Programme Overview

The Level 4 Sales Executive apprenticeship develops confident, commercially aware sales professionals who lead end-to-end sales interactions — from identifying prospects to closing opportunities and managing ongoing customer relationships. Apprentices learn how to plan sales activity, understand customer needs, create value propositions, negotiate effectively and deliver excellent customer experiences.

Sales Executives operate in both B2B and B2C markets across all sectors, including technology, manufacturing, media, pharmaceuticals, automotive, recruitment, FMCG, utilities and financial services. They are responsible for growing existing accounts and generating new business, contributing directly to organisational growth and revenue targets.

This programme builds advanced sales capability suitable for field sales, inside sales, business development and account management roles.

Who This Programme Is For

• Business Development Executives
• Sales Consultants / Sales Advisors
• Recruitment Consultants working in sales-focused roles
• Relationship Managers
• Field Sales Executives
• Individuals with early sales experience looking to progress into strategic selling roles
• Organisations wanting structured training for revenue-driving teams

What Apprentices Will Learn

Organisational Knowledge

• Understanding the organisation’s strategy, goals, products and value propositions
• Translating marketing and sales strategy into actionable plans
• Understanding internal processes, approval routes, pricing and delivery systems

Product, Service & Sector Knowledge

• Detailed features, benefits and competitive differentiators
• How products/services solve customer challenges
• Legal, ethical and regulatory frameworks affecting their sector
• Market trends and upcoming sector developments

Market & Customer Understanding

• Segmenting target markets and positioning products effectively
• Understanding customer motivations, buying processes and purchasing factors
• Analysing customer environments, challenges and decision-making criteria
• What constitutes a high-quality customer experience

Commercial & Financial Acumen

• Profit and loss, margins, ROI and commercial drivers
• How pricing, discounts and terms affect profitability
• Understanding KPIs such as pipeline value, close rates and conversion metrics

Digital Knowledge

• Using digital tools to optimise sales activity
• Conducting research, targeting and outreach using digital platforms
• Using CRM systems for pipeline management and reporting
• Delivering remote presentations and virtual sales meetings

Key Skills Developed

Sales Planning & Preparation

• Setting targets using realistic forecasting
• Building and refining customer and territory plans
• Prioritising accounts for maximum ROI

Customer Engagement

• Building rapport quickly and authentically
• Using verbal, written and non-verbal communication effectively
• Adapting sales style to different customer personalities

Customer Needs Analysis

• Using advanced questioning and active listening
• Diagnosing customer requirements, constraints and goals
• Building trust early in the sales process

Proposing & Presenting Solutions

• Developing tailored proposals
• Presenting solutions confidently in meetings and virtual settings
• Articulating clear value propositions
• Handling objections professionally

Negotiation

• Preparing negotiation strategies and fallback positions
• Addressing objections and reaching mutually beneficial agreements
• Understanding organisational minimum requirements (e.g., pricing thresholds)

Closing Sales

• Recognising buying signals
• Using ethical closing techniques
• Securing purchase commitments professionally

Market Intelligence

• Gathering, analysing and sharing competitor and industry insights
• Identifying new opportunities and trends

Time & Territory Management

• Using tools to prioritise work
• Managing diaries, outreach, follow-ups and administrative tasks effectively

Collaboration & Teamwork

• Working with marketing, finance, delivery and customer service teams
• Sharing best practice and market feedback internally

Customer Experience Management

• Delivering a professional, consistent experience throughout the sales lifecycle
• Handling complaints and concerns with urgency and care
• Maintaining long-term customer relationships

Professional Behaviours Developed

• Ethics & Integrity:Acting as an ambassador for the brand
• Proactivity:Driving sales conversations, generating opportunities
• Self-discipline:Professional conduct, emotional control, consistency
• Resilience:Handling rejection positively, bouncing back from setbacks
• Self-motivation:Staying driven to achieve personal and organisational targets
• Continuous Professional Development:Seeking feedback and learning independently

End-Point Assessment (EPA)

Gateway Requirements:

• English & Maths at required level
• Portfolio of evidence
• Employer confirmation of readiness

EPA Components:

1. Work-Based Project with Report

• Apprentice completes a structured sales project
• Demonstrates planning, sales activity, analysis and outcomes
  2. Presentation with Questions
• Delivery of a professional sales presentation
• Minimum 20 minutes plus questioning
  3. Professional Discussion Underpinned by Portfolio
• Structured interview with assessor
• Demonstrates knowledge, skills and behaviours

Grading:

• Fail
• Pass
• Distinction