Area Sales Manager in London

Location: UK, Home-based - with occasional travel for meetings expected.

About Critico

Critico is a leading UK provider of critical messaging services, supporting effective communication for government agencies, the NHS, emergency services, and major enterprises. With a national infrastructure and a commitment to service excellence and over three decades of experience, we deliver robust, resilient alerting and messaging solutions that enable vital operations and improve operational response, workforce management and customer engagement across emergency services, healthcare, utilities, major enterprises and more.

As an employer, Critico offers a collaborative, purpose-driven environment where innovation, integrity, and technical excellence are at the heart of everything we do.

What will your role as Area Sales Manager look like?

You will be responsible for identifying, developing, and securing new business within the NHS and wider Health sectors across an assigned geographic territory or allocated accounts.

Key Responsibilities

• Generate, develop, and convert new business opportunities to maximise market penetration.
• Increase revenue within existing accounts through strategic cross‑sell and up‑sell activities.
• Deliver consultative, solution‑focused sales engagement aligned with client needs.
• Build and maintain strong customer relationships to position the company as a preferred provider.
• Manage territory revenue and contract re‑signs to balance opportunity and risk.
• Collaborate with internal teams to support excellent service delivery.
• Act promptly on internal and external leads to maximise sales potential.
• Meet sales targets, KPIs, and performance objectives.
• Produce accurate forecasts and monthly business reports.
• Maintain comprehensive and up‑to‑date customer and pipeline information in Salesforce.
• Provide market insights to support product and service development.
• Complete all required reporting and maintain regular communication with the Head of Sales.

Required Skills & Experience

• A‑level education or equivalent, including business qualifications.
• 4–6 years’ sales experience, ideally in communications or systems solutions.
• Proven success in Public Sector and NHS sales.
• Strong track record of winning and developing accounts.
• Thorough understanding of Government/NHS procurement processes.
• Strong technical and IT proficiency.
• Highly self‑motivated, disciplined, and comfortable working remotely.
• Structured and consistent approach to new business development.
• Ability to identify challenges and propose practical, creative solutions.
• Skilled in persuasive questioning and active listening.
• Strong relationship‑building capability at account, regional, and national levels.
• Confident telephone manner, including cold‑calling and qualification.
• Strong numerical and verbal reasoning.
• Excellent written and verbal presentation skills.
• Proficient in Microsoft Office; Salesforce knowledge advantageous.

What can you expect in return?

• Competitive salary with quarterly performance‑based commission.
• Company Laptop and Mobile.
• Remote working with full home‑office capability.
• Company Pension - employee contribution matched by Company (up to a maximum of 5%).
• Life assurance.
• Voluntary Salary Sacrifice Benefits – Critical Illness & Dental Cover.
• Employee Assistance Program (EAP).
• 1 paid Volunteer Day per year.
• Working Hours 9am to 5pm with 45 minutes unpaid lunch.
• Annual Leave, 20 days per calendar year increasing by 1 day each year of service up to a maximum of 5 additional days after 5 years continuous service.