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

Exciting Announcement – New Level 4 Sales Executive Standard Apprenticeship Approved

In a major boost for the sales profession, the government has approved a new apprenticeship programme for sales executives which promises to make the UK world-leaders in producing professional, qualified salespeople.

BMS Performance has partnered with the Association of Professional Sales (APS) as the Trailblazer Group for the Level 4 Sales Executive Standard. The APS is a leading community for sales people, continually working to raise the standards and professionalism of the sales industry

BMS Performance is excited to be delivering the programme from Jan 2019!

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

Sales apprenticeships help 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.

Act fast and don’t waste your apprenticeship levy

The apprenticeship levy was introduced by the UK government in April 2017. It affects all UK employers with an annual wage bill over £3 million who now have to contribute 0.5% of their wage bill to the levy. If the fund is not spent within 24 months, it will expire.


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.

Conducts customers analysis

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.

Assessment Criteria

Functional Skills

GCSE Level 2 Maths and English


The duration of this apprenticeship is 14 months and 80% of the learning is delivered ‘on the job’. The programme involves classroom training, eLearning, tutor support, coaching and project based work.

Professional recognition

Achievement of the standard meets the eligibility requirements for Sales Certification at Level 4 with the Association of Professional Sales (APS).

“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