National Sales Manager – Commercial & Industrial

Purpose of the Role

The National Sales Manager will be responsible for driving profitable growth and market share within SFL’s Commercial and Industrial (C&I) flue and chimney systems business across the UK. The role will focus on developing relationships with key stakeholders including our strong specialist distributors and installers, M&E consultants, consulting engineers, contractors, installers, industrial end-users, facilities managers, and architects.

The successful candidate will possess extensive experience within the commercial and industrial flue and chimney sector and demonstrate a strong track record of generating specification sales, securing project opportunities and delivering sustainable revenue growth through partners.

Key Responsibilities

Sales Growth & Business Development

• Develop and implement a strategic sales plan to achieve annual sales and profitability targets.
• Identify, qualify and convert commercial and industrial project opportunities.
• Increase market penetration within healthcare, education, manufacturing, energy, district heating, data centres, public sector, commercial buildings and industrial process sectors.
• Build and maintain a robust pipeline of specification and project opportunities.
• Monitor market trends, competitor activities and emerging technologies to identify growth opportunities.

Specification Development

• Engage with consulting engineers, M&E consultants, architects and specifiers to secure specification of SFL products.
• Promote SFL’s technical capabilities and product solutions throughout project design stages.
• Support customers with technical presentations, CPDs and product training.
• Work closely with the technical and engineering teams to develop bespoke solutions for complex projects.

Customer Relationship Management

• Establish and maintain relationships with key accounts and strategic partners.
• Develop long-term partnerships with contractors, distributors, consultants and end-users.
• Ensure high levels of customer satisfaction through proactive account management.
• Resolve commercial issues and support project delivery where required.

Project Management & Sales Execution

• Manage opportunities throughout the sales cycle from initial enquiry through to order placement.
• Collaborate with internal departments and specialist customers to ensure project requirements are met.
• Lead commercial negotiations within agreed authority levels.
• Ensure accurate forecasting and reporting through CRM systems. 

Strategic Market Development

• Identify and develop new routes to market.
• Support marketing initiatives, exhibitions and industry events.
• Represent SFL at industry associations, trade exhibitions and customer events.
• Contribute to product development initiatives through customer and market feedback.

Reporting & Administration

• Maintain accurate sales forecasts and pipeline reports.
• Deliver monthly sales reports and business reviews.
• Monitor sales performance against agreed KPIs.
• Ensure CRM and project databases are maintained accurately.

Key Performance Indicators (KPIs)

• Achievement of annual sales and gross margin targets.
• Growth in specification pipeline value.
• New business revenue generated.
• Market share growth within target sectors.
• Number of consultant and contractor specifications secured.
• Conversion rate of opportunities to orders.
• Customer retention and account growth.

 Package Elements

• Competitive 6 figure senior salary package. Including uncapped commission scheme, private medical and a company car.

SFL Flues & Chimneys is committed to providing innovative, high-quality flue and chimney solutions. We are seeking an ambitious and experienced industry professional who can strengthen our position within the Commercial & Industrial market and contribute significantly to our continued growth and success across the UK.

Person Specification

Essential Experience

• Minimum 5 years’ successful sales experience within the commercial and industrial flue, chimney, exhaust, combustion air, boiler plant or associated HVAC building services sector.
• Proven track record of delivering sales growth in specification-led project environments.
• Strong understanding of commercial and industrial heating systems and associated flue/chimney applications.
• Experience managing national accounts and large project opportunities.
• Demonstrable success working with consultants, M&E contractors, industrial end-users and distribution / installation partners.
• Experience in negotiating and securing high-value commercial contracts.

Essential Knowledge

• Comprehensive understanding of commercial and industrial flue and chimney systems.
• Knowledge of relevant UK building regulations and standards.
• Understanding of boiler systems, CHP, generators, industrial process exhaust systems and district heating applications.
• Familiarity with specification sales and construction project sales cycles.
• Good commercial awareness and project financial understanding.

Essential Skills

• Excellent business development and relationship-building abilities.
• Strong commercial negotiation skills.
• Excellent presentation and communication skills.
• Highly organised with strong planning and pipeline management capabilities.
• Ability to interpret technical information and present solutions effectively.
• CRM and sales reporting proficiency.
• Ability to work independently while collaborating effectively across departments.

Personal Attributes

• Results-driven and commercially focused.
• Self-motivated with a proactive approach to business development.
• Strong customer focus with a consultative sales style.
• Professional, credible and confident in front of senior stakeholders.
• Resilient and adaptable within a competitive marketplace.
• Strong problem-solving and decision-making skills.
• High level of integrity and accountability.

Qualifications

Essential

• Full UK Driving Licence.
• Educated to A-Level standard or equivalent.

Desirable

• Degree in Engineering, Business, Sales or related discipline.
• Professional sales qualification.
• Building Services or Mechanical Engineering qualification.
• Membership of relevant industry associations.