SFL Flues and Chimneys
National Sales Manager - Commercial & Industrial
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Company Description
SFL Flues and Chimneys is a British manufacturer of high-performance chimney and flue systems, based in Barnstaple, North Devon, serving residential, commercial, and construction projects across the UK. The company focuses on compliant flue liners, twin wall flue systems, and complete chimney solutions, backed by strong engineering standards, safety, and regulatory compliance. SFL works closely with installers, architects, builders, and developers, providing reliable products, expert technical advice, and responsive customer support. Since joining the Sphering Group in 2022, SFL benefits from enhanced R&D capabilities and is part of a leading European network in flue and air care, known for innovative, high-quality chimney and ventilation systems. The Group’s dedicated R&D centre, “We Lab,” supports responsible innovation, adherence to the latest European standards, and long-term growth and stability.
Purpose of the Role
The National Sales Manager will be responsible for driving profitable growth and market share within SFL's Commercial and Industrial (C&I) flue and chimney systems business across the UK. The role will focus on developing relationships with key stakeholders including our strong specialist distributors and installers, M&E consultants, consulting engineers, contractors, installers, industrial end-users, facilities managers, and architects.
The successful candidate will possess extensive experience within the commercial and industrial flue and chimney sector and demonstrate a strong track record of generating specification sales, securing project opportunities and delivering sustainable revenue growth through partners.
Competitive 6 figure senior salary package. Including a good base and uncapped commission scheme and a company car with private medical insurance.
Person Specification
Essential Experience
- Minimum 5 years' successful sales experience within the commercial and industrial flue, chimney, exhaust, combustion air, boiler plant or associated HVAC building services sector.
- Proven track record of delivering sales growth in M&E project environments.
- Strong understanding of commercial and industrial heating systems and associated flue/chimney applications.
- Experience managing national accounts and large project opportunities.
- Demonstrable success working with consultants, M&E contractors, industrial end-users and distribution / installation partners.
- Experience in negotiating and securing high-value commercial contracts.
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Qualifications
Essential
- Full UK Driving Licence.
- Educated to A-Level standard or equivalent.
Desirable
- Degree in Engineering, Business, Sales or related discipline.
- Professional sales qualification.
- Building Services or Mechanical Engineering qualification.
- Membership of relevant industry associations.
Key Responsibilities
Sales Growth & Business Development
- Develop and implement a strategic sales plan to achieve annual sales and profitability targets.
- Identify, qualify and convert commercial and industrial project opportunities.
- Increase market penetration within healthcare, education, manufacturing, energy, district heating, data centres, public sector, commercial buildings and industrial process sectors.
- Build and maintain a robust pipeline of specification and project opportunities.
- Monitor market trends, competitor activities and emerging technologies to identify growth opportunities.
Specification Development
- Engage with consulting engineers, M&E consultants, architects and specifiers to secure specification of SFL products.
- Promote SFL's technical capabilities and product solutions throughout project design stages.
- Support customers with technical presentations, CPDs and product training.
- Work closely with the technical and engineering teams to develop bespoke solutions for complex projects.
Customer Relationship Management
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- Establish and maintain relationships with key accounts and strategic partners.
- Develop long-term partnerships with contractors, distributors, consultants and end-users.
- Ensure high levels of customer satisfaction through proactive account management.
- Resolve commercial issues and support project delivery where required.
Project Management & Sales Execution
- Manage opportunities throughout the sales cycle from initial enquiry through to order placement.
- Collaborate with internal departments and specialist customers to ensure project requirements are met.
- Lead commercial negotiations within agreed authority levels.
- Ensure accurate forecasting and reporting through CRM systems.
Strategic Market Development
- Identify and develop new routes to market.
- Support marketing initiatives, exhibitions and industry events.
- Represent SFL at industry associations, trade exhibitions and customer events.
- Contribute to product development initiatives through customer and market feedback.
Reporting & Administration
- Maintain accurate sales forecasts and pipeline reports.
- Deliver monthly sales reports and business reviews.
- Monitor sales performance against agreed KPIs.
- Ensure CRM and project databases are maintained accurately.
Key Performance Indicators (KPIs)
- Achievement of annual sales and gross margin targets.
- Growth in specification pipeline value.
- New business revenue generated.
- Market share growth within target sectors.
- Number of consultant and contractor specifications secured.
- Conversion rate of opportunities to orders.
- Customer retention and account growth.
SFL Flues & Chimneys is committed to providing innovative, high-quality flue and chimney solutions. We are seeking an ambitious and experienced industry professional who can strengthen our position within the Commercial & Industrial market and contribute significantly to our continued growth and success across the UK.
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