Shoal
Sales Manager
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Commercial Sales Manager
This is a pivotal appointment and an exceptional opportunity for an ambitious and commercially driven sales professional to play a significant role in the next stage of Shoal's growth. At Shoal, we motivate our partners to see the world of Health and Safety differently so that, together, we deliver solutions that ensure everyone goes home healthy and safe.
As our business continues to grow, we are looking for an exceptional Commercial Sales Manager to help us expand our client base, develop strategic relationships and convert opportunities into sustainable, profitable revenue.
The Opportunity
This is not simply an account management role, nor is it a traditional transactional sales position. The Commercial Sales Manager is an execution focused sales role responsible for delivering against Shoal's agreed commercial strategy. Working under the direction of the Operations Director and Head of Commercial Strategy & Sales, you will take ownership of translating Shoal's commercial priorities into qualified opportunities, new client relationships, account growth and profitable revenue. You will become an ambassador for the Shoal brand, developing relationships with key decision makers, understanding the challenges facing our clients and positioning the breadth of Shoal's capabilities as solutions to those challenges.
You will be expected to build a strong and sustainable pipeline, open doors within target organisations, develop opportunities across multiple service lines and ultimately convert those opportunities into profitable revenue. The successful candidate will combine a strong sales-first mentality with the commercial awareness required to navigate complex organisations, manage longer sales cycles and develop strategic relationships capable of generating multi-year and multi-service opportunities.
The Commercial Sales Manager is responsible for turning Shoal's commercial strategy into measurable sales performance.
The role will own the day-to-day development of Shoal's sales pipeline, new business activity and strategic account development, with clear accountability for revenue, gross profit, conversion and commercial activity. Success will ultimately be measured by the individual's ability to create opportunities, convert opportunities and grow revenue and gross profit.
Key Responsibilities
New Business Development
- Proactively identify and secure new business opportunities across Shoal's agreed target markets and sectors.
- Executing targeted business development activity in line with Shoal's commercial priorities.
- Identifying prospective clients, projects and strategic opportunities within agreed markets.
- Generating leads through networking, industry relationships, referrals, digital channels, events and proactive outreach.
- Establishing relationships with key decision makers and influencers.
- Securing meetings and creating opportunities to introduce Shoal's capabilities.
- Understanding prospective clients' operational and commercial challenges.
- Developing compelling propositions based around those requirements.
- Managing opportunities from initial engagement through to commercial agreement.
- Building and maintaining a healthy, qualified sales pipeline.
- Consistently delivering against agreed sales, revenue and gross profit targets.
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Commercial Sales & Cross-Selling
- Shoal's breadth of capability creates significant opportunities for consultative and cross-service selling. You will develop a strong understanding of Shoal's complete offering and be capable of identifying where individual services or combinations of services can solve client challenges.
This may include opportunities across:
- HSE Consultancy and specialist personnel.
- Recruitment and workforce solutions.
- Project Delivery and CDM support.
- Training and competency.
- Behavioural safety and safety campaigns.
- PPE, workwear and safety equipment.
- Medical provision.
- Site access and digital solutions.
- Signage and design.
- Emergency response and confined space management.
- Other emerging Shoal services and commercial partnerships.
Tenders, Proposals & Commercial Negotiation
- You will support and, where appropriate, lead commercial opportunities through proposal, tender and negotiation stages.
- Qualifying tender and framework opportunities in line with Shoal's commercial priorities.
- Supporting the development of commercial proposals.
- Coordinating internal technical expertise where required.
- Understanding client procurement processes and buying criteria.
- Presenting Shoal's commercial proposition clearly and confidently.
- Leading client-side commercial discussions.
- Negotiating pricing and commercial terms within agreed parameters.
- Escalating significant pricing, contractual or commercial decisions to the Head of Commercial Strategy & Sales where appropriate.
- Supporting framework agreements and preferred supplier arrangements.
- Developing opportunities for multi-year and multi-site agreements.
- Maintaining momentum throughout complex and extended sales cycles.
Sales Performance & CRM Management
- Strong commercial discipline is fundamental to this role. You will take ownership of your pipeline and ensure that commercial activity is visible, measurable and accountable.
- Maintaining accurate CRM records.
- Recording opportunities, contacts, meetings and commercial activity.
- Managing follow-up actions and sales tasks.
- Producing accurate sales forecasts.
- Monitoring pipeline value and conversion.
- Tracking revenue and gross profit performance.
- Managing agreed sales KPIs.
- Providing regular updates on commercial activity, opportunities and risks.
- Using data to identify trends and prioritise activity.
- Maintaining high standards of forecast accuracy and pipeline hygiene.
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Experience
We would expect candidates to demonstrate a combination of the following:
- A proven track record of delivering significant new business.
- Demonstrable experience within a B2B sales or business development environment.
- Experience managing complex sales cycles.
- Strong commercial and negotiation skills.
- Experience developing strategic client relationships.
- Evidence of consistently achieving or exceeding sales targets.
- Experience building and managing a meaningful sales pipeline.
- Strong understanding of sales forecasting.
- Experience managing revenue, margin and profitability targets.
- Ability to interpret commercial data and market trends.
- Experience executing account plans and developing stakeholder relationships.
- Experience supporting or managing tenders, proposals and bid processes.
- Strong CRM discipline.
- Experience working autonomously and managing a geographical territory or market.
Working Arrangements
- You will be based at our Doncaster headquarters and expected to ensure strong collaboration with the wider Shoal team. Candidates should therefore live within a reasonable commuting distance.
- The role will also involve regular UK travel to meet clients, visit construction and industrial sites, attend industry events and support commercial opportunities. A valid UK driving licence is therefore required.
What Success Looks Like
Success in this role will be measured through clearly defined sales and commercial performance indicators, including:
- New business revenue generated.
- New business gross profit generated.
- Existing account revenue and gross profit growth.
- Number of new clients secured.
- Qualified pipeline value.
- Pipeline coverage against target.
- Opportunity conversion rate.
- Cross-service opportunities generated.
- Strategic client meetings and stakeholder engagement.
- Multi-year, multi-site and framework opportunities secured.
- CRM compliance and pipeline quality.
- Forecast accuracy.
- Achievement of agreed sales KPIs.
Benefits
- Competitive base salary.
- Performance-related bonus scheme.
- 25 days annual leave plus statutory Bank Holidays.
- Company Pension Scheme with 5% employer contribution.
- Mobile phone and laptop.
- Business travel and required overnight accommodation provided.
- Significant autonomy and flexibility.
- Professional development opportunities.
- Genuine opportunities for progression as Shoal continues to grow.
- A collaborative, open and ambitious working environment.
Please send CVs to ben@shoal-safetyinnumbers.com
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