News story

Ofqual officially recognises ISMM sales apprenticeship certificate

Luton, UKLearning NewsInstitute of Sales Management

Ofqual, the UK Government qualifications regulatory body which ensures that qualifications are of the highest standard through its rigorous quality assurance procedures, has officially ‘recognised’ the Institute of Sales and Marketing Management (ISMM)’s Level 2 Certificate in Principles of Selling.

This ISMM qualification forms the knowledge part of the level 2 Apprenticeship in Sales and Telesales and is an introduction to the core knowledge needed to be able to start a first job in sales. Moreover, since this qualification can be used as part of an Apprenticeship it is one of the few qualifications which can still attract public funding.

The course of study leading to the award of the Certificate provides a good basic understanding of sales, including::
• Understanding legal, regulatory and ethical requirements in sales or marketing
• Understanding the sales environment
• Understanding sales techniques and processes
• Sales targets
• Principles of presentations and demonstrations in sales
• Principles of personal responsibilities and working in a business environment

All of the qualifications from the ISMM – which is the UK's largest association for sales professionals - fit into the government’s framework for qualifications, called the Qualifications and Credit Framework (QCF). The QCF is a database of qualifications mapped to a grid showing on one axis the level of difficulty and on the other axis the ‘size’ of the qualification.

The levels go from one to eight, and the size is determined by name, with ‘small’ qualifications being called Awards, ‘medium’ ones Certificates and ‘large’ ones Diplomas. Qualifications comprise units which different awarding organisations, such as the ISMM, share, and each unit is worth a certain amount of ‘credit’, based on the size of the unit.

The ISMM’s assessments for this qualification have been written by practising sales trainers and the units cover all the up-to-date content needed to succeed in a sales role today.

“Unlike other broadly similar qualifications, following a course leading to the ISMM’s Certificate in Principles of Selling brings student e-membership of the ISMM,” said Denise Edens, the ISMM’s Director of Education. “In addition, as members of the ISMM, the Institute can support these learners throughout their sales careers.”

Stephen Wright, the ISMM’s Commercial Director, added: “We expect the qualification to be taken up primarily by school leavers undertaking an Apprenticeship, where they’re typically based at work for four days a week and trained in college one day a week, however the qualification is flexible and suitable to a wide range of situations where a basic understanding of sales principles is required.”

Further details of apprenticeships can be found at: