Area Sales Manager Sales · Letchworth

About Us

Lawsons is the UK’s largest independent supplier of fencing, timber and building materials. Established in 1921, we operate across London and the South East of England with over 35 branches, more than 700 employees and a turnover of £165 million. We are committed to delivering high quality products and exceptional service to both trade and retail customers.

Role Overview

We are recruiting an Area Sales Manager to be based in Letchworth. This is a field-based, sales leadership role responsible for developing regional sales performance, managing key accounts, leading a team of field and branch-based sales colleagues, and driving profitable growth across the designated patch.

Working hours

Full time, permanent position. Typical hours will be Monday to Friday with additional hours required to meet customer needs and support branch events as and when required. Travel across the area and occasional overnight stays may be required.

Employee Benefits

• Competitive salary dependent on experience.
• Company car, mobile phone and laptop.
• 27 days’ holiday plus UK Bank Holidays and an additional celebration day.
• Pension scheme, Death in Service benefit, and Employee Assistance Programme.
• Access to the “My Reward” platform including Online GP Access and wellbeing support.
• Comprehensive onboarding and ongoing training with opportunities for career development.
• Supportive, team-oriented culture within a leading independent supplier.

Main Responsibilities

• Manage and grow sales across the assigned area by developing strong relationships with trade and retail customers, contractors and specifiers.
• Deliver the regional sales plan and achieve agreed revenue, margin and KPI targets through proactive account management and new business development.
• Lead, coach and support branch sales colleagues and field-based advisers to maximise performance, share best practice and ensure consistent service standards.
• Identify and convert sales opportunities, including up-selling and cross-selling of products and services across the Lawsons range.
• Prepare and present proposals, quotations and tenders; negotiate commercial terms and close deals in line with company policies.
• Work closely with branch managers, telesales and operations teams to ensure excellent customer service, accurate order processing and timely deliveries.
• Monitor market trends, competitor activity and customer feedback to inform product and pricing strategies and support branch-level merchandising and promotions.
• Maintain accurate records of customer activity, pipeline and sales forecasting using company CRM and other systems.
• Represent Lawsons at local trade events, exhibitions and customer meetings to raise the company profile and generate leads.
• Ensure compliance with company policies, health and safety requirements and commercial controls at all times.

Qualifications and Skills

• Proven sales management experience, ideally within builders’ merchants, timber, landscaping, landscaping contractor supply or related sectors.
• Strong commercial acumen with a track record of meeting and exceeding sales targets and managing margins.
• Leadership skills with experience of coaching, developing and motivating teams to deliver results.
• Excellent communication and negotiation skills, with a customer-focused approach and the ability to build long-term relationships.
• Good IT literacy and experience of using CRM systems, Microsoft Office and mobile devices for sales management and reporting.
• Organised, self-motivated and able to work autonomously while collaborating effectively with branch colleagues and central teams.
• Full UK driving licence required.
• Willingness to undertake training and travel across the area as required.

Why Join Lawsons?

• Be part of a well-established and respected company with excellent career development opportunities.
• Work in a varied and influential role with direct impact on regional performance and customer satisfaction.
• Access to company benefits including pension, employee assistance programme and training opportunities.
• A supportive team environment where your contribution is recognised and valued.

Lawsons is an equal opportunities employer and welcomes applications from all suitably qualified candidates. If you are commercially driven, customer-focused and enjoy leading a sales team to deliver strong results, we would like to hear from you.