Area Sales Manager (Golf & Turf Machinery)
About the Company
Farol Ltd is an extremely successful and growing multisite agricultural and groundcare business and one of the largest John Deere dealerships in the UK.
Established as a family business in 1976, Farol today is made up 300 Service, Parts, Sales, Transport and Business Support Team Members whilst remaining 100% family owned. Holding the renowned John Deere franchise along with many other brands, we are the market leaders in agriculture, groundcare and homeowner products.
Our vision is to deliver a preeminent service by being at the forefront of technology, whilst developing a rich and rewarding environment for our employees.
About the role
We’re growing fast and we’re looking for an ambitious Area Sales Manager to join our high‑performing team at the largest John Deere Turf dealership in Europe. If you’re motivated, commercially sharp and excited by industry‑leading machinery, this is a role where you can truly make an impact.
You’ll be representing world‑class franchises including John Deere, Club Car, Turfco and Wiedenmann, working with customers who rely on premium equipment to keep their turf at its best.
This role is based at our Hinckley depot, covering the Birmingham area.
What you’ll be doing
* Driving sales performance across your area using our CRM system (MS Dynamics) to plan, track and grow opportunities
* Achieving targets set by the Golf & Turf Business Director, including sales volume, gross profit and product mix
* Building strong, long‑term relationships with customers and representing the company with professionalism and pride
What you’ll bring
* Knowledge of the professional groundcare machinery industry and previous sales experience or relevant industry experience (such as golf course operations) with a strong understanding of turf machinery.
* A proactive, customer‑focused mindset and the confidence to grow your territory
Why this role stands out
You’ll be joining a respected, forward‑thinking dealership with a strong reputation and a portfolio of premium brands. This is a chance to develop your career, build meaningful customer relationships and work with equipment that sets the standard in the industry.
Essential Skills required
* A full driving license
* Knowledge and understanding of Groundcare machinery
* Previous Sales experience
* Familiarity with the geographical area in which you will be working
* Very strong IT skills with the ability to quickly familiarise yourself with new software and systems
* Must have the ability to self-motivate and work individually, managing your own workload and also able to work as part of a team
Previous experienced of working within a John Deere or other Agricultural/Groundcare machinery dealership is preferred.
The Benefits:
Our excellent package includes a competitive basic annual salary and generous commission scheme, company vehicle, up to 25 days holiday (plus Bank Holidays), pension scheme, free financial planning & employee wellbeing service, cycle to work scheme, employee discounts, regular and ongoing training.
Why come to Farol?
Farol is the leading John Deere dealership in the UK with people at the heart of its strategy. We know that our people are the key to our success and we make sure we appreciate and reward everyone's contribution. Not only do we recognise expertise, skills and professionalism, we value highly the very things that make our team members unique: their passion, their dedication, their approachability and the fact that going the all-important extra mile is second nature.
We can offer an environment where Teamwork is key and where you can truly develop new skills and flourish. Working closely with the John Deere team, we can provide all the product and systems training you need to transfer your mechanical/technical skills from other industries.
What do our Team Members say about us?
* Great company attitude with friendly and approachable managers/directors
* Lovely place to work. Good group of people to support new employees during day to day operations
* I was impressed with the level and quality of JD training
* A good Company to work for and the whole team are friendly. The Management are very approachable and have an open door policy. As the Company are continually growing there are lots of opportunities for employees to progress. I feel valued as an employee and enjoy my job
* I love working for a family business as I've come from a more corporate environment. Owners are hands on and very approachable. It is a fast paced and busy environment but no such thing as a typical day for me. There are great learning opportunities here and ability to progress in the business.