| 1 | Know how to demonstrate retail products to customers | 1.1 | show that they know the purpose and value of demonstrations in promoting and selling products |
| 1.2 | show that they know how to prepare the demonstration area effectively and check it is safe |
| 1.3 | show that they know the difference between the features and benefits of products |
| 1.4 | show that they know the features and benefits of the products the learner is responsible for demonstrating |
| 1.5 | show that they know how to organise demonstrations into logical steps and stages, and how this makes demonstrations more effective |
| 1.6 | show that they know how to communicate clear and accurate information during demonstrations |
| 1.7 | show that they know why they should clear equipment and products away promptly and without keeping customers waiting unduly |
| 2 | Know how to help customers choose products in a retail store | 2.1 | show that they know why they need to promote sales and goodwill, and how helping customers to choose products contributes to this |
| 2.2 | show that they know the products they are responsible for selling and features and benefits of those products |
| 2.3 | show that they know why they need to explain product features and benefits to customers in ways that customers understand and find interesting |
| 2.4 | show that they know how to check and interpret customers’ responses to the learner’s explanations |
| 2.5 | show that they know how to adapt their explanations and respond to questions and comments in ways that promote sales and goodwill |
| 2.6 | show that they know how to encourage customers to ask the learner for clarification and more information |
| 2.7 | show that they know the risks of not paying attention to the store, in terms of security, safety and lost sales |
| 3 | Demonstrate retail products to customers | 3.1 | prepare the demonstration area and check that it can be used safely |
| 3.2 | check they have the equipment and products they need to give the demonstration |
| 3.3 | explain the demonstration clearly and accurately to the customer |
| 3.4 | present the demonstration in a logical sequence of steps and stages |
| 3.5 | cover all the features and benefits they think are needed to gain the customer’s interest |
| 3.6 | clear equipment and products away promptly and without keeping customers waiting unduly |
| 4 | Help customers choose products in a retail store | 4.1 | find out which product features and benefits interest individual customers and focus on these when discussing products |
| 4.2 | describe and explain clearly and accurately relevant product features and benefits to customers |
| 4.3 | compare and contrast products in ways that help customers choose the product that best meets their needs |
| 4.4 | check customers’ responses to the learner’s explanations, and confirm customers’ interest in the product |
| 4.5 | encourage customers to ask the learner questions and respond to customers’ questions, comments and objections in ways that promote sales and goodwill |
| 4.6 | identify suitable opportunities to tell the customer about associated or additional products and do so in a way that promotes sales and goodwill |
| 4.7 | constantly check the store for security, safety and potential sales whilst helping customers |
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