Dignity Group
Regional Sales Manager
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Location: Central Region (West Midlands, East Midlands, Shropshire, Staffordshire, Warwickshire)
Job Type: Full-Time / Permanent
Salary: £42,000 per annum + £4,000 company car allowance
Are you a self-motivated individual with a strong background in sales and a passion for helping others?
We’re seeking a driven and personable Regional Sales Manager to champion the growth of funeral plan sales across Dignity’s branch network in the North West — including West Midlands, East Midlands, Shropshire, Staffordshire, Warwickshire and surrounding areas.
If you have the initiative, commercial acumen, and people skills to make a meaningful impact, we want to hear from you.
Purpose of Role
This regional role will be accountable for enabling Funeral Plan sales within the Dignity Funeral Director Branch Network, collaborating with operational leadership to achieve preneed sales objectives.
You will be responsible for regulatory oversight and record keeping, with regional adherence to the Pre-Need Training and Competence Scheme to ensure Dignity customers receive the correct customer outcome. This role will also be responsible for training, coaching and development of regional colleagues to enable Dignity Funeral Director Branches to achieve commercial objectives.
Performance Measures
- Funeral Plans sales growth and achievement of sales targets
- Adherence to the Pre-Need Training and Competence Scheme and regulatory standards, ensuring sales processes are followed.
- Ensure Dignity customers receive the correct customer outcome.
- Responsible for training, coaching and development of regional colleagues to achieve Pre Need objectives.
- Support Business Leadership to achieve key business objectives.
- Reviewing performance data, taking appropriate action based on the data and informing the relevant business leaders of their requirements and actions.
- Min. 4 days per week field-based within the Dignity Funeral Director Branch Network.
Key Responsibilities
- Collaborate with Business Leaders to drive Funeral Plan sales and achievement of targets.
- Collaborate with Business Leaders to cross sell Pre-Need products to existing customers through effective conversations, follow ups and cross selling.
- Collaborate with Business Leaders to grow Funeral Plan business through effective community engagement.
- Maintain the T&C scheme across your Region, taking responsibility for ensuring that all aspects of the scheme are adhered to and customers receive the correct customer outcome.
- To facilitate and deliver new Funeral Plan Consultant induction training as required under the T&C scheme, training and authorising new Funeral Plan Consultants to required standards.
- Conduct and document observations and role plays, providing constructive feedback and highlighting areas for development and business improvement whilst ensuring the sales process is followed.
- Ensure sufficient business outcomes are achieved to evidence ongoing competence.
- Conduct 121s with authorised sellers to discuss performance and KPI’s, develop colleagues skills, manage risks and drive better customer outcomes.
- Provide coaching and development to branch colleagues improve customer outcomes and achieve business objectives.
- Monitor regional pre-need complaints, cancellations, survey feedback and mystery shops.
- Consistently demonstrate TCF and good Conduct Risk behaviours by placing the customer’s best interest at the heart of everything you do.
- Responsible for adherence to compliant process within all sales.
- Maintain comprehensive contact reports and meeting notes and ensure distribution to relevant parties.
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Would Suit Someone Who
- Has worked in a regulated regional sales environment previously and is passionate about growing sales through providing correct customer outcomes.
- Is well organised with excellent time management skills and thrives in a field-based role with extensive travel.
- Enjoys training and coaching to help improve the sales capabilities of teams and enable them to achieve goals.
- Is able to communicate and collaborate effectively with various stakeholders, building and maintaining strong relationships to achieve business objectives.
- Has great attention to detail and record keeping, and is capable of analysing sales data, identifying trends and momentum, with the ability to draw conclusions and take appropriate action.
Experience
KNOWLEDGE, SKILLS AND EXPERIENCE REQUIRED
- Experience working in a regulated sales environment is advantageous but not essential.
- Ability to grow sales whilst ensuring correct customer outcomes are achieved.
- Ability to coach, train and develop colleagues to improve performance with accurate record keeping.
- Excellent communication and stakeholder engagement skills and the ability to collaborate with all levels of a business effectively.
- Understanding of a funeral director environment is desirable as well as having great sensitivity to customer interactions.
- Exceptional planning, prioritisation, and time management skills.
Education/ Qualification
- Not essential for the role
Technical
- Very well-developed PC skills: Word, Excel, Access, PowerPoint, Outlook, Internet Explorer, Teams etc.
General
- Excellent written and verbal communication skills, with the ability to convey complex sales concepts clearly and concisely.
- Requirement for extensive travel and flexibility in working hours
- Always put the customers first, showing consideration of Consumer Duty and display principles of TCF. Strong commercial awareness and an appreciation for the strategic and operational needs of the business.
- A proactive, pragmatic, and solutions-focused mindset.
- A collaborative team player who contributes positively to the culture and performance of the wider legal and property teams.
What We Offer
- Annual salary of up to £42,000.
- £4,000 annual car allowance.
- 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.
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What are the next steps?
If this sounds like the right role for you and you’re ready to bring care and professionalism to an essential service, simply click the ‘apply’ button. A member of our Talent Acquisition Team will be in touch to guide you through the next steps.
About Us
At Dignity, we’re here for families when it matters most. With compassion, professionalism, and integrity at the heart of everything we do, we take pride in supporting people through one of life’s most difficult moments. Every member of our team plays a vital role in delivering exceptional service and care to those who need us.
With over 500 funeral homes across the UK, Dignity Funerals is a trusted presence in local communities, operating under respected and well-known local names. We’re proud to offer a truly personal and attentive service — one that’s tailored to the individual needs and wishes of every family we support.
We’re also part of the wider Dignity Group, a growing organisation with the unique ability to support every aspect of end-of-life planning and care. This includes:
- Our Crematoria and Memorials Group, managing 45 crematoria nationwide
- Dignity Funeral Plans, giving people peace of mind by allowing them to plan ahead
- The recently acquired Farewill, a leading provider of online wills and probate services
Together, our goal is simple: to provide families with continuity, care, and clarity — from planning and preparation through to the funeral itself, and beyond.
FCA Statement
Please note that this role is subject to meeting regulatory requirements. As an FCA-regulated organisation, we are committed to adopting the highest standards and we do this by employing individuals with the appropriate skills, experience and integrity to protect both the company and our clients. If you are considered for a role, you will be providing your permission for us to conduct the relevant checks and assessments that will be carried out during the recruitment and onboarding process. The nature of the checks will depend on whether the role is subject to the Senior Managers and Certification Regime (SMCR).
Equality, Diversity and Inclusion Statement
Our Vision is to connect with our clients, colleagues, company and communities based on our principles whilst celebrating our differences.
We aim to empower leaders and colleagues to seek out and understand new voices and perspectives; to be vocal about inequity and exclusion, and to take decisive, informed and bold action to promote inclusion and belonging.
Any unsolicited submissions from agencies will be accepted as a direct application from the candidate and no fees will be payable.
We reserve the right depending on application numbers to close or extend the closing dates for positions; we would therefore recommend an early application.
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