Internal Sales Manager

About Us

Established in 1969, APP Wholesale Ltd specialises in the distribution of heating and hot water products to the plumbing and heating sector, operating from nine regional locations across the UK. We pride ourselves on supplying high‑quality products at the right price, supported by outstanding service.

APP Wholesale Ltd is part of the Lords Group of Companies, providing our people with stability, support, and genuine opportunities for career growth and development within a growing, respected organisation.

We are seeking a driven and highly organised Regional Internal Sales Manager to lead our internal sales function. This role is responsible for managing a team handling all inbound calls and emails, ensuring efficient order processing, and delivering an exceptional customer experience throughout the entire order fulfilment journey.

You will play a critical role in optimising internal sales performance, improving service levels, and strengthening customer relationships, while supporting regional growth and profitability.

Responsibilities including but not limited to:

• Lead, motivate, and develop a regional internal sales team to achieve high performance


• Manage team workload across inbound calls, email enquiries, and order processing


• Set clear objectives, monitor KPIs (response times, conversion, order accuracy, service levels)


• Address performance issues and implement development plans


• Deliver ongoing training to improve product knowledge, systems use, and customer service


• Manage absence, holidays, and ensure consistent team coverage


• Oversee all inbound customer contact (calls and emails), ensuring timely and professional responses


• Ensure all enquiries are converted into sales opportunities wherever possible


• Maintain high standards of customer engagement and relationship management


• Drive a culture of proactive communication and ownership of customer needs


• Manage the full order lifecycle from enquiry through to delivery


• Ensure accurate and timely processing of customer orders


• Monitor order progress and ensure customers are kept informed throughout


• Resolve customer issues proactively to protect service levels and satisfaction


• Work closely with warehouse, logistics, and supply chain teams to ensure smooth fulfilment


• Drive regional internal sales performance to achieve and exceed revenue and margin targets


• Identify upselling and cross\-selling opportunities within inbound enquiries


• Promote a professional, customer\-focused culture within the team

• Promote and maintain the highest standards of Health \& Safety, including active participation in “Near Miss” reporting to protect yourself, your colleagues, and our customers.


• Demonstrate strong security awareness at all times, ensuring the safety of stock, equipment, and premises.


• Present yourself in a clean, professional manner, wearing the company uniform where applicable.


• Follow company procedures for reporting sickness or absence in a timely and responsible way.


• Ensure appropriate personal protective equipment (PPE) is worn at all times, in line with safety guidelines.


• Collaborate effectively with the wider branch team to support smooth and efficient operations.


• Be flexible and willing to assist in other areas of Lords Group Trading when required, including temporary assignments across departments.


• Carry out any additional duties that are reasonable and within the scope of the role, contributing to the overall success of the team.

About You

• Educated to a good standard in English and Maths (Sales/Customer Service qualification desirable)


• Proven experience managing a customer service or internal sales team in a fast\-paced environment


• Strong understanding of order processing and fulfilment


• Excellent leadership, organisation, and problem\-solving skills


• Able to manage multiple workflows (calls, emails, orders) effectively


• Customer\-focused with strong communication and stakeholder management skills


• Self\-motivated, resilient, and able to perform under pressure


• Adaptable, proactive, and committed to continuous improvement


• (Desirable) Experience within the merchants or building supplies sector

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