Occupational Summary
A Sales Executive apprentice on a Level 4 apprenticeship (job titles include Sales Consultant, Sales Specialist, Sales Advisor, Sales Representative, Business Development Executive and Field Sales Executive) sells a specific product line or service in Business to Business or Business to Consumer markets. They plan sales activities, lead the end-to-end sales interaction, manage opportunities within their organisation, retain and grow existing customer accounts and generate new business by contacting prospective customers, qualifying opportunities and bringing sales to a mutually acceptable close. They typically deal with a single point of contact per sale, present a pre-considered value proposition, and complete the sales process in one conversation or over a series of interactions. They analyse customer needs, select and link appropriate product or service features and benefits, develop rapport and trust, demonstrate detailed product and competitor knowledge, understand their market and ensure a positive customer experience across sectors such as Technology, Media, Pharmaceutical, Recruitment, Fast Moving Consumer Goods, Utilities and Automotive.
What makes this programme distinctive is that it covers 22 KSBs (knowledge, skills and behaviours), has a typical duration of 18 months and a maximum funding band of £6,000. Apprentices are assessed via professional discussion, portfolio of evidence, observation, presentation with questioning and a project report.
View official Skills England source text
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. 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. A Sales Executive understands their organisation’s product(s) or service(s) in detail, and is an expert at analysing customer needs and creating solutions by selecting appropriate product(s) or service(s), linking their features and benefits to the customer’s requirements. A Sales Executive will develop customer relationships by establishing rapport and building trust and confidence in their own and their organisation’s capabilities through demonstration of detailed product knowledge, competitor knowledge and an understanding of the market in which they operate, and by ensuring a positive customer experience. Occupation profile 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
Important Notice
This apprenticeship is in the process of being revised or adjusted. In the meantime, the version below remains approved for delivery. Further details of this and other apprenticeships being revised or adjusted are available in the revisions and adjustments status report.
What's in the Delivery Pack?
Every section is tailored specifically to the ST0572 standard, using official KSB data, the published assessment plan, and sector-specific context.
KSB Interpretations
Plain-English interpretation of every Knowledge, Skill and Behaviour
EPA Preparation
End-point assessment readiness, gateway checklist and method guidance
Delivery Risks
Occupation-specific risks, mitigations and early warning signs
Delivery Model Options
Model-selection guide comparing day release, block release and front-loaded approaches
On/Off-the-Job Mapping
Which KSBs are best taught by the provider vs developed in the workplace
Initial Assessment & RPL
Starting points, prior learning recognition and programme adaptation
English, Maths & Digital
Where functional skills embed naturally and standalone qualification guidance
Employer Engagement Guide
Employer commitments, progress reviews and workplace engagement guidance
Get the ST0572 Delivery Guide
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Typical Job Titles
Knowledge, Skills & Behaviours
Knowledge
6- K1: Organisational Knowledge: Understand your organisation’s vision, values and capabilities, the principle goals of its ove...
- K2: Product, service and sector Knowledge: Identify the features and advantages of the product(s) and/or services(s) you s...
- K3: Market knowledge: Understand how your market is segmented and how to target specific segments through effective product ...
- K4: Customer knowledge: Know how to analyse the macro and micro environment of individual customers. Understand the challeng...
- K5: Commercial and Financial Acumen: Understand the principles of finance for sales, such as profit and loss, return on inve...
- + 1 more items
Skills
11- S1: Sales planning and preparation: Set effective targets using sales forecasts. Prioritise customers and activities to grow...
- S2: Customer engagement: Effectively communicate and interpret customer information exchanged through written, verbal and no...
- S3: Customer needs analysis: Be highly skilled at effective questioning and active listening techniques to understand the cu...
- S4: Propose and present solutions: Develop sales proposals and deliver them using a presentation style and technique appropr...
- S5: Negotiate: Research the customer’s likely desired outcomes and negotiating stance. Develop responses to likely objectio...
- + 6 more items
Behaviours
5- B1: Ethics and Integrity: Present yourself as an ambassador for your employer’s brand, and act in accordance with your organ...
- B2: Proactivity: Proactively develop new and existing customer relationships. Plan and lead sales conversations and make rec...
- B3: Self discipline: Demonstrate the ability to control your actions, reactions and emotions. Remain calm under pressure an...
- B4: Resilience and self motivation: Demonstrate the ability to maintain optimism and professionalism in the face of rejectio...
- B5: Continuous professional development: Respond positively to coaching, guidance or instruction; demonstrate awareness and ...
End-Point Assessment
Assessment Plan
Type: PDF
Version & Source
- Version
- 1.1
- End-point assessment plan revised
- Last changed
- 31 Oct 2022
- Earliest start
- 31 Oct 2022
- Approved for delivery
- 2 Nov 2018
- EQA Provider
- Ofqual
- Sector Subject Area
- 15.4 Marketing and sales
- Trailblazer
- TB0325
- Last checked
- 11 Mar 2026
Frequently Asked Questions
What knowledge, skills and behaviours are in the ST0572 standard?▼
The Sales executive apprenticeship has 6 knowledge items, 11 skills, and 5 behaviours that apprentices must demonstrate.
How long is the Sales executive apprenticeship?▼
The typical duration is 18 months, with a maximum funding band of £6,000.
What does a delivery guide for ST0572 include?▼
The KSB Planner delivery guide includes plain-English KSB interpretations, EPA preparation guidance, delivery risk analysis, on/off-the-job mapping, employer engagement strategies, and more — all tailored to ST0572.
Data sourced from Skills England. KSB Planner delivery guides are an interpretation and planning aid based on official published source material — not an official regulator-issued document.