Area Sales Manager - #2176199

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

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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