The Institute of the Motor Industry · RQF Level 2
IMI Level 2 Diploma in Vehicle Sales Competence
You don’t just earn this. You learn to use it, one-to-one, on your own real work.
- LevelRQF Level 2
- Total credits86
- Guided learning484 hours
- Units in this qualification28
Awarded by The Institute of the Motor Industry · on the Ofqual register
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What you’ll learn
What each unit actually teaches you to do
This occupational qualification is for individuals working in vehicle sales. It covers the skills and knowledge needed to construct sales packages, comply with legal requirements, and conduct vehicle demonstrations within the transportation sector.
These are the units The Institute of the Motor Industry registers against this qualification. It is a catalogue, not a syllabus. Which of them you take depends on the combination the qualification requires, and that is set by the awarding body rather than by us. Every unit here is regulated, and every one you earn is yours to keep.
Competency in Automotive Retail Negotiation And Sales TechniquesReal unit · The Institute of the Motor Industry
You'll develop competency in establishing effective relationships with vehicle customers and negotiating sales. The unit covers professional behaviour, building trust, applying negotiation techniques, and handling objections to achieve mutually agreeable outcomes.
What you'll be able to do
- Establish an effective relationship with the vehicle customer through professional and courteous behaviour
- Negotiate a vehicle sale with the customer to achieve a mutually agreeable outcome
- Handle objections and close the sale effectively
Competency in Brand, Product and Market Awareness in the Vehicle Sales and Supply BusinessReal unit · The Institute of the Motor Industry
This unit develops learners' awareness of brand, product, and market factors within vehicle sales. You'll monitor personal sales performance, apply value-centred selling techniques, and identify strategies to improve sales outcomes.
What you'll be able to do
- Monitor personal sales achievement against targets and key performance indicators
- Make value-centred vehicle sales by highlighting benefits and addressing customer needs
- Find solutions to improving personal sales performance through analysis and development
Competency in Complying With The Legal Requirements And Regulations Of Vehicle SalesReal unit · The Institute of the Motor Industry
This unit equips learners with the ability to apply relevant regulations and legislation to vehicle sales activities. You'll demonstrate compliance with legal requirements throughout the sales process to ensure lawful and ethical practice.
What you'll be able to do
- Apply relevant regulations and legislation to vehicle sales activities, ensuring compliance with legal requirements.
Competency in Conducting Vehicle Demonstration DrivesReal unit · The Institute of the Motor Industry
You'll gain competency in conducting vehicle demonstration drives safely and legally. The unit covers pre-drive safety checks, operation of vehicle systems, adherence to traffic regulations, and demonstrating vehicle features to customers.
What you'll be able to do
- Conduct a vehicle test drive safely and in accordance with legal requirements
- Demonstrate vehicle features and benefits effectively during a test drive
- Respond to customer questions and concerns during a vehicle test drive
Competency in Constructing Motor Vehicle Sales PackagesReal unit · The Institute of the Motor Industry
You'll learn to construct motor vehicle sales packages that meet customer needs and organisational objectives. The unit includes incorporating finance options and after-sales services and effectively presenting the sales package to customers.
What you'll be able to do
- Construct motor vehicle sales packages that meet customer needs and organisational objectives, including finance options and after-sales services.
Competency in Delivering A Vehicle Sales Static PresentationReal unit · The Institute of the Motor Industry
It teaches you to deliver clear and engaging vehicle sales static presentations, build rapport with customers through active listening and appropriate communication, and secure customer agreement by highlighting product benefits effectively.
What you'll be able to do
- Deliver a vehicle sales static presentation in a clear and engaging manner
- Build a relationship with customers when delivering a vehicle sales static presentation through active listening and empathy
- Gain customer agreement to a product or service during a vehicle sales static presentation by highlighting its value and benefits
Competency in Handling Vehicle Sales Telephone EnquiriesReal unit · The Institute of the Motor Industry
You'll learn to handle vehicle sales telephone enquiries professionally, respond promptly, identify customer requirements, provide accurate information, and convert enquiries into potential sales opportunities.
What you'll be able to do
- Demonstrate the ability to answer vehicle sales telephone enquiries promptly and professionally
- Identify the needs and requirements of potential customers making telephone enquiries about vehicle sales
- Provide accurate and relevant information about vehicles, finance options, and other related services during telephone enquiries
- Effectively manage and convert telephone enquiries into potential sales opportunities
Competency in Handover Of The Vehicle To The CustomerReal unit · The Institute of the Motor Industry
It teaches you to competently manage the vehicle handover process by communicating clearly with customers, preparing the vehicle, explaining features, and completing necessary documentation accurately.
What you'll be able to do
- Communicate effectively with the customer throughout the vehicle handover process, ensuring they are informed and comfortable
- Prepare the vehicle for handover, ensuring it is clean, presentable, and meets the customer's expectations
- Explain the vehicle's features, functions, and maintenance requirements to the customer during the handover
- Complete all necessary paperwork and documentation accurately and efficiently during the handover process
- Address any customer questions or concerns during the handover, ensuring they are fully satisfied with the vehicle and the service provided
Competency in Health, Safety and Good Housekeeping in the Automotive EnvironmentReal unit · The Institute of the Motor Industry
It teaches you to maintain health, safety, and good housekeeping practices within the automotive environment. You'll use appropriate personal and vehicle protection, recognise hazards, and implement effective cleaning and safety measures.
What you'll be able to do
- Use correct personal and vehicle protection within the automotive environment, adhering to safety regulations and guidelines.
- Carry out effective housekeeping practices in the automotive environment, maintaining a clean and organised workspace.
- Recognise and deal with dangers in order to work safely within the automotive workplace, identifying and mitigating potential hazards.
- Conduct themselves responsibly in the automotive environment, demonstrating professionalism and adherence to safety protocols.
Competency in Managing Customer Relationships In A Vehicle Sales EnvironmentReal unit · The Institute of the Motor Industry
This unit develops learners' competency in managing customer relationships by building rapport and trust, applying effective communication, and implementing strategies to improve customer satisfaction in vehicle sales.
What you'll be able to do
- Understand the importance of building and maintaining positive customer relationships in a vehicle sales environment
- Apply effective communication and interpersonal skills to interact with customers throughout the sales process
- Address customer concerns and resolve issues in a timely and professional manner
- Implement strategies to enhance customer satisfaction and loyalty
Competency in Meeting And Greeting Vehicle Sales CustomersReal unit · The Institute of the Motor Industry
You'll learn to meet and greet vehicle sales customers effectively. The unit focuses on qualifying selling opportunities, engaging customers through communication, and assessing customer suitability for vehicles.
What you'll be able to do
- Qualify the selling opportunity by identifying customer needs and requirements
- Engage the customer in the selling process through effective communication and rapport building
- Determine the customer's buying motivation and decision-making process
Competency in Negotiating Fleet And Business Buyer NeedsReal unit · The Institute of the Motor Industry
You'll develop competency in negotiating with fleet and business buyers by applying effective questioning, analysing buyer requirements, and using negotiation strategies to achieve mutually beneficial agreements.
What you'll be able to do
- Demonstrate the ability to negotiate effectively with fleet and business buyers to understand their specific needs and requirements
- Apply appropriate negotiation techniques to reach mutually beneficial agreements with fleet and business buyers
- Adapt communication styles to suit different fleet and business buyer personalities and organisational structures
- Understand the importance of building long-term relationships with fleet and business buyers
Competency in Promoting Finance And Insurance For Vehicle SalesReal unit · The Institute of the Motor Industry
It teaches you to promote finance and insurance products in vehicle sales by explaining their purpose, benefits, and options, and recommending suitable products while complying with relevant regulations.
What you'll be able to do
- Understand the principles of promoting finance and insurance products to vehicle sales customers
- Explain the benefits of different finance and insurance options to customers in a clear and concise manner
- Identify customer needs and recommend suitable finance and insurance products to meet those needs
- Comply with relevant regulations and ethical guidelines when promoting finance and insurance products
Competency in Supporting Job Roles in the Automotive Work EnvironmentReal unit · The Institute of the Motor Industry
You'll gain skills to support job roles within the automotive work environment by understanding organisational structures, communication methods, and information sources to contribute effectively to their role.
What you'll be able to do
- Work effectively within the organisational structure of the automotive work environment
- Obtain and use information in order to support their job role within the automotive work environment
- Communicate with and support colleagues effectively within the automotive work environment
- Develop and maintain good working relationships in the automotive work environment
Knowledge of Automotive Retail Negotiation And Sales TechniquesReal unit · The Institute of the Motor Industry
You'll gain knowledge of automotive retail negotiation and sales techniques, including structuring presentations, highlighting vehicle features, providing customer service, and managing objections to support successful vehicle sales.
What you'll be able to do
- Understand how to present vehicle sales solutions to the customer in a clear and persuasive manner
- Understand how to provide excellent customer service throughout the vehicle sales process
- Understand how to communicate effectively with customers in a vehicle sales environment, both verbally and in writing
- Understand how to deal with customer objections and concerns effectively in a vehicle sales environment
- Close a sale successfully in a vehicle sales environment, whilst maintaining customer satisfaction
Knowledge of Brand, Product and Market Awareness in the Vehicle Sales and Supply BusinessReal unit · The Institute of the Motor Industry
You'll gain knowledge of brand, product, and market awareness in vehicle sales, including the role of dealerships, factors influencing profitability, and the impact of brands within the retail vehicle industry.
What you'll be able to do
- Understand the role of dealerships in the retail vehicle industry and their importance in the distribution network
- Understand the factors that influence profitability in the retail vehicle industry, such as sales volume, margin, and operational efficiency
- Understand own contribution to the profitability of the dealership through effective sales techniques and customer service
- Understand the influence of brands in the retail vehicle industry and how brand perception affects customer choices
- Understand the factors that influence customer behaviour in the vehicle purchasing process, including needs, preferences, and budget
- Understand the stages of the vehicle sales process, from initial enquiry to final sale and after-sales support
Knowledge of Complying With The Legal Requirements And Regulations Of Vehicle SalesReal unit · The Institute of the Motor Industry
You'll understand the legal requirements and regulations relevant to vehicle sales, including consumer rights and data protection. The unit covers individual and organisational responsibilities to ensure compliance within vehicle sales activities.
What you'll be able to do
- Understand the regulation and legislation relevant to vehicle sales, including consumer rights, trade descriptions and data protection.
- Understand own and organisational responsibilities in relation to regulation and legislation relevant to vehicle sales, ensuring compliance and ethical practice.
Knowledge of Conducting Vehicle Demonstration DrivesReal unit · The Institute of the Motor Industry
This unit provides learners with an understanding of conducting vehicle demonstration drives, including the benefits, preparation, legal requirements, and planning suitable routes to ensure safe and effective test drives.
What you'll be able to do
- Understand the purpose and value of a test drive.
- Understand how to prepare for a test drive.
- Understand the legal and regulatory requirements that apply to test drives.
Knowledge of Constructing And Understanding Sales PackagesReal unit · The Institute of the Motor Industry
This unit provides learners with knowledge of constructing effective sales packages. You'll understand how to identify customer needs and tailor packages accordingly to enhance sales effectiveness.
What you'll be able to do
- Understand how to construct sales packages, including identifying customer needs and tailoring packages to meet those needs.
Knowledge of Delivering A Vehicle Sales Static PresentationReal unit · The Institute of the Motor Industry
You'll understand the purpose and key elements of vehicle sales static presentations, including vehicle features, benefits, pricing, and techniques to engage the audience effectively during presentations.
What you'll be able to do
- Understand how to deliver a vehicle sales static presentation.
Knowledge of Handling Vehicle Sales Telephone EnquiriesReal unit · The Institute of the Motor Industry
This unit provides learners with knowledge of handling vehicle sales telephone enquiries, including techniques for building rapport, gathering key information, and accurately recording details to support effective customer communication.
What you'll be able to do
- Understand how to handle vehicle sales telephone enquiries effectively
- Understand the key information to gather during vehicle sales telephone enquiries
- Understand the importance of professional communication skills when handling vehicle sales telephone enquiries
Knowledge of Handover Of The Vehicle To The CustomerReal unit · The Institute of the Motor Industry
You'll understand the vehicle handover process, its impact on customer satisfaction and loyalty, the required documentation and timescales, and opportunities to enhance the customer experience during handover.
What you'll be able to do
- Understand the impact and importance of the handover process in the vehicle sales process
- Understand the opportunities provided by the vehicle handover process to enhance customer satisfaction and build loyalty
- Know the required documentation involved in a successful vehicle handover
- Know the timescales involved in completing a successful vehicle handover
Knowledge of Health, Safety and Good Housekeeping in the Automotive EnvironmentReal unit · The Institute of the Motor Industry
This unit covers health, safety, and good housekeeping practices in the automotive environment, including the correct use of personal and vehicle protective equipment, effective waste disposal, and awareness of hazards to maintain a safe workplace.
What you'll be able to do
- Understand the correct personal and vehicle protective equipment to be used within the automotive environment, and the reasons for their use.
- Understand effective housekeeping practices in the automotive environment, including waste disposal, cleaning procedures, and organisation of the workspace.
- Understand key health and safety requirements relevant to the automotive environment, including COSHH regulations, manual handling procedures, and fire safety.
- Understand about hazards and potential risks relevant to the automotive environment, including electrical hazards, chemical hazards, and mechanical hazards.
- Understand personal responsibilities for maintaining a safe and healthy working environment, and the importance of reporting hazards and incidents.
Knowledge of Managing Customer Relationships In A Vehicle Sales EnvironmentReal unit · The Institute of the Motor Industry
This unit provides knowledge on managing customer relationships in vehicle sales, including building rapport, identifying needs, handling queries and complaints, and maintaining relationships to enhance customer satisfaction.
What you'll be able to do
- Understand how to manage customer relationships in a vehicle sales environment.
Knowledge of Meeting And Greeting Vehicle Sales CustomersReal unit · The Institute of the Motor Industry
You'll understand the principles of effective verbal and non-verbal communication, the importance of initial contact, and how to build rapport to create a positive first impression when meeting and greeting vehicle sales customers.
What you'll be able to do
- Understand the principles of effective customer communication in a vehicle sales environment
- Understand the importance of making a positive initial contact with vehicle sales customers
- Understand different communication methods and their suitability for different customer interactions
Knowledge of Negotiating Fleet And Business Buyer NeedsReal unit · The Institute of the Motor Industry
This unit provides learners with an understanding of the business vehicle market, including its importance, buyer characteristics, and how to adapt the sales process to meet specific business and fleet buyer needs.
What you'll be able to do
- Understand the importance and value of the business market for vehicle sales and its contribution to overall revenue
- Understand how to meet business vehicle buyers’ specific needs, such as fleet requirements, vehicle specifications, and financing options
- Understand how to adapt the sales process to individual business buyers, considering their organisational structure, decision-making processes, and purchasing policies
Knowledge of Promoting Finance And Insurance For Vehicle SalesReal unit · The Institute of the Motor Industry
You'll understand how to promote finance and insurance products effectively in vehicle sales, including relevant legislation, regulations, codes of practice, and consumer protection requirements.
What you'll be able to do
- Understand how to effectively promote finance and insurance products to vehicle sales customers
- Understand relevant legislation, regulation, codes of practice and guidelines relating to the sale of finance and insurance products for vehicle sales, including consumer protection laws and data protection requirements
Knowledge of Support for Job Roles in the Automotive Work EnvironmentReal unit · The Institute of the Motor Industry
This unit provides learners with an understanding of organisational structures, functions, and roles within the automotive work environment. You'll appreciate the importance of information management and different types of support for job roles.
What you'll be able to do
- Explain key organisational structures within the automotive work environment.
- Explain key functions within the automotive work environment.
- Explain key roles within the automotive work environment.
- Explain the importance of obtaining information to support their job role within the automotive work environment.
- Explain the importance of interpreting information to support their job role within the automotive work environment.
- Explain the importance of using information to support their job role within the automotive work environment.
- Explain the importance of different types of communication within the automotive work environment.
- Explain communication requirements when carrying out vehicle repairs in the automotive work environment.
- Explain how to develop good working relationships with colleagues in the automotive workplace.
- Explain how to develop good working relationships with customers in the automotive workplace.
The honest bit
You’ve started things before
Most courses were built for a room full of people who aren’t you. A cohort moves on whether or not your week allowed it, and by the third week the thing you’re behind on becomes the reason you stop opening it.
There’s no cohort here, and no timetable to fall behind. Before anything starts, Zavmo asks when you’re sharpest and how long you can realistically sit down for, then builds the sessions around those answers. A bad fortnight changes your pace. It doesn’t put you behind.
And you only pay once you start learning. Searching and planning are free, and you can cancel any time — so the cost of finding out is an afternoon, not a year.
Your passport
Every credit is a stamp you keep
Level 2 credits are regulated. They don’t vanish when a subscription ends or a website closes. They travel to any employer, and Zavmo keeps the map of what you’ve earned and what’s next.
Competency in Automotive Retail Negotiation And Sales TechniquesCompetency in Brand, Product and Market Awareness in the Vehicle Sales and Supply BusinessCompetency in Complying With The Legal Requirements And Regulations Of Vehicle SalesCompetency in Conducting Vehicle Demonstration DrivesCompetency in Constructing Motor Vehicle Sales PackagesCompetency in Delivering A Vehicle Sales Static PresentationCompetency in Handling Vehicle Sales Telephone EnquiriesCompetency in Handover Of The Vehicle To The Customer
Each stamp is a real unit registered against this qualification.
Who’d teach you this
The Evidence Evaluator
Assessor
Helps you show what you can actually do, gathering the evidence that proves it as you learn.
Meet all twelve tutorsWhere this connects
Where these credits take you
A qualification is never a dead end here. See the jobs its credits open, the national occupational standards its units map to, and the future skills they quietly build.
IMI Level 2 Diploma in Vehicle Sales Competence
- Automotive Retail Negotiation and Sales Techniques
- Brand, product and market awareness in the vehicle sales and supply business
- Comply with the legal requirements and regulations of vehicle sales
- Conducting Vehicle Demonstration Drives
- Constructing and understanding sales packages
- Delivering a vehicle sales static presentation
- Hand over the vehicle to the customer
- Handling vehicle sales telephone enquiries
Where this can lead
Associate Automotive Marketing Coordinator
This Associate role is just the first step on what can be a really exciting career path. We're looking for someone who's eager to learn, willing to put in the work, and genuinely interested in helping us sell more cars. If that sounds like you, we'd love to have a pint and chat more about it.
See the whole journey →Opens the roleAssociate Automotive Marketing CoordinatorOne of the jobs this qualification is a route intoSee the role →Opens the roleAutomotive Marketing SpecialistOne of the jobs this qualification is a route intoSee the role →Opens the roleSenior Automotive Marketing SpecialistOne of the jobs this qualification is a route intoSee the role →Opens the roleLead Automotive Marketing StrategistOne of the jobs this qualification is a route intoSee the role →Opens the roleDirector, Franchise & Network Legal AffairsOne of the jobs this qualification is a route intoSee the role →Future FluencyAll ten future skillsSee how every unit is contextualised by the tenExplore →
Skills it covers
What the job actually needs. These are the standards the units are built against, in the words employers and awarding bodies already use for the work itself.
Automotive Retail Negotiation and Sales TechniquesBrand, product and market awareness in the vehicle sales and supply businessComply with the legal requirements and regulations of vehicle salesConducting Vehicle Demonstration DrivesConstructing and understanding sales packagesDelivering a vehicle sales static presentationHand over the vehicle to the customerHandling vehicle sales telephone enquiriesManaging customer relationships in a vehicle sales environmentMeeting and Greeting Vehicle Sales CustomersNegotiate fleet and business buyer needsPromoting finance and insurance for vehicle sales
How you’ll actually learn this
One-to-one, on your own real work
A qualification is usually something done to you: sit the class, sit the exam, hope it sticks. Here it’s the opposite. You learn it one-to-one with a companion, on your own real work, and you keep going until you can use it, not just recall it.
One-to-one, on your real workNo lectures, no past-papers. Every unit is practised on the actual tasks your job throws at you, a tutor beside you, not a video in front of you.
Taught to the top, not the testMost courses stop at remembering. Your companion keeps climbing: analysing, judging, creating. That’s the part a machine can’t do for you.
Credits you keep, a map that continuesEvery unit is regulated and yours for good. The day you finish, Zavmo already knows the next role your new credits open.
Applied to your work in any of these jobs
Which job do you mean?
Learners will develop competency in establishing effective relationships with vehicle customers and negotiating sales. The unit covers professional behaviour, building trust, applying negotiation techniques, and handling objections to achieve mutually agreeable outcomes.
How the thinking builds
- Remember
- Understand
- Apply
- Analyse
- Evaluate
- Create
Built for IMI Level 2 Diploma in Vehicle Sales Competence
28 units in this credential, in the order it lists them, awarded by The Institute of the Motor Industry.
- Competency in Automotive Retail Negotiation And Sales Techniques
- Competency in Brand, Product and Market Awareness in the Vehicle Sales and Supply Business
- Competency in Complying With The Legal Requirements And Regulations Of Vehicle Sales
- Competency in Conducting Vehicle Demonstration Drives
- Competency in Constructing Motor Vehicle Sales Packages
- Competency in Delivering A Vehicle Sales Static Presentation
and 22 more in the full unit list below.
One to one, not one to many
No two people run this the same way
A course is written once and handed to everyone. This is assembled around you, and keeps changing as it learns you. Five things it reads, and what each one changes.
- Your actual work Every unit is taught against a live piece of your own work, not a worked example from a textbook.
- What you already know The first conversation finds your starting point, so you skip what you can already do and spend the time on what you cannot.
- The conditions you learn under Not a learning-styles quiz. The evidence does not support those. The dimensions the research does back, read once and used to shape the plan.
- How far you got last time It picks up mid-thought. The tutor knows what you said, what you struggled with, and what it asked you to try.
- Which tutor suits the moment Twelve of them, each for a different kind of thinking. The one who walks you through a first idea is not the one who stress-tests it.
See how you learn, free. Eight questions, no sign-up. A directional taster; the diagnostic inside Zavmo goes deeper and keeps adapting.
Why it sticks
Most courses stop at remembering
There’s a well-known ladder of how deeply you learn something, called Bloom’s Taxonomy. Most courses get you up the first two rungs: you remember some facts, you pass a test, you forget it. Real skill lives at the top. Judging, deciding, creating. And this isn’t a generic ladder: every rung has a named Zavmo tutor who walks you up it.
- 6CreateThe Creative Catalyst
- 5EvaluateThe Evidence Evaluator
- 4AnalyseThe Analyst
- 3ApplyThe Coach
- 2UnderstandThe Connector
- 1RememberThe Builder
Where most courses leave you Where Zavmo takes you
Why this matters: AI can already remember and understand for you. What it can’t do is
take your real problem and judge the right call. So the only learning worth paying
for is the learning that takes you to the top. That’s exactly what a tutor doing it with
you, on your real work, is for.
The value
Why the companion is worth £70 a month
You’re not paying for the units. They’re regulated, and the same wherever you earn them. You’re paying for the one thing that decides whether you actually get there: a companion that makes them stick, on your real work.
That is one-to-one on this qualification, every day, on the work you already do, for £70 a month. Your first module is free, so you can see the teaching before you pay for any of it. Billed monthly, cancel any time and billing stops.
Earned on your own work, taught to the top.
Everything you just read, learned one-to-one on the job you already do. Your first module is free, so you can see the teaching before you pay for any of it.
Build my plan, freeNo card. See how this qualification maps onto your role and meet the tutors who’d teach it, free. The learning begins when you subscribe. It’s £70 a month, billed monthly. Cancel any time and billing stops.