Level 4 Sales Executive Standard Apprenticeships to boost ROI | BMS Performance


“The Sales Executive Apprenticeship is a ground breaking, turning point in delivering the key skills every salesperson needs to succeed” David Bill – Director, BMS Performance Ltd

Sales apprenticeships boost sales performance

Promoting the sales function of your business as a professional and credible vocation will transform the perception of the role. A robust and practical sales apprenticeship programme will revolutionise the performance and capability of your team, generating a sustainable increase in sales performance and create a succession plan for your business.

“Qualifications taken through BMS Performance will come with the APS quality mark and be recognised across the industry.” Andy Hough, APS Co-CEO

What is a Sales Executive?

Sells products or services

A Sales Executive is a sales person working in the Business to Business market with responsibility to sell a specific product line or service. The role will require them to understand their employer’s product or solution.


Retains and grows accounts

They may be responsible for retaining and growing a number of customer accounts, managing day-today requirements or they may undertake the role of a sales consultant, by contacting prospective customers, responding to enquiries, qualifying opportunities and managing the sales process to a mutually acceptable close.

Consults with their customers

A Sales Executive is able to conduct a customer needs analysis for simple solutions by linking features and benefits to customer requirements they can assemble straightforward solutions. A Sales Executive would be expected to develop customer relationships by establishing rapport and building trust and confidence in their own and their company’s capabilities through demonstration of product knowledge.

How it works

Assessment Criteria

Conducted by an independent body selected by the employer, the end point assessment is the culmination of the 14 month sales apprenticeship. The EPA is an opportunity for the learner to demonstrate the knowledge, skills and behaviours they have acquired throughout the programme.

The outcome is the pass or fail. Pass with a Merit or Distinction.


  • Organisational
  • Product, service and sector
  • Market
  • Customer
  • Commercial and financial acumen
  • Digital


  • Sales planning and preparation
  • Customer engagement
  • Customer needs and analysis
  • Propose and present solutions
  • Negotiation
  • Closing sales
  • Gathering intelligence
  • Time management
  • Collaboration and team work
  • Customer experience management
  • Digital skills

Values & Behaviours

  • Ethics and integrity
  • Pro-activity
  • Self-discipline
  • Resilience and self-motivation
  • Continuous professional development

20% off the job learning

Who we work with

The benefits of apprenticeships

“BMS Performance has demonstrated the highest quality standards in reaching this benchmark, showing their commitment not only to their learners and customers, but also their wider commitment to the sales profession as a whole.”
Ben Turner, Co-CEO at APS

BMS designed a great interactive training course and delivered beyond our expectations.

Sales Director, Timothy Taylor