Sales Director in Coventry

Salary £70,000 - £80,000 per annum + £10,000 Bonus + Company Car

Excellent Company Benefits

Location - The Midlands

Role Overview

The National Sales Director is responsible for leading and developing the company's national sales strategy within the automotive Bodyshop and refinishing sector. The role focuses on driving sustainable revenue growth, strengthening distributor relationships, expanding market share, and developing a high-performing sales team. The position requires a commercially minded leader who can balance strategic planning with hands-on customer engagement across distributors, Bodyshop groups, independent repair centres, and key industry stakeholders.

Key Responsibilities:

• Sales Leadership & Business Growth
  • Reporting into the Managing Director and overseeing 6 Regional Sales Managers and a Sales Co-ordinator. Overseeing their development and growth.
  • Develop and implement the national sales strategy to achieve revenue, margin, and market share objectives.
  • Identify and secure business opportunities across the Bodyshop, collision repair, and automotive refinishing markets.
  • Drive sales growth through existing accounts while developing new customer channels and partnerships.
  • Monitor market trends, competitor activity, and customer requirements to identify opportunities for business expansion.
  • Deliver regular sales forecasting, pipeline management, and performance reporting to senior leadership.
  • Manage pricing strategies and commercial negotiations to maximise profitability while maintaining competitiveness.
• Distributor Management
  • Build and maintain strong strategic relationships with national and regional distributors.
  • Promotional programmes, and growth plans with distribution partners.
  • Work collaboratively with distributors to increase product penetration, market coverage, and customer acquisition.
  • Conduct regular business reviews with key distributor accounts to monitor performance and identify growth opportunities.
  • Resolve commercial issues and ensure a high level of customer satisfaction throughout the supply chain.
• Team Leadership & Development
  • Lead, motivate, and develop a team of seven sales professionals, creating a culture of accountability, collaboration, and continuous improvement.
  • Set clear objectives, KPIs, and performance expectations for all team members.
  • Conduct regular coaching, mentoring, and performance reviews to support professional development and succession planning.
  • Identify training needs and implement development programmes to enhance commercial capability and industry knowledge.
  • Foster a customer-focused and results-driven sales culture.
• Key Account Management
  • Develop relationships with major Bodyshop groups, vehicle repair networks, and strategic customers.
  • Support the sales team in securing and managing high-value accounts.
  • Lead complex commercial negotiations and contract discussions.
  • Ensure customer retention through exceptional service, technical support coordination, and proactive account management.
• Strategic Planning & Market Development
  • Develop annual sales budgets and business plans aligned with company objectives.
  • Work closely with marketing, operations, technical, and customer service teams to deliver integrated growth strategies.
  • Identify new product opportunities and provide market feedback to support product development initiatives.
  • Represent the company at industry events, trade exhibitions, and customer meetings.

Key Performance Indicators (KPIs)

• Achievement of annual sales and gross margin targets.
• Growth in national market share.
• Distributor sales performance and account retention.
• New business acquisition and pipeline conversion.
• Team performance against individual and collective targets.
• Customer satisfaction and retention levels.
• Accuracy of sales forecasting and budget management.

Skills & Experience:

Essential

• Proven senior sales leadership experience within the automotive Bodyshop, collision repair, automotive refinishing, coatings, paint, abrasives, or related aftermarket sectors.
• Demonstrable track record of delivering sustained sales growth through direct sales teams and distributor networks.
• Experience managing and developing regional sales teams.
• Strong commercial negotiation and key account management skills.
• Excellent leadership, coaching, and people development capabilities.
• Strategic thinker with strong analytical and business planning skills.
• Full UK driving licence.

Desirable

• Experience working with national distributor networks.
• Knowledge of automotive paint, refinishing products, Bodyshop consumables, equipment, or associated products.
• Experience managing major Bodyshop groups and insurance repair networks.
• Degree-level qualification in Business, Sales, Marketing, or a related discipline.

Summary

The National Sales Director will play a pivotal role in accelerating growth across the UK Bodyshop market by leading a team of seven sales professionals, strengthening distributor partnerships, securing strategic accounts, and delivering a high-performance sales culture that drives sustainable commercial success.