Sales Manager

Dignity Plc; Maidenhead; On-site; GBP 35,000 - 50,000; Full time

Job summary

A leading funeral provider in the UK is seeking a Sales Manager to lead a high-performing sales team. You will drive commercial success while ensuring exceptional customer service. The ideal candidate will have a background in a regulated industry with experience in team management and sales optimization. This role offers competitive salary and performance-based commission, along with benefits in a compassionate work environment.

Benefits

Competitive salary

Annual bonus

25 days annual leave

BUPA private healthcare

Company pension and life assurance

Qualifications

• Proven sales leader from a regulated industry.
• Experience managing high-performing sales teams.
• Strong background in call coaching and performance management.

Responsibilities

• Drive commercial performance through focused leadership.
• Coach and develop sales executives.
• Refine sales approaches and increase conversion rates.

Skills

Sales leadership

Team management

Conversion optimisation

Data interpretation

Communication skills

Job description

We're looking for commercially driven, high-performing sales leaders to take ownership of one of our growing in-house sales teams at Dignity. You'll be responsible for leading, motivating, and developing a team of consultants to deliver ambitious revenue targets, while ensuring we provide exceptional service to every customer.

1. Hit revenue and conversion targets: Drive commercial performance through focused leadership and sales execution.
2. Lead and develop the team: Coach, mentor, and manage a team of sales executives, embedding high standards, accountability, and a culture of winning.
3. Refine the sales approach: Use structured methodologies and objection handling frameworks to increase conversion and effectiveness.
4. Monitor and report: Track sales KPIs and provide clear, actionable updates to senior stakeholders.
5. Balance compliance and commerciality: Operate within regulatory frameworks while optimising for sales success.
6. Champion the customer: Incorporate customer feedback into the sales approach, learning what customers value and addressing those needs.

You'll bring strong experience of leading sales in a regulated environment and know how to embed structure, accountability, and a winning culture. This is a hands-on leadership role that requires sharp commercial instincts, excellent people management, and the ability to drive both short-term performance and long-term team development.

We're looking for someone who:

• A proven sales leader, ideally from a regulated industry (e.g., financial services, legal, insurance, or utilities).
• Experience managing a high-performing, target-driven sales team.
• Strong background in call coaching, conversion optimisation, and performance management.
• Ability to interpret sales data and use it to inform strategy and day-to-day decisions.
• Confidence communicating at all levels, from team meetings to board reporting.
• Resilience, focus, and a drive to make a tangible impact.

As a Sales Manager at Dignity, you'll be at the forefront of helping families make informed decisions during some of life's most sensitive moments. By leading a high-performing team with empathy and commercial acumen, you'll ensure every customer receives exceptional service while driving sustainable growth. This role blends purpose with performance — giving you the opportunity to shape a winning culture, support your team's development, and make a lasting difference in people's lives.

We are Dignity, one of the UK's oldest and most trusted funeral providers, with over 200 years of history, 570 branches, and 46 crematoria. From launching the UK's first funeral plan to helping shape modern regulation, we have led the way in supporting families with care, compassion, and professionalism.

Now we are building the UK's leading end-of-life company. As part of the Dignity Group, we also operate Farewill, the country's largest will writer, and one of the UK's top probate providers, supporting families before and after funerals. Today, we are over 4,000 people across the UK, all driven by the same goal: to care for families with compassion and make the UK a world leader in end-of-life care.

FCA Statement: We're regulated by the FCA; therefore, some roles will be subject to background checks.

Equality, Diversity, and Inclusion Statement: We know that diverse teams make better decisions, build better products, and create a better workplace. Whoever you are, wherever you're from, and whatever your life looks like, we'd love to hear from you. Please let us know if you need any assistance to make the application process more accessible.

Competitive Salary and Highly Attractive Performance-Based Commission: Your performance is rewarded. High achievers often exceed targets and unlock significant earnings.

• Annual salary package + bonus potential.
• 25 days annual leave + bank holidays.
• BUPA private healthcare (Self).
• Company pension, life assurance, and employee assistance programme.
• Annual company bonus.
• Full training and support from regional and central teams.