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Specialised, flexible, high quality, customer responsive End-point assessment organisation

Sales Executive

Apprenticeship Overview

A level 4 apprenticeship, for working in either the Business to Business (B2B) or Business to Consumer (B2C) markets with responsibility to sell a specific product line or service. Apprentices will plan their sales activities, lead the end-to-end sales interaction with the customer and manage their sales internally within their organisation. 

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. 

Typical duration to gateway (excluding EPA period):  18 months.

Maximum funding:  £6,000.

Entry Criteria 

Individual employers will set the selection criteria, but this might include GCSEs, A levels, a level 3 apprenticeship or other relevant qualification. 

Key information

No Knowledge Modules or Vendor Qualifications

There are no mandated knowledge modules or professional vendor certification for this apprenticeship standard. Although you may want to utilise professional vendor certification that has been mapped to the knowledge components listed in the apprenticeship standard, you will not be able to use apprenticeship funding to pay for the certification.

Knowledge, Skills, and Professional Behaviours and Values

All knowledge, skills, and professional behaviours and values will be assessed by the three different assessment methods: work-based project (AM1), presentation, including a sales pitch, with questions and answers (AM2), and professional discussion supported by a portfolio of evidence (AM3). 

EPA Gateway

In addition to the employer’s confirmation that the apprentice is working at or above the level in the occupational standard, the apprentice must have completed the following gateway requirements prior to beginning end-point assessment (EPA). 

Achieved English and Mathematics at Level 2

For those with an education, health and care plan or a legacy statement, the apprenticeship’s English and Mathematics minimum requirement is Entry Level 3. British Sign Language (BSL) qualifications are an alternative to English qualifications for those who have BSL as their primary language. 

Work-based project

Project scoped and topic selected which is mapped to the assessment criteria and knowledge, skills and behaviours listed in the assessment plan for AM1. 

Presentation, including a sales pitch, with questions and answers

No requirements. 

Professional discussion underpinned by a portfolio of evidence

A selection of the best pieces of evidence gathered by an apprentice during their apprenticeship. The evidence should demonstrate how an apprentice has carried out specific work tasks mapped to the assessment criteria and knowledge, skills and behaviours listed in the assessment plan for AM3. 

Sales Executive EPA

The EPA consists of three assessment methods. 

Assessment Method 1 (AM1) – Work-based project

A 5,000-word report based on a work-based project completed after gateway, submitted by the end of week 10 of the EPA period.  

AM1 must be graded Pass, as a minimum, before apprentices can attempt AM2 and AM3. 

Assessment Method 2 (AM2) – Presentation, including a sales pitch, with questions and answers

A 30-minute session compromising of a 10-minute (+10% at assessors’ discretion) sales pitch presentation, 5-minute explanation of their preparation, and 15-minutes of questions and answers. Presentations must be submitted at least 10-dys before the delivery of the presentation. 

Assessment Method 3 (AM3) – Professional discussion supported by a portfolio of evidence

A 50-minute (+10% at assessors’ discretion) two-way discussion underpinned by the portfolio of evidence, which involves both the independent assessor and the apprentice actively listening and participating in a formal conversation. 


Apprentices must pass AM1 before attempting AM2 and AM3. All assessment methods must be passed for the EPA to be passed overall. To receive a distinction, 75% or more of the KSBs within each assessment method must be demonstrated at distinction, with all other KSBs demonstrated at the pass criteria. Apprentices will receive their grade ten working days after completing their final assessment method. 


Link to Apprenticeship Standard

Link to Assessment Plan

Link to qualification specification

Register your organisation and apprentices with us to access our EPA preparation materials.

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