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Elements and Performance Criteria

1. Develop product and service knowledge
   • Develop and retain knowledge of the use, purpose and application of cellar door products and services by accessing relevant sources of information
   • Research and apply comparisons between available products and services, including brand options, features and price
   • Develop knowledge of competitors’ product and service ranges and pricing structure
   • Consult experienced sales staff or research product information to increase workplace product and service knowledge
   • Identify workplace safety and consumer regulatory requirements relevant to the sale of cellar door products and services
2. Approach customer
   • Determine timing of customer approach according to cellar door sales procedure and customer behaviour
   • Identify and apply effective sales approach using knowledge of customer buying behaviour
   • Convey a positive impression to encourage customer interest
3. Gather customer information
   • Apply questioning techniques to determine customer motives for purchase
   • Use listening skills to determine customer requirements
   • Interpret and respond to non-verbal communication cues
   • Guide customers to product ranges that match customer buying motives and requirements
   • Address customers according to workplace protocol and by name if known
4. Sell benefits to customer
   • Match customer needs to appropriate products and services
   • Communicate knowledge of product or service features and benefits clearly to customers
   • Describe specific requirements relating to products or services to customers
   • Answer routine customer questions about products accurately and honestly
   • Refer customers to more experienced, senior sales staff or to appropriate product specialists according to workplace procedures
5. Overcome customer objections
   • Identify and acknowledge customer objections to purchasing
   • Categorise objections into price, time and product or service characteristics
   • Offer solutions or alternatives to customer objections
   • Apply problem solving to overcome customer objections and consult with senior staff as required
   • Identify and monitor customer buying signals and respond appropriately
   • Encourage customers to make purchase decisions in compliance with regulatory requirements
   • Select and apply method to close sale according to cellar door sales procedures
6. Maximise sales opportunities
   • Recognise and apply opportunities to ‘up sell’ or make additional sales
   • Advise customers of complementary products or services according to identified customer needs
   • Review personal sales outcomes and implement strategies to maximise future sales