UNIT 16: SALES DEVELOPMENT AND MERCHANDISING

UNIT 16: SALES DEVELOPMENT AND MERCHANDISING

Unit 16:
Sales Development and


Merchandising

Unit code:
H/601/1800

QCF level:
5


Credit value:
15






  • Aim
This unit will enable learners to gain understanding of external sales development techniques and the tools and techniques of internal sales and merchandising in a business and services context.
  • Unit abstract
This unit advances learners’ understanding of the importance of sales development and merchandising techniques in business and services operations, paying particular attention to hospitality and catering, hairdressing and beauty therapy, sports and leisure, and travel and tourism sectors.
The unit is broad-based in its approach, covering both theory and the practical application of tools and techniques used internally and externally, designed to maximise sales from all aspects of the product mix. Learners will also analyse the role of staff in maximising sales. HND Assignment Help is the leading assignment help company offering high quality assignment help for this unit.
Learners must ensure that their evidence relates to the hospitality industry.
  • Learning outcomes
On successful completion of this unit a learner will:
1     Understand elements of the product in a business and services context
  • Understand external sales development techniques
3     Understand the tools and techniques of internal sales promotion and merchandising
  • Be able to evaluate the role of staff in maximising sales.
For more details contact us at hndassignmenthelp@gmail.com or www.hndassignmenthelp.co.uk

UNIT 16: SALES DEVELOPMENT AND MERCHANDISING
Unit content
  • Understand elements of the product in a business and services context
Products/services: characteristics, features/benefits, product strategy/mix, life cycle, development processes, test-marketing (simulated and controlled), concept development and testing, unique selling points (USPs), branding
Market segmentation: rationale for segmentation, methods of segmentation, recognising market needs, matching ‘offer’ to market segment, benefits and constraints of branding, theme developments
Context: types eg hospitality and catering, hairdressing and beauty therapy, sports and leisure, travel and tourism
  • Understand external sales development techniques
Buyer behaviour: motivation theory, the purchase decision process
Advertising: media selection, costs, target markets, evaluating effectiveness, sales promotion External merchandising: design aspects eg location, access, car parking, signage
  • Understand the tools and techniques of internal sales promotion and merchandising
Design considerations: customer ergonomics (ease of access to product and point of sale), environment/ambience eg heating, lighting, seating, noise, equipment
Internal merchandising: internal signage, sales materials, electronic sales aids, matching materials to image created by external methods
Sales promotions: range of promotional activities; matching activities to market and business; seasonal opportunities; upselling
  • Be able to evaluate the role of staff in maximising sales
Personal selling techniques: non-verbal communication, up-selling opportunities, customer needs and wants, product knowledge, link between selling and service, encouraging repeat business
Operational design: ergonomics, workflow, equipment
Training: incorporation of sales role, positive sales attitude, specific promotional training, incentives and rewards, preparation of sales training programme
UNIT 16: SALES DEVELOPMENT AND MERCHANDISING
Learning outcomes and assessment criteria

Learning outcomes
Assessment criteria for pass


On successful completion of
The learner can:


this unit a learner will:










LO1 Understand elements of the

1.1
evaluate the key components of the product


product in a business and

1.2
discuss the range of contributions to sales and profit of


services context





elements in the product mix









1.3
assess how market segmentation contributes to sales





maximisation








LO2 Understand external sales

2.1
discuss the factors affecting buyer behaviour


development techniques

2.2
assess appropriate advertising media for sales









development situations




2.3
evaluate the role of external merchandising in





maximising customer volumes, making





recommendations for improvement







LO3 Understand the tools and

3.1
assess how design and layout might affect customer


techniques of internal sales


spend


promotion and

3.2
review and evaluate internal merchandising materials


merchandising










3.3
evaluate promotional activities for different scenarios,





making recommendations for improvement







LO4 Be able to evaluate the role

4.1
evaluate personal selling techniques, making


of staff in maximising sales


recommendations for improvement




4.2
discuss the influence of operational design on sales





revenue




4.3
justify key principles that should be included in a sales





training programme







UNIT 16: SALES DEVELOPMENT AND MERCHANDISING
Guidance
Links
This unit is closely linked with Unit 8: Marketing in Hospitality, exploring in more depth some of the theories and how to apply those to the licensed retail sector of the hospitality industry.
This unit also links to the following Management NVQ units:
  • A2: Manage your own resources and professional development
  • B1: Develop and implement operational plans for your area of responsibility
  • B8: Ensure compliance with legal, regulatory, ethical and social requirements
  • D2: Develop productive working relationships with colleagues and stakeholders
  • F9: Build your organisation’s understanding of its market and customers
  • F12: Improve organisational performance.
Essential requirements
Learners need access to different providers so that they can examine the range of products and sales techniques that are offered.
Employer engagement and vocational contexts
Learners need access to different providers so that they can examine the range of products that are offered. A visiting speaker from an organisation related to the programme, engaged to help learners consider the importance of issues such as sales technique, branding, and staff training, will enhance delivery.

Comments