• Level 4
  • Reference AS-SE-EPA
  • Apprentice Support Package: AS-SE-ASP

  • End Point Assessment: AS-SE-EPA

The Apprenticeship Standard and Assessment Plan can be found here.



A Sales Executive is a sales person working in either the Business-to-Business or Business-to-Consumer markets with responsibility to sell a specific product line or service. They plan their sales activities, lead the end-to-end sales interaction with the customer and manage their sales internally within their organisation. They will be responsible for retaining and growing a number of existing customer accounts, and generating new business by contacting prospective customers, qualifying opportunities and bringing the sales process to a mutually acceptable close.

Sales Executives operate in organisations of all sizes across all sectors and markets, including; Technology, Media, Pharmaceutical, Recruitment, Fast Moving Consumer Goods, Utilities and the Automotive Sector.

Apprentices can gain knowledge in products and services, commercial and financial acumen, and skills in teamwork and customer experience management.

Designed with different learning styles in mind, IMI’s solution ensures Apprentices are fully engaged and prepared for their End-Point Assessment (EPA). This standard is suited to those who are new to the role or are progressing on their career journey through an organisation.


Typically, a Sales Executive will deal with a single point of contact for each sale, and will present a pre-considered value proposition. The entire sales process may be completed during a single customer ‘conversation’, or over a series of interactions.
Typical job roles and job titles include: Sales Consultant, Sales Specialist, Sales Advisor, Sales Representative, Business Development Executive, and Field Sales Executive.


The Sales Executive Level 4 Apprentice will typically spend no less than 18 months on-programme working towards the Apprenticeship Standard, with a minimum of 20% off-the-job training.

Entry Requirements

Employers will set the entry requirements for their Apprentices. It is recommended during the selection process that the Apprentice demonstrates the following qualities:

  • Strong work ethic
  • Integrity in all business relationships
  • Effective communication skills
  • Works well independently and as part of a team
  • Ability to effectively plan and manage own workload
  • Proactivity and self-discipline
  • Resilience and self-motivation

Additional Mandatory Requirements

English and Maths at Level 2 (or equivalent) is required to be held by the Apprentice prior to the EPA. For further details regarding English and Maths requirements, please refer to the Assessment Plan for the Standard.


The new version of the assessment plan - AP02 - contains one change only (on page 12). The professional body has changed its name from the Association of Professional Sales (APS) to the Institute of Professional Sales (IPS).

Want to know more? 

IMI Approved Centres can apply to offer this apprenticeship standard here. Alternatively call us on +44 (0)1992 511521 and we will be happy to help.

Documentation for IMI Centres

Find more information and documentation in IMI Connect

Start Date: Fri, 31/01/2020

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