DIFY - Driving Instructor For You
Sales Lead
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Sales Lead: SaaS / B2B / Outbound
DIFY | London | Full-Time | £36,000 + 2% Equity | Starting January 2027
DIFY is building the operating platform for driving instructors and driving schools. Since launching in March 2026, we've become the fastest-growing platform for ADIs and the most followed by instructors. We're a team of three with an average age of 20, and we're now building a structured outbound sales operation to match that growth.
We're looking for a Sales Lead to build and own that function. You'll work directly with the founder, and your job is to turn our growing pool of instructor prospects into active customers.
What you'll own
- Sales strategy and pipeline. You'll own the end-to-end sales process for instructors and driving schools. That means defining the stages from first contact to activation, setting qualification criteria for cold, warm and previously contacted prospects, and building follow-up sequences so no viable lead is lost.
- CRM and sales infrastructure. You'll own our CRM (HubSpot or equivalent) and sales stack. You'll configure pipelines, sequences, tasks and dashboards covering outreach volume, response rates, conversions, onboarding completion and CAC. You'll segment prospects by source, engagement and offer history, and automate the repetitive work without making outreach impersonal.
- Outbound channels. You'll run several channels in parallel: social media followers, phone outreach, re-engagement of past prospects, Facebook and online communities, and driving schools. For each one, you'll write the scripts, templates, objection handling and follow-up sequences.
- Offers and experimentation. You'll decide which introductory offers go to which prospects. You'll track acceptance and the reasons instructors decline, then test changes to offers, scripts and timings. Our process is meant to become more evidence-driven over time, and you'll lead that.
- Field sales. With our Field Sales Rep Lead, you'll set targets, scripts and offers for the teams working at driving test centres. You'll monitor performance, make sure every field lead reaches the CRM, and follow up with instructors who don't convert first time.
- Conversion and activation. A sale isn't complete until an ADI has completed a booking through the platform. You'll improve every step: Prospect → Download → Registration → 8-step onboarding → DIFY approval → Instructor activation. The end goal is instructors actively using DIFY and bringing their learners with them.
- Building the team. The role starts hands-on: making calls, testing scripts and learning objections first-hand. As we grow, you'll recruit and manage sales staff, write training and documentation, and set targets.
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What we're looking for
We want real sales-process experience, not just an interest in startups. You should have experience in several of these areas: B2B, SME, SaaS or marketplace sales; outbound prospecting and cold calling; lead qualification; objection handling; structured follow-up sequences; and sales reporting and forecasting.
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CRM experience is essential, whether in HubSpot, Salesforce, Pipedrive, Zoho or similar. We're not looking for someone who has only used a CRM as a place to enter notes. We want someone who uses sales technology to make an entire operation more effective. Experience with Apollo, Sales Navigator, Aircall, Lemlist or Clay is a plus.
You'll probably suit this role if
- You naturally think in funnels, conversion rates and follow-ups.
- You hate seeing leads disappear because nobody called them back.
- You're comfortable picking up the phone and speaking confidently with business owners.
- You know the difference between activity and actual sales performance.
- You can build processes without creating bureaucracy.
- You want to build a sales function rather than inherit one.
This isn't a social media or brand marketing role. Marketing generates prospects. Your responsibility begins when there's someone to sell to.
Compensation
- £3,000 per month / £36,000 per year
- 20,000 DIFY shares/options, equivalent to 2% of DIFY's current fully diluted pre-seed share capital. These vest over 4 years, quarterly, with a 1-year cliff, and are subject to normal dilution in future rounds.
Progression
For someone who shows they can build and scale a high-performing sales function, there's a potential pathway to Chief Sales Officer within approximately 12 months. This depends on performance, not tenure.
Start date: January 2027
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