Level 4 Sales Executive Standard Apprenticeships

“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


Following the introduction of the apprenticeship levy in 2017, the Level 4 Sales Executive Standard was approved for delivery in January 2019. The Standard provides the opportunity to deliver a comprehensive Sales Development Programme to individuals and teams within your business, using the funds accrued in your digital apprenticeship account. The Level 4 qualification also comes with Level 4 Sales Certification from the APS, the UK’s most recognised body representing the sales profession. The compliance and quality requirements set out by the ESFA and Ofsted, BMS Performance delivers exceptional Sales Apprenticeship Programmes for individual learners of in-house cohorts.

“Qualifications taken through BMS Performance will come with the APS quality mark and be recognised across the industry.”

Andy Hough, APS Co-CEO

Remote Education Offer

We have moved delivery of the L4 Sales Executive Apprenticeship 100% online. Our ePortfolio
system Aptem enables each learner to experience a comprehensive programme of learning that
develops their knowledge, skills and behaviours as a salesperson, and prepares them for success in the apprenticeship at end-point assessment.

Find out more…

What is a Sales Executive?

Sells products or services

A Sales Executive is a sales person working in the B2B 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 and managing day-to-day requirements. Alternatively, 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 so 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 either a 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

What our learners say about us

  • why will a qualification in sales help your career
  • what did you learn?
  • 3 things that had an impact on your sales career
  • why choose the level sales apprenticeship
  • how has BMS performance helped you?
  • how did you find the training
  • 3 reasons to do an apprenticeship

Client Overviews

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