Syllabus: OCR - GCSE Business
Module: 4. Operations
Lesson: 4.3 The Sales Process and Customer Service

Introduction

This lesson is part of the OCR GCSE Business specification, specifically under Unit 4: Operations, and focuses on Section 4.3 – The sales process and customer service. The content is foundational to understanding how businesses interact with customers at the point of sale and beyond.

For teachers, this unit presents an excellent opportunity to bring classroom learning to life through examples students will have encountered in real life—whether in a coffee shop, online shopping, or calling a customer support line. With clear links to employability, this topic supports both exam performance and broader student development.

Key Concepts

According to the OCR GCSE Business specification, students should understand:

• The stages of the sales process, including:

  • Customer engagement

  • Identifying customer needs

  • Presenting the product or service

  • Closing the sale

  • Post-sales service and follow-up

• Methods of customer service, including:

  • Face-to-face interaction

  • Telephone support

  • Online chat and email communication

• The importance of excellent customer service in:

  • Encouraging customer loyalty

  • Enhancing reputation

  • Increasing repeat purchases

• The impact of poor customer service, such as:

  • Negative reviews

  • Loss of sales

  • Damage to brand reputation

• How businesses use technology to improve sales and service, including CRM systems, e-commerce tools, and automated responses.

Real-World Relevance

Customer service is where business theory becomes reality for most consumers. Take John Lewis as a UK case study—renowned for its no-quibble returns policy and attentive in-store service. These practices align perfectly with the sales process stages in the specification and demonstrate the competitive advantage of good service.

Conversely, high-profile customer service failures—such as online retailers delaying deliveries or telecom firms keeping customers on hold for hours—offer real-time case studies of the consequences of neglecting service.

Incorporating mini case studies of businesses students interact with—like Greggs, Apple, or ASOS—makes this topic instantly relatable.

How It’s Assessed

In OCR GCSE Business exams, this topic may appear in both Section A (short-response questions) and Section B (case study with data response). Expect:

• Explain and Analyse questions (e.g. “Explain one reason why post-sales service is important to a business”).

• Evaluate questions based on a business scenario (e.g. “Evaluate whether face-to-face customer service is more effective than online chat for a small retailer”).

Key command words:

• Explain: Give a definition, example or reason.

• Analyse: Use logical reasoning to show how elements connect.

• Evaluate: Weigh pros and cons, then reach a supported judgement.

Enterprise Skills Integration

This topic is ideal for reinforcing key enterprise capabilities, particularly:

• Decision-making – choosing the right sales method for different customer types.

• Problem-solving – resolving customer complaints effectively.

• Communication – understanding the role of tone, empathy, and clarity in service delivery.

• Commercial awareness – recognising how service impacts profitability and reputation.

Enterprise Skills’ Business Simulations can be used to deepen understanding, as students make live decisions around customer handling and sales strategies.

Careers Links

Teaching this unit supports:

• Gatsby Benchmark 4: Linking curriculum learning to careers.

• Gatsby Benchmark 5: Encounters with employers and employees, especially through role plays or live briefs.

Relevant career paths include:

• Retail and sales assistant

• Customer service advisor

• Hospitality staff

• Account manager

• Call centre agent

• CRM system administrator

Use employer engagement activities or video case studies to help students connect the dots between theory and work.

Teaching Notes

Top tips for delivery:

• Use role play scenarios to explore each sales stage.

• Encourage students to review and compare customer reviews on platforms like Trustpilot.

• Set up mystery shopping tasks where students analyse real-world customer journeys.

Common pitfalls to avoid:

• Students may oversimplify service as just “being polite”. Push them to consider commercial impacts.

• Confusing sales with marketing—clarify that sales is transactional, while marketing is promotional.

Extension activities:

• Run a simulated business day using Enterprise Skills’ simulations to embed customer-focused decisions.

• Ask students to redesign a poor customer experience into a better one using the sales process steps.

This unit brings together interpersonal, strategic, and commercial thinking—exactly the kind of mix that brings business education to life. It’s not abstract. It’s what they’ll live and breathe in their first job.