Course Overview
This qualification offers learners an introduction to sales and
the basic principles of sales techniques.
Learning Outcomes
• Explain the differences between sales and marketing and how they
are interdependent on each other.
• Demonstrate an understanding of the importance of sales to the
organization.
• Understand how to communicate effectively within a sales setting.
• Identify how consumer behavior affects the selling process.
• Describe a range of basic selling techniques appropriate to a
range of organizations.
Course Benefits
• Improved job
satisfaction in your role.
• Improved selling performance.
• Increased confidence when communicating with customers.
• Enhanced future opportunities to develop your career and gain
qualifications.
Course Outline
Section 1 : The Theory of Selling
1.1 Provide an overview of the function of marketing and its
relationships with sales, including its role in meeting customer
needs and expectations and how the function of marketing drives the
approach to sales.
1.2 Describe the function and process of selling and show how it
supports marketing through providing customers with a way to
purchase products and services, through a variety of different
methods.
1.3 Explain the links between customer service, selling and
profitability and consider how strong customer service acts as a
selling tool and aids profitability.
1.4 Describe the different stages in the selling cycle – Pre-sale,
Sale and Post-Sale.
At the end of this section candidates should be able to:
• Describe the difference between marketing and sales.
• Demonstrate an understanding of the benefits of the selling
function to the organization.
• Explain the links between sales, customer service and
profitability.
Section 2 :
Understanding the Customer
2.1 Explain the process a
customer goes through in order to make a buying decision;
recognition of the need; information search; evaluating
alternatives; making the purchase decision; post-purchase feelings.
2.2 Recognize the
difference between features and benefits in selling situations.
2.3 Describe the
different motives that people have for buying products and services.
2.4 Explain different
ways of asking questions to help understand customer needs: open,
closed, soft, hard fact, information seeking and evaluative
questions.
At the end of this section candidates should be able to:
• Explain the stages a customer goes through in order to make a
buying decision.
• Demonstrate an understanding of customer requirements in a variety
of selling situations.
• Use a range of different question techniques to understand
customer needs.
Section 3 : Developing
Basic Selling Techniques
3.1 Recognize the
importance of looking for selling opportunities in every customer
situation.
3.2 Explain the
difference between proactive and reactive selling, selling add-on’s;
descriptive selling; up-selling; cross-selling and substitute
selling within all sectors and types of businesses.
3.3 Describe how to
sensitively, sympathetically and constructively handle customer
objections about products and services that you are selling.
3.4 Identify different
methods for a customer to confirm that they are making their
purchase.
At the end of this
section candidates should be able to:
• Demonstrate an understanding of the importance of selling.
• Realize the importance of being proactive within a selling role.
• Describe product and service benefits to customers.
• Handle selling objections.
• Explain how to close a sale.
Section 4 : Effective Communication in Selling Situations
4.1 Explain the different
forms of verbal and non-verbal communications appropriate to the
selling function.
4.2 Describe how to use
your voice effectively in selling situations – pitch, tone and
speed.
4.3 Explain the different
forms of non-verbal communications including: gestures, hand
signals, posture and facial expressions.
4.4 Recognize the
importance of listening, and how to show the customer that you are
listening to them and their needs.
4.5 Recognize the verbal
and non-verbal messages sent by the customer and how to respond to
them effectively in order to deal with queries and close sales.
At the end of this
section candidates should be able to:
• Demonstrate an understanding of the importance of using effective
communications in selling situations.
• Explain how to recognize a customer’s response in selling
situations.
• Identify the most appropriate questioning and listening techniques
within selling.
• Explain how to handle difficult communication situations.