The Sales Competency Framework is the core of the sales standards. It is created with a few strict starting points in mind: generic where possible and specific where necessary, recognizable, usable and the ability to grow.

The framework consists of both the recognizable commercially relevant themes or result area's that recur in all functions and levels, on the other hand a level indicates what this person or profile must be able at that level. Also, the required knowledge is defined, arranged in activities or processes and models or methods.

An important fact is that sales is assumed to be a 'do profession', whereby certain knowledge is essential to the specific context.

The purpose of the description is to obtain more transparency and gain professionalism in the market (business, educators, associations, recruitment and selection, ...)