A day in the life of a Regional Sales Manager for the CLA

Most mornings begin the same way for me: with a quiet moment looking out across the Derbyshire countryside before the day accelerates into motion.

As the Midlands Regional Sales Manager for the CLA, no two days are the same, but each one shares a common purpose: championing the needs of more than 26,000 landowners and rural businesses across England and Wales.

Our members steward over 10 million acres of land, from traditional family farms to tourism ventures, renewable energy sites, diversified rural enterprises, housing and workspaces. My role centres on driving growth, building relationships and connecting with landowners and rural businesses who could benefit from the support of the CLA.

The CLA Midlands region covers Cheshire, Derbyshire, Herefordshire, Leicestershire and Rutland, Shropshire, Staffordshire, Warwickshire and Worcestershire.

After a quick check of overnight emails, I usually start my day by reviewing membership data and planning my route. Building membership isn’t just about numbers; it’s about people, and much of my day is spent travelling across the region to meet them face to face.

Today’s agenda includes a CLA committee meeting at the Agricultural Business Centre in Bakewell. A particularly lively and engaged venue, as the lively Monday cattle market draws farmers and rural business owners from across the country.

With so many potential new members in one place, it gives me valuable time to speak with people before and after the meeting, catching up with existing CLA members and introducing the Organisation to those who might benefit from our support.

As I walk through the market, I’m greeted by familiar faces. Some want to discuss inheritance tax changes; others have questions about environmental schemes or diversification ideas. The conversations are honest and grounded in the daily challenges our members face, including unpredictable weather patterns, uncertain policy landscapes, rising costs and shifting consumer expectations.

After a turbulent 2025, and with 2026 already bringing new layers of uncertainty, people are looking for stability and expert guidance. Part of my role is to help them make sense of these changes and ensure the CLA remains a strong, dependable voice for rural communities.

Late morning takes me to the committee meeting. These gatherings are invaluable. Committee members give their opinions on various challenges and opportunities that help shape the lobbying work we deliver nationally.

These meetings always remind me just how much members rely on the CLA’s expertise. The issues raised around the table often become the foundation for the advice we provide and the evidence we feed into national policy discussions.

Conversations like these also highlight how quickly the sector is evolving and the importance of staying ahead of emerging technologies.

One of the most memorable experiences was visiting the Cholmondeley Estate with CLA members to see AI drones in action. Watching technology pinpoint disease in crops or map woodland health was eye opening. These tools save land managers both time and money.

Every day, I meet people who are reshaping the future of rural land management, and being part of those conversations is genuinely inspiring.

By mid-afternoon, I often find myself catching up on admin from the car (handsfree, of course) or pulling into a nearby farm shop to respond to enquiries.

Many of the people I meet want to talk about renewable energy, rural housing or planning pressures. My role isn’t to advise on those issues directly, but to connect them with the right CLA experts and highlight how and where membership can help. The added services including CLA Energy, Healthcare, Fuels, Succession Insurance, Finance and Insurance are strong selling points and often help prospective members see the wider value of joining.

As the day winds down, I head back home. My final calls are usually with colleagues, where we compare notes from events, share emerging issues or plan attendance at upcoming AGMs, farm walks and county shows.

These events are central to building a strong, engaged membership community and I take pride in contributing to that wider network.

Before I close my laptop for the evening, I jot down notes from the day: concerns raised, opportunities spotted, people I need to follow up with. Each conversation matters. Each visit deepens my understanding of rural life, and each mile travelled reinforces why the CLA’s work is so important.

You can contact me at the Midlands office on 07900 718958 or by email at roger.eldergill@cla.org.uk.