This document outlines the learning outcomes and content for Unit 16: Sales Development and Merchandising. It includes 4 learning outcomes that cover understanding elements of products and services, external and internal sales development techniques, and evaluating the role of staff in maximizing sales. Specific topics addressed include product strategy, market segmentation, buyer behavior, advertising, merchandising, sales promotions, personal selling techniques, and training. Learners will evaluate various sales and marketing components, make recommendations for improvement, and justify principles of an effective sales training program. Access to industry providers is recommended so learners can examine real-world examples of different products and sales approaches.

1. UNIT 16: SALES DEVELOPMENT AND MERCHANDISING
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LO1 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
LO2 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
LO3 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
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LO4 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

2. UNIT 16: SALES DEVELOPMENT AND MERCHANDISING
Learning outcomes and assessment criteria
Learning outcomes
On successful completion of this unit a learner will:
LO1 Understand elements of the product in a business and services context
Assessment criteria for pass
The learner can:
1.1 evaluate the key components of the product
1.2 discuss the range of contributions to sales and profit of elements in the product mix
1.3 assess how market segmentation contributes to sales maximization
LO2 Understand external sales development techniques
2.1 discuss the factors affecting buyer behaviour
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
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LO3 Understand the tools and techniques of internal sales promotion and merchandising
3.1 assess how design and layout might affect customer spend
3.2 review and evaluate internal merchandising materials
3.3 evaluate promotional activities for different scenarios, making recommendations for
improvement
LO4 Be able to evaluate the role of staff in maximising sales

3. 4.1 evaluate personal selling techniques, making 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.
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