Marketing & Sales

    City & Guilds Limited
    Vocational

    Specification: 600/0930/5

    The CITY-AND-GUILDS-LIMITED Vocational Marketing & Sales specification covers 59 topics with 125 learning objectives (600/0930/5). Use the topic browser below to explore subtopics, exam tips, common mistakes, and key terminology for each area of the course.

    This subject will help you develop key knowledge and skills required for exam success.

    59

    Units

    125

    Learning Outcomes

    217

    Assessment Guidance

    229

    Key Skills

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    Key Features

    • Master key concepts
    • Develop exam technique
    • Apply knowledge effectively

    Common Exam Mistakes

    Pitfalls to avoid in your exams

    • •Confusing competitor analysis with general market research, failing to focus specifically on identifying and evaluating rival businesses' sales activities and strategies.
    • •Ignoring the importance of secure, compliant data storage under GDPR when handling competitor intelligence, leading to potential legal breaches.
    • •Assuming all competitor information is freely available and neglecting ethical collection methods, such as transparency in mystery shopping or respecting intellectual property.
    • •Confusing the stages of the decision-making process, leading to premature closing attempts.
    • •Using the same sales script regardless of buyer signals, ignoring differences in individual decision-making styles.
    • •Neglecting post-purchase stages in the sales cycle, missing opportunities for repeat business and referrals.
    • •Confusing correlation with causation when interpreting data (e.g., assuming a spike in website visits was caused by a social media post without checking other factors).
    • •Overlooking data cleansing steps, leading to skewed results such as duplicated entries or incorrect time periods.

    Top Examiner Tips

    Expert advice for exam success

    • •When answering written questions, always link competitor analysis findings to practical sales actions (e.g., 'This indicates we should adjust our pricing'), rather than just describing the data.
    • •In assignments, explicitly reference the analytical tools and methods you used (e.g., 'Using a SWOT analysis I identified a competitor weakness we can exploit') to demonstrate applied understanding.
    • •Ensure you mention both quantitative data (e.g., prices, market share) and qualitative data (e.g., customer reviews, brand reputation) in your evidence to show comprehensive analysis.
    • •During observations, pause to articulate your thought process: explain which stage you believe the buyer is in and why you are responding as you are.
    • •In written assignments, always relate theoretical models to concrete examples from your own sales practice.
    • •Prepare for professional discussions by reviewing key models and reflecting on how you have adapted your approach in different scenarios.
    • •Always align your data analysis explicitly with the marketing objectives stated in the scenario—demonstrate how each metric relates to ROI or customer acquisition.
    • •Structure your report with a clear logical flow: executive summary, methodology, findings, and recommendations; use headings to guide the assessor.

    Qualification Units

    59 units

    How this qualification is graded

    Vocational qualifications are marked against criteria, not an exam percentage. Each unit is assessed across three bands - build up from Pass by applying your knowledge to realistic workplace scenarios.

    Pass

    Accurately describe and explain the core knowledge for the unit and link it to the given scenario.

    Merit

    Apply and analyse that knowledge in detail, showing why it matters in the workplace context.

    Distinction

    Evaluate and justify decisions, weigh up alternatives and make well-reasoned professional recommendations.

    Competitor analysis in the sales environment

    Competitor analysis in the sales environment involves systematically gathering and evaluating information about rival businesses to identify market trends, anticipate competitor actions, and refine sales strategies. It requires understanding sales-related data from internal and external sources, applying analytical tools to both quantitative metrics (e.g., market share, pricing) and qualitative insights (e.g., customer feedback, brand positioning), and using the findings to make informed sales decisions that enhance competitive advantage.

    City & Guilds Level 2 Certificate in Principles of Sales

    1 learning outcomes6 guidance points

    Buyer behaviour in sales situations

    This element examines how buyer behaviour models shape the sales cycle, enhancing learners' ability to recognise and respond to customer decision-making stages. It covers influential theories and their practical application in real-world selling, from initial contact to post-purchase follow-up. By integrating buyer psychology with adaptive selling techniques, learners increase their effectiveness in building rapport and achieving sales outcomes.

    City & Guilds Level 2 NVQ Certificate in Sales

    3 learning outcomes6 guidance points

    Analyse and report data

    This subtopic focuses on the end-to-end process of handling digital marketing data: from organising raw data sets and evaluating their reliability, to conducting thorough analysis using appropriate tools and metrics, and finally crafting clear, actionable reports that drive strategic marketing decisions. It encompasses practical skills in data cleansing, interpretation of key performance indicators, and effective communication of insights to stakeholders.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes10 guidance points

    Marketing on mobile devices

    This subtopic delves into the unique facets of mobile marketing, such as hyper-personalisation, on-the-go engagement, and location-based targeting, which differentiate it from traditional digital marketing. It examines how mobile marketing communications leverage channels like SMS, push notifications, and in-app ads to reach users, and explores the strategic application of location-aware apps—using geofencing, beacons, and GPS—to deliver timely, relevant content and enhance customer experience.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes6 guidance points

    Understanding sales targets

    This subtopic explores the fundamental principles of sales targets, including their calculation methods, strategic importance, and the role of data in performance evaluation. Learners will understand how businesses set measurable goals to drive revenue and how collecting and analyzing sales data informs decision-making. Mastery of these concepts equips individuals to meet organizational objectives and contribute to continuous improvement in sales environments.

    City & Guilds Level 2 Certificate in Principles of Sales

    1 learning outcomes8 guidance points

    Online display advertising

    This subtopic focuses on the strategic planning, execution, and technological underpinnings of online display advertising campaigns. Learners will explore the requirements for effective display ads, including audience targeting, budget allocation, and regulatory compliance, while gaining practical skills in using programmatic platforms and ad servers. They will then apply this knowledge to design, launch, and evaluate a display advertising campaign that meets commercial objectives.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes10 guidance points

    Meeting customers’ after sales needs

    This subtopic equips learners with the skills to proactively manage customer relationships after a sale, ensuring needs are met, issues resolved, and satisfaction achieved. It covers investigating requirements through effective communication, handling queries and complaints professionally, and reviewing processes to drive continuous improvement and customer loyalty in a sales environment.

    City & Guilds Level 2 NVQ Certificate in Sales

    1 learning outcomes6 guidance points

    Understanding sales techniques and processes

    This subtopic explores the fundamental stages of the sales process, from initial lead generation through to closing and order processing. It provides learners with the essential skills to navigate the buyer’s journey, adapt communication for various selling modes, and effectively secure sales. Mastery of these techniques is crucial for success in roles requiring direct customer interaction and sales target achievement.

    City & Guilds Level 2 Certificate in Principles of Sales

    1 learning outcomes12 guidance points

    Understanding the relationship between sales and marketing

    This subtopic examines the interdependent relationship between sales and marketing, focusing on how organisational structures influence their collaboration, the critical touchpoints where these functions interface, and their combined role in shaping product development. Learners explore how effective alignment of sales and marketing drives customer satisfaction and business growth, applying these concepts to real-world vocational scenarios.

    City & Guilds Level 2 Certificate in Principles of Sales

    1 learning outcomes6 guidance points

    Principles of Keywords and Optimisation

    This subtopic explores the foundational role of keywords in driving organic traffic through search engine optimisation (SEO) and social media optimisation (SMO). Learners will examine how to conduct effective keyword research, analyse competitor strategies, and integrate keywords into website content, metadata, and social media profiles, while also considering the impact of mobile user behaviour on keyword selection and placement.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes6 guidance points

    Monitoring sales deliveries

    This element covers the essential processes of monitoring sales deliveries to ensure customer satisfaction and operational efficiency. Learners will develop skills in tracking orders, resolving delivery-related issues, and utilising handover interactions to enhance sales outcomes. Practical application involves adhering to company protocols and ethical standards while maintaining effective communication with all stakeholders.

    City & Guilds Level 2 NVQ Certificate in Sales

    5 learning outcomes6 guidance points

    Understanding the sales environment

    This subtopic introduces the key components of the sales environment, including the dynamics of the sales market, the distinction between product-focused and customer-focused business strategies, effective time management techniques, the role of IT systems in supporting sales activities, and the principles of clear communication with customers and colleagues. Mastery of these areas enables learners to adapt to various sales settings, enhance productivity, and deliver professional service.

    City & Guilds Level 2 Certificate in Principles of Sales

    1 learning outcomes10 guidance points

    Obtaining and Analysing Competitor Information

    This subtopic equips learners with the skills to systematically gather, validate, and leverage competitor intelligence to enhance sales performance. It covers practical methods for sourcing reliable data, assessing its credibility, and integrating insights into customer interactions to gain competitive advantage. Mastering this competency is essential for consultative selling and strategic account management.

    City & Guilds Level 2 NVQ Certificate in Sales

    6 learning outcomes6 guidance points

    Principles of marketing and evaluation

    This subtopic explores the foundational principles of market segmentation to identify distinct customer groups and their digital behaviours. It equips learners to assess market opportunities for new digital products or services through environmental scanning and competitive analysis. The focus extends to developing coherent marketing strategies that align with business objectives and rigorously evaluating their effectiveness using relevant digital metrics.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes6 guidance points

    Obtaining and analysing sales-related information

    This element focuses on systematically gathering and interpreting sales-related data about customers, markets, and competitors to drive informed decision-making. It covers identifying key information types, applying analytical tools, and ensuring data is used ethically and legally to support sales strategies and performance improvement.

    City & Guilds Level 2 NVQ Certificate in Sales

    1 learning outcomes8 guidance points

    Principles of marketing stakeholder relationships

    This subtopic explores the fundamental principles of stakeholder relationships within digital marketing, emphasizing how to identify, build, and sustain connections with diverse groups that influence or are influenced by marketing activities. It covers the lifecycle of stakeholder engagement—from mapping and communication strategies to monitoring tools and feedback loops—ensuring marketers can foster trust, manage expectations, and align relationships with strategic goals. Practical application includes leveraging digital channels to maintain ethical, collaborative partnerships that drive campaign success and uphold regulatory compliance.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes7 guidance points

    Principles of Social Media Advertising and Promotion

    This subtopic covers the strategic application of social media for advertising and promotional purposes, focusing on the planning and execution of campaigns that utilise digital vouchers and social networking site advertising. It emphasises the need to align promotional tactics with legal and organisational frameworks, ensuring compliance with national and international guidelines while maximising engagement and conversion through targeted social media campaigns.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes6 guidance points

    Participate in meetings

    This element focuses on the essential skills required to effectively prepare for, participate in, and follow up on meetings within a sales context. Learners must demonstrate the ability to contribute constructively to meetings, ensuring that relevant information is shared with stakeholders to support decision-making and relationship management. Mastery of this competency underpins efficient team collaboration and client communication.

    City & Guilds Level 2 NVQ Certificate in Sales

    1 learning outcomes6 guidance points

    Principles of Social Media within a Business

    This element explores the strategic integration of social media into business marketing, emphasizing how platforms must align with overarching business objectives rather than operating in isolation. Learners will develop the ability to critically select appropriate tools and channels, measure their effectiveness against key performance indicators, and understand the governance required through policies and guidelines. Practical application involves monitoring and auditing social media activity to drive continuous improvement and mitigate risks.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes10 guidance points

    Produce copy for digital media communication

    This element focuses on crafting effective written content tailored to various digital platforms, considering channel-specific audience expectations, technical constraints, and engagement drivers. Learners will develop skills in producing copy for channels such as social media, websites, email, and blogs, while applying principles of clarity, persuasion, and brand consistency. The ability to critically review and refine digital copy against briefs and performance metrics is central to ensuring communication achieves its intended purpose.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes7 guidance points

    Preparing and delivering a sales demonstration

    This element equips learners with the ability to effectively plan, execute, and reflect on a sales demonstration that meets customer needs and drives sales. It emphasizes thorough preparation, including understanding customer requirements, organising materials, and rehearsing delivery, as well as the skills to present product features and benefits persuasively, handle objections, and close the sale. Evaluation afterwards ensures continuous improvement, aligning with vocational competence standards.

    City & Guilds Level 2 NVQ Certificate in Sales

    1 learning outcomes10 guidance points

    Processing sales orders

    This subtopic focuses on the end-to-end management of sales orders within a customer-facing sales role, including accurate data entry, confirmation procedures, and post-processing follow-up to ensure customer satisfaction and business efficiency. Learners will demonstrate how to handle orders from initial receipt to fulfilment, adhering to organisational policies, using relevant systems, and resolving common issues that may arise during the process.

    City & Guilds Level 2 NVQ Certificate in Sales

    1 learning outcomes9 guidance points

    Project management

    This unit explores the integral role of project management in delivering successful digital marketing initiatives. Learners will develop the skills to plan, execute, and evaluate projects, ensuring they meet objectives on time, within budget, and to the required quality standards. The focus is on practical application within marketing contexts, from campaign launches to website development.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes8 guidance points

    Search engine marketing

    Search engine marketing (SEM) focuses on leveraging paid advertising to increase a website's visibility in search engine results pages, directly contributing to business marketing objectives such as lead generation, sales, or brand awareness. It requires a strategic understanding of keyword research, auction dynamics, and campaign management to effectively target potential customers. Practical application involves setting up, monitoring, and optimising paid search campaigns to achieve a measurable return on investment.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes8 guidance points

    Selling at exhibitions

    This unit focuses on the complete cycle of preparing for, engaging in, and evaluating sales activities at exhibitions. Learners will develop skills in selecting relevant events, planning logistics, interacting professionally with attendees, converting leads into sales, and reflecting on personal performance to enhance future outcomes. Mastery enables effective representation of the organisation and maximises return on investment from exhibition participation.

    City & Guilds Level 2 NVQ Certificate in Sales

    1 learning outcomes9 guidance points

    Communicate information and knowledge

    This element focuses on the essential sales skill of conveying product knowledge and service information effectively. Learners develop the ability to identify reliable information sources, select appropriate communication methods, and tailor their message to meet customer needs. Mastery of this competency ensures sales professionals build trust, handle inquiries accurately, and adapt dynamically to customer feedback.

    City & Guilds Level 2 NVQ Certificate in Sales

    6 learning outcomes8 guidance points

    Brand development

    This element explores the strategic integration of the promotional mix to build and sustain brand identity. Learners will evaluate how different promotional tools—such as advertising, sales promotions, public relations, direct marketing, and digital channels—are combined to effectively communicate brand values, engage target audiences, and achieve measurable marketing objectives. Practical application involves developing comprehensive promotional plans that align with brand positioning and customer insights.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes5 guidance points

    Customer service in sales

    This subtopic focuses on the pivotal role of customer service in sales, encompassing strategies to foster long-term customer relationships, effective account management, and the cultivation of loyalty. It also explores how brand and organisational reputation influence customer retention and the critical importance of meeting after-sales service needs to ensure satisfaction and repeat business.

    City & Guilds Level 2 Certificate in Principles of Sales

    1 learning outcomes6 guidance points

    Selling by telephone - inbound

    This unit covers inbound telephone sales, including preparing for calls, identifying customer needs, presenting products, handling objections, and closing sales.

    City & Guilds Level 2 NVQ Certificate in Sales

    1 learning outcomes6 guidance points

    Spreadsheet Software

    This element covers the essential skills required to effectively utilise spreadsheet software for managing and analysing data within a digital marketing context. Learners will develop the ability to accurately enter, edit, and organise numerical and other data, apply relevant formulas and data analysis tools to derive insights, and professionally present and format spreadsheet information to support marketing decision-making and reporting.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes6 guidance points

    Selling by telephone - outbound

    This subtopic focuses on the skills and knowledge required to conduct effective outbound telephone sales calls, from preparation through to closing the sale. Learners will develop the ability to identify customer needs, present tailored solutions, handle objections professionally, and secure commitment over the phone. Mastery of these techniques is essential for direct sales roles where telephone communication is the primary channel for revenue generation.

    City & Guilds Level 2 NVQ Certificate in Sales

    6 learning outcomes8 guidance points

    Understanding legal, regulatory and ethical requirements in sales or marketing

    This subtopic explores the legal, regulatory, and ethical frameworks governing digital marketing and sales activities. Learners examine organisational procedures for compliance with legislation such as GDPR and PECR, and develop an understanding of the boundaries within which marketing professionals must operate to avoid legal sanctions and maintain ethical standards. Practical application includes handling data consent, managing customer privacy, and ensuring advertising is truthful and not misleading.

    City & Guilds Level 3 Diploma in Digital Marketing, City & Guilds Level 2 Certificate in Principles of Sales

    2 learning outcomes14 guidance points2 criteria

    Understanding the business environment

    Understanding the business environment involves recognising different types of businesses (sole trader, partnership, limited company), how they function (operations, finance, marketing), and changing employment patterns (e.g., gig economy, remote work). Market forces such as supply and demand, competition, and economic factors affect business activity.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes6 guidance points

    Selling face to face

    This subtopic equips learners with the essential skills required for effective face-to-face selling, from preparation and meeting conduct to objection handling and closing. It emphasises the practical application of consultative sales techniques in real customer interactions, ensuring a professional and confident approach.

    City & Guilds Level 2 NVQ Certificate in Sales

    6 learning outcomes7 guidance points

    Using Collaborative Technologies

    Using collaborative technologies involves staying safe and secure, planning and setting up tools, preparing technologies for use, and managing tasks. Learners must be able to work effectively in a digital collaborative environment.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes6 guidance points

    Supporting customers in obtaining finance for purchases

    This element equips sales professionals with the skills to assist customers in securing appropriate finance for their purchases. It covers evaluating finance eligibility criteria, presenting suitable financial products, and verifying creditworthiness to facilitate responsible lending and enhance customer satisfaction. Mastering these competencies ensures sales staff can support customers effectively while adhering to legal and ethical standards in the financial services sector.

    City & Guilds Level 2 NVQ Certificate in Sales

    5 learning outcomes6 guidance points

    Video Software

    This subtopic focuses on the practical application of video software to capture, edit, and present video sequences, essential for producing engaging digital marketing content. Learners develop skills in hardware setup, software operation, editing techniques, and output optimisation to create professional-grade videos suitable for various platforms and marketing campaigns.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes8 guidance points

    Time planning in sales

    This subtopic focuses on equipping sales professionals with the skills to effectively manage their time amidst competing priorities, plan daily and weekly activities to maximize customer engagement, and critically evaluate their time usage to improve sales outcomes. Mastery of these skills ensures productivity and goal attainment in a fast-paced sales environment.

    City & Guilds Level 2 NVQ Certificate in Sales

    5 learning outcomes6 guidance points

    Website Software

    This element focuses on the practical application of website software to design, build, and deploy multi-page websites featuring multimedia and interactive elements. Learners develop competencies in structuring content with HTML, styling with CSS, and integrating rich media such as video, audio, and interactive forms. The synopsis underscores the importance of testing for functionality and cross-browser compatibility before publishing a site that meets professional digital marketing standards.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes12 guidance points

    Content Management System Website Creation

    This element equips learners with the skills to strategically plan and construct a fully functional website using content management system (CMS) software, ensuring it meets web accessibility standards and delivers measurable business value. It involves creating a detailed component plan, executing the build, checking for accessibility compliance, and using analytics to optimize return on investment (ROI).

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes6 guidance points

    Communicate information and knowledge

    This subtopic focuses on the essential selling skill of effectively sharing product, service, and organisational knowledge with customers and colleagues. Learners must identify, verify, and tailor information to the audience, selecting from a range of communication techniques and methods to meet sales objectives. Practical application involves adapting delivery in real time based on customer feedback to enhance understanding and close sales.

    City & Guilds Level 2 NVQ Certificate in Sales

    4 learning outcomes7 guidance points

    Principles of online selling

    This element covers the key stages of establishing an online sales presence, from initial planning and strategy development to practical implementation and post-sale evaluation. Learners will explore market research, platform selection, legal and ethical considerations, and techniques for monitoring and improving online sales performance.

    City & Guilds Level 2 Certificate in Principles of Sales

    1 learning outcomes5 guidance points

    Principles of personal responsibilities and working in a business environment

    This element explores the foundational personal responsibilities required within a sales environment, including understanding employment rights, adhering to health and safety protocols, effective communication, teamwork, self-management, and continuous improvement. It equips learners to navigate their roles professionally, ensuring compliance and efficiency while contributing to team goals.

    City & Guilds Level 2 Certificate in Principles of Sales

    1 learning outcomes12 guidance points

    Communicating using digital marketing/sales channels

    This element focuses on the practical skills required to effectively communicate sales messages through digital channels. Learners will plan and tailor digital media content for specific audiences, ensure accessibility and delivery, and monitor responses to optimize future engagement. Mastery of these skills enables practitioners to enhance customer interaction and drive sales performance in a digital environment.

    City & Guilds Level 2 NVQ Certificate in Sales

    6 learning outcomes8 guidance points

    Content marketing

    This element focuses on the strategic creation, distribution, and management of valuable content to attract and engage a target audience. It covers the core principles of content marketing, the technological tools for content management and analytics, and the practical skills to plan, execute, and evaluate a content marketing campaign. Learners will develop the ability to align content with business goals and measure its effectiveness.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes7 guidance points

    Complying with legal, regulatory and ethical requirements in a sales or marketing role

    This element covers the essential legal, regulatory, and ethical frameworks governing sales and marketing activities, ensuring learners understand their responsibilities under legislation such as the Consumer Rights Act, Data Protection Act, and GDPR. It emphasizes practical application by requiring learners to demonstrate compliance with organisational policies during customer interactions, handling personal data, and making truthful claims. Mastery ensures professional integrity, builds customer trust, and protects both the organisation and the salesperson from legal repercussions.

    City & Guilds Level 2 NVQ Certificate in Sales

    6 learning outcomes7 guidance points

    Delivering e-commerce solutions

    This subtopic covers the essential aspects of creating and implementing e-commerce platforms, focusing on the digital environment, technological infrastructure, business strategies, and practical design principles. Learners acquire skills to analyse market trends, select appropriate technologies, and develop effective e-commerce solutions that meet organisational goals.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes6 guidance points

    Principles of presentations and demonstrations in sales

    This subtopic covers the essential principles for effective sales presentations and demonstrations, from meticulous preparation tailored to customer needs and product features, to confident delivery using engaging communication techniques, and finally objective evaluation to refine future performance. It underpins the practical skills required to influence buying decisions and build professional customer relationships in a sales environment.

    City & Guilds Level 2 Certificate in Principles of Sales

    1 learning outcomes6 guidance points

    Develop own professionalism

    This element focuses on cultivating the essential professional skills and behaviours required for a successful career in digital marketing. It emphasises the importance of continuous self-improvement, effective teamwork, and adherence to industry standards. Learners will explore how to align personal development with career opportunities in the fast-paced digital landscape.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes8 guidance points

    Principles of selling at trade fairs and exhibitions

    The subtopic covers evaluating the potential benefits and costs of participating in trade fairs, preparing effectively through planning, promotion, and resource allocation, and employing selling techniques tailored to the exhibition environment to engage prospects and generate leads.

    City & Guilds Level 2 Certificate in Principles of Sales

    1 learning outcomes8 guidance points

    Deliver reliable customer service

    This subtopic focuses on the skills and knowledge needed to consistently deliver customer service that meets organisational standards and customer expectations in a sales environment. It covers preparation for customer interactions, consistent application of service procedures, and methods for checking service delivery against defined criteria. Mastery ensures sales professionals can build trust, handle diverse customer needs, and contribute to sustained business reputation.

    City & Guilds Level 2 NVQ Certificate in Sales

    4 learning outcomes8 guidance points

    Generating and qualifying sales leads

    This element focuses on the foundational sales activity of identifying and assessing potential customers. Learners develop the skills to systematically source new leads, apply relevant legal and ethical frameworks such as GDPR, and evaluate prospect suitability using established qualification criteria. Mastery ensures efficient pipeline management and maximises conversion opportunities.

    City & Guilds Level 2 NVQ Certificate in Sales

    5 learning outcomes8 guidance points

    Understanding business awareness in sales

    This subtopic equips sales professionals with the ability to identify and interpret key business issues—such as economic trends, market shifts, and organisational changes—that directly influence sales strategies and customer decision-making. It emphasises the critical role of staying informed through reliable business news sources to anticipate client needs, spot opportunities, and mitigate risks. Practical application includes leveraging structured networking to build professional relationships, exchange market intelligence, and generate sustainable leads, thereby enhancing competitive advantage and sales performance.

    City & Guilds Level 2 Certificate in Principles of Sales

    1 learning outcomes6 guidance points

    Digital marketing metrics and analytics

    This subtopic explores how the digital marketing sales funnel guides customer journey mapping and conversion tracking. It examines the generation of key performance indicators (KPIs) such as click-through rates, conversion rates, and cost per acquisition, and how analytics tools interpret these metrics to inform data-driven optimisation of campaigns. Mastery involves translating raw data into actionable insights that enhance return on investment.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes6 guidance points

    Inputting and accessing sales or marketing data in information systems

    This subtopic focuses on the practical skills required to accurately input, access, and manage sales and marketing data within organisational information systems. Learners will develop competence in using databases to support sales activities, including data entry, retrieval, and reporting, while maintaining data integrity and confidentiality. Mastery of these skills ensures efficient customer relationship management and informed decision-making in sales contexts.

    City & Guilds Level 2 NVQ Certificate in Sales

    6 learning outcomes10 guidance points

    E-mail marketing

    This element covers the legal and technical foundations of email marketing, including compliance with GDPR and the Privacy and Electronic Communications Regulations (PECR), alongside the selection and use of email marketing platforms. Learners will develop the skills to plan, build, and execute effective email campaigns that engage audiences and drive conversions, while measuring performance against key metrics.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes6 guidance points

    Understanding customers’ creditworthiness for sales purposes

    This element focuses on the critical sales function of evaluating a customer's ability to pay before extending credit, minimising bad debt and cash flow risks. It covers the systematic process of gathering financial information, using credit reference agencies, and interpreting risk indicators to make informed credit decisions. Additionally, learners explore how to maintain ongoing credit surveillance through monitoring tools like credit limits, payment histories, and regular account reviews to ensure sustained creditworthiness.

    City & Guilds Level 2 Certificate in Principles of Sales

    1 learning outcomes8 guidance points

    Manage personal development

    This subtopic focuses on equipping sales professionals with the ability to systematically manage their own development in alignment with their role requirements. It covers setting performance targets, measuring progress, identifying skill gaps, and implementing a structured development plan. Practical application involves using self-assessment tools, performance metrics, and reflective practice to enhance sales effectiveness and career growth.

    City & Guilds Level 2 NVQ Certificate in Sales

    7 learning outcomes10 guidance points

    Imaging Software

    This element focuses on the practical application of imaging software to acquire, combine, and modify visual assets for digital marketing campaigns. Learners develop the skills to source images ethically, integrate them cohesively, and utilise editing tools to create graphics that align with brand guidelines and campaign objectives.

    City & Guilds Level 3 Diploma in Digital Marketing

    1 learning outcomes8 guidance points

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