National Sales Manager - Direct

Salary: £50,000 \- £60,000\. OTE £70,000\+

Purpose:

The Sales Manager is responsible for leading and accelerating growth within Kinetico UK’s Direct\-to\-Consumer residential sales channel. This role focuses on improving the efficiency, capability, and conversion performance of the current Water Treatment Experts, while supporting a structured expansion into new territories.

The Sales Manager will champion innovative ways of selling, raise in\-home demonstration\-to\-sale conversion rates, embed referral\-led growth, and increase average sale value through solution\-led customer interactions. The role is central to delivering a premium, consistent customer experience and driving scalable D2C growth aligned to Kinetico UK’s wider residential strategy

Key Areas of Responsibility:

Direct Sales Strategy \& Leadership

• Deliver the Direct sales plan in line with the national residential growth strategy.


• Lead, coach, and motivate WTEs to achieve and exceed sales targets.


• Set clear KPIs and performance expectations for individual reps and territories.


• Build a high\-performance culture focused on customer outcomes, accountability, and continuous improvement.


• Provide regular performance insights and recommendations to the Head of Residential Sales.

• Increase productivity and effectiveness of the existing WTE team through structured coaching, ride\-alongs, and skills development.


• Identify performance gaps and deploy targeted training plans covering product knowledge, consultative selling, and closing skills.


• Improve pipeline discipline, CRM (Salesforce) usage, and route planning to maximise demos per rep and success per visit.


• Standardise best\-practice approaches across the team to ensure consistency and scalability.

• Own and improve the Direct demonstration journey to raise conversion rates.


• Strengthen WTE capability in needs\-based selling, value articulation, and objection handling.


• Analyse lost sales data to identify barriers and implement corrective actions.


• Introduce structured coaching and playbooks to drive improvement in close rate, confidence, and customer trust.

• Support the phased expansion of Direct coverage into new UK territories.


• Assess territory performance and growth potential, recommending recruitment or resourcing where needed.


• Ensure new territories launch with consistent standards of sales process, customer experience, and reporting.


• Track ramp\-up performance and implement interventions to hit early\-stage growth milestones.

• Test and implement new ways of selling aligned to market trends and consumer behaviours (e.g., hybrid/virtual demos, digital lead nurturing, consultative water assessments).


• Work with Marketing to align Direct messaging, lead quality, and campaign effectiveness.


• Ensure every customer interaction reflects a premium Kinetico experience, from first contact through install handover.


• Monitor satisfaction, feedback, and complaints and drive continuous experience improvements.

• Embed referral\-led selling as a core Direct growth engine.


• Ensure WTEs confidently ask for referrals and understand how to position them as a customer benefit.


• Design and refine referral mechanics, incentives, and tracking to optimise lead volume and conversion.


• Increase average sale value through solution bundling, upgrades, and add\-on selling (e.g., RO \+ softener, service plans, premium options).


• Track and improve AOV, attach rates, and referral\-to\-sale outcomes.

• Ensure disciplined CRM usage for lead tracking, forecasting, and pipeline management.


• Provide weekly/monthly reporting on revenue, productivity, conversion, AOV, referral performance, and territory progress.


• Collaborate with Service, Operations, and Warehouse/Logistics to ensure smooth installs and consistent customer promise delivery.


• Partner with Finance to support accurate forecasting and performance tracking.

· Direct Sales Leadership – strong ability to lead field\-based, consultative in\-home sales teams.

· Performance Coaching – proven skill in uplifting capability, productivity, and conversion through hands\-on coaching.

· Commercial Acumen – strong understanding of revenue drivers, margins, and value\-based selling.

· Customer Orientation – commitment to premium customer experience and trust\-based selling.

· Innovation \& Growth Mindset – proactive in exploring new selling approaches and territory models.

· Analytical Thinking – data\-driven approach to improving conversion, efficiency, and AOV.

· Collaboration \& Influence – able to work cross\-functionally and create alignment around customer outcomes.

· Adaptability – comfortable operating in a fast\-moving and evolving residential market.

· Communication \& Relationship Building – strong interpersonal skills with reps, customers, and stakeholders.

Qualifications and Experience:

Education

• Degree (or equivalent) in Business, Sales, Marketing, or related discipline (desirable but not essential).

• Proven track record in leading or managing direct/field sales teams (5\+ years preferred).


• Demonstrated success improving sales conversion rates and productivity in consultative selling environments.


• Experience with in\-home demonstration selling models (home improvement, technical consumer products, premium retail, or similar).


• Evidence of implementing referral programmes or increasing AOV through solution\-led selling.


• Strong collaboration history with marketing and operational teams.


• Solid experience using CRM systems (Salesforce preferred) and sales performance reporting.

• CRM proficiency (Salesforce preferred).


• Strong analytical and forecasting ability.


• Competent with Microsoft Office (Excel, PowerPoint, Outlook).


• Familiarity with digital lead handling, hybrid selling, or e\-commerce\-supported sales is an advantage.

• Experience in water treatment, plumbing, or technical in\-home sales environments (advantageous).


• Full UK driving licence and willingness to travel regularly

Pay: £50,000\.00\-£60,000\.00 per year

Benefits:

• Company pension


• Health \& wellbeing programme


• Life insurance


• Private dental insurance


• Private medical insurance


• Sick pay

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