Business Services Training Unit of Competency Recommend products and services BSBPRO301A Unit Descriptor This unit describes the performance outcomes, skills and knowledge required to provide advice and information within an organisation about the development and distribution of its products and services. Employability Skills This unit contains employability skills. Pre-requisite Units Nil Application of the Unit This unit applies to individuals who are skilled operators and apply a broad range of competencies in various work contexts. They may exercise discretion and judgement using appropriate knowledge of products and services to provide technical advice and support to a team
Recommend products and services This book supports BSBPRO301A, Recommend products and services in the Business Services Training Package. Copyright Sandra Griffith, February 2009 Author: Sandra Griffith Editor: Lloyd Jones ISBN: 1-74123-985-0 Disclaimer All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, scanning, recording, or any information storage and retrieval system, without permission in writing from the publisher, Software Publications Pty Ltd. No patent liability is assumed with respect to the use of the information contained herein. While every precaution has been taken in the preparation of this book, the publisher and the authors assume no responsibility for errors or omissions. Neither is any liability assumed for damages resulting from the use of the information contained herein. These learning materials have been prepared for use as part of a structured vocational education and training course and should only be used within that context. The information contained herein was correct at the time of preparation. Legislation and case law is subject to change and readers need to inform themselves of the current law at the time of reading. Publishers Software Publications Pty Ltd (ABN 75 078 026 150) Head office Sydney Unit 10, 171 Gibbes Street Chatswood NSW 2067 Phone: (02) 9882 1000 Fax (02) 9882 1800 Australia Toll Free Numbers Phone: 1 800 146 542 Fax: 1 800 146 539 Web address www.softwarepublications.com.au Published and printed in Australia
Structure recommendations to identify benefits Recommend products and services 2.4 Structure recommendations to identify benefits Structure recommendations to identify clear benefits to clients and the organisation Evaluating the product range As you have discovered, customers want you to use your product knowledge to solve their problem or satisfy their needs. Your presentation of options to the customer should involve restating their need or problem and then explaining how the features of a particular product or service will benefit them. To evaluate your product range, you must identify which product(s) best fit the purpose that the customer has in mind. To do this you will need to sift through the detailed knowledge you have and match features of the product to the customer s needs. You should: know the customer s needs (remember appearance, comfort, durability, economy, performance, safety) try to determine the extent to which the customer is influenced by either logical thinking or an emotional response determine the most suitable product or service by matching features to the customer s needs explain the relevant features, their benefits, and how these will meet the customer s needs. Your customer will also want to know the price of the product. Once you have told them the price, remind them of the benefits they are purchasing. Customer service professionals strongly recommend that you give customers the opportunity to touch, feel or use the product while you are explaining their options. The customer is more likely to make a purchase once they have handled the product. Clearly explain any other aspects of the product such as availability, customer help lines, delivery, installation, warranties and guarantees or special promotions. Page 54 BSBPRO301A Recommend products and services
Recommend products and services Structure recommendations to identify benefits You will quickly alienate your customer if you simply list off the many features of a product. Feature Home loan pre-approval Principal and interest loan repayments Lifetime guarantee on home repairs Consolidation of several loans This book-keeping service comes to your premises Fixed interest rates Online payments Benefit Bid with confidence at auctions or make offers on a house. Pay off your loan sooner. You have peace of mind regarding the quality of materials and workmanship of repairs that have been paid for by the insurer. You will only need to make one loan repayment each month. You save time travelling to the book-keeper s office. You can be certain of your repayments for the time that the interest rate is fixed. You will save time and money making payments. Benefits Benefits describe what a specific feature will do for a customer. It is important to remember that the features of a product are the same regardless of who is using it. The benefits that each customer realises from a feature will vary. Customers buy particular products for the benefits that they offer. To provide professional customer service, you must learn more than the features of the products and services on offer. Reflect on the benefits that are linked to each feature. This is the information that customers will want from you. Your customer will also want to know the price of the product. Once you have told them the price, remind them of the benefits they are purchasing. Customer service professionals strongly recommend that you give customers the opportunity to touch, feel or use the product while you are explaining their options. The customer is more likely to make a purchase once they have handled the product. You should clearly explain any other aspects of the product such as availability, customer help lines, delivery, installation, warranties and guarantees or special promotions. BSBPRO301A Recommend products and services Page 55
Structure recommendations to identify benefits Recommend products and services Double-sided copying In-built safety switch Feature Benefit Uses less paper so you will save money. Easy and safe to use. Heavy duty, stain-resistant fabric The fabric s durability will save you money you will not need to have it cleaned regularly. This bag has several internal pockets These basketball boots have good ankle support Tanning product works in half the time Small, compact design You will be able to carry quite a few items securely. You will have less risk of injury. You will save time. This product is easier to carry. You will have more room in your bag for other items. Task 16 : Buying technical equipment Have you had the experience of buying a technical piece of equipment such as a digital camera, laptop computer, mobile phone or plasma screen television? Many people are overwhelmed by the technical jargon that retail assistants use to describe product features. Consider the following description that Angelo used when attempting to sell a mobile phone: This phone has an operating frequency of EGSM 900 / GSM 1800 dual band. It weighs 114 grams with standard battery. You will get 2 hour 30 minute to 4 hour 30 minute talk time. Its key features are that it is slim and light, has highspeed data support, WAP access, extended calendar, long talk and stand-by time. It also has high-resolution, illuminated graphical dynamic display - 96 x 60 pixels. What do you think? Any questions? Record your thoughts about how you would attempt to explain product features and benefits. You may wish to base your reflection on how you would have advised Angelo to handle his mobile phone sale. Page 56 BSBPRO301A Recommend products and services
Recommend products and services Structure recommendations to identify benefits Task 17 : Buying a new rug Mariam has listened carefully to Mr and Mrs Richardson. They want to purchase a new rug for their dining room. She is ready to present her solution to them. Mariam Mr Richardson Mariam Mr Richardson Mariam So Mr and Mrs Richardson, can I confirm with you what I think you need? The dining room is adjacent to your formal living room, so the rug needs to suit the décor of both rooms. You entertain regularly, so the fabric needs to be hardwearing but rather formal to match your antique dining table. You would be really happy if you could have the new rug before your dinner party on Saturday. Is that right? Yes. Any ideas? I am sure we will be able to help you. I can show you a rug that comes in a heavy duty, formal pattern that will fit beautifully under your table. We can have it delivered to you later this week in time for your dinner party. How does that sound? Terrific. Can we see a sample? Of course. The great thing about this rug is that it is guaranteed not to stain for 5 years that will be a big help with the type of wear you think it will have. It will save you time and money on cleaning costs. Mariam has identified the features of the sofa to her customers. Most importantly, she explained how those features would benefit them. Highlight the features and benefits that were discussed in this case study. You will quickly alienate your customer if you simply list off the many features of a product. Consider the following example: If you have done a good job of presenting options that satisfy the customer s need, they will often make an immediate decision to purchase. In those cases where the customer appears undecided, ask them directly if they would like to make a purchase or place an order. If the customer tells you they would like to take some time to think about their decision, ensure that you give them some information to take away that includes your contact details. Your workplace may have a policy of contacting customers by telephone to follow-up the initial inquiry. BSBPRO301A Recommend products and services Page 57