Area Sales Manager

Briggs Equipment; Dewsbury; On-site; GBP 42,000 - 54,000; Full time

Benefits offered by this job

Pension scheme

Paycare and eyecare health scheme

High street discounts

Job summary

Forkway, part of Briggs Equipment, is seeking an Area Sales Manager for the Dewsbury region. You will drive sales of materials handling equipment, build strong customer relationships, and manage a regional pipeline and renewals.

The role requires effective territory management and delivering against revenue targets. You will develop tailored solutions, maintain CRM records, and collaborate with internal teams to ensure excellent service and growth.

Qualifications

• Proven direct sales experience in capital equipment or similar.
• Degree educated or equivalent professional experience.
• Excellent communication and presentation skills.
• Ability to build and maintain customer relationships.

Responsibilities

• Drive equipment sales across designated territory.
• Develop strong relationships with customers and prospects.
• Manage contract renewals and maintain a robust pipeline.
• Prepare and process customer quotations and orders.
• Develop and implement a territory sales and marketing plan.
• Ensure accurate CRM data and customer records.

Skills

Account management

Sales negotiations

CRM systems

Communication skills

Relationship building

Independent work

Territory management

Commercial awareness

Education

Degree educated

Tools

CRM systems

Microsoft Office

Job description

The Opportunity: Area Sales Manager

Contract: Permanent

Location: Dewsbury

Forkway is one of the UK's leading materials handling solutions providers, employing around 100 people across three Handling Centres and a nationwide network of strategically located service centres.

As an Area Sales Manager, you will be responsible for driving equipment sales across a designated territory, developing strong relationships with both existing and prospective customers to increase market share, revenue and profitability. You will proactively identify new business opportunities, manage contract renewals, and maintain a robust pipeline of customers and prospects within your region.

The role requires effective territory management, with responsibility for developing sales opportunities across designated postcode areas and delivering against agreed revenue and unit sales targets. By understanding customer needs and providing tailored materials handling solutions, you will play a key role in supporting the continued growth and success of the business.

The Impact you will have:

• Champion and promote all aspects of Health & Safety, ensuring compliance with company policies, procedures, and initiatives at all times.
• Drive sales of the full range of new and used materials handling equipment, alongside non-core products and other company services.
• Develop and implement an effective territory sales and marketing plan to maximise market coverage and identify growth opportunities.
• Maintain accurate customer records and ensure all relevant information is recorded within company systems.
• Utilise and maintain the CRM system effectively to support territory management, reporting accuracy, pipeline visibility, and data integrity.
• Work closely with customers, suppliers, and internal departments to deliver an exceptional level of customer service.
• Prepare and process customer quotations and equipment orders accurately and efficiently.
• Make sound commercial decisions that support long-term customer relationships while delivering sustainable and profitable business growth.
• Manage a structured programme of customer and prospect visits, providing expert support and ensuring a market-leading customer experience.
• Execute a proactive business development strategy to strengthen customer relationships, identify new opportunities, and promote the full portfolio of company products and services.
• Undertake any additional duties reasonably requested by the Regional Sales Director in support of business objectives.

What will help you to excel in this role:

• Degree educated or qualified through equivalent professional experience.
• Previous experience within a similar sales or account management role is desirable.
• Proven ability to influence, negotiate and build credibility with customers at all levels.
• Demonstrable direct sales experience, ideally within capital equipment, logistics, materials handling, or a related industry.
• Strong commercial awareness with a good understanding of market trends, customer requirements, and business objectives.
• Knowledge of warehousing, storage and logistics solutions would be advantageous.
• Experience of developing and implementing effective account plans to drive customer growth and retention.
• Excellent communication and presentation skills, with the ability to engage confidently both verbally and in writing.
• Proficient in the use of Microsoft Office applications and CRM systems.
• Experience selling equipment, service agreements, and long-term commercial contracts.
• Strong organisational skills with the ability to manage and prioritise a busy and varied workload.
• Good understanding of different contract types and commercial agreements.
• Ability to build rapport quickly and develop strong, long-lasting customer relationships.
• Self-motivated, results-driven, and capable of working independently while contributing effectively as part of a wider team.
• Professional, customer-focused approach with a commitment to delivering exceptional service.

What you can expect from us:

• Negotiable base salary
• Future development and career opportunities
• Contributory pension scheme with employer contributions
• Paycare and eyecare health scheme
• High street discounts

If you require any reasonable adjustments to assist you in the interview process, then please contact a member of the Recruitment team and inform them prior to attending so we can ensure these are met