Specification ISMM Level 2 NVQ Certificate in Sales (QCF)

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1 Specification ISMM Level 2 NVQ Certificate in Sales (QCF) Level 2 NVQ Competence Based Qualification for the Apprenticeship Valid from Version 3 Ofqual regulated

2 The Institute of Sales and Marketing Management (ISMM) is the professional membership body for salespeople. Our mission is to promote standards of excellence in sales and enhance the status of sales as a profession. ISMM members are drawn from every sector of industry and commerce. From those just embarking upon a sales career through to senior and experienced sales managers and directors, they share a commitment to upholding the standards of professionalism and integrity that are all hallmarks of sales success. We are recognised by the UK government regulatory body Ofqual as an awarding organisation to offer qualifications in Sales, Marketing and Sales Management. To find out more about what we do, visit our website at 2 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

3 Contents Page Introduction 4 Regulation dates 4 Who are the qualifications aimed at? 4 QCF qualification definitions 4 QCF unit definition 5 Delivering the qualifications 5 Grading 5 Credit 5 Progression 6 Language 6 QCF level descriptor 7 Qualification overview 8 Unit overview 9 Assessment 13 Recognition of Prior Learning and Achievement 14 Centre approval 15 Support and guidance for centres 15 Equality of opportunity 15 Units 16 3 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

4 Introduction This booklet is to inform ISMM learners and centres about the delivery and assessment of the ISMM Level 2 qualification on the Qualifications and Credit Framework (QCF) which is the Competence Based Qualification within the Sales Apprenticeship framework. The latest version of this document will always be posted on the ISMM website at It should be read in conjunction with the Centre Guide which gives detailed guidance on running the qualifications in your centre. The Centre Guide is on the ISMM website at Regulation dates This ISMM qualification is regulated by Ofqual from 01 December 2012, with a review date of 31 December After review the ISMM may extend the regulated date. At the moment the final date for certification is 31 December 2015 which may also be extended. Who is the qualification aimed at? This qualification has been approved for use with the following age groups: This qualification is a competence based NVQ Qualification which forms part of the Level 2 Apprenticeship framework in Sales and Telesales. Learners are required to be working in a sales role. We do not specify entry requirements for this qualification, but centres are required to ensure that learners admitted to the programme have sufficient experience, aptitude and ability at the right level to undertake the learning and assessment. QCF qualification definitions There are three sizes of qualifications in the QCF: Awards, Certificates and Diplomas. These are determined by the total number of credits for the units that make up the qualification. An Award is between 1 and 12 credits, a Certificate between 13 and 36 credits and a Diploma 37 credits or more. The terms Award, Certificate and Diploma do not describe qualification levels. It is possible to have an Award at level 5, for example, and a Diploma at level 3. 4 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

5 This specification details the ISMM s qualification for the level 2 Knowledge Based Qualification for the Apprenticeship. Other specifications are available for other levels and for level 2 qualifications which are not part of the Apprenticeship. QCF unit definition QCF qualifications are composed of one or more unit(s). A unit is defined as a coherent and explicit set of learning outcomes and assessment criteria with a title, credit value and level. Within the QCF the term unit refers to a unit of assessment. Units for the QCF share a common set of characteristics, are submitted on a template and can be combined to support the creation of coherent programmes of learning and qualifications. Delivering the qualifications The ISMM does not prescribe any method of delivery to training organisations, which are free to use any methods of delivery suitable to their learners. Methods may include open, distance, blended or online learning. In qualifications with more than one unit, units may be delivered and assessed in any order. Grading Each unit and each qualification is graded Pass/Fail. A Pass confirms that the required criteria for achievement have been met. Where qualifications consist of more than one unit, the learner must pass each unit to pass the qualification. Credit Each unit is given a QCF credit value specifying the number of credits that will be awarded to a learner who has successfully achieved the assessment criteria of the whole unit. The credit value of the unit is the same regardless of the assessment method used or the qualification(s) to which it contributes. Credit is calculated by dividing the number of notional learning hours for the unit by ten; for example a unit with 20 notional learning hours has a credit value of 2. Notional learning hours are a measure of the amount of time it takes the typical learner operating at the level of the unit to complete all of the learning and assessment activities necessary to achieve the learning outcomes and meet the assessment criteria in a unit. Notional learning hours includes taught sessions, directed study, individual private study and assessment. Each unit also has a number of guided learning hours which give centres an indication of the number of hours of teacher-supervised or directed study time that may be needed to deliver the 5 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

6 qualification and support learners, based on the average learner. Guided learning hours do not include the time the learner needs for unsupervised private study. Progression The qualifications provide opportunities for progression to other qualifications at the same or higher levels and they support learners in meeting the knowledge and skills requirements for employment within sales. Language The qualification is offered in the medium of the English language. 6 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

7 QCF level descriptor This qualification has been designed to suit learners working towards a level 2 qualification. The regulators Ofqual, CCEA and DCELLS have described the knowledge and understanding, application and action, and autonomy and accountability required of a learner at this level in the booklet Regulatory arrangements for the Qualifications and Credit Framework (August 2008). The descriptor for this level is: Level Summary Knowledge and understanding Application and action Autonomy and accountability Level 2 Achievement at Level 2 reflects the ability to use relevant knowledge, skills and procedures to complete routine tasks. It includes responsibility for completing tasks and procedures subject to direction or guidance Use knowledge of facts, procedures and ideas to complete well-defined, routine tasks Be aware of information relevant to the area of study or work Complete well-defined routine tasks Use relevant skills and procedures Select and use relevant information Identify whether actions have been effective Take responsibility for completing tasks and procedures subject to direction or guidance as needed 7 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

8 Qualification overview The title of the qualification is the ISMM Level 2 NVQ Certificate in Sales (QCF). The qualification title given below is the title as it will appear on the certificate when awarded to the learner. The qualification reference number is the number allocated to the qualification by Ofqual. Each unit also has a unique QCF unit number which can be found within the content of each unit in this syllabus. Qualification title ISMM qualification code Ofqual qualification reference number (QAN code) Credits ISMM Level 2 NVQ Certificate in Sales (QCF) CBQ2 600/7152/ Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

9 Unit overview and rules of combination The following units are offered within the Certificate. The learner must achieve a minimum of 22 credits to gain the Level 2 NVQ Certificate in Sales. Learners must complete the three mandatory units in Group A (9 credits), a minimum of 4 and a maximum of 8 credits from Group B, and a minimum of 5 credits from Group C. Mandatory Units Group A Unit title Unit level ISMM unit number QCF reference number unit Credit Assessment method(s) Time planning in sales Complying with legal, regulatory, and ethical requirements in a sales and marketing role 2 2C01 F/502/ Portfolio of evidence 2 2C02 A/502/ Portfolio of evidence Deliver reliable customer service 2 2C03 J/601/ Portfolio of evidence 9 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

10 Optional Units Group B Unit title Unit level ISMM unit number QCF reference number unit Credit Assessment method(s) Selling face to face 2 2C04 L/502/ Portfolio of evidence Selling by telephone (inbound)* 2 2C05 J/502/ Portfolio of evidence Selling by telephone (outbound)* 2 2C06 J/502/ Portfolio of evidence * Please note Units 5 and 6 cannot be taken together. 10 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

11 Optional Units Group C Unit title Unit level ISMM unit number QCF reference number unit Credit Assessment method(s) Inputting and accessing sales or marketing data in information systems 2 2C07 D/502/ Portfolio of evidence Processing sales orders 2 2C08 M/502/ Portfolio of evidence Selling at exhibitions 2 2C09 J/502/ Portfolio of evidence Preparing and delivering a sales demonstration 2 2C10 T/502/ Portfolio of evidence Monitoring sales deliveries 2 2C11 L/502/ Portfolio of evidence Supporting customers in obtaining finance for purchases 2 2C12 Y/502/ Portfolio of evidence Generating and qualifying sales leads 2 2C13 H/502/ Portfolio of evidence 11 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

12 Meeting customers after sales needs 2 2C14 R/502/ Portfolio of evidence Obtaining and analysing salesrelated information 3 2C15 R/502/ Portfolio of evidence Obtaining and analysing competitor information 3 2C16 H/502/ Portfolio of evidence Buyer behaviour in sales situations 3 2C17 K/502/ Portfolio of evidence Communicating using digital marketing/sales channels 3 2C18 T/502/ Portfolio of evidence Manage personal development 2 2C19 F/600/ Portfolio of evidence Participate in meetings 2 2C20 H/600/ Portfolio of evidence Communicate information and knowledge 2 2C21 H/600/ Portfolio of evidence 12 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

13 Assessment All units will be internally assessed by the centre and externally verified by the ISMM. No units are assessed by examination in this qualification. Learners will need to show that they meet each of the assessment criteria detailed within each unit, to the required standard for the level of the unit. For further details on the assessment please refer to the ISMM Centre Guide. Centre assessment staff The centre is required to appoint at least one Assessor who is responsible for assessing the learning against the assessment criteria in the unit. The Assessor may be the teacher or trainer who delivers the learning. The centre is also required to appoint an Internal Quality Assurer who is accountable for the verification of the all assessment decisions in the centre for the ISMM qualification(s). The Assessor and Internal Quality Assurer roles must be carried out by different people. If your centre has difficulty finding a suitable person for the Internal Quality Assurer role please contact the ISMM at or phone ISMM assessment staff An ISMM-appointed External Quality Assurer is linked to the centre for the purposes of support, guidance and external verification. The External Quality Assurer checks that the centre is applying the correct standards and either approves the centre s assessment decisions or gives guidance until centre decisions are deemed to be accurate. Assessing performance The learner must fulfill the assessment criteria for each unit. Assessment is via Portfolio of Evidence Portfolio of Evidence Learners employed in sales have the opportunity to produce work based evidence showing that they have met the assessment criteria through their employment. Evidence must be generated through their day to day work and may take any format, as long as it produces relevant tangible evidence which can be accessed by a third party. 13 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

14 Examples of types of evidence are: Witness statements Observations of performance in the work environment Learner statements Written evidence such as diaries, s, reports, presentation slides Photos Video recordings Interview or viva voce Project documentation Verbal presentations This list is not conclusive. Work based evidence may be built up over time and assessment criteria in the unit can be ticked off gradually until they are all met. At the time of assessment against the particular assessment criterion, evidence must be current i.e. produced within the past three years. Evidence must be authentic i.e. produced by the learner. Work based evidence should be assessed holistically, and one piece of evidence may cover more than one assessment criterion. One piece of evidence may be used for assessment across different units and across different qualifications, provided it meets the relevant assessment criteria. Recognition of Prior Learning and Achievement Learners may apply via their centre to claim for credit transfer and exemption where they have completed relevant units and qualifications from other Awarding Organisations. Credit transfer in the QCF will be based on confirmation of achievement of QCF units. There will still be instances where learners will wish to claim recognition of prior learning which has not been formally assessed and accredited. In those instances, centres are free, after 14 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

15 discussion and agreement with the ISMM, to allow these learners direct access to the relevant assessment for the unit, without unnecessary repetition of learning. Details of the process for recording such RPL (Recognition of Prior Learning) are available from the ISMM. Centre approval Centres must pass through the ISMM centre approval process to become an ISMM Recognised Centre before offering any QCF qualifications. An application form is available on the ISMM website at or Support and guidance for centres Each centre is allocated an ISMM External Quality Assurer whose role is to support and advise all of the centres in the region as well as to verify assessment decisions. The External Quality Assurer will contact the centre at the Centre Approval stage so that support may start immediately. A handbook is provided to centres to give guidance on administrative procedures. It is updated annually and the latest version is on the ISMM website. For up to date details of the above support, visit the ISMM website at Equality of opportunity The ISMM endeavors in setting the structure and content of our qualifications, and in its processes and arrangements for assessment and awarding, to: Ensure access and equality of opportunity wherever possible without affecting the integrity of the qualification Not create unnecessary barriers to achievement. Guarantee fair assessment for all candidates, including those with particular assessment requirements. Comply with the requirements of equalities legislation in force from time to time Ensure that it does not discriminate on the grounds of race, disability, gender and transgender, political or religious belief, age, marital/civil partnership status, sexual orientation, or on any other ground or status 15 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

16 Ensure that all staff and associates are aware of the policy and receive adequate training to ensure its implementation and compliance 16 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

17 Mandatory Units Group A Unit 2C01: Time Planning in Sales Unit aim This unit aims to develop knowledge, understanding and skills in planning and evaluating time management in a sales role. Level 2 ISMM Unit no. 2C01 QCF unit reference no. F/502/8559 Credit value 2 Guided Learning Hours 13 Learning outcomes The learner will: Assessment criteria The learner can: 1. Understand how to manage and prioritise time in a sales role 2. Be able to plan own time in a sales role 1.1 Explain the importance of time management and its impact on sales objectives 1.2 Describe how a sales team member uses and measures the use of time 1.3 Describe best practice time management techniques 1.4 Explain how to review the use of time spent on sales activities 2.1 Identify own long-term sales commitments and immediate goals 2.2 Identify work-related priorities 2.3 Identify the differences between tasks that are urgent and tasks that are important 2.4 Consolidate tasks to reduce workload and time wastage 2.5 Identify opportunities to gain support from others to complete work 2.6 Develop a time plan or weekly schedule, prioritising all tasks in order of relative importance and urgency 17 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

18 3. Be able to evaluate time planning in a sales role 3.1 Identify unnecessary tasks that are not directly related to own objectives 3.2 Use feedback from colleagues to identify strengths and weaknesses in the use of own time 3.3 Identify productive periods of time 3.4 Identify the opportunities for improving the use of time 18 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

19 Unit 2C02: Complying with legal, regulatory and ethical requirements in a sales or marketing role Unit aim This unit aims to support learners in understanding and adhering to organisational legal, regulatory and ethical requirements. Level 2 ISMM Unit no. 2C02 QCF unit reference no. A/502/8561 Credit value 2 Guided Learning Hours 13 Learning outcomes The learner will: 1. Understand the legal, regulatory and ethical requirements in a sales or marketing role Assessment criteria The learner can: 1.1 Explain the legal requirements of a sales or marketing role 1.2 Explain the regulatory requirements of a sales or marketing role 1.3 Explain the ethical requirements of a sales or marketing role 1.4 State organisational procedures for raising legal, regulatory and ethical concerns relating to a sales or marketing role 1.5 Identify to whom non-compliance issues should be referred 1.6 Explain when and how to refer legal, regulatory and ethical concerns to others 1.7 Describe the possible consequence of non-compliance with legal, regulatory or ethical requirements 19 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

20 2. Be able to comply with organisational policies and procedures for legal, regulatory and ethical requirements in a sales or marketing role 2.1 Behave in a way that meets organisational ethical procedures, policies and standards 2.2 Identify areas where legal, regulatory or ethical issues may arise 2.3 Obtain advice on matters where legal, regulatory or ethical issues might exist 2.4 Work within the limits of responsibility and authority in a sales or marketing role 2.5 Report issues, problems and actions relating to legal, regulatory or ethical matters in the agreed format 20 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

21 Unit 2C03: Deliver reliable customer service Unit aim This unit is about how the learner delivers consistent and reliable service to customers. Level 2 ISMM Unit no. 2C03 QCF unit reference no. J/601/1210 Credit value 5 Guided Learning Hours 33 Learning outcomes The learner will: Assessment criteria The learner can: 1. Prepare to deal with customers 1.1 Keep their knowledge of their organisation s services or products upto-date 1.2 Ensure that the area they work in is tidy, safe and organised efficiently 1.3 Prepare and arrange everything they need to deal with customers before their shift or period of work commences 2. Give consistent service to customers 3. Check customer service delivery 4. Know how to deliver reliable customer service 2.1 Make realistic customer service promises to customers 2.2 Ensure that their promises balance the needs of their customers and their organisation 2.3 Keep their promises to customers 2.4 Inform their customers if they cannot keep their promises due to unforeseen circumstances 2.5 Recognise when the customers needs or expectations have changed and adapt their service to meet the new requirements 2.6 Keep their customers informed if delivery of the service needs to involve passing them on to another person or organisation 3.1 Check that the service they have given meets their customers needs and expectations 3.2 Identify when they could have given better service to customers and how their service could have been improved 3.3 Share information with colleagues and service partners to maintain and improve their standards of service delivery 4.1 Describe their organisation s services or products 4.2 Explain their organisation s procedures and systems for delivering customer service 21 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

22 4.3 Describe methods or systems for measuring an organisation s effectiveness in delivering customer service 4.4 Explain their organisation s procedures and systems for checking service delivery 4.5 Explain their organisation s requirements for health and safety in their area of work 22 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

23 Optional Units Group B Unit 2C04: Selling face to face Unit aim This unit aims to develop the knowledge and skills of selling to customers face to face, overcoming objections and closing the sale. Level 2 ISMM Unit no. 2C04 QCF unit reference no. L/502/8564 Credit value 4 Guided Learning Hours 25 Learning outcomes The learner will: Assessment criteria The learner can: 1. Understand how to sell to customers face to face 2. Be able to prepare for the sale 1.1 Explain the differences between proactive and reactive selling 1.2 Explain how techniques such as cross-selling, up-selling and the sale of add-ons can be applied when selling in face to face situations 1.3 Describe the types of listening and questioning techniques used for selling in face to face situations 1.4 Explain how to interpret non-verbal behaviour in face to face sales situations 1.5 State the differences between benefits and features 1.6 Describe the different methods used to sell benefits 1.7 Explain how to involve the prospect in reaching solutions to sales problems 2.1 Develop a structured sales plan for the meeting that makes effective use of the time available 2.2 Select resources to be used during contact with the customer that are consistent with the plan 23 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

24 3. Be able to conduct a face to face sales meeting with the customer 4. Be able to deal with sales objections during face to face sales situations 3.1 Follow organisational standards of personal presentation when meeting customers 3.2 Work within social and cultural constraints relating to the sector/industry and/or customer 3.3 Behave in a way that is likely to develop a rapport with the customer 3.4 Identify customer requirements through the use of questioning and active listening 3.5 Confirm customer requirements by summarising their buying needs and interests 3.6 Identify products and/or services which match the customer s needs and confirm with the customer that they are suitable 3.7 Communicate unique selling points to the customer 3.8 Provide the customer with opportunities to discuss and assess features and benefits of products and/or services 3.9 Interpret buying signals and act on them to progress the sale 3.10 Provide the customer with materials to support the promotion of products and/or services 4.1 Identify sales objections prior to dealing with the customer 4.2 Clarify objections and identify potential sales opportunities from them 4.3 Evaluate potential trade-offs that will be mutually beneficial to the customer and to the organization 4.4 Record any area in which the product and/or service does not meet the customer s requirements 4.5 Resolve customer queries about the product and/or service 4.6 Reassure the customer and confirm their objections have been overcome 5. Be able to close the sale 5.1 Perform a trial close to establish whether or not further objections exist 5.2 Gain a commitment from the customer to close the sale 5.3 Complete the formalities of the sale following organisational procedures 24 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

25 Unit 2C05: Selling by telephone (inbound) Unit aim This unit aims to provide the skills necessary for responding to inbound sales calls. Level 2 ISMM Unit no. 2C05 QCF unit reference no. J/502/8577 Credit value 4 Guided Learning Hours 27 Learning outcomes The learner will: Assessment criteria The learner can: 1. Understand how to sell by telephone (inbound) 2. Understand how to close the sale during inbound telephone sales calls 3. Be able to prepare for the inbound telephone sales call 1.1 Describe the advantages and disadvantages of selling by inbound telephone sales calls 1.2 Describe when the following techniques can be applied when selling by inbound telephone sales calls: cross-selling, up-selling and selling add-ons 1.3 Describe the listening and questioning techniques used for selling during inbound telephone sales calls 1.4 Describe the different methods used to sell benefits during inbound telephone sales calls 2.1 Explain how to manage customer behaviour during inbound telephone sales calls 2.2 Describe methods for closing sales during inbound telephone sales calls 2.3 Explain how to evaluate and measure the success of inbound telephone sales calls 2.4 Describe interactive ICT options available to support telephone sales activities 3.1 Identify objectives for selling products and/or services by inbound telephone sales calls 3.2 Organise materials for a call in accordance with the sales call plan 25 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

26 4. Be able to identify customer needs during inbound telephone sales calls 5. Be able to present products and/or services to the customer during inbound telephone sales calls 6. Be able to deal with sales objections during inbound telephone sales calls 7. Be able to close the sale during inbound telephone sales calls 4.1 Greet and respond to callers in accordance with organisational procedures 4.2 Obtain information from customers about their needs 4.3 Assess the potential value of calls and customers 4.4 Identify products and/or services with features and functions that customers need or want 4.5 Identify opportunities for further sales and/or sales of other products and/or services 5.1 Explain the benefits and features of products and/or services offered 5.2 Interpret the customer s reaction and decide how to progress the sale 6.1 Identify sales objections prior to dealing with the customer 6.2 Clarify objections and identify potential sales opportunities from them 6.3 Deal with customer queries and objections with clear and accurate responses 6.4 Resolve customer queries about the product and/or service 6.5 Reassure the customer to confirm their objections have been overcome 6.6 Develop a positive relationship with the customer and identify and pursue further customer contact 7.1 Perform a trial close to establish whether or not further objections exist 7.2 Gain commitment from the customer to close the sale 7.3 Complete the formalities of the sale following organisational procedures 7.4 Provide customer feedback and reaction to products and/or services to appropriate people in own organisation 26 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

27 Unit 2C06: Selling by telephone (outbound) Unit aim This unit aims to provide the skills necessary for conducting outbound sales calls. Level 2 ISMM Unit no. 2C06 QCF unit reference no. J/502/8580 Credit value 4 Guided Learning Hours 27 Learning outcomes The learner will: Assessment criteria The learner can: 1. Understand how to sell by telephone (outbound) 2. Understand how to close the sale during outbound telephone sales calls 3. Be able to prepare for the inbound telephone sales call 1.1 Describe the advantages and disadvantages of selling by outbound telephone sales calls 1.2 Describe when the following techniques can be applied when selling by outbound telephone sales calls: cross-selling, up-selling and selling add-ons 1.3 Describe the listening and questioning techniques used for selling during outbound telephone sales calls 1.4 Describe the different methods used to sell benefits during outbound telephone sales calls 2.1 Explain how to manage customer behaviour during outbound telephone sales calls 2.2 Describe methods for closing sales during outbound telephone sales calls 2.3 Explain how to evaluate and measure the success of outbound telephone sales calls 2.4 Describe interactive ICT options available to support telephone sales activities 3.1 Identify objectives for selling products and/or services by outbound telephone sales calls 3.2 Use agreed call lists or leads to plan sales calls 3.3 Organise materials for the call in accordance with the sales call plan 27 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

28 4. Be able to identify customer needs during outbound telephone sales calls 5. Be able to present products and/or services to the customer during outbound telephone sales calls 6. Be able to deal with sales objections during outbound telephone sales calls 7. Be able to close the sale during outbound telephone sales calls 4.1 Assess the potential value of calls and customers 4.2 Prioritise calls according to likely customer value and probability of closure 4.3 Obtain information from customers about their needs 4.4 Identify products and/or services with features and functions that customers need or want 4.5 Identify opportunities for further sales and/or sales of other products and/or services 5.1 Explain the benefits and features of products and or services offered 5.2 Interpret the customer s preferred solution and decide how to progress the sale 6.1 Identify likely sales objections prior to dealing with the customer 6.2 Clarify objections and identify potential sales opportunities from them 6.3 Deal with customer queries and objections with clear and accurate responses 6.4 Resolve customer queries about the product and/or service 6.5 Reassure the customer to confirm their objections have been overcome 6.6 Develop a positive relationship with customers and identify and pursue further customer contact 7.1 Perform a trial close to establish whether or not further objections exist 7.2 Gain a commitment from the customer 7.3 Complete the formalities of the sale following organisational procedures 7.4 Provide customer feedback and reaction to products or services to appropriate people in own organisation 28 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

29 Optional Units Group C Unit 2C07: Inputting and accessing sales or marketing data in information systems Unit aim This unit aims to provide the skills and knowledge required to input and access sales or marketing data and information Level 2 ISMM Unit no. 2C07 QCF unit reference no. D/502/8584 Credit value 2 Guided Learning Hours 15 Learning outcomes The learner will: 1. Understand how to input and access sales or marketing data in information systems 2. Understand the use of sales or marketing information sources and systems Assessment criteria The learner can: 1.1 Explain the uses of IT in the sales or marketing function 1.2 Identify why information is needed for sales or marketing activities 1.3 Describe how sufficient, valid and reliable sources of sales or marketing information can be gathered 1.4 Explain the reasons for using an established data storage system 1.5 Describe the role, advantages and disadvantages of manual and computerised systems 1.6 Explain ways of classifying sales or marketing information and the protocol for data storage 2.1 Explain methods of presenting sales or marketing information 2.2 Describe the features of software and hardware used to manage sales or marketing information 2.3 Describe how to plan and organise searches for sales or marketing information 2.4 Explain the implications of entering incorrect sales or marketing data 2.5 Explain why certain types of sales or marketing information are confidential 29 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

30 3. Be able to input and use databases to support sales or marketing activities 2.6 Explain the scope of own authority and responsibility when using sales or marketing information and databases 2.7 Explain the actions to be taken in the case of a breach of confidentiality 3.1 Gather sales or marketing information 3.2 Identify potential information sources that are likely to support planned sales or marketing activities 3.3 Follow organisational procedures to report concerns about security/confidentiality 3.4 Use sales information gathered to support specified sales or marketing activities 3.5 Input and update sales or marketing information on the database so that it can be accessed and used to support sales activities in the future 30 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

31 Unit 2C08: Processing sales orders Unit aim The aim of this unit is to provide the skill and knowledge needed to process orders and payments. Level 2 ISMM Unit no. 2C08 QCF unit reference no. A/502/8587 Credit value 2 Guided Learning Hours 17 Learning outcomes The learner will: Assessment criteria The learner can: 1. Understand how to process and follow up sales orders 2. Be able to process sales orders 1.1 Explain the importance of sales order processing 1.2 Describe organisational processes for ordering products and/or services 1.3 Describe different sources of information used to check customer credit 1.4 Describe the different payment methods accepted by sales orientated organisations 1.5 Explain the role of the despatch function 1.6 Describe service standards relating to sales order completion 1.7 Explain the importance of storing information securely 2.1 Identify customer sales order requirements 2.2 Check that the credit status of the customer meets organisational standards 2.3 Confirm the availability of products and/or services to the customer 2.4 Ensure that information given to the customer about delivery, timing and price is accurate 2.5 Ensure that the sale is authorised following the organisation s procedures 2.6 Finalise the transaction in accordance with organisational procedures 2.7 Ensure that the customer is aware of the terms and conditions of sale 31 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

32 2.8 Ensure that the customer s requirements are communicated to those responsible for fulfilling sales orders 2.9 Identify who to go to when in need of support with sales order processing problems 3. Be able to follow up sales order processing 3.1 Keep the customer informed of the sales order progress and any problems with the sale order 3.2 Advise the customer of current discounts and special offers 3.3 Check all information is stored securely 32 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

33 Unit 2C09: Selling at exhibitions Unit aim The aim of this unit is to develop knowledge, understanding and sales skills in selling at trade fairs and exhibitions. Level 2 ISMM Unit no. 2C09 QCF unit reference no. J/502/8594 Credit value 5 Guided Learning Hours 28 Learning outcomes The learner will: Assessment criteria The learner can: 1. Understand how to assess the relevance of exhibitions for the organisation 2. Understand how to prepare for and sell at exhibitions 3. Be able to prepare for an exhibition 1.1 Explain the purpose of exhibitions, trade fairs and conferences and how they produce sales opportunities 1.2 Identify which events are most appropriate to the industry/sector and organisation and explain why 1.3 Explain the importance of the sales event to achieving organisational plans and targets 1.4 Describe how to evaluate sales events and measure their overall success 2.1 Describe how to prepare for exhibitions 2.2 Explain the advantages and disadvantages of different methods and processes for collecting and recording sales leads information 2.3 Explain the importance of following up leads after the event 3.1 Identify the targets for sales and potential sales during the exhibition or trade fair 3.2 Provide information about the event that is attractive to customers 3.3 Agree procedures for collecting names, addresses and business cards of potential customers attending the event 3.4 Identify the dress code for the event 3.5 Obtain up to date product literature and prices lists 33 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

34 4. Be able to sell at an exhibition 5. Be able to evaluate own performance at an exhibition 3.6 Collect customer testimonials and case studies to support sales messages, for use at the event 3.7 Identify target prospects from exhibition delegate lists 3.8 Review other exhibitors before the event to determine whether own organisation s products or services complement or compete with other products or services 3.9 Identify areas of compatibility and joint opportunities for the sale of add-ons, up selling or cross selling with other exhibitors before the event 4.1 Use verbal and non-verbal communication to attract and engage the target audience 4.2 Find quick ways to establish customers needs and wants 4.3 Identify up-selling and cross-selling opportunities 4.4 Gain commitment for sales or follow-up meetings after the event 4.5 Make appointments for follow-up meetings, ensuring that the right people are available for that meeting 5.1 Evaluate the effectiveness of the organisation s, personal and team s sales approach at the event 5.2 Provide feedback to colleagues to improve the planning for future events and/or to enhance products and/or services 34 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

35 Unit 2C10: Preparing and delivering a sales demonstration Unit aim The aim of this unit is to prepare for and provide creative, professional and inspiring demonstrations of their organisation s products or services to customers. Level 2 ISMM Unit no. 2C10 QCF unit reference no. T/502/8588 Credit value 3 Guided Learning Hours 20 Learning outcomes The learner will: Assessment criteria The learner can: 1. Understand how to prepare and deliver a sales demonstration 2. Be able to prepare for a sales demonstration 1.1 Explain how the demonstration will contribute to the achievement of business goals and objectives 1.2 Describe the features and benefits of the products and services being demonstrated 1.3 Explain how to provide demonstrations of products and services in a manner and style which is suitable to different audiences 1.4 Explain the importance of rehearsing demonstrations 1.5 Describe equipment and accommodation requirements of the demonstration 2.1 Identify the sales targets for own area of responsibility 2.2 Identify customer needs and wants in relation to the products and/or services being demonstrated 2.3 Agree the objectives, length, content and method of the demonstration and who will be present 2.4 Identify resources for the demonstration and plan the demonstration in a structured way 2.5 Anticipate problems, constraints or objections that could be raised in response to the demonstration and prepare possible responses 2.6 Prepare supporting materials that are consistent with the demonstration 35 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

36 3. Be able to deliver a sales demonstration 4. Be able to evaluate the sales demonstration 3.1 Promote the features and benefits of the products and/or services 3.2 Deliver the demonstration in a style and manner that achieves the objectives and engages the audience 3.3 Provide the customer/audience with opportunities to ask questions and raise objections 3.4 Respond to questions and objections in a manner that is likely to further sales 3.5 Gain commitment to progress or close the sale 4.1 Evaluate the sales demonstration against agreed objectives 4.2 Provide feedback to colleagues to improve the planning of future demonstrations and/or to enhance products and/or services 36 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

37 Unit 2C11: Monitoring sales deliveries Unit aim This unit aims to provide the knowledge and skills needed when preparing for dispatch and delivery of products to customers. Level 2 ISMM Unit no. 2C11 QCF unit reference no. L/502/8595 Credit value 2 Guided Learning Hours 10 Learning outcomes The learner will: Assessment criteria The learner can: 1. Understand how to deal with sales delivery problems and queries 2. Understand how to maximise sales opportunities when dealing with sales deliveries and handovers 3. Be able to progress delivery of the sales order 1.1 Explain how to deal with sales delivery problems and queries 1.2 Explain when to refer sales delivery problems and queries to someone with more authority 1.3 Describe own limits of responsibility and authority when dealing with sales delivery problems and queries 2.1 Explain how further sales opportunities can be identified and maximised 2.2 Identify the types of sales opportunities that may be identified at the point of handover 2.3 Explain how information on further sales opportunities should be used 3.1 Ensure the information on the sales order form matches internal documentation 3.2 Confirm that products are available for despatch 3.3 Confirm that the products are ready for handover to the customer in accordance with the terms and conditions of sale and organisational policy 3.4 Make changes to the sales order if required, ensuring customer expectations are met 3.5 Prepare accurate and complete documentation and records for handover 3.6 Record information according to organisation s procedures 37 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

38 4. Be able to complete sales delivery procedures 4.1 Confirm that the products are handed over to the customer in accordance with the sales agreement and terms and conditions of sale 4.2 Confirm that the customer is satisfied with the products 4.3 Follow up further opportunities for up-selling, cross-selling and selling add-ons 38 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

39 Unit 2C12: Supporting customers in obtaining finance for purchases Unit aim The aim of this unit is to develop knowledge, understanding and skills in assisting customers to obtain finance to buy products and/or services. Level 2 ISMM Unit no. 2C12 QCF unit reference no. Y/502/8597 Credit value 3 Guided Learning Hours 22 Learning outcomes The learner will: Assessment criteria The learner can: 1. Understand the conditions for obtaining finance for purchases 2. Be able to recommend financial packages to customers for purchases 1.1 Describe the advantages and disadvantages of methods used for raising finance for purchases 1.2 Identify the organisation s preferred supplier of financial packages and associated arrangements 1.3 Identify additional financial services which are appropriate to sell to customers 1.4 Explain the types of terms and conditions that apply to different financial packages 1.5 Describe the levels of authority of those involved in assisting customers to obtain finance for purchases 2.1 Calculate the amount needed by the customer in accordance with organisational procedures 2.2 Gather sufficient information to enable the application for finance to proceed 2.3 Confirm the suitability of the financial package as meeting the customer s needs 2.4 Inform the customer of the terms and conditions applicable to the financial package selected 2.5 Provide the customer with the opportunity to raise questions or concerns 2.6 Provide written proposals for a financial agreement 39 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

40 3. Be able to confirm customers credit status 3.1 Carry out a credit check prior to confirming finance to the customer in accordance with organisational procedures 3.2 Communicate the outcome of credit searches and financial decisions to customers following organisatonal guidelines 3.3 Complete financial documentation in compliance with legal and regulatory requirements 40 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

41 Unit 2C13: Generating and qualifying sales leads Unit aim This unit aims to provide the skills and knowledge needed to generate and qualify sales leads. Level 2 ISMM Unit no. 2C13 QCF unit reference no. H/502/8599 Credit value 2 Guided Learning Hours 15 Learning outcomes The learner will: Assessment criteria The learner can: 1. Understand the practices, legislation, regulation and codes of practice that relate to generating and qualifying sales leads 2. Understand the process of generating and qualifying sales leads 1.1 Describe the organisational practices for acquiring contact lists and databases 1.2 Describe the practices relating to the sharing of customer information across the organisation 1.3 Identify the legislation and regulation relating to generating and qualifying sales leads 1.4 Explain the ethical codes of conduct relating to the generating and qualifying of leads 2.1 Explain how customers are segmented 2.2 Explain why and when different methods of contacting a prospect should be used 2.3 Explain how to identify and access key decision makers 2.4 Explain the importance of establishing buying needs and the contact s attitude to buying 2.5 Explain how the information provided by customers is assessed for potential up selling and cross selling 2.6 Explain how to identify customers who have high order value potential or up selling and cross selling opportunities 41 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

42 3. Be able to prospect for customers 3.1 Identify the target market customers and prospects according to the agreed criteria 3.2 Source and gather market and prospect information according to the agreed criteria 3.3 Qualify the sales contact according to the agreed criteria 3.4 Record details of sales contact in accordance with organisational procedures 42 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

43 Unit 2C14: Meeting customers after sales needs Unit aim This unit aims to provide the knowledge of how after-sales service is provided in a way that meets your customer s needs. Level 2 ISMM Unit no. 2C14 QCF unit reference no. R/502/8601 Credit value 3 Guided Learning Hours 14 Learning outcomes The learner will: 1. Be able to investigate customer after sales needs 2. Be able to handle customers after sales needs 3. Be able to review the after sales process Assessment criteria The learner can: 1.1 Establish the nature of customers after sales needs 1.2 Communicate with customers in a way that conforms with quality and customer service standards at all times 2.1 Deal with customers after sales needs following organisational customer service standards and procedures 2.2 Balance customers needs with those of the organisation 2.3 Explain when to refer to someone in authority if the problem cannot be resolved within the limits of own authority 2.4 Fulfil commitments made to customers in accordance with quality and customer service standards 2.5 Record commitments made to customers 3.1 Obtain customers comments on service reliability from customers 3.2 Analyse and report the findings to the relevant person in the organisation 3.3 Make recommendations for improvements to after sales service provision in the light of customer feedback 43 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

44 Unit 2C15: Obtaining and analysing sales-related information Unit aim This unit aims to provide the knowledge and skills needed to obtain and analyse information that helps to understand the markets for products and/or services and the volume, mix and value of the products or services sold. Level 3 ISMM Unit no. 2C15 QCF unit reference no. R/502/8615 Credit value 4 Guided Learning Hours 24 Learning outcomes The learner will: 1. Understand the uses of sales-related information 2. Understand how to use tools and methods to analyse sales-related information 3. Be able to obtain salesrelated information about customers, markets and competitors 4. Be able to use tools and methods to analyse salesrelated information Assessment criteria The learner can: 1.1 Explain the importance of up-to-date information for sales planning purposes 1.2 Explain the benefits and risks of using a range of information sources to support sales activities 1.3 Explain the limitations of sales-related information 1.4 Explain the importance of reviewing sales data requirements for current and future use 2.1 Explain the advantages and disadvantages of different systems to gather sales-related information 2.2 Explain how to use different software packages for analysing and presenting sales-related information 3.1 Specify the information needed to develop an understanding of customers, competitors and markets 3.2 Identify sources that are capable of providing the required information about the organisation s markets, customers and competitors 3.3 Collate sales-related information using planned systems and taking ad hoc opportunities to gather information, in a way that enables data manipulation, analysis and interpretation 4.1 Select analytical tools and methods that are capable of providing the required degree of analysis of sales-related information 4.2 Define the information needs of the target audience for different types of sales-related information 44 Specification ISMM Level 2 CBQ2 QCF v Authorised by F McCabe

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