UK

Institute of Sales Management · RQF Level 2

ISM Level 2 Certificate in Sales and Marketing

You don’t just earn this. You learn to use it, one-to-one, on your own real work.

  • LevelRQF Level 2
  • Total credits17
  • Guided learning144 hours
  • Units in this qualification7

Awarded by Institute of Sales Management · on the Ofqual register

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Ten quick questions, one per Future Fluency, asked against this qualification rather than a generic one.

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What you’ll learn

What each unit actually teaches you to do

There are 8 ISM qualifications available at this level: 7 single-unit Awards and 1 composite-unit Certificate. There is no Diploma at this level. Units can be built up over time to contribute to the Certificate. The qualification titles given below are the titles as they will appear on the certificate when awarded to the learner. The qualification reference number is the number allocated to the qualification by Ofqual. Each unit also has a unique Ofqual unit reference number which can be found within the content of each unit in this syllabus.

These are the units Institute of Sales Management 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.

Sales targetsReal unit · Institute of Sales Management
You'll gain a comprehensive understanding of sales targets within organisations. The unit covers the purpose of sales targets, how they are set and monitored, factors causing variances, and actions to address shortfalls in sales performance.

What you'll be able to do

  • Understand sales targets
Selling to customersReal unit · Institute of Sales Management
This unit equips learners with skills to sell effectively to customers. You'll prepare for sales meetings, establish rapport, identify customer requirements, present products or services, handle objections, progress the sale, and close the sale.

What you'll be able to do

  • Prepare for the sale
  • Establish a rapport with the customer
  • Identify customer requirements
  • Present own products and/or services to the customer
  • Deal with sales objections from the customer
  • Progress the sale
  • Close the sale
TelesalesReal unit · Institute of Sales Management
This unit develops learners' skills to conduct telesales effectively. You'll prepare for sales calls, establish rapport over the phone, identify customer requirements, present products or services, handle objections, progress the sale, and close the sale.

What you'll be able to do

  • Prepare for the sales call
  • Establish a rapport with the customer
  • Identify customer requirements
  • Present products to the customer
  • Deal with sales objections over the phone
  • Progress the sale
  • Close the sale
Understanding buyer behaviourReal unit · Institute of Sales Management
This unit provides learners with an understanding of buyer behaviour in consumer and organisational contexts. You'll interpret buyer needs and wants, analyse decision-making processes, and recognise factors influencing buyer motivation.

What you'll be able to do

  • Understand consumer and organisational decision- making units
  • Understand how to interpret buyer needs and wants
  • Understand consumer and business-to-business decision– making processes
  • Understand the influences motivating the buyer
Understanding laws and ethics of sellingReal unit · Institute of Sales Management
This unit covers the legal and ethical considerations affecting selling within organisations. You'll identify relevant laws, describe their impact on selling practices, understand the consequences of non-compliance, and outline procedures to follow when non-compliance is suspected.

What you'll be able to do

  • Understanding the laws affecting selling
  • Understand the ethics of selling
Understanding marketingReal unit · Institute of Sales Management
You'll gain foundational knowledge of marketing principles and practices. The unit covers marketing planning, customer segmentation, market research methods, and the components of the marketing mix within an organisational context.

What you'll be able to do

  • Understand how marketing is planned in an organisation
  • Understand how customers can be segmented
  • Understand how to carry out market research
  • Understand the marketing mix
Understanding selling to customersReal unit · Institute of Sales Management
You'll understand key principles involved in selling to customers. The unit covers preparation for sales meetings, establishing rapport, identifying customer requirements, presenting products or services, handling objections, progressing, and closing sales.

What you'll be able to do

  • Understand how to prepare for the sale
  • Understand how to establish a rapport with the customer
  • Understand how to identify customer requirements
  • Understand how to present own products and/or services to the customer
  • Understand how to deal with sales objections from the customer
  • Understand how to progress the sale
  • Understand how to close the sale

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.

Sales targetsSelling to customersTelesalesUnderstanding buyer behaviourUnderstanding laws and ethics of sellingUnderstanding marketingUnderstanding selling to customers

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 tutors

Where 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.

Where this can lead

Telesales Associate

Your journey as a Telesales Associate is just the beginning. The skills you'll develop here – resilience, communication, problem-solving, and a deep understanding of our products – are the bedrock of a fantastic career. We're here to help you build that foundation and support you as you grow, whether that's becoming a top individual contributor, leading a team, or moving into other areas of the business. The opportunities are genuinely vast.

See the whole journey →
Opens the roleTelesales AssociateOne of the jobs this qualification is a route intoSee the role →Opens the roleAssociate International Telesales SpecialistOne of the jobs this qualification is a route intoSee the role →Opens the roleJunior Telesales CoordinatorOne of the jobs this qualification is a route intoSee the role →Opens the roleTelesales ExecutiveOne of the jobs this qualification is a route into · 1 near-identical record folded inSee the role →Opens the roleInternational Telesales SpecialistOne of the jobs this qualification is a route intoSee the role →Opens the roleSenior International Telesales SpecialistOne of the jobs this qualification is a route intoSee the role →Future FluencyAll ten future skillsSee how every unit is contextualised by the tenExplore →

Showing 6 roles, drawn from 10 job records mapped to this qualification.

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.

Telesales of Music Licences

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.
Sales targetsLevel 2

Applied to your work in any of these jobs

Which job do you mean?
Telesales AssociateAssociate International Telesales SpecialistJunior Telesales CoordinatorTelesales ExecutiveInternational Telesales SpecialistSenior International Telesales Specialist

Learners will gain a comprehensive understanding of sales targets within organisations. The unit covers the purpose of sales targets, how they are set and monitored, factors causing variances, and actions to address shortfalls in sales performance.

How the thinking builds
  1. Remember
  2. Understand
  3. Apply
  4. Analyse
  5. Evaluate
  6. Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.
Your PlanIllustration

Built for ISM Level 2 Certificate in Sales and Marketing

7 units in this credential, in the order it lists them, awarded by Institute of Sales Management.

  1. Sales targets
  2. Selling to customers
  3. Telesales
  4. Understanding buyer behaviour
  5. Understanding laws and ethics of selling
  6. Understanding marketing

and 1 more in the full unit list below.

These are the real units of this credential, in its own order. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

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.

  1. Your actual work Every unit is taught against a live piece of your own work, not a worked example from a textbook.
  2. 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.
  3. 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.
  4. 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.
  5. 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.

  1. 6CreateThe Creative Catalyst
  2. 5EvaluateThe Evidence Evaluator
  3. 4AnalyseThe Analyst
  4. 3ApplyThe Coach
  5. 2UnderstandThe Connector
  6. 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, free

No 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.