Sales Manager

Job Title: Sales Manager
Location: South Wales (covering South Wales, Midlands & South West, with occasional wider UK travel)
Reports To: Commercial Director
Salary: £50 - £60,000 per annum dependant on experience

About Firerite (UK) Ltd

Firerite is a leading provider of fire safety solutions, committed to protecting people, properties, and businesses across the UK. We specialize in delivering high-quality fire safety systems, including design fire alarm systems (BS5839 Part 1 and 6), emergency lighting (BS5266), service contracts, fire extinguishers, suppression systems, and consultancy. Join us and help deliver the solutions that keep our clients safe.

Role Summary

The Sales Manager will be responsible for leading and developing FireRite’s Business Development Managers (BDMs) and Internal Sales Desk, while also maintaining a personal sales contribution as a player–manager.

This role is accountable for delivering combined team sales performance, driving profitable growth across FireRite’s full range of active and passive fire safety solutions, and ensuring strong pipeline management, accurate forecasting, and high conversion rates.

The Sales Manager will play a key role in shaping FireRite’s sales culture, improving processes, supporting team development, and aligning sales activity with operational delivery and compliance standards.

Progression within the business will be performance-based, with opportunities to grow in scope and responsibility as the company expands.

Key Responsibilities

Sales & Business Development:

• Lead, manage, coach, and develop 2 Business Development Managers and 1 Internal Sales Executive, with responsibility for scaling the team as the business grows.
• Set clear sales objectives, KPIs, and activity expectations across the sales function.
• Conduct regular one-to-ones, pipeline reviews, and performance reviews.
• Support recruitment, onboarding, and training of new sales team members.
• Foster a high-performance, accountable, and customer-focused sales culture.

Sales Strategy & Revenue Growth

• Deliver FireRite’s sales strategy across South Wales, the Midlands, and the South West.
• Drive revenue growth across FireRite’s fire safety portfolio, including:
  • Fire detection and alarm systems (BS5839 Parts 1 & 6)
  • Emergency lighting systems (BS5266)
  • Fire extinguishers
  • Fire suppression systems (including Ansul kitchen suppression)
  • Passive fire stopping solutions
  • Fire doors
  • Fire dampers / AOVs
  • Knowledge-led selling of sprinkler systems
  • Service and maintenance contracts
  • Fire safety consultancy and compliance services
• Maintain a personal sales pipeline, managing key and strategic accounts.
• Support BDMs with complex, high-value opportunities, tenders, and negotiations.
• Identify new markets, routes to market, and growth opportunities.

Internal Sales Desk Management

• Oversee the internal sales desk to ensure:
  • Timely and accurate quotation turnaround
  • Consistent pricing and margin control
  • Effective handling of inbound enquiries
  • Strong enquiry-to-quote and quote-to-order conversion rates
• Improve collaboration between internal sales, BDMs, and operational teams.
• Ensure high-quality proposals, consistent messaging, and professional customer engagement.
• Own the combined sales target for the BDMs and internal sales desk.
• Take full accountability for:
  • Margin / gross profit performance
  • Pipeline value and forecasting accuracy
  • Conversion rates (enquiry → quote → win)
  • Sales activity KPIs (calls, meetings, proposals)
• Ensure all sales activity is accurately recorded in CRM / SIMPRO.
• Produce regular performance reports for the Commercial Director, including sales performance, forecasts, and pipeline health.
• Use data and insight to drive continuous improvement in sales effectiveness.

Customer, Compliance & Operational Alignment

• Build and maintain strong relationships with key customers, consultants, and stakeholders.
• Ensure sales activities comply with FireRite’s ISO9001, NSI GOLD, and regulatory requirements.
• Support smooth project handovers from sales to operations.
• Act as a senior commercial escalation point where required.

Person Specification

• Proven experience within the fire safety industry.
• Strong technical understanding of active and passive fire safety systems.
• Demonstrable experience managing and developing sales teams.
• Proven track record in selling fire safety solutions, including:
  • Fire alarm systems (BS5839 Parts 1 & 6)
  • Emergency lighting (BS5266)
  • Suppression systems and service contracts
• Commercially astute with experience managing margin and profitability.
• Strong leadership, coaching, and motivational skills.
• Confident managing pipelines, forecasts, and sales performance data.
• Excellent communication skills with the ability to articulate technical solutions in commercial terms.
• Proficient in CRM systems and Microsoft Office (Excel, Word, PowerPoint).
• Self-motivated, organised, and results-driven.
• Experience with Ansul kitchen fire suppression systems.
• Knowledge of passive fire protection, fire doors, dampers, and AOVs.
• Understanding of SLAs, KPIs, and field service management systems.
• Experience operating within ISO9001 / NSI GOLD / BAFE environments.
• Ability to influence internal stakeholders and cross-functional teams.
• Ambition to grow with the business as responsibilities expand.

Personal Attributes

• Strong leadership presence with a calm, professional approach.
• High standards, attention to detail, and accountability.
• Customer-focused with a long-term relationship mindset.
• Adaptable and resilient in a growing business environment.
• Collaborative, proactive, and commercially minded.

Why Join Firerite?

• Be part of an industry leader: Firerite is a respected name in fire safety, offering you the chance to make a tangible impact.
• Career development: We provide ample opportunities for both personal and professional growth.
• Collaborative environment: Work within a team-oriented, supportive culture where everyone plays a vital role.
• Private medical insurance
• Company events
• 31 days annual leave (incl Bank Holidays) with extra days rewarded for long service
• Sick Pay as per company Absence Policy
• Perkbox – an employee benefits and reward scheme

Firerite is an equal opportunities employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.

Unit 14 Roundabout Court Bedwas House Ind Est Caerphilly CF83 8FS