SIP Industrial Products Ltd.
Area Sales Manager - South West and South Wales
City Of Bristol
Posted about 14 hours ago
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Area Sales Manager
Role Purpose
The Area Sales Manager is responsible for owning and developing the commercial relationships with key customers within their designated geographical area, building strong partnerships that deliver sustainable sales growth, improved profitability, and long-term mutual value.
The role is responsible for managing the revenue and margin performance of the assigned area, developing and executing effective account plans for key customers, and identifying opportunities to increase product penetration across the SIP brand portfolio.
Working closely with customers, the Area Sales Manager will develop a deep understanding of their business, providing commercial and technical expertise to identify growth opportunities, successfully launch new products, maximize promotional activity, and drive effective sell-through initiatives.
Through structured territory and account planning, disciplined opportunity management, and close cross-functional collaboration, the role will deliver sustainable profitable growth, strong customer relationships, and an exceptional customer experience across the designated area.
Role Responsibilities
Commercial & Account Management
- Develop and execute annual account plans for key customers within the designated area, aligned to revenue, margin, growth, and strategic objectives.
- Own the commercial performance of the designated geographical area, taking accountability for revenue, gross margin, and customer growth against agreed targets.
- Build and maintain strong relationships across all levels of key customers, acting as the primary commercial contact within the area.
- Maintain a proactive programme of customer visits, ensuring regular face-to-face engagement with key decision-makers to strengthen relationships, support account planning, and identify new commercial opportunities.
- Identify opportunities to increase product penetration, range expansion, stockholding, listings, and customer spend across the area.
- Conduct regular business reviews with key customers, analysing performance and implementing agreed action plans to achieve revenue, margin, and profitability targets.
- Develop and maintain clear account plans for key customers, identifying objectives, opportunities, risks, actions, and expected commercial returns.
- Manage the commercial impact of customer trading terms, promotional agreements, and commercial investments to maximize return while protecting company margins.
- Plan and deliver effective sell-through initiatives, including promotions, product launches, product demonstrations, training, and joint marketing activities to drive sales performance.
- Deliver product training and commercial presentations to customer sales teams where appropriate, improving product knowledge, engagement, and sales conversion.
- Deliver against company strategic goals and agreed area targets for revenue and margin, implementing recovery plans where performance falls below target.
- Identify underperforming customers and develop targeted action plans to recover sales, improve profitability, and strengthen customer relationships.
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Territory & Business Development
- Develop and execute a structured territory growth strategy to maximize the potential of the designated area.
- Identify and target new customers and new business opportunities across the SIP brand portfolio within the assigned territory.
- Maintain a healthy balance between new business acquisition, customer retention, and growth within existing accounts.
- Identify opportunities to increase SIP's presence within existing customers through new products, additional ranges, increased listings, and broader product applications.
- Manage new business and growth opportunities through the SIP sales methodology, maintaining disciplined pipeline management and consistent CRM usage.
- Improve pipeline conversion through proactive opportunity management, regular customer engagement, and effective follow-up.
- Identify new market opportunities, emerging sectors, and growth segments within the designated area.
- Develop relationships with key influencers, decision-makers, and other relevant stakeholders within the territory to create future commercial opportunities.
Commercial Performance & Margin Management
- Take ownership of revenue and gross margin performance across the designated area, ensuring performance remains aligned with agreed targets.
- Monitor customer and territory profitability, identifying opportunities to improve gross margin (£ and %) while maintaining competitive commercial propositions.
- Lead or support commercial negotiations, including pricing, trading terms, rebates, promotional investment, and customer agreements within agreed approval processes.
- Maintain pricing discipline in line with SIP approval processes and agreed commercial strategy.
- Ensure customer agreements and commercial activity protect pricing integrity, service commitments, and company profitability.
- Identify and manage commercial risks, including pricing pressure, margin erosion, customer concentration, payment performance, and competitive activity.
- Monitor the return on promotional and commercial investment, ensuring activities deliver an appropriate commercial return.
- Implement corrective and recovery actions where revenue, margin, or customer performance is below target.
Planning, Forecasting & Sales Excellence
- Own the sales forecast for the designated area, ensuring accurate forecasting through effective customer engagement, opportunity management, and demand planning.
- Analyse sales performance, customer trends, and territory performance, implementing corrective actions to achieve agreed objectives.
- Maintain accurate and up-to-date customer, opportunity, and activity information within CRM.
- Use CRM and business analytics to support data-driven decision-making and prioritize sales activity effectively.
- Maintain a healthy and accurately managed sales pipeline, with clear next steps, values, timings, and probability.
- Plan customer visits and sales activity effectively, prioritizing opportunities that deliver the greatest commercial return.
- Track performance against area, customer, and individual account targets and take proactive action to address gaps.
- Work collaboratively with Marketing, Operations, Customer Service, Product Development, and the Sales Manager to deliver excellent customer outcomes and successful execution of commercial initiatives.
- Influence internal stakeholders to support customer requirements and resolve commercial issues effectively.
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Market Intelligence
- Gather and communicate market intelligence, customer feedback, and competitor activity from across the designated area to support commercial strategy and business planning.
- Provide insight into competitor products, pricing, promotions, product launches, and route-to-market strategies to maintain SIP's commercial competitiveness.
- Identify changes in customer requirements, buying behaviour, and market conditions that could impact area performance.
- Support New Product Development by identifying customer needs, emerging market trends, and product improvement opportunities, acting as the voice of the customer.
- Identify emerging market opportunities, industry trends, and potential threats within the territory, recommending actions to support sustainable business growth.
- Share relevant market and customer insight with the wider sales team and internal stakeholders.
General Responsibilities
- The job holder will ensure they adhere to the company’s ISO 9001 Quality Policy, associated job roles, responsibilities, processes, procedures, and work instructions.
- Take reasonable care for the health and safety of yourself and others who may be affected by your actions, in accordance with the company’s Health & Safety policies and procedures.
- Ensure compliance with all relevant company policies, procedures, and regulatory requirements applicable to the role.
- Demonstrate behaviours consistent with the company’s values, promoting a professional, ethical, and inclusive working environment.
- Carry out any other reasonable duties as may be required by the Company from time to time.
Measures of Success
- Revenue growth vs area target
- Gross margin (£ and %) vs target
- Area and customer profitability
- Key customer retention and account growth
- Achievement of annual account plan objectives
- New business acquisition within designated area
- New customer acquisition and conversion
- Product range expansion, listings, and customer penetration
- Achievement of annual KPIs
- Forecast accuracy
- Pipeline health and conversion rate
- Customer visit and activity effectiveness
- Trading terms and pricing compliance
- Promotional and commercial activity return on investment
- Customer satisfaction and relationship strength
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