Aim of Unit 16 Sales Development and Merchandising
The study would be generated for having ideal understandings on the significance of the sales development as well as techniques of merchandising within the service operations. Learners would identify different operational aspects such as catering and hospitality, beauty therapy and hairdressing, leisure and sports, travel industries. This unit is based on its different approaches that would be covering both the practical and theoretical application of different tools used externally and internally. These applications could enable to identify how to maximize sales and profits within product mix. Learners can also find out the staff roles and responsibilities within the industry of hospitality and tourism.
1 Understand elements of the product in a business and services context
This unit would help learners to understand different product elements such as product characteristics, features and their benefits, product strategies and development processes, branding and concept development. Market segmentation would also be incorporated in this part for identifying different components like segmentation rationale and methods, market needs recognising, branding constraints and benefits and theme development in the context of catering and hospitality, leisure and sports and travel sector.
2 Understand external sales development techniques
Learners can also understand different techniques for external sales growth. In this, different essential criteria such as consumer purchasing behaviour, external merchandising and advertising would be incorporated. Various motivational theories would be mentioned for investigating customer buying decision process. In the part of advertising and external merchandising, media selection, target markets, sales promotion, different designs regarding locations, car parking, access and signage would be evaluated. This would help them to find out suitable techniques for sales development in the end.
3 Understand the tools and techniques of internal sales promotion and merchandising
In this unit, it could be understood that different tools or techniques are needed within internal sales and merchandising. For that, the study would evaluate different aspects like internal merchandising, sales promotion and design considerations. In these aspects, various customer ergonomics, event ambience and environment regarding seating, heating, noise and lighting would be incorporated. Ranges of promotional functions, seasonal opportunities, sales materials, matching materials and internal signage would be verified.
4 Be able to evaluate the role of staff in maximising sales
Through this part, learners can be able to analyse different roles of event staff in developing sales and further profits. For that, few criteria such as operational design, training and several techniques in personal selling would be incorporated. In the selling techniques, aspects like up-selling opportunities, non-verbal communication, consumer needs, product knowledge and relationship between service and selling would be focused along with workflow and equipment, sales role, promotional training, rewards and incentives and program preparation for sales training.
Learning outcomes and assessment criteria
|Learning outcomes On successful completion of this unit a learner will:||Assessment criteria for pass The learner can:|
|LO1 Understand elements of the product in a business and services context||evaluate the key components of the productdiscuss the range of contributions to sales and profit of elements in the product mixassess how market segmentation contributes to sales maximisation|
|LO2 Understand external sales development techniques||discuss the factors affecting buyer behaviourassess appropriate advertising media for sales development situationsevaluate the role of external merchandising in maximising customer volumes, making recommendations for improvement|
|LO3 Understand the tools and techniques of internal sales promotion and merchandising||assess how design and layout might affect customer spendreview and evaluate internal merchandising materialsevaluate promotional activities for different scenarios, making recommendations for improvement|
|LO4 Be able to evaluate the role of staff in maximising sales||evaluate personal selling techniques, making recommendations for improvementdiscuss the influence of operational design on sales revenuejustify key principles that should be included in a sales training programme|
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.