Sales Salary Guide

Sales Director Salary UK: How Much Do They Earn? (2026)

What a Sales Director earns in the UK in 2026, broken down by experience, region and the factors that move the numbers.

By Mark Wilkinson, Managing Director of Coburg Banks

Mark has over 30 years in recruitment, placing sales professionals from SDR to Sales Director across UK SMEs.

A Sales Director's pay swings widely on the size of the team and revenue they own. Running a £2m patch and a £20m one are very different jobs, and the numbers reflect it. If you're hiring or benchmarking, the figures below give a realistic picture of what a Sales Director costs in the current market.

⚡ In short

A Sales Director in the UK typically earns a base salary of £70k to £130k, with a median of around £95k, plus bonus and often equity.

Pay rises with experience, sits higher in London and high-growth sectors, and the total package can be well above base once incentives are included.

£95k

Median base salary

£70k-£130k

Typical range

+10-20%

London premium

£140k+ OTE

With bonus

What affects a Sales Director's salary

Revenue and team scale

The bigger the number and headcount they own, the higher the pay. This is the single biggest driver at Director level.

Sector and stage

High-growth tech and SaaS pay more than mature industries, and equity often features in scale-ups.

Package beyond base

Bonus, LTIPs and equity can rival the base, so compare total package, not just salary.

Sales Director salary by experience

Experience Level

Typical Salary

Entry-level / Newly Appointed

£70k-£85k

Experienced

£85k-£105k

Senior / Lead

£105k-£135k

How to benchmark and set the salary

1. Start with the market range
For a Sales Director, that's roughly £70k to £130k base. Pitch too low and you won't get replies; too high and you overpay.

2. Adjust for experience
Use the bands in the table above - entry, experienced and senior - rather than a single figure, and match the level you actually need.

3. Factor in location
London and the South East add 10-20%. A remote or regional role can be pitched a little lower for the same calibre.

4. Add the incentive
Bonus and equity often add 30-50% on top of base for a Sales Director, tied to revenue or company performance. In VC-backed businesses, equity can be the bigger prize. Candidates compare total earnings, so lead with the package, not just the base.

5. Move at the right speed
Strong sales people have options. A competitive offer made quickly beats a slightly higher one that drags.

How much does a Sales Director earn in the UK?

A Sales Director typically earns a base salary of £70k to £130k, with a median around £95k.

Plus bonus and often equity, so total earnings are usually higher than base alone.

What's the starting salary for a Sales Director?

Entry-level or newly appointed Sales Directors usually start around £70k-£85k.

The figure rises with proven results, sector experience and location, so a strong track record commands more from day one.

Do Sales Directors earn more in London?

Yes. London and the South East typically add +10-20% to base for a Sales Director, reflecting higher living costs and competition for talent.

Remote and regional roles can be pitched a little lower for the same calibre of candidate.

What affects a Sales Director's salary?

The main drivers are experience, sector, location and company size, plus the structure of any bonus or commission.

For a Sales Director specifically, revenue and team scale tends to move the numbers most, so weigh that when you benchmark.

What bonus or commission does a Sales Director get?

Bonus and equity often add 30-50% on top of base for a Sales Director, tied to revenue or company performance. In VC-backed businesses, equity can be the bigger prize.

Always compare total on-target earnings rather than base alone, since the incentive can be a large share of the package.

How do I set a competitive salary to attract a Sales Director?

Benchmark against the current range above, pitch at the right experience band, add a clear incentive, and factor in location.

If you'd like a live read on what your Sales Director role should pay to attract strong candidates, we benchmark it for free as part of the search - no fee until your hire starts.

External citations

Sources:
- REC
- ONS Labour Market
- Coburg Banks Trustpilot

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