Sales account manager jobs in GlasgowCrear alertas

An exciting opportunity has arisen for a Business Development Manager – RF & Waveguide to join a UK-based, industry-leading manufacturer and technology organisation with over 75 years’ experience delivering RF, microwave and waveguide solutions into defence, medical, telecommunications, research and other mission-critical markets. This role suits a technically credible, commercially driven sales professional with a strong focus on new business development alongside key account growth across the UK, Europe and longer term the United States. Main Responsibilities of the Business Development Manager – RF & Waveguide (UK Remote / Hybrid): • Drive new business acquisition across the UK and Europe, expanding into the US over time, • Identify and prioritise high-value customers and opportunities for standard and bespoke RF, microwave and waveguide solutions, • Build and manage a strong sales pipeline with a high proportion of new business activity, • Lead technical sales discussions and act as the primary commercial interface for customers, • Re-engage dormant accounts and develop long-term customer relationships, • Prepare quotations, negotiate commercial terms and manage order progression, • Feed market and product insight back into the business, • Maintain accurate CRM records, forecasts and reports, • Work closely with engineering and operations teams to ensure aligned delivery, • Represent the business at customer meetings and industry events Requirements of the Business Development Manager – RF & Waveguide (UK Remote / Hybrid): • Proven technical sales or business development experience within RF, microwave, waveguide, defence or medical technology sectors, • Strong understanding of RF / microwave technologies; waveguide experience advantageous, • Track record of closing complex, engineered solutions, • Experience selling into OEMs, primes or specialist manufacturers, • Confident engaging with engineers and technical decision-makers, • Hunter mindset with strong new business focus, • CRM experience (Salesforce advantageous), • Excellent communication, negotiation and organisational skills, • Degree-level education preferred but not essential, • British passport holder required due to security clearance and travel requirements To apply for this Business Development Manager – RF & Waveguide role, please send your CV to Kishan Chandarana: or call 01582 878 830

UK Business Development Manager - Instrumentation £50,000–£70,000 + Benefits | Surrey or Remote Nuclear | Oil & Gas | Water | Aerospace | Defence | Maritime Our client is a long-established, highly respected manufacturer of process instrumentation used in safety-critical environments across global industrial markets. With strong UK heritage, and international sales & development hubs, the company is enjoying a period of sustained growth and expanding into new markets and technologies. They are looking to add an experienced UK Business Development Manager – Instrumentation to their UK team who can identify, develop and win new business across UK industrial sectors while growing sales within existing strategic accounts. Working closely with internal technical and sales teams, you’ll help shape commercial strategy and support the company's ambitious growth plan. You can be based remote or from our clients modern manufacturing hub in Surrey. With a well established brand and portfolio of existing business, this is a superb time to join with a view to future progression opportunities as targeted growth and demand is met. Key Responsibilities of the UK Business Development Manager - Instrumentation: • Identify & secure new business opportunities, • Engage OEMs, EPCs & major industrial customers, • Develop strategies to win new and grow sales within existing accounts, • Present technical solutions and coordinate RFQs/tenders, • Lead commercial negotiations, • Maintain strong relationships & ensure smooth account handovers Skills & Experience Required: • Provable instrumentation sales experience, • Technical understanding of instrumentation products, • Excellent communication & a target-driven mindset, • Ability to travel UK-wide How to Apply If you’re keen to explore this Remote or Surrey based opportunity, please send your CV to: Or call: 01582 878829

Develop and maintain relationships with key merchant customers across branch networks, including Branch Managers, Assistant Branch Managers, and Sales staff. Area Merchant Manager (Scotland). Work closely with National Account Managers and teams to implement business plans and deliver the strategy f

OTE £50,000, uncapped with excellent accelerators We are looking for an experienced IT Sales Account Manager for an excellent opportunity with a leading IT reseller in Glasgow. Applicants must have proven experience specifically within an IT reseller account manager / business development rol

We are looking for a proven B2B Sales Account Manager for our client in Glasgow. This is mostly an internal office and telephone-based sales account management role which will also incorporate some external client meetings as well.

The Job The Company: Well known Distributors of automation products who are looking to strengthen their sales team with the recruitment of a high calibre Key Account Manager Selling to large end users, machine builders, OEM’s and Systems Integrators Focusing o

Sales Executive – Fire & Security Products.

You'll be empowered to manage accounts your way, using your experience in components sales to spot opportunities others miss. Feedback from customers, insight into competitor activity, and an understanding of emerging trends all feed into wider sales strategy - and your voice is heard.

Field Sales Account Manager Up to £40,000 base, high OTE + car or allowance We are looking for an industry experienced Business Development Manager for a commercial sales and account management role with our client who are a market leading business within the Managed Print Services and Photo

Collaborative, people-focused culture.Work with industry-leading technologies.Microsoft 365, Azure, and Security solutions.Be part of a purpose-driven organisation.Drive the acquisition of new commercial clients through consultative, value-led selling.Manage and grow a high-performing pipeline, from

Account Manager Position Overview As an Account Manager, you’ll be at the forefront of driving growth by identifying, engaging and converting new commercial clients. This is a proactive, high-impact role focused on building strategic relationships and delivering tailored IT solutions that solve real business challenges. You’ll be instrumental in expanding our footprint across different markets with our vendor agonist offerings and in-house services and solutions Hybrid working We recognise the benefits that remote and flexible working brings. We operate a hybrid working policy that allows our employees to balance time in the office and time from home. Each team within our organisation can decide how to implement this policy. If you have any questions after applying, please reach out to our recruitment team. Responsibilities • Proactively identify and pursue new business opportunities across commercial sectors., • Build and manage a robust pipeline of prospects with a consultative approach from initial conversations through to delivery and post support, • Present and position value-driven, VAR Solutions and IT solutions including Microsoft 365, Azure, Security, and infrastructure technologies., • Collaborate with Pre-Sales, Procurement, and Service Delivery teams to shape compelling proposals., • Maintain accurate CRM records, forecasts and activity reports., • Consistently meet and exceed monthly and quarterly GP targets and KPIs. Experience and Qualifications • Proven track record in new business development within the IT reseller or VAR space., • Strong understanding of multi vendor products, services and solutions, • Demonstrable success in generating prospects into long-term clients., • Excellent communication, negotiation and presentation skills., • Ability to understand client needs and translate them into tailored technology solutions., • Comfortable working in a fast-paced, target-driven environment. About Us: We are the tech company with people at heart. At Advania, we believe in empowering people to create sustainable value through the clever use of technology. As one of Microsoft's leading partners in the UK, specialising in Azure, Security, Dynamics 365, and Microsoft 365, we have a proven track record of success in delivering transformational IT services.

Job Title: Key Account Manager Location: Glasgow FPSG are delighted to be retained by a leading parts and servicing provider within wind energy industry. Focusing on circular economy best practices is central to the company's vision to create a more sustainable industry. Role Overview Reporting to the Head of Sales, the Sales Engineer is responsible for maintaining and expanding relationships with strategically important customers. The successful candidate will be assigned a specific portfolio of key accounts and will be expected to achieve sales quotas and strategic account objectives. Key Responsibilities • Develop and maintain strategic long-term trusting relationships with key clients to accomplish organic growth and long-term company objectives., • Identify opportunities to grow business with existing clients., • Regularly conduct face-to-face meetings with clients to enhance relationships and achieve a deep understanding of their business goals and challenges., • Develop and execute a strategic plan to achieve sales targets and expand the customer base., • Prepare weekly/monthly reports on account status., • Forecast and track key account metrics (e.g., quarterly sales results and annual forecasts)., • Provide feedback to engineering/R&D team regarding client needs and potential product developments., • Stay informed about the industry trends, market activities, and competitors to identify new business opportunities., • Participate in industry events and conferences to stay current on trends and establish new contacts. Key Skills & Qualifications • A Minimum of 2 years of experience in Business to Business Sales or account management, preferably in Engineering, Industrial Manufacturing, Automation, Energy or equivalent., • Strong communication, negotiation, and interpersonal skills., • Proven ability to manage multiple projects at a time while paying strict attention to detail., • Ability to develop and maintain strong relationships with clients and internal teams., • Demonstrated ability to meet and exceed sales targets., • Excellent organisational skills and the ability to handle complex tasks in a fast-paced environment., • Strong problem-solving skills., • Ability to travel as needed to meet clients., • Microsoft Office skills are a must, especially Word & Excel Reward This is a unique opportunity to join a growing business is an exciting and developing industry. The company are market leading and recognised for their professionalism and expertise. The successful applicant will receive a competitive salary along with an attractive bonus scheme that is linked to individual performance. In many ways, joining the organisation at this stage, you will have an opportunity to contribute to and shape the work environment and culture. Professional, technical and career development opportunities will be made available.

Vacancy: Account Manager-UK-Glasgow Zoomlion has covered more than 100 countries and regions worldwide and has already made market arrangements to follow the Belt and Road initiative. Zoomlion products have been well sold to the markets in the Middle East, South America, Africa, Southeast Asia, Russia as well as many high-end markets in the USA, Europe and Australia. The company has subsidiaries in nearly 20 countries in East Asia, Southeast Asia and Europe, etc., also industrial and technological parks in Italy, Germany, India, Brazil and Belarus as well as more than 50 resident offices around the world. Zoomlion is ranked 4th globally in the machinery manufacturing industry. Responsibilities • Visit end customers and companies, establish, maintain and update customer files in database system, • Responsible for public relationship development, build and keep reliable relationship with clients, • Spot business opportunities and follow up with the orders, • Collect project information and promote sales, analyze competitor information, • Develop sales plan and implementation plan together, complete sales targets, • Participate in commercial negotiations for key projects to ensure that regional business objectives are met, • Support financing and collection work Qualifications • Familiar with local market, construction machinery knowledge on priority or Heavy machinery such as Excavator, Mobile Crane, Concrete, Tower Crane, Forklift, Foundation, Aerial Work Machinery, Mining etc., • Diploma and Bachelor Degree or above in marketing, Engineer major mechanical, electrical, international business, English or other relate filed., • Have skills for coordinate with leasing is preference, • Have the sense of responsibility and good communication skills, • Driving License: Driving license required Kindly email your CV to • Subject: Application for Account Manager-UK-Glasgow vacancy.

Job Title: Internal Business Development Manager Export (Desk Based) Location: Glasgow - Hybrid (3 days office based) Department: Sales Role Type: Full Time (40 hours p/w), permanent Who we are At Safehinge Primera we have a clear purpose; Together we design for good. We help protect people through vulnerable times. We envisage, design, and deliver innovative products that dramatically improve people's lives in challenging environments such as schools, custodial settings, hospitals, and mental health facilities. Our designs make a positive difference. Over the years, we have invested heavily in developing an award-winning range of lifesaving products for the education and demanding mental health sectors. Our products for mental health facilities solve the biggest patient suicide risks, and our products are unmatched globally. We’ve got a track record of success designing and delivering best-in-class products that improve lives. We have grown significantly in the last three years, and our aim is to reach £30m of global revenue in the next three years and increase our impact; through profitable growth, we can help more people through vulnerable times. We are a fast-growing company that continually sets the bar high for ourselves. We’re committed to continuously raising the standard of the sectors in which we operate. We do this through hard work and commitment to a culture of collaboration, listening, and understanding. Importantly we do this together, as a team. Due to continued growth and success, we are searching for a motivated and purpose-driven Internal Business Development Manager working within our Export team, to promote and sell our award-winning products to new and existing customers. Role Summary This is a fantastic opportunity to develop and realise your potential, whilst helping us solidify our place as a leader in a fiercely competitive market. You will do challenging work, and join a team that values performance, quality and innovation. As part of a successful, growing global business you will be encouraged to perform at your best. Reporting to the Commercial Director, you will be responsible for generating new opportunities and meetings for the Partnership Manager in Export through our partner network. This will involve engaging with and building new contacts within our partners, understanding Mental Health initiatives in our territories and scoping future projects. All with the goal of allowing us to present our innovative and award-winning products to the market. You will also be responsible for owning the Odoo CRM activity through touch points as opportunities progress, supporting the sales process, managing quotations and interactions with customers. You will help drive pipeline management by updating sales dashboards to support Sales and Operations activity. This role is integral to driving the sales and growth of key parts of the business. What you’ll do ●\tLead Generation and outbound engagement to new and existing partners/ customers within our Export territory focus to promote SHP product offerings across your dedicated account territory. ●\tRegular and proactive communication with existing and potential customers; building rapport and identifying opportunities for sales promotion and growth ●\tGeneral Account Management to supplement Export activity and 1 on 1 support for Partnership Managers in our Export markets. ●\tAchieving activity metrics outlined in the yearly strategic objectives for calls and meetings booked for Partnership Managers and captured in CRM. ●\tRaising and processing of quotations aligned to opportunities across all products in our Public Price list alongside Customer Services and aligned to our Customer Journey Process ●\tPipeline management and rigorous updating to Odoo CRM upon all touch points with stakeholders aligned to opportunities ●\tSupport the accuracy in CRM so information for the Sales dashboard is correct ●\tLeading call out campaigns provided by our Marketing team and working with our Commercial Export team. ●\tSupporting the management of the Export ticket stream alongside our wider internal team. ●\tStay informed of industry trends to help drive sales growth ●\tManage the Export Registration Scheme and ensure records are up-to-date and accurate ●\tAttend industry-relevant events and conferences in the UK when appropriate ●\tQualify inbound calls and interaction from Customers to progress to the sales process or with another department via the appropriate ticket stream What you’ll bring At Safehinge Primera we look for people who will add to our organisation and align with our Purpose and Values. Your experience, skills and competencies will include; ● Driven and self-motivated ● Experience with telephone-based sales ● Experience in selling complex products – we’ll train you on all the product and market specifics, but an ability to discuss/promote complex products and systems over the phone is key ● Excellent (spoken and written) communication skills ● Experience with challenging a customer's current offering leading to continuous improvements ● Must be capable of consultative/intelligent sales approach ● Able to interpret customer responses and read ‘between the lines’ ● Organised with high attention to detail ● Proficient in MS Office What we’ll offer ● Competitive salary ● Commission scheme ● 33 days annual leave, increasing with length of service ● Group life assurance ● Electric vehicle scheme ● Cycle to work scheme ● Employee assistance programme ● Retail discounts ● Family friendly policies ● The opportunity to develop and grow your career within a fast-growing SME ● Learning and development allowance This is a full-time role. Please note that we’ve detailed the key responsibilities and output required from the role. As we’re a dynamic and fast-moving organisation, this is not a definitive summary and responsibilities may change and evolve over time. At Safehinge Primera, we’re more about team than title. We welcome applications from all sections of the community and people from all backgrounds. We're committed to building an inclusive workplace that promotes and values differences, where everyone from any background can do their best work. Closing Date: 12th January 2026 Salary Range: £28,000 - £30,000 p.a

Cruise Business Development Manager Base Salary £45,000, car allowance £5,600 + 20% bonus Fully Remote - North of England, Scotland and Ireland Our client is an award-winning luxury river cruise line known for exceptional service, and unforgettable guest experiences across Europe, Asia, Africa, and Latin America. Due to growth and expansion, they are now recruiting for a Business Development Manager for managing and developing travel trade agent relationships across the North of England, Scotland and Ireland. This role will focus heavily on generating revenue growth through retail and consortia travel agencies, strengthening partnerships, and increasing brand awareness and engagement within the travel trade. This is a highly visible, relationship-driven role that requires exceptional communication, commercial awareness, and presentation skills. This is a fully remote role covering the defined territory of the North of England, Scotland and Ireland. To be considered for the Cruise Business Development Manager role, applicants must have previous Business Development Management experience working with a luxury travel product - this is essential. Cruise Business Development Manager Duties and Responsibilities: Develop and execute a strategic sales plan to grow revenue within the assigned territory, to achieve agreed sales targets. Conduct regular in-person and virtual sales calls, training sessions, and product presentations with retail and consortia travel agents. Identify new business opportunities and prospect new agency partners. Monitor market performance, competitor activity, and regional trends to inform sales strategy. Represent the company at trade shows, consumer events, ship visits, and regional travel trade activity. Work with the UK marketing team to develop targeted trade marketing campaigns, incentives, and training materials. Produce weekly and monthly sales reports, forecasts, and performance updates. Cruise Business Development Manager Experience Required: Previous account management or business development management experience within the travel industry is essential Good understanding of the UK retail travel industry or willingness to develop knowledge Ability to manage a defined sales territory Excellent presentation, training, and relationship-building skills. Excellent planning and organisational skills Strong commercial acumen with the ability to analyse data and identify opportunities. Relationship-builder with a consultative, solutions-focused approach. Highly organised, initiative-taking and able to manage multiple priorities. Cruise Business Development Manager Salary and Benefits; Base Salary of £45,000 Car allowance of £5,600 Bonus potential of up to 20% of base salary A company culture that promotes work life balance Travel discounts Free annual 7 day night cruise for 2 with full flights paid for Remote Working 23 days annual leave To apply for the position of Cruise Business Development Manager, please email your CV and a member of the team will be in contact to discuss your application.

Therefore, this could be the perfect move for sales executives who have felt restricted by telephone / telesales-only contact in their previous sales positions, and for people who would be keen to progress into a role that also involves some face-to-face meetings with clients. We are looking for a p

Role: Area Sales Manager Location: An external role covering the Central Belt of Scotland Sector: Builders Merchants / Construction Supplies Package: £36,000 - £42,000 (highly dependent on experience) + Bonus + Car + Mon - Fri only - Great Company - Key Account Management with curre

Do you have experience selling into the Contractor / Construction Market? Do you have experience in Sales and Account management from other sectors? Do you have experience selling into Main Contractors and Housebuilders? Experience as a Key Account ManagerThe Key Account Manager is a key position fo

This is a classic Area Sales Manager role covering Scotland, with a 50/50 split between account management and new business development. We are looking for a Sales / Account Management specialist in Scotland or Northern England with experience of the food manufacturing environment. Area Sales Manage

Business Account Development Manager. This role will suit someone who values autonomy, is comfortable with outbound engagement, and wants to grow with a business that is genuinely investing in its people. They’re looking for an experienced B2B sales professional who enjoys taking ownership, dr

Progress into from Fire alarm background or get a warm sales role if you sell or Account Manage (or are technical with Fire Alarms/ BS5839 knowledge and like helping Fire customers - can drive sales from clients in M4/Wiltshire type areas. Account Manager/ Surveyor/ Sales Engineer - Warm business, B

Account Manager – Medical devices and equipment.East Midlands, East Anglia and Northern Home Counties.Salary £40,000 to £55,000 basic, OTE 40% uncapped.Medical devices and equipment sales opportunity.Market leading global manufacturer.Great products with tangible features and benefits.East Midla

Freight Sales Account Manager / Business Development Manager Location: Portsmouth (Modern Office) Salary: £50,000 - £60,000 basic + strong uncapped commission Working Hours: Monday-Friday, 8:30am-5:00pm (flexible) Sector: Road Freight / Logistics A growing global freight forwarder with multiple sites across the UK is seeking an experienced Freight Sales Account Manager / Business Development Manager to...

Rise Executive Search & Recruitment Ltd are currently working on a wide range of business to business/B2B sales positions, account management, business development and sales management roles including: Sales Manager, UK Sales Manager, National Sales Manager, Country Manager, Regional Sales Manager,

Internal Account Manager Scotland Home based Falkirk and Glasgow - Must live in Scotland Part time / flexi hours to suit successful candidate £28000 pro rata basic Uncapped Commission 6 weeks holidays Lenzkes Clamping Tools are seeking a proactive, experienced and motivated Internal Sales Executive who with the support of our external sales team will be responsible for managing and growing our Scottish sales territory. You’ll nurture existing customer relationships, re-engage lapsed clients, and identify new business opportunities — all whilst enjoying the autonomy to manage your own customer portfolio with minimal micromanagement. Our top performers come from a variety of sales backgrounds, what matters most is your ability to build rapport, sell consultatively, and deliver results over the phone. What You’ll Need A proven track record in sales (any industry) A confident, professional telephone manner A proactive, self-motivated attitude A willingness to learn about our products and industry If you’re ready to take the next step in your sales career and enjoy the freedom to thrive, apply today for this Internal Sales Executive role and take control of your future. Equals One is an advertising and recruitment agency working on behalf of our client to promote this vacancy. You may be contacted directly by the employer should they wish to progress your application. Due to the number of applications we receive, we are unable to provide specific feedback if your application is unsuccessful.

This role offers remote working An exciting opportunity for an Account Manager looking to develop their career with a market-leading flooring manufacturer. The successful candidate will play an important role in supporting customers across the UK and Ireland with tailored, high-quality flooring solutions. The role is focused on driving sales growth by identifying new business opportunities, buil...

Job Description Sales Executive – Fire & Security Products Scotland (field based) Basic Salary: up to £55,000 Bonus: up to £15,000 Package: Company car + strong benefits If you're already selling fire and security products and you feel like the market has gone flat, predictable, or overly domi

Typically recruiting sales executive, sales representative, account executive, account manager, territory sales manager and area sales manager positions. Please click on the link below to find out more about this Territory Sales Manager role, and other sales opportunities. THE ROLE – Territory Sal

A leading parts and servicing provider in renewable energy is seeking a Key Account Manager in Glasgow. The successful candidate will manage key client relationships, drive sales growth, and develop strategic plans to meet company objectives. Strong interpersonal skills and experience in account man

An IT sales organization based in Glasgow is seeking an IT Sales Executive to manage the full sales cycle, from prospecting to closing. Candidates should have proven experience in IT sales and account management.

Graduate sales engineer, Geotechnical degree, civil degree, Sales engineer, civil engineer, engineer, construction, tender, pricing, pricing business engineer, engineer, design, proposals, quotes, business development manager, business development, business development executive, BDM, key account ma

Recent product ranges are actively disrupting the social housing and contractor markets, and demand is accelerating quickly. Working directly with contractors and installers on product selection and usage. Is already working in the fire & security products sector.

As an Inside Sales Account Manager, you will be responsible for driving sales for our ground‑breaking products by building positive relationships with customers through digital communication. Our Inside Sales Account Reps breathe life into our technology portfolio. Potential to use multiple sales

Area Sales Executive, Account Manager, Business Development Manager, Sales Executive, Field Sales Account Manager, Sales, Field Sales Manager, Field Sales Rep, Field Sales Executive, Technical Sales, Area Sales, Area Manager, Senior Sales Executive, Senior Sales Consultant, B2B Sales, Business to Bu

This role is field-based, and manages both new and existing accounts in the form of multi-site local authorities and trusts as well as private clubs. Submit tender responses in collaboration with the Tender Bid Manager. At least 3 years sales experience as Sales Account Manager or similar.

A leading global industrial solutions provider is looking for an experienced Area Sales Manager based in Scotland.The role involves maximizing business opportunities through direct sales of forklift trucks and equipment, focusing on customer relationships and account development.Candidates should ha

Reporting directly to the Regional Ops Manager, Technical Sales are responsible for maximising Trenching & Shoring hire revenue opportunities from existing major account customer and winning new business. TS will also work with various stakeholders across the GAP Group network including Regional Sal

A leading building supplies company is looking for an experienced Key Account Manager in Glasgow. The ideal candidate will have a track record in account management and sales, particularly within the building supplies industry.

In this position you will play a key role in the sale of our full range of building supplies. Taking a proactive approach to building materials, plumbing/heating or timber product sales; using every opportunity to make or increase a sale.

We are recruiting a new opportunity for an experienced IT / MSP / Services new business sales professional to join a growing consulting MSP / Reseller/ Microsoft Partner in Glasgow.This is a new business sales role to build a desk with new clients – this is not an Account Manager role.Base salary

As an Account Manager, you’ll be at the forefront of driving growth by identifying, engaging and converting new commercial clients.

Internal Account Manager Starting salary up to £30,000 DOE + high OTE potential We are looking for a proven B2B Sales Account Manager for our client in Glasgow. Therefore, this could be the perfect move for sales executives who have felt restricted by telephone / telesales-only contact in thei

Collaborate with pre-sales, procurement, and service delivery teams to create compelling proposals. Maintain accurate sales forecasting and CRM records, contributing to data-driven decision-making. IT VAR/reseller sales with a strong track record of new business.

Sales Executive – Fire & Security Products.

Sales Account Manager North of England £35,000-£45,000pa basic plus commission and car Are you a passionate Sales Account Manager with a knowledge of bespoke engineering products and looking for an exciting new role? Coulter Elite Resourcing are currently looking for a Sales Account

Sales Executive – Fire & Security Products.

Middleby Outdoor, is searching for an experienced Sales Account Manager. The role requires a dynamic, well-presented, and proactive Sales/Account Manager with strong commercial acumen and flair and strong negotiation skills. To be considered for this role you must be a true Sales Account Manager wit

Sales Account Manager - Ingredients. This is a chance to take ownership of some of the most exciting accounts in the ingredients world, with plenty of scope to develop new ones across:. Prior experience in B2B commodity ingredients sales within at least one of the following categories is essential: