Sales Executive Level 4 Apprenticeship

Management training courses designed around your EXACT REQUIREMENTS
and the business outcomes that you want to achieve

Sales Executive
Level 4 Apprenticeship

Ideal for sales people who want to take their performance onto the next level.

Select from Workshops, Virtual, Coaching or Self-Study

If you’re looking for ways to upskill your sales people then this programme can help. This programme is ideal for sales people who are working in either the Business to Business (B2B) or Business to Consumer (B2C) markets.

A Sales Executive plans their sales activities, leads the end-to-end sales interaction with the customer and manages their sales internally within their organisation.

They will be responsible for retaining and growing several existing customer accounts, and generating new business by contacting prospective customers, qualifying opportunities, and bringing the sales process to a mutually acceptable close.

Our programmes are not chalk and talk! We can customise the style, the format and the delivery of the programme to suit your organisation – it will be a complete bespoke solution so your learners and organisation achieve real, tangible benefits from it.

Some of our employers prefer face to face workshops, others prefer virtual sessions and some prefer the programme to be delivered as action learning sets. You can combine all three or add virtual coaching, self-study and online learning into the mix!

We’ll work with you to determine what is best for you.

This programme is fully customisable.

Make an Enquiry

What Will Your Sales People Improve?


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  • Organisational knowledge
  • Product, service and sector knowledge
  • Market knowledge
  • Customer knowledge
  • Commercial and financial acumen
  • Digital knowledge


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  • Sales planning and preparation
  • Customer engagement
  • Customer needs analysis
  • Propose and present solutions
  • Negotiate
  • Closing sales
  • Gathering intelligence
  • Time management
  • Collaboration and team- work
  • Customer experience management
  • Digital skills


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  • Ethics and integrity
  • Proactivity
  • Self-discipline
  • Resilience and self-motivation
  • Continuous professional development

Delivery Options

We’ll use a mix that works for your organisation

Face to Face Masterclasses

Virtual Masterclasses

Digital Learning

Virtual Coaching

Action Learning Sets

Self Study

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Developing Your Programme

Key to the success of your apprenticeship programme will be for our team to work in partnership with you to develop your programme so that it reflects your mission, values and behaviours, harnesses core working practices, terminology and that it is relevant to each and every learner and their role.

Working in partnership with our curriculum experts we will develop a programme that is unique to your organisation and your learners.

The programme will be designed around your exact requirements to ensure that you receive real, tangible outcomes that can be evidenced in the workplace – whether that’s in a physical office or if your learners work from home.

Below is some further information about the Sales Executive Level 4 programme.

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Programme Structure

This programme has been designed in a way that will maximise the performance of each learner. Learning the theory of a topic is great but it’s what the learner does to embed the learning and actually use it, that matters most.

All learning is reinforced with ongoing coaching, online resources and off-the-job activity to bring it all to life.

Each part of the programme supports the learner to apply their knowledge and skills via INTENT – IMPLEMENT – IMPACT.

  • What did they plan to change?
  • What did they change and how?
  • What impact did it make?

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Onboarding & Induction
Initial workshop and event about the programme and how to get a high grade.

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Practical Learning Events
Practical and engaging. Can be classroom based or delivered virtually. Run by best in class trainers.

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Digital Learning
To take in-between masterclasses and to help embed the learning. Self-study and in the flow of work resources.

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Ongoing Reviews
Held between the learner, employer and skills coach to monitor progress and to make any adjustments.

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End Point Assessment
End of programme assessment. Consists of activities like observations, evidence, tests and discussions.

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Skills Individual Learning Plan
Creation of a pre-programme learning and development plan. Includes goal setting and actions.

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Regular Coaching Sessions
One to one development with a designated skills coach. Covers skills and an assessment progress review.

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Off-The-Job Training
20% of the learner’s total working hours is used for “off-the-job” learning and development activities.

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Support & Help
Our designated skills coaches will always be on hand to help your learners all throughout the programme.

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Learners gain a pass, merit or distinction from their end point assessment based on their results.

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Tailored Blended Learning Programmes

Our programmes have been structured in a way so we can design and deliver them in a format to suit your exact requirements and ways of working.

Whether you have 1 learner or a group of 10, we can create a practical and engaging programme using a various mix of blended learning approaches.

Below are some core content outcomes for each of the main areas of the programme. We will work with you upfront to decide which delivery method and approach will be right for your learners.

Core Content

Select from workshops, virtual, coaching or self-study options

No minimum numbers for cohorts. The minimum is 1!

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Learning Styles

  • Informal and formal learning
  • Learning styles models
  • Learning agility

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Organisational Knowledge

  • Understand your organisation’s vision, values and capabilities
  • The principle goals of your organisations overall strategy
  • Know how to analyse your organisation’s sales and marketing strategies

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Sales Planning & Preparation

  • Set effective targets using sales forecasts. Prioritise customers and activities to grow account value and maximise return-on-investment
  • Create efficient territory plans where appropriate.

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Product, Service & Sector Knowledge

  • Identify the features and advantages of the products and/or services you sell.
  • Understand how these meet customer needs and examine how they compare to competitor’s solutions.
  • Understand the legal, regulatory and ethical frameworks relating to your sector and role.

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Customer Engagement

  • Effectively communicate and interpret customer information exchanged through written, verbal and non-verbal communication.
  • Develop a customer engagement style that effectively opens sales conversations.

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Market Knowledge

  • Understand how your market is segmented and how to target specific segments through effective product or service positioning.

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Customer Needs Analysis

  • Be highly skilled at effective questioning and active listening techniques
  • Create mutual understanding and build trust and affinity with customers.

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Customer Knowledge

  • Know how to analyse the macro and micro environment of individual customers. Understand the challenges and purchasing motivations of your customers
  • Understand expectations of what constitutes a high-quality customer experience.

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Propose & Present Solutions

  • Develop sales proposals and deliver them using a presentation style and technique appropriate for your customer.
  • Use and adapt a range of techniques to draw-out and overcome common sales objections.

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Commercial & Financial Acumen

  • Understand the principles of finance for sales, such as profit and loss, return on investment and budgeting.
  • Appreciate the impacts of different types of costs on the business and the drivers of profitable performance.
  • Understand the impact of any discount or variation in terms that you may offer.

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  • Research the customer’s likely desired outcomes and negotiating stance.
  • Develop responses to likely objections.
  • Negotiate or trade variables effectively.

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Digital Knowledge & Skills

  • Understands how to exploit digital technologies to aid the sales cycle
  • Effectively use digital tools to conduct research.
  • Able to deliver presentations and meetings using digital communication.

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Closing Sales

  • Be attuned to verbal and non-verbal buying-signals and move to close at an appropriate point in sales conversations.
  • Develop ethical techniques to close sales and confirm customers’ purchase agreement.

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Gathering Intelligence

  • Collect, analyse and interpret market intelligence and share it appropriately and effectively within your organisation.

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Time Management

  • Collect, analyse and interpret market intelligence and share it appropriately and effectively within your organisation.

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Collaboration & Team-Work

  • Contribute effectively within a team environment.
  • Work collaboratively with both internal and external stakeholders.
  • Manage communications with the cross-functional team in relation to the effective delivery of your sales.

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Customer Experience Management

  • Deliver a positive customer experience. Manage customer enquiries and issues effectively.
  • Take proactive action to prevent and minimise customer concerns and complaints

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End Point Assessment preparation

  • Project support
  • Portfolio building
  • Q&A techniques

Programme Details

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Length Of


We’ll create a development schedule that aligns with your business requirements and availability of your people. Typically this programme takes 18 months to complete.

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Learners will be required to have or achieve level 1 English and Maths and to have taken level 2 English and Maths tests prior to completion of their Apprenticeship.

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Need Maths &
English Support?


Learners will be supported to develop and improve their English and maths skills prior to sitting their Functional Skills exams by our specialist functional skills trainers.

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Developing Knowledge,
Skills & Behaviours


Achieved through a programme of masterclass workshops, tasks, activities and research. The masterclasses can be delivered face to face or online delivered by our specialist trainers.

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Personalised Skills
Coaching & Support


Learners will be required to demonstrate their skills, knowledge and behaviours in the work setting. This activity will be supported by one of our experienced skills coaches.

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End Point


Throughout their apprenticeship journey, learners will be given support to develop their understanding and approach to completing their end point assessment.

Make an Enquiry

Programme Brochure

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Apprenticeship Programmes
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View our existing training programmes and those we have in the pipeline.

Funding & Incentives
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Understand the funding available for levy and non-levy employers.

Training Needs Analysis
Training Needs Analysis

Find out how to run a TNA within your organisation to identify skills gaps.

Get In Touch!

If you have got some training requirements in mind please call us on 0333 320 2883 or complete the online form below and tell us about what they are and we’ll get back to you with some options and costs.