National Sales Manager in London

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.
• Efficiency & Capability Uplift of Water Treatment Experts: 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.
• Conversion Improvement (In-Home Demonstration → Sale): 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.
• Territory Expansion & Growth Delivery: 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.
• Innovative Selling & Customer Experience Excellence: 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.
• Referral Programmes & Increased Value per Interaction: 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.
• Sales Operations, Reporting & Cross-Functional Collaboration: 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.

Key Competencies:

• 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).
• Professional Experience: 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.
• Technical Skills: 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.
• Additional Assets: Experience in water treatment, plumbing, or technical in-home sales environments (advantageous). Full UK driving licence and willingness to travel regularly.

The Sales Manager is a critical role within Kinetico UK’s Residential Sales structure, accountable for driving performance and growth in the Direct-to-Consumer channel. Reporting to the Head of Residential Sales, the role leads the Water Treatment Expert team through a journey of efficiency improvement, conversion uplift, and geographic expansion. Through strong leadership, innovative selling methods, and a relentless focus on customer experience, the Sales Manager D2C ensures Kinetico continues to grow its residential footprint and maximise value from every customer interaction.