Area Sales Manager
Field-Based | Hardware, DIY & Home Improvement Sector
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About the Role
SFR Recruitment Solutions are working with a leading supplier within the hardware, safety, garden, and home improvement sectors to recruit an Area Sales Manager. This is a field‑based, customer‑facing role focused on driving sales growth, managing key accounts, and expanding an established customer base across an assigned territory.
You will be targeting builder merchants, DIY stores, and hardware retailers, strengthening relationships and maximising sales opportunities across a diverse product range.
Key Responsibilities
* Develop and execute a strategic business plan for the territory.
* Identify and secure new business opportunities.
* Manage, service, and grow existing customer accounts.
* Monitor market trends and adjust sales strategy accordingly.
* Manage major customer accounts when required.
* Promote and sell a broad product range: ironmongery, fixings, decorating tools, and more.
* Provide merchandising and POS support to improve customer engagement.
* Operate independently and manage your territory in a structured, organised manner.
* Collaborate closely with the internal team.
* Gather customer feedback and undertake market research.
* Analyse and report sales data to senior management.
Candidate Profile
Experience
* Around 3 years in a sales role.
* Experience selling into builder merchants, DIY stores or hardware retailers.
* OR ready to step up from a retail environment into a supplier-side sales role.
* Proven track record meeting and exceeding targets.
* Experience with merchandising and POS activities is an advantage.
* CRM experience preferred.
* Strong history of building long-term customer relationships.
Skills & Attributes
* Excellent sales, negotiation, and interpersonal skills.
* Strong commercial awareness and business acumen.
* Motivated, enthusiastic, proactive, and able to work independently.
* Highly organised with good planning abilities.
* Calm under pressure with excellent communication skills.
* IT proficient with experience in budgeting and reporting.
* A team player with the ability to inspire confidence in customers and colleagues.
Requirements
Full UK driving licence.
Must be based within the assigned territory.
Must currently reside in the UK.
Compensation & Benefits
Competitive basic salary (DOE).
Company car, fuel card, company credit card, mobile phone, and laptop.
Performance‑related bonus or commission scheme.
Company pension scheme.
Working Environment
Primarily field‑based with regular travel across your territory.
Home-based administrative work.
Occasional travel to head office (Yorkshire).
Opportunities to attend trade fairs, exhibitions, and events.
Career Development
Join a company experiencing sustained growth and market expansion.
Opportunities for progression in strategic sales, account management, and leadership.
Supportive culture that values innovation, teamwork, and continuous learning.
Get in touch for more information about this role