Join a market‑leading, heritage‑driven portfolio with a reputation for performance, innovation and growth.
Hultafors Group UK is a house of premium brands built on decades of craftsmanship, functionality and innovation within workwear, footwear and professional tools. Founded in Sweden, the Group has grown into an international organisation with a strong presence across Europe and beyond, united by a shared purpose: creating products that make professionals safer, smarter and more productive at work.
Within the Group, Snickers Workwear is widely recognised as a category leader in technical workwear—trusted by tradespeople worldwide for its advanced design, durability and comfort. Solid Gear, the Group’s premium safety footwear brand, brings cutting‑edge materials and athletic‑inspired innovation to the safety shoe market, redefining expectations around protection, performance and style.
As an Area Sales Manager, you’ll represent these highly respected brands in the field, taking ownership of a defined territory and playing a key role in driving growth, strengthening reseller partnerships and expanding market share. This is an opportunity for a commercially minded sales professional to work with best‑in‑class products, backed by strong brand equity, marketing support and a clear long‑term growth strategy.
Responsibility
* Sell one or more product categories, typically in a geographic district, to existing resellers or, in some cases, to end users.
* Grow and develop existing customers within a specific district.
* Grow and develop end‑user customers within a specific district.
* Achieve personal development by being updated and trained in new products, monitoring industry trends and end‑user needs, and identifying relevant issues and opportunities in the retail industry.
Target
To accelerate the growth of Hultafors Group UK with a major emphasis on proactive new business development.
This role requires a highly driven, energetic sales professional who excels at identifying, engaging, and converting new end‑users along with existing and new dealer networks.
A fundamental expectation of the role is strong collaboration with our dealer network—this is a key attribute and essential requirement—to ensure all new business is channelled through the appropriate dealer partners while maintaining and developing existing dealer business within the assigned region.
* Achieve excellent customer and dealer relationships through long‑term customer care.
* Increase HG's market share within a given customer by selling more of existing products and finding ways to introduce new ones.
Main Tasks (Key Responsibilities and Deliverables)
* Strong hunter mentality with a demonstrated ability to open doors and win new business.
* Annual plans for selected customers should be developed.
* Develop and implement clear and concrete action plans.
* Penetrate selected customers according to the activity plan.
* Document visits, meetings, notes, relationships and projects.
* Plans are followed up on monthly—document status, future planned activities and revenue forecasts.
* Produce quotes and propose solutions for selected customers according to their needs and with an agreed margin.
* Plan and participate in business discussions.
* Close the deal with profitable results.
* Work both ways to get commitment from top management and from bottom up.
* Develop and explain tools that make it easy for the retailer to sell HG's products and do business with HG.
* Provide short but effective training and product information with “FAB” as a selling point.
* Coordinate marketing materials and campaigns.
* Participate in roadshows and dealer days.
* Send out a small assortment for the retailer to test.
* Use reference cases to sell in HG's unique advantages.
* Participate in joint sales and visits with the dealers' own sales representatives.
* Define and implement soft incentives for the retailers' sales team, such as fun items, a jacket, promotions, kick‑off, and special training.
* Follow up on the product mix.
* Monitor inventory levels.
* In‑store management.
* Build long‑term customer relationships.
* Invite customers to training.
* Measure customer satisfaction and loyalty.
* Follow‑up complaints.
* Look for new business opportunities by interacting with retailer support.
* Proper use of the company's CRM system.
Generic competencies
* Decide and initiate measures: make quick, clear decisions, take responsibility for actions, projects and people, initiate and generate activity.
* Work with people: shows respect for opinions and contributions of others, listens, supports, cares, shares information, builds team spirit and reconciles conflicts, adapts to the team.
* Delivering results and meeting customer expectations: focusing on customer needs and satisfaction, setting high standards of quality and quantity, monitoring quality and productivity, working systematically, achieving consistent goals.
* Adapting and responding to change: adapting to change, accepting new ideas and initiatives, adjusting interpersonal style, respecting cultural differences, dealing with ambiguity and using opportunities.
Role‑specific competencies
* Easily establish good relationships with customers and staff; relate well to people at all levels; build broad and effective networks; use humour appropriately.
* Speak fluently, express opinions and present clearly; respond quickly to audience needs; project credibility.
* English (for non‑native speakers): basic knowledge of English – oral and written.
Functional competences
1. Experience in managing contracts, negotiations, pricing and profitability analysis.
2. Knowledge of and skills in structuring sales quota targets and revenue expectations.
3. Basic knowledge of sales and marketing – field experience.
4. Knowledge of products.
Qualifications and experience
* Have completed upper secondary education.
* 3‑5 years of work experience from the relevant industry.
* Full UK driving licence.
What We Offer
* Opportunity to represent market‑leading brands.
* Comprehensive training, development and mentorship.
* Competitive salary, commission structure, company vehicle and benefits.
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