Sales Manager

Job description:

Sales Manager – Event Bookings Department (B2B)

Location: Peterborough (Office-Based)

Salary: £75,000 – £100,000 basic | £150,000 – £200,000 OTE

Hours: Monday – Friday, 8:30 AM – 6:30 PM

About Trade Mastermind

Trade Mastermind is the UK’s leading business training provider for trades entrepreneurs. We teach trades business owners how to start, scale, and grow their companies by giving them the education, strategies, and support they need to build a successful and profitable business.

We run 12 business training days every month, bringing together hundreds of ambitious trade business owners from across the UK. Our Discovery Days are the first step for these companies to unlock their potential and access the Trade Mastermind Academy.

The Role

We are seeking a driven, commercial, and results-focused Sales Manager to lead our Event Bookings Department.

This is a B2B sales leadership role, where your team of Business Development Managers (BDMs) will be engaging with owners and decision-makers of trades businesses (plumbing, heating, electrical, construction, building etc.) to secure their attendance at our £97 Discovery Day events.

The role is about high energy, high accountability, and performance culture. You’ll be responsible for ensuring we consistently hit our booking target of 400 attendees per month across 12 events. You will also work closely with our marketing department to align campaigns, optimise lead flow, and maximise conversions.

Key Responsibilities

• Lead, coach, and motivate a team of BDMs to achieve monthly event booking targets.

• Drive high outbound activity (calls, follow-ups, emails, LinkedIn outreach) into qualified B2B leads generated from paid marketing campaigns.

• Ensure conversations are positioned at business-owner level — building value around training and education, not just selling a ticket.

• Implement structured sales processes, call scripts, and objection handling frameworks tailored to B2B trades.

• Monitor daily, weekly, and monthly KPIs: dials, conversations, bookings, and show-up rates.

• Deliver 1-to-1 coaching and group training sessions to continuously raise performance standards.

• Work closely with marketing to align sales messaging, optimise lead quality, and feed back commercial insights.

• Apply a proven track record of conversion rate optimisation — from lead to booking, and from booking to show-up.

• Recruit, onboard, and develop BDMs as the department scales.

• Report forecasts and performance insights directly to the C-Suite.

• Build a winning, high-performance culture in a fast-paced, entrepreneurial environment.

What We’re Looking For

• Proven experience managing a B2B inside sales or telesales team (ideally event sales, recruitment, training, or services).

• Demonstrated success in conversion rate optimisation across the full sales funnel.

• Track record of hitting/exceeding high-volume sales targets in a fast-growth business environment.

• Strong leadership, coaching, and motivational skills — capable of raising standards daily.

• Commercially minded with the ability to position education and ROI to business owners.

• Excellent communication, persuasion, and closing ability at business-owner level.

• Driven, ambitious, and thrives in a KPI-led environment.

What We Offer

• Competitive salary: £75,000 – £100,000 basic salary.
• £150,000 – £200,000 on-target earnings.
• Modern office & facilities: on-site gym, canteen and free parking
• Career development: tailored training and funded qualifications
• Vibrant culture: high-energy, supportive team with regular social events
• Health & wellbeing programme: support for physical and mental wellbeing
• Company pension scheme: secure your financial future
• Career-defining opportunity be part of a business reshaping the construction sector