Sell products and services

This standard is about the activities involved within the sales cycle in matching products and services to customers needs. This standard is relevant to those involved in selling their organisations products and services, but are not necessarily sales specialists. For example, such individuals might be ‘general managers within larger organisations, or managers and/or proprietors within small to mediumsized organisations.

1. identify customers' requirements through careful questioning,

checking for understanding and summarising their buying needs

and interests

2. identify key features and associated benefits of your relevant

products and services, relating these to needs identified

3. assess with customers which products and services are suitable

to meet their needs

4. provide accurate information on products, services and prices

following standard operating procedures

5. make proposals to match customer's requirements following

standard operating procedures

6. explore any queries or objections raised by customers and identify

any reasons holding customers back from agreeing sales

7. identify and prioritise any concerns customers may have
8. provide evidence of strengths of your organisation and its

products and services to address any concerns customers may

have

9. check customers agree how any concerns can be overcome
10. interpret verbal and non-verbal buying signals given by customers

and act upon them accordingly in progressing towards closing

sales

11. close sales by gaining the commitment of customers
12. agree future contact arrangements, including after-sales calls to

confirm customer satisfaction where relevant

13. record all required details following standard operating procedures
14. fulfil all relevant legal, regulatory and ethical requirements

1. key stages in sales cycle, and how to use this effectively in

structuring the sales approach

2. importance of listening effectively and confirming understanding
3. importance of effective questioning techniques and how to use

these

4. difference between features and benefits and how to use these

effectively

5. typical range of behaviours displayed by customers, including

body language and how to respond to these constructively in a

sales situation

6. typical objections that can arise in a selling situation, including

difference between sincere and insincere objections, and how to

manage these effectively

7. effective methods for closing sales
8. legal, regulatory and ethical requirements impacting upon selling

fitted furniture

9. your organisation's sales plans and objectives, including target

market, key customers and their requirements from your products

and services

10. your organisation's products and services, their features and

potential benefits

11. your organisation's structure and lines of decision-making
12. competitor sales activities, key features of their products and

services

13. your own sales targets and plans for achieving these
14. your organisation's sales process and procedures, including

recording requirements

15. available literature and materials to support the selling process