
Kelly is leading a sales presentation on imported ovens to a leading kitchen company who
wants to buy 12 ovens for their showroom.
Kelly has determined beforehand that she could win this sale, if she can actively promote
each oven openly and honestly. However she knows that the German model has the highest
profit margin.
Kelly decides to firstly show the features of each type of oven (there are four types in all) and
then promote the benefits. Kelly has decided that she will be happy to win the sale, but would
be ecstatic to win the sale with the German ovens. She decides she needs to give the
German ovens a little extra push.
Kelly discusses this with her Sales Manager, and gets the best possible price. She also puts a
little extra research into these ovens in order to promote them to the best of her ability.
Kellys techniques all fit into the stores sales protocols, and she is well prepared for her
presentation.
Kelly undertakes her sales presentation and has great success. She managed to sell 12 of
the German-made ovens to the kitchen company, thus keeping her well in line with her
budget figures. Kelly believes she has earned her sale, as she was well-prepared, had most of
the answers, and was received very well.
In being self critical, Kelly believed she possibly should have been a little more aware of the
griller option in the Italian model, which seemed a little more sophisticated than the German
model. Kelly thought this may have cost her the sale had she not talked her way out of it; she
felt a little lucky in this respect.
Learning Activity E4.1: Sales presentation results

After reading the scenario above, place yourself as Kellys store sales manager.
In the space provided below, help Kelly to measure her sales presentation.
1. Explain how Kelly met her pre-determined criteria.
_________________________________________________________________________
_________________________________________________________________________
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Learner Guide
2. Help Kelly to review her performance based on the scenario above.
__________________________________________________________________________
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__________________________________________________________________________
3. How would you apply the results of Kellys presentation this time, to any future sales
presentations she may perform in the future?
__________________________________________________________________________
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4. Explain in the space below your stores policy on evaluation of sales performances, for
example, adhering to budgets.
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Section F: Maintain and use customer database

The five steps to maintaining and using a customer database are:
Step 1 Maintain customer confidentiality
Step 2 Develop, maintain and store customer records
Step 3 Identify and follow up regular customers
Step 4 Provide product information to customers
Step 5 Implement customer clubs and reward schemes
Step 1: Maintain customer confidentiality

Customer databases are a valuable marketing tool, and enable you to provide a high level of
service to your customers. However, they also involve collecting some personal and
confidential information from your customers, and therefore need to be used with care.
There are legal requirements as well as individual store policies with regard to customer
databases. Once customers have entered your database, usually as a result of purchases
made at your store, you are able to keep them informed with regard to further sales
opportunities etc. However, you also need to maintain customer confidentiality, and to take
care in how you store and apply this information.
Some considerations include:

using a secure method of storage so that unauthorised persons cannot access the
database
not discussing confidential information with unauthorised persons
ensuring that staff are aware of the need for confidentiality and do not misuse
customer information
It is in the interests of the store to maintain customer trust; if customers cannot be sure that
their information will be confidential, they will be reluctant to provide details for a database.

Learner Guide
Learning Activity F1.1: Legal and store requirements for

confidentiality
Discuss with your coach/trainer the legal requirements and your store requirements
regarding customer confidentiality. Record your findings in the space provided below:
1. Legal Requirements:
__________________________________________________________________________
__________________________________________________________________________
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2. Store Requirements:
__________________________________________________________________________
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__________________________________________________________________________
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__________________________________________________________________________
__________________________________________________________________________
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__________________________________________________________________________

Step 2: Develop, maintain and store customer records

Every retail outlet will have its own method of developing and maintaining customer records.
These methods may include:
customer loyalty programs, where customers apply for membership, and all
purchases are tracked against their membership
competition entries
requesting information at time of purchase
Learning Activity F2.1: Developing customer records

Discuss with your coach/trainer how your store develops and maintains its customer records.
If your store does not currently maintain a database, consider how you could implement a
database.
_____________________________________________________________________________
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Learner Guide
Every retail outlet will have its own method of securely storing customer records. Some
examples could include:
using a computer system with security password
securely locked filing cabinets
Learning Activity F2.2: Storage of customer records

Discuss with your coach/trainer your store policies and procedures with regard to customer
records. Record your findings in the space provided.
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
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______________________________________________________________________________

Step 3: Identify and follow up regular customers

Many stores take special action to identify regular customers from their database, and to
follow them up with regular information or special offers to keep them coming back to the
store.
Some stores have special shopping events for these customers, others offer one-on-one
service with the same staff member, whilst other stores offer better discounts. Some stores
use their customers purchase records to identify their buying patterns in order to target new
release and special offer information more effectively.
Learning Activity F3.1: Identifying regular customers

Investigate in detail how your store identifies regular customers, and how these customers
are followed up, according to marketing policy.
_____________________________________________________________________________
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Learner Guide
Step 4: Provide product information to customers

If customer records are utilised correctly they can be used as a very profitable marketing tool.
Customer records can contain information on previous purchases which will assist you to
identify the interests of your customers, and offer them information on products which may
be of possible interest.
Following are three examples of how database information might be used to offer targeted
information to customers:
1. Mrs. Hamilton has a passion for china ornaments of a particular brand. The store she
shops in is well aware of this, as a result of her many previous purchases, and they
regularly e-mail her to advise her of any new incoming stock. Mrs. Hamilton enjoys this
customer service, and whilst she doesnt always buy, nor does she feel obliged to, she is
well abreast of the range. Recently Mrs. Hamilton brought her daughter to view a piece
that she would like for her 50th birthday.
2. Craig is a regular customer at his local bookstore. Using the bookstores database, Jenny
is able to find that Craig usually purchases crime novels. This enables her to identify him
as one of the people she will invite to attend an exclusive promotional appearance by a
visiting American crime writer.
Using this supermarkets database, Rob identifies that Urvashi has a regular pattern over
several months of purchasing baby products such as teats for feeding bottles, infant formula,
and baby wipes. Based on this information, he decides that she may be interested in an
exclusive new range of disposable nappies, which are being offered as a two-for-one
introductory offer during the month of June.
Learning Activity F4.1: Using customer records

Think about the way in which your store utilises its customer records. In the space provided,
design a scenario about how you could utilise existing knowledge as a marketing exercise.
Use the scenarios on the previous page as a guide.
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
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______________________________________________________________________________

_____________________________________________________________________________
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Step 5: Implement customer clubs and reward schemes

Many stores (particularly larger ones) implement customer clubs and reward schemes as a
way of securing repeat business and loyalty from customers. Some of these schemes could
include bonuses such as:
earning bonus points toward a further purchase
receiving a gift voucher for a percentage of purchases made over a fixed period of
time
being invited to special shopping evenings
invitations to fashion parades and similar events
enjoying extra credit rating
accessing special discount prices
receiving exclusive catalogues and mail-outs

Learner Guide
Learning Activity F5.1: Customer clubs

Does the retail store that you work in have customer clubs or reward schemes? If so, in the
space provided below document how they work, and the benefit you feel they have for your
store as well as for your customers.
If the store that you work in has not embraced this idea, can you suggest how they could do
so effectively?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
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______________________________________________________________________________
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Section G: Deal with difficult customers

The four steps dealing with difficult customers are:
Step 1 Acknowledge customer complaints/problems
Step 2 Use active listening and encourage customers to talk
Step 3 Develop customer confidence
Step 4 Establish mutually successful resolution
Step 1: Acknowledge customer complaints/problems

During your career in sales within the retail industry, you will undoubtedly come across many
different types of customers including:
friendly demanding
aggressive rude
assertive exasperated
passive arrogant
fussy
You may also assist customers from various social, cultural or ethnic backgrounds.
Customers will also have varied physical and mental abilities. Your range of customers will be
diverse and you will require many specialist qualities and techniques to deal with this
diversity.
Dealing with difficult customers with the aim of retaining them as customers is vital to your
retailing success.
In almost all cases of customer complaints, the customer honestly believes that they have a
legitimate problem. Handling all customers with problems tactfully and thoughtfully is critical
to retaining them, regardless of the way they choose to make you aware of the problem.
An important part of dealing with a difficult customer is to acknowledge their complaint or

problemto communicate to them that you are really listening to them.
When acknowledging an angry and unhappy customer, it is important that you deal with both
parts of the problem: the emotion and the facts.
It is important to defuse the emotions, as these are often what make a customer appear
difficult. Only when the customers emotions have been acknowledged can you really
address the facts.

Learner Guide
In dealing with your difficult customers, it is important that you adhere to the following:
Focus on the customer by maintaining eye contact
Show that you are listening, e.g. nod your head, have an open, non-defensive body
posture.
Listen to feelings and facts
Do not interrupt
If you dont understand, ask for clarification
Summarise in your own words to clarify your understanding.
It is important that you help to reassure your customer and that you remain positive.
Learning Activity G1.1: Acknowledging concerns or problems

Describe how you would behave with your difficult customer.
1. Show the customer you are listening by
__________________________________________________________________________
__________________________________________________________________________
2. Empathise with your customer by
__________________________________________________________________________
__________________________________________________________________________
3. Focus on your difficult customer by
__________________________________________________________________________
__________________________________________________________________________
4. Gain an understanding of the problem by
__________________________________________________________________________
__________________________________________________________________________
5. Arrive at a positive outcome by
__________________________________________________________________________
__________________________________________________________________________

Step 2: Use active listening and encourage customers to talk

It is really important in gaining a successful outcome with a difficult customer that you
encourage your customer to verbalise their problem.
There is a four-step strategy that can be used to deal effectively with problems. This strategy
is called AQUA. This acronym stands for:
Acknowledge
Question
Understand
Answer
By acknowledging your customers complaint, you are encouraging them to verbalise their
issue. Using active listening techniques is part of this acknowledgment. Active listening
includes:
nodding your head in response
verbal acknowledgements
leaning forward
making good eye contact
looking interested
maintaining an open body posture
remaining calm and involved
not interrupting.
Once you have listened thoroughly to your customers difficulties, you are ready to move onto
the second part of the AQUA acronym, which is question.
It is important to make appropriate use of open and closed questions in order to gain an
accurate understanding of the issues.
Whilst questioning, it is also vital that you again listen to your customers answers.
To show your understanding, it is useful to clarify the customers issue. This can be achieved
by putting the issue into your own words, and providing an opportunity for the customer to
respond.
Your answer, or solution to the problem, is the strategy that you propose to the customer to
gain a positive outcome. Your answer should always be within store policy, and should aim to
get the best possible outcome both for the business and the customer.

Learner Guide
Learning Activity G2.1: Applying AQUA

Think of a time that you in your workplace have encountered a difficult customer.
In the space provided, briefly explain the situation and how you could have used AQUA.
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Step 3: Develop customer confidence

Once you have applied AQUA and hopefully reached a positive ending, the next step is to
boost the customers confidence in you and your store in order to promote long-term
commitment.
Showing confidence in yourself and your answers plays an important part in whether the
customer accepts it. By maintaining eye contact, speaking clearly and confidently you will be
well on your way to developing this confidence.
If the problem is in need of investigation, it is important to be taking action immediately.
Follow up at a later stage is also a good idea. It may be a telephone call to the customer to
make sure they are happy with the outcome, or to thank the customer for bringing the
problem to your attention.
By successfully dealing with difficult customers, they could turn into your most loyal
supporters. It is certainly worth the investment of your time and effort.
Learning Activity G3.1: Developing customer confidence

In the space provided below detail how you could instil confidence in a formerly disenchanted
customer of your store. If you have been fortunate enough not to have yet had a difficult
customer, invent one for the purpose of this question.
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

Step 4: Establish mutually successful resolution

A mutually acceptable resolution to your customer complaint should be any good
salespersons goal. A customers expectations of your store when a problem occurs are in
most cases reasonable. An apology should always be delivered regardless of the cause of the
problem.
Customers expect a fair hearing of their problem. If your store offers a reasonable
explanation and demonstrates concern and tact, the customer should generally respond in
kind.
If the problem has caused a great deal of concern, maybe some kind of value-added
compensation could be organised. This of course would be in line with your stores policy in
this area.
Learning Activity G4.1: Mutually acceptable resolutions

In the space provided below, describe an instance of a mutually acceptable resolution of a
complaint that has occurred in your workplace. You may like to discuss this with your
coach/trainer.
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________

Learning activities: suggested answers

Following are suggested answers for a number of learning activities.
Many of the learning activities relate directly to your workplace. Where no suggested answers
are provided, you should discuss your answers with your coach/trainer.
SECTION A: ESTABLISH RAPPORT WITH CUSTOMERS
Learning Activity A1.1: Qualities a customer may look for

Possible answers include:
Personal
cleanliness
tidiness
friendly manner
smile
interest/empathy
Professional
product knowledge
speaking tone
listening skills
professional store culture
professional ethics
Store Qualities
well lit
good atmosphere
well organised
clean and tidy
inviting
Learning Activity A2.1: The shopping scenario
You enter a well lit shop, which is clean, tidy and uncluttered. On entering the Store, the
salesperson acknowledges you in a polite and pleasant manner. The shop is well stocked
and the ticketing is very good. You speak to the salesperson about the advertised Lava Lamp
on Sale for $90. She is most apologetic and explains that the Lava Lamp has actually sold
out, however, she could get another one very quickly, and certainly before the birthday. You
ask politely about the Catalogue price, and on ordering you are given a raincheck voucher.
You are promised the lamp in 14 days.
12 days later the store rings and lets you know your lamp is in and ready to collect.

Learner Guide
Learning Activity A 3.2: Different types of questions
Examples of questions are as follows:
Closed:
Do you prefer pink or blue?
Do you like dance music?
Will you need these items to go into the dishwasher?
Open:
What sort of product are you looking for?
What sort of music do you like?
Do you have any special requirements?
Learning Activity A3.3: Listening skills
Your answer should include:

good quality/performance
durable
easy to use, with minimal gadgets
SECTION B: APPLY EXPERT KNOWLEDGE

Learning Activity B2.2: The unhappy customer
Suggested answers could be:

1. The store could have followed up with the supplier on a more regular basis and
maintained contact with Michael to inform him of what was happening.
2. The Sales assistant was well aware of company policy a verbal warning may be
appropriate
Learning Activity B5.1: Calculating pricing and discounts
1. The mark-up is $49.00 - $22.00 = $27.00

$27.00 x 100 = 122.7% markup
$22.00 1
2. $49.00 - 13% = $42.63
3. $42.63 - $22.00 = $20.63
$20.63 x 100 = 93.7% markup
$22.00 1

SECTION C: PROVIDE POST SAKES SUPPORT

Learning Activity C1.1: Ongoing support
Possible answers may include:

1. Explain excellent record for after sales service
2. Talk at length about the style
3. Compliment the colour
4. Positive price comparisons
5. Let the customer talk
You should also discuss your answer with your Workplace Coach/ Trainer.
SECTION D: PLAN SALES PRESENTATIONS

Learning Activity D1.1: Sales presentation
1. They need to take bookings to avoid overcrowding
2. Prepare themselves adequately
3. Check on the presenters' knowledge, organise adequate seating and hand-outs
4. Inadequate
5. Annoyed, waste of time
SECTION E: IMPLEMENT SALES PRESENTATIONS

Learning Activity E1.1: Support staff
Support staff could have assisted with organising the seating, and by providing an
extra contact point for customers questions. With additional staff, Jenny also could
have set up an additional computer for the one-on-one demonstrations following the
main presentation.
Jenny could have organised up to three staff members, depending upon the number
of computers she chose to set up. One person could have been responsible for
ushering and arranging seating, and answering questions at the end. Up to three
people could have been on hand to assist with questions and/or provide practical
demonstration of the system.
Support staff would need to be fully trained in the operation of the software package,
as well as being aware of the purpose, target market for the sales presentation and
the cost of the product. In short, they would have needed a very sound level of
product knowledge.
SECTION G: DEAL WITH DIFFICULT CUSTOMERS

Learning Activity G1.1: Acknowledging concerns or problems
a) Nodding, eye contact
b) Reassuring, listening
c) Maintaining eye contact
d) Seeking clarification
e) Mediating, being positive

SIR07 Support Materials
Licensing
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The Licensor: National WRAPS
The Licensee: the holder of a legitimately acquired copy of the licensed materials, purchased
from Service Skills Australia. The licensee may be an individual or an organisation; the
purchaser named on the tax invoice is deemed to be the licensee.
This licence arises automatically when the licensee legitimately acquires or accesses a Copy
which has been legitimately obtained from the licensor.
1. COMMENCEMENT AND TERMINATION

1.1 This Agreement commences upon acquisition of the materials from the licensor.
1.2 This agreement will operate until the Support Materials are replaced by a subsequent
version, following amendments to this unit of competency and/or other components
of the SIR07 Retail Services Training Package.
2. PRODUCTS COVERED UNDER THIS AGREEMENT

Title ISBN
Learner Guide SIRXSLS004A-e Build relationships with customers 978-1-74160-174-9

(electronic copy)
3. THE RIGHT TO REPRODUCE

3.1 The licensee is permitted to make exact copies of the licensed material in accordance
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The licensee may make copies of all or part of the work for the teaching
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4. ONLINE DELIVERY
The licensee may adapt the licensed materials for online delivery through a web-based
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Learner Guide SIRXSLS004A-e Build relationships with customers (electronic copy)

License Agreement
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SIRXSLS004A-e Build Relationships With Customers

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National WRAPS, 2008

Published by: Services Industries Skills Council

Title: Learner Guide SIRXSLS004A-e Build relationships with customers

SIRXSLS004A Build relationships with customers ..................................... 1

About this learner guide ................................................................................... 1

Section A: Establish rapport with customers ............................................... 5

Step 1: Establish relationships with customers............................................ 5

Section B: Apply expert knowledge............................................................. 21

Step 1: Provide accurate information ........................................................ 21

Section C: Provide post sales support ........................................................ 33

Step 1: Advise customer of ongoing support ............................................. 33

Section D: Plan sales demonstrations ........................................................ 41

Step 1: Plan presentation to complement product ..................................... 41

National WRAPS, 2008 Version 1 i

Section E: Implement sales presentations ................................................. 49

Step 1: Brief support staff ......................................................................... 49

Section F: Maintain and use customer database ...................................... 57

Step 1: Maintain customer confidentiality .................................................. 57

Section G: Deal with difficult customers ................................................. 65

Step 1: Acknowledge customer complaints/problems ............................... 65

Learning activities: suggested answers ........................................................ 71

ii Version 1 National WRAPS, 2008

SIRXSLS004A Build relationships with customers

About this learner guide

It is an elective in the following qualification:

SIR20307 Certificate III in Retail

1. Establish rapport with customers

2. Apply expert knowledge

3. provide post sales support

4. Plan sales presentations

5. Implement sales presentation

6. Maintain and utilise a customer database

7. Deal with difficult customers

About the learning activities

About the workplace

National WRAPS, 2008 Version 1 1

2 Version 1 National WRAPS, 2008

Your assessment may be conducted through a combination of the following methods:

Accessing websites requires caution as information contained on them can be biased

Roberts-Phelps, Graham 2001, Customer Relationship Management: How to Turn a Good

Cartwright, Roger 2000, Mastering Customer Relations, Macmillan, Basingstoke.

Websites (viewed October 2008)

Retail industry (about.com) <http://retailindustry.about.com/>

National WRAPS, 2008 Version 1 3

Section A: Establish rapport with customers

Step 1 Establish relationships with customers

Step 2 Maintain professional ethics

Step 3 Clarify customer needs

Step 4 Maximise sales opportunities

Step 5 Customer purchase evaluation

Step 6 Close the sale

Step 1: Establish relationships with customers

National WRAPS, 2008 Version 1 5

Learning Activity A1.1: Qualities a customer may look for

6 Version 1 National WRAPS, 2008

Learning Activity A1.2: First impressions

Store Policy for Approaching Customers

What I need to do:

What I need to say:

What can you do to ensure you make a good first impression?

I will always try to:

National WRAPS, 2008 Version 1 7

Step 2: Maintain professional ethics

Learning Activity A2.1: The shopping scenario