Unit of competency Outline

Date retreived
23/07/2026 5:39 AM AWST

Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.

Build relationships with customers

Build relationships with customers

Unit of competency
National Code
SIRXSLS004A
State Code
S6194
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
11/05/2009
View on TGA
State Implementation and Classification
Approved Date
22/04/2013
Field of Education
080501 - Sales
Original Release Date
22/04/2013
Nominal Hours
35
Description
This unit describes the performance outcomes, skills and knowledge required to use advanced sales techniques in building relationships with customers and interacting with customers, applying expert product knowledge as it relates to customers, dealing with difficult customers, establishing and maintaining a customer database, and conducting sales presentations.
Notes
Elements and Performance Criteria
1 Establish rapport with customers.
  • 1.1 Establish rapport and relationship with customer and express a genuine interest in customer needs and requirements to enhance customer commitment, trust and credibility of store and to build return customer base.
  • 1.2 Maintain professional ethics with the customer to promote store image and credibility.
  • 1.3 Accurately clarify customer needs and preferences to maximise sales opportunities.
  • 1.4 Maximise sales opportunities by use of add-on and complementary sales techniques.
  • 1.5 Give customer space and time to evaluate purchase decision, while using time to maximum advantage for customer and store.
  • 1.6 Use effective methods to close sales.
2 Apply expert knowledge.
  • 2.1 Provide customer with accurate information regarding product and service appraisals, correct statements and warranties according to legislative requirements.
  • 2.2 Provide detailed knowledge of supplier or manufacturer information according to customer needs and commercial confidentiality guidelines.
  • 2.3 Evaluate product range, accurately demonstrate features and benefits of products or services where appropriate and make recommendations to the customer to maximise sales potential.
  • 2.4 Maximise customer interest in product or service through price negotiation where applicable and offer payment and credit options according to store policy.
  • 2.5 Accurately calculate prices and discounts according to pricing determinants and store policy.
3 Provide post sales support.
  • 3.1 Accurately provide evidence of ongoing support as sale is concluded.
  • 3.2 Accurately explain back-up service and reassure customer according to legislative requirements and store policy.
  • 3.3 Provide customer with store or salesperson's contact details to provide line of contact and customer followed up according to store policy.
  • 3.4 Accurately enter customer and transaction details into customer database.
4 Plan sales presentations.
  • 4.1 Plan presentation to complement product characteristics.
  • 4.2 Select client group according to product characteristics and store merchandising policy.
  • 4.3 Access promotional materials where required and distribute to client group.
  • 4.4 Select and prepare a range of products or services for presentation to reflect store image, demographics and merchandising plan.
5 Implement sales presentation.
  • 5.1 Ensure sufficient numbers of adequately briefed support staff, where required for a presentation.
  • 5.2 Apply communication skills to effectively create interest, focus attention, and encourage customer interaction with individuals or groups.
  • 5.3 Demonstrate products or services to create a buying environment.
  • 5.4 Measure results of sales presentation according to predetermined criteria, review overall performance and results, and apply information to enhance future sales presentations according to store sales policy.
6 Maintain and utilise a customer database.
  • 6.1 Maintain customer confidentiality as required by store policy and legislative requirements.
  • 6.2 Develop and maintain accurate customer records and store securely according to store policy and procedures.
  • 6.3 Accurately identify and follow up regular customers according to store marketing policy.
  • 6.4 Accurately utilise customer records to advise customers on products and services of possible interest.
  • 6.5 Implement customer loyalty schemes where required according to store promotional activities.
7 Deal with difficult customers.
  • 7.1 Acknowledge customer complaints and problems and reassuringly support difficult customers to produce positive outcome.
  • 7.2 Use questioning and active listening to encourage customer to verbalise issue and minimise customer frustration.
  • 7.3 Develop customer's confidence in the candidate and product or service to promote long-term trust and commitment to store.
  • 7.4 Establish mutually acceptable resolution of complaint.
new or repeat contacts
external and internal contacts
customers with routine or special requests
people from a range of social, cultural and ethnic backgrounds and with varying physical and mental abilities
a single customer, couples, families or groups.

observation
appropriate questioning
active listening
empathy
reassurance and confirmation.

Maintaining
honesty
positive statements
confirmed appraisals of products and services.

product type
brand
size
product characteristics
customer physical needs
price.

add-on and complementary products and services
selling up or down
suggestive selling
variety of methods of closing sales.

Trade Practices and Fair Trading Acts
environmental protection legislation
OHS
transport, storage and handling of goods
pricing procedures, including GST requirements
privacy laws
liquor laws
tobacco laws
sale of second-hand goods
health and welfare law specific to local government, state and federal legislation.

selling products and services
maintaining and utilising client records
promotional, marketing, discounting and reward programs
dealing with difficult customers
resolving customer complaints.

delivery specifications
warranties and guarantees
returns policies
technical support
installation
financial products and services.

manual
computer-based.

features and benefits
price range
supplier or manufacturer information
target group.

brochures
pamphlets
posters
promotional merchandise
business cards
vouchers.

in-house
at client site
visual
verbal.

name and contact details
transaction records
personal preferences
anniversaries and special dates
details of items bought or returned.

customer clubs
customer reward schemes
credit or discount facilities
special offers.

aggressive
assertive
passive
fussy
demanding
rude
exasperated
arrogant.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

consistently applies store policies and procedures in regard to selling products and services, dealing with customers, planning and implementing sales presentations and providing after sales support
consistently applies industry codes of practice, relevant legislation and statutory requirements in regard to selling products and services
consistently develops customer commitment to store and builds return customer base by establishing rapport and relationship with customer, maintaining professional ethics, and accurately discerning customer buying motives and customer needs and requirements
consistently maximises sales opportunities by using effective selling techniques, applying detailed product knowledge and using an appropriate sales approach to sell the benefits of products, overcome objections and close sales
consistently and accurately applies detailed knowledge of manufacturer and supplier supply, back-up service and warranty information to enhance customer support
consistently uses effective questioning, listening and observation skills to accurately determine customer requirements
consistently and effectively plans, prepares and conducts sales presentations and briefs support staff where required, to create a buying environment and maximise sales performance
consistently evaluates personal and or team sales performance to maximise future sales
consistently and accurately establishes, records and maintains customer records and details, maintains customer confidentiality, ensures secure storage of data and uses customer records to maximise customer interest and create a buying atmosphere
consistently resolves customer complaints by acknowledging problems and supporting customer to produce positive outcomes and obtain mutually acceptable complaint resolution.

Context of and specific resources for assessment

Assessment must ensure access to:

a retail work environment
relevant sources of product information

relevant documentation, such as:

policy and procedures manuals
industry codes of practice and relevant legislation
OHS legislation and codes of practice
a range of customers with different requirements
an appropriate range of products and equipment
a customer database system.

Methods of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

observation of the candidate in the workplace
third-party reports from a supervisor
customer feedback
written or verbal questioning to assess knowledge and understanding
review of portfolios of evidence and third-party workplace reports of on-the-job performance.
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Assessing employability skills
Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors. How these skills are applied varies between occupations and qualifications due to the different work functions and contexts.
Employability skills embedded in this unit should be assessed holistically in the context of the job role and with other relevant units that make up the skill set or qualification.

Replaces
State Code National Code Title Type
N0724 WRRS4B Build relationships with customers Unit of competency
Replaced By
State Code National Code Title Type
WD984 SIRXSLS303 Build relationships with customers Unit of competency