National Sales Manager
hace 1 día
London
Purpose: The Sales Manager is responsible for leading and accelerating growth within Kinetico UK’s Direct-to-Consumer residential sales channel. This role focuses on improving the efficiency, capability, and conversion performance of the current Water Treatment Experts, while supporting a structured expansion into new territories. The Sales Manager will champion innovative ways of selling, raise in-home demonstration-to-sale conversion rates, embed referral-led growth, and increase average sale value through solution-led customer interactions. The role is central to delivering a premium, consistent customer experience and driving scalable D2C growth aligned to Kinetico UK’s wider residential strategy Key Areas of Responsibility: Direct Sales Strategy & Leadership • Deliver the Direct sales plan in line with the national residential growth strategy., • Lead, coach, and motivate WTEs to achieve and exceed sales targets., • Set clear KPIs and performance expectations for individual reps and territories., • Build a high-performance culture focused on customer outcomes, accountability, and continuous improvement., • Provide regular performance insights and recommendations to the Head of Residential Sales. Efficiency & Capability Uplift of Water Treatment Experts • Increase productivity and effectiveness of the existing WTE team through structured coaching, ride-alongs, and skills development., • Identify performance gaps and deploy targeted training plans covering product knowledge, consultative selling, and closing skills., • Improve pipeline discipline, CRM (Salesforce) usage, and route planning to maximise demos per rep and success per visit., • Standardise best-practice approaches across the team to ensure consistency and scalability. Conversion Improvement (In-Home Demonstration → Sale) • Own and improve the Direct demonstration journey to raise conversion rates., • Strengthen WTE capability in needs-based selling, value articulation, and objection handling., • Analyse lost sales data to identify barriers and implement corrective actions., • Introduce structured coaching and playbooks to drive improvement in close rate, confidence, and customer trust. Territory Expansion & Growth Delivery • Support the phased expansion of Direct coverage into new UK territories., • Assess territory performance and growth potential, recommending recruitment or resourcing where needed., • Ensure new territories launch with consistent standards of sales process, customer experience, and reporting., • Track ramp-up performance and implement interventions to hit early-stage growth milestones. Innovative Selling & Customer Experience Excellence • Test and implement new ways of selling aligned to market trends and consumer behaviours (e.g., hybrid/virtual demos, digital lead nurturing, consultative water assessments)., • Work with Marketing to align Direct messaging, lead quality, and campaign effectiveness., • Ensure every customer interaction reflects a premium Kinetico experience, from first contact through install handover., • Monitor satisfaction, feedback, and complaints and drive continuous experience improvements. Referral Programmes & Increased Value per Interaction • Embed referral-led selling as a core Direct growth engine., • Ensure WTEs confidently ask for referrals and understand how to position them as a customer benefit., • Design and refine referral mechanics, incentives, and tracking to optimise lead volume and conversion., • Increase average sale value through solution bundling, upgrades, and add-on selling (e.g., RO + softener, service plans, premium options)., • Track and improve AOV, attach rates, and referral-to-sale outcomes. Sales Operations, Reporting & Cross-Functional Collaboration • Ensure disciplined CRM usage for lead tracking, forecasting, and pipeline management., • Provide weekly/monthly reporting on revenue, productivity, conversion, AOV, referral performance, and territory progress., • Collaborate with Service, Operations, and Warehouse/Logistics to ensure smooth installs and consistent customer promise delivery., • Partner with Finance to support accurate forecasting and performance tracking. Key Competencies: · Direct Sales Leadership – strong ability to lead field-based, consultative in-home sales teams. · Performance Coaching – proven skill in uplifting capability, productivity, and conversion through hands-on coaching. · Commercial Acumen – strong understanding of revenue drivers, margins, and value-based selling. · Customer Orientation – commitment to premium customer experience and trust-based selling. · Innovation & Growth Mindset – proactive in exploring new selling approaches and territory models. · Analytical Thinking – data-driven approach to improving conversion, efficiency, and AOV. · Collaboration & Influence – able to work cross-functionally and create alignment around customer outcomes. · Adaptability – comfortable operating in a fast-moving and evolving residential market. · Communication & Relationship Building – strong interpersonal skills with reps, customers, and stakeholders. Qualifications and Experience: Education • Degree (or equivalent) in Business, Sales, Marketing, or related discipline (desirable but not essential). Professional Experience • Proven track record in leading or managing direct/field sales teams (5+ years preferred)., • Demonstrated success improving sales conversion rates and productivity in consultative selling environments., • Experience with in-home demonstration selling models (home improvement, technical consumer products, premium retail, or similar)., • Evidence of implementing referral programmes or increasing AOV through solution-led selling., • Strong collaboration history with marketing and operational teams., • Solid experience using CRM systems (Salesforce preferred) and sales performance reporting. Technical Skills • CRM proficiency (Salesforce preferred)., • Strong analytical and forecasting ability., • Competent with Microsoft Office (Excel, PowerPoint, Outlook)., • Familiarity with digital lead handling, hybrid selling, or e-commerce-supported sales is an advantage. Additional Assets • Experience in water treatment, plumbing, or technical in-home sales environments (advantageous)., • Full UK driving licence and willingness to travel regularly Organisational Context: The Sales Manager is a critical role within Kinetico UK’s Residential Sales structure, accountable for driving performance and growth in the Direct-to-Consumer channel. Reporting to the Head of Residential Sales, the role leads the Water Treatment Expert team through a journey of efficiency improvement, conversion uplift, and geographic expansion. Through strong leadership, innovative selling methods, and a relentless focus on customer experience, the Sales Manager D2C ensures Kinetico continues to grow its residential footprint and maximise value from every customer interaction.