Level 4 Sales Executive Standard Apprenticeship

“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


The Level 4 Sales Executive Apprenticeship Standard is the first qualification of its type for the sales community. This qualification teaches the core principles of consultative selling and account management required to enhance the customer journey and build loyalty to the employer. The learner will undertake training in all aspects of the end-to-end consultative sales and account management process, providing them with the knowledge, skills and behaviours required of a professional salesperson. The programme will help to build professionalism and confidence that will enable them to progress within their role, their organisation and in their careers.

We deliver this qualification as a blended learning program which includes both physical and virtual classrooms, e-learning modules, skills development activities, on the job training and most importantly one-to-one coaching and support on a monthly basis from a Development Coach.

What is a Sales Executive

Sells Products Or Services

A Sales Executive is a salesperson working in the b2b market who has responsibility to sell a specific product line or service. The role will require them to understand their employer’s product or solution and the markets in which they operate, combined with a thorough understanding of the sales process and an awareness of the impact they have on the customer journey and customer experience.

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 Customers

A Sales Executive can conduct a customer needs analysis for simple solutions by linking features and benefits to customer requirements to 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.

What to expect


The duration of this apprenticeship is 18 months, 14 months of practical training followed by a 4-month period of End Point Assessment (EPA).

Development Time

20% of the apprentice’s time is to be spent acquiring new knowledge, skills and behaviours related to their role as a Sales Executive.

Blended Learning

The programme involves group training (physical and virtual classroom), eLearning, remote coaching and requires the completion of a portfolio of evidence.

Entry Requirements

An apprentice must attain Level 2 Functional Skills in maths and English before entering End Point Assessment. Existing Level 2 qualifications in maths and English would exempt learners from having to do this.

Professional Recognition

Achievement of the standard meets the requirements for Sales Certification at Level 4 with the Institution Sales Professional  (ISP) and Ofqual Level 4 Sales Apprenticeship Standard.

End Point Assessment

The EPA period is 4 months, in which three assessment methods must be passed for the apprentice to successfully achieve their apprenticeship. This includes a Work-Based Project, Presentation and Professional Discussion.

Training Modules

The Professional Seller

Providing you with the mindset, sales strategy and tools to operate in a consultative b2b sales environment.

  • Balancing Success & Effective Goal Setting
  • Sales Planning & Time Management
  • Winning Attitudes & Working with Ethics and Integrity
  • Communication Skills & Social Preferences

The Successful Seller

An end-to-end sales cycle offering best practice and modern methodology in consultative selling.

  • Engaging with New Prospects
  • Consultative Customer Needs Analysis
  • Presenting Solutions Effectively
  • Negotiation vs Objection Handling
  • Ethical Closing

The Strategic Seller

Creating a structured approach to account management and development in an ethical, profitable and proactive approach.

  • Building Business Relationships
  • Strategic Selling & Account Growth
  • Project Management for Sales

Assessment Criteria

Conducted by an independent body selected by the employer, the end point assessment is the culmination of the 14-month training period. The EPA is an opportunity for the learner to demonstrate the knowledge, skills and behaviours they have acquired throughout the programme through a series of assessed activities. These include the completion of a Work-Based Project, a Professional Discussion and a Presentation.

The outcome is either a Pass or Distinction.