Selling - Level 2

Badge holder demonstrated an understanding of the concepts and actions needed to determine client needs and wants and respond through planned, personalized communication that influences purchase decisions and enhances future business opportunities. Skills and concepts assessed include: acquiring a foundational knowledge of selling and sales activities to understand its nature and scope; acquiring product knowledge to communicate product benefits and to ensure appropriateness of product for the customer; understanding sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales; performing pre-sales activities to facilitate sales presentation; processing the sale to complete the exchange; conducting sales-support activities to meet prospect’s needs/requirements; conducting post-sales follow-up activities to foster ongoing relationships with customers; and planning sales activities to increase sales efficiency and effectiveness.

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Instructional Area: Selling (SE)

Standard: Understands the concepts and actions needed to determine client needs and wants and respond through planned, personalized communication that influences purchase decisions and enhances future business opportunities

Performance Element: Acquire a foundational knowledge of selling to understand its nature and scope.

Performance Indicators:
Explain the nature and scope of the selling function (SE:017, LAP-SE-117) (CS)
Explain the role of customer service as a component of selling relationships (SE:076, LAP-SE-130)(CS)
Explain key factors in building a clientele (SE:828, LAP-SE-115) (SP)
Explain company selling policies (SE:932, LAP-SE-121) (CS)
Explain legal and ethical considerations in selling (SE:106, LAP-SE-129) (SP)
Describe the use of technology in the selling function (SE:107) (SP)
Describe the nature of selling regulations (SE:108) (SP)

Performance Element: Understand sales activities to show command of their nature and scope.

Performance Indicators:
Explain the impact of sales and buying cycles (SE:380) (SP)
Describe the impact that digital communication is having on selling (SE:490) (SP)

Performance Element: Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer.

Performance Indicators:
Acquire product information for use in selling (SE:062, LAP-SE-131) (CS)
Analyze product information to identify product features and benefits (SE:109, LAP-SE-113) (SP)
Differentiate between consumer and organizational buying behavior (SE:112) (SP)
Identify emerging trends for use in selling (SE:404) (SP)

Performance Element: Understand sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales.

Performance Indicators:
Explain the selling process (SE:048, LAP-SE-126) (CS)
Discuss motivational theories that impact buying behavior (SE:359) (SP)

Performance Element: Perform pre-sales activities to facilitate sales presentation.

Performance Indicators:
Explain the use of marketing-research information in professional selling (SE:383) (SP)
Prospect for customers (SE:001, LAP-SE-116) (SP)
Conduct preliminary customer/client qualification (SE:400) (SP)
Conduct pre-visit research (e.g., customer's markets/products, customer's competitors, and
competitors' offerings) (SE:369) (SP)
Determine sales strategies (SE:377) (SP)
Book appointments with prospective clients (SE:366) (SP)
Prepare sales presentation (SE:067) (SP)
Prepare and/or assemble sales materials (SE:482) (SP)

Performance Element: Employ sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales.

Performance Indicators:
Build rapport and credibility with prospect (SE:483) (SP)
Respond appropriately to prospect's individual personality type (SE:810, LAP-SE-112) (SP)
Determine prospect's buying motives for use in selling (SE:883, LAP-SE-109) (SP)
Facilitate prospect's buying decisions (SE:811, LAP-SE-108) (SP)
Question/probe to acquire understanding of prospect [priorities, problems, trends, issues, corporate aims and objectives, processes, buying process and criteria, and trading preferences] (SE:484) (SP)
Assess prospect's needs in relation to product offering (SE:113) (SP)
Propose solution to prospect’s needs/challenges (sales talk, sales proposal presentation) (SE:115) (SP)
Demonstrate product solution for prospect needs (SE:893) (SP)
Convert customer/client objections into selling points (SE:874, LAP-SE-100) (SP)
Close the sale (SE:895, LAP-SE-107) (SP)
Negotiate sales terms/agreement (SE:392) (SP)
Oversee fulfillment/completion of sale (SE:485) (SP)
Sell good/service/idea to individuals (SE:046) (SP)
Sell good/service/idea to groups (SE:073) (SP)

Performance Element: Process the sale to complete the exchange.

Performance Indicators:
Calculate miscellaneous charges (SE:475) (CS)
Process special orders (SE:459) (CS)
Process telephone orders (SE:461) (CS)
Process sales documentation (SE:474) (SP)

Performance Element: Conduct sales-support activities to meet prospect needs/requirements.

Performance Indicators:
Write product/service proposal (SE:486) (SP)
Present proposal (SE:487) (SP)

Performance Element: Conduct post-sales follow-up activities to foster ongoing relationships with customers.

Performance Indicators:
Plan follow-up strategies for use in selling (SE:057, LAP-SE-119) (SP)
Prepare sales reports (SE:283) (SP)
Provide post-sales service (SE:397) (SP)
Gather customer/client feedback to improve service (SE:384) (SP)
Conduct self-assessment of sales performance (SE:372) (SP)
Maintain ongoing relationship with client (SE:488) (SP)

Performance Element: Plan sales activities to increase sales efficiency and effectiveness.

Performance Indicators:
Plan strategies for meeting sales quotas (SE:864) (SP)
Develop strategies to win back former customers (SE:379) (SP)
Explain the nature of key account management (SE:381) (SP)