Elements and Performance Criteria

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the performance criteria is detailed below.
Sales strategy may vary according to:
product or service range
marketing focus
target market
duration of campaign
business policy and procedures in regard to selling products and services
form of web presence and level of e-commerce readiness
current and emerging applications and technology
territory coverage
industry codes of practice
market position
planning cycles and timing
cost and price analysis.
Mechanisms to collate and report online sales data may include:
online traffic monitors
online customer registration
inventory tracking
online customer account management.
Customer contact may occur via:
email
post
newsletters
telephone
face-to-face.
Arrangements with suppliers may relate to:
commercial enterprises
public agencies or organisations
governments
community and not-for-profit organisations
internal

delivery of products
provision of services
maintenance and support agreements
leasing agreements and consultancies
research and development.
Customers may include:
new or repeat contacts
internal and external contacts
customers with routine or special requests
people from a range of social, cultural and ethnic backgrounds and with varying physical and mental abilities
business customers or individuals
domestic or international customers.
Means to retain or acquire online customers may include consideration of:
retention campaigns and programs
resource planning
sales strategies
pricing strategies
promotion and distribution strategies
retention and loyalty programs
web search and access relationships
competitor activities
online customer preferences and buying behaviours.
Information and communication technologies may include:
personal computers or terminals (stand-alone or networked)
scanning equipment
bar coding equipment
point-of-sale terminals
hand-held equipment
software, including:
word processing
databases
spreadsheets
financial
inventory
electronic data interchange (EDI).
Web presence may include:
website
advertising
web search and access relationships
referring links
email.
Diagnostic data may be:
qualitative
quantitative.
Strategic data may include:
response times
scalability
traffic
security
customer demographics
customer confidence
customer expectations.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package.
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
sales and service targets are set according to all factors affecting online markets and product or service delivery
online market share is determined and maximised through implementation of agreed strategy
accurate and careful research on the basis for online positioning
analysis of the impact of web presence on business relationships
online sales and service strategy designed to maximise customer retention and brand loyalty
online customers preferences are identified
establishes data collection and processing tools and techniques than can determine current and future online service and sales strategies.
Context of and specific resources for assessment
Assessment must ensure access to:
a real or simulated work environment
relevant documentation, such as:
business and marketing plans
industry codes of practice
information and performance data on existing business model and IT infrastructure
information on:
markets
competitors
products and services
suppliers
new technology.
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 performance in the workplace
a role play
a research report
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.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.