Job Description:

Job Title: Area Sales Manager

Location: London and surrounding areas

Salary: Up to £55k + Comms + Car allowance

Our client is looking for an experienced sales professional to join the team due to continued growth. Ideal candidate needs to come from a engineering, manufacturing or steel background with the knowledge of technical sales.

OVERALL JOB PURPOSE

Reporting to the Commercial Director, the Sales Manager is responsible for securing profitable new business, developing strategic client relationships, and maintaining a healthy pipeline across designated regions. The role focuses on selling structural steelwork solutions, and value‑engineered alternatives to clients.

The postholder will manage the full sales cycle — from opportunity identification through to conversion — ensuring revenue growth, margin protection, and compliance with Elland Steel’s commercial governance.

KEY ACCOUNTABILITIES

1. Revenue & Commercial Delivery

• Achieve monthly and annual revenue targets across assigned regions.
• Protect and improve gross margins through disciplined commercial judgement.
• Provide accurate monthly forecasts aligned to Elland Steel’s reporting standards. KPIs:
• New revenue secured (£)
• Gross margin (%)
• Forecast accuracy (%)

2. Pipeline & Opportunity Management

• Build and maintain a balanced pipeline across sectors (commercial, industrial, residential).
• Progress opportunities through BD stages using CRM discipline.
• Identify and develop strategic accounts and repeat business opportunities. KPIs:
• Pipeline value (£)
• Conversion rate (%)
• CRM data quality (%)

3. Client Acquisition & Relationship Development

• Win new clients across clients, contractors, architects, and consultants.
• Strengthen relationships with existing accounts to drive repeat business.
• Conduct regular client meetings, site visits, and technical discussions. KPIs:
• New clients acquired
• Client retention rate (%)
• Upsell/cross‑sell revenue (£)

4. Proposal, Tender & Bid Management

• Work with Estimating, QS, Design and Operations to produce high‑quality proposals.
• Ensure compliance with internal governance and margin protection.
• Support bid/no‑bid decisions with accurate market intelligence. KPIs:
• Proposal quality score
• On‑time submission rate (%)
• Bid/tender win rate (%)

5. Market, Sector & Competitor Intelligence

• Monitor construction, steelwork, roofing, and building products trends.
• Report competitor activity, pricing movements, and emerging opportunities.
• Identify new markets, partnerships, and long‑term revenue streams. KPIs:
• Market intelligence reports submitted
• Strategic opportunities identified

PERSON SPECIFICATION



Essential

• Proven experience as an Area Sales Manager, Sales Engineer, BDM, or Account Manager.
• Experience selling/tendering into the defence and government, or construction sectors.
• Strong commercial acumen with the ability to protect margins.
• Ability to work autonomously across a large geographical area.
• Excellent interpersonal skills with the ability to build relationships at all levels.
• IT literate (CRM, Excel, Word, PowerPoint).
• Full UK driving licence and willingness to travel.

Desirable

• Experience selling/tendering structural steelwork
• Technical qualification (Apprenticeship, HNC, HND, Degree).
• Existing contacts within contractors, architects, or consultants.
• Understanding of structural steelwork, building envelopes, or construction processes

INDAB