National Sales Manager – Distribution Channel – Direct/Indirect
Reports to: Head of Services, UK & EMEA
Base Location: Manchester
Imagine working at the forefront of innovation in fluid-flow technology, with over 1,400 colleagues across the globe, and contributing to a legacy of excellence that spans eight manufacturing facilities on four continents. Armstrong Fluid Technology is more than just a leader in our industry; we are a community of the brightest and most creative minds, driven by a shared mission to engineer the future and safeguard our planet.
As part of our team, you'll be immersed in an environment that fosters growth, creativity, and collaboration. Here, you'll have the opportunity to push boundaries, tackle exciting challenges, and develop cutting‑edge solutions that promote energy efficiency and reduce environmental impact. Every day offers the chance to make a meaningful contribution to a more sustainable future, driving innovations that help lower global carbon footprints. Together, we’re creating a legacy that goes beyond business—one that’s changing the world for the better.
This role is responsible for driving sales growth, strengthening strategic relationships, and delivering booking, shipment, and margin performance across Armstrong’s full portfolio of intelligent fluid‑flow solutions, including circulating pumps, main plant equipment, aftermarket solutions, and digital performance services.
The role combines strong commercial acumen, technical sales capability, structured account management, and disciplined use of Armstrong sales tools to drive profitable growth.
Key Accountabilities
Maintain, Build and Develop the Direct/Indirect Channel
- Maintain, build, and develop the direct/indirect distribution and installation channel for the full portfolio of Armstrong products across:
- Independent heating & Industrial merchants
- Specialist pump distributors
- National indirect supplies of Armstrong solutions range of products
- Develop and execute a targeted sales plan for circulating pumps within the independent Industrial & heating merchant sector (including buying groups), taking ownership of the full marketing mix.
- Provide first‑point product sales support (technical and commercial), delivering:
- Product and design envelope presentations
- Value proposition discussions
- Commercial positioning to channel partners and their clients
- Work alongside the national direct sales team to:
- Specify, track, quote, and negotiate project orders delivered through the wholesale channel
- Support main products, aftersales (parts/replacements/upgrades), service and warranty propositions
- Promote Armstrong Performance Management solutions, including connection of pumps and cloud‑based analytical and performance management platform
- Achieve quarterly & annual booking, shipment, and margin expectations within the assigned territory.
Armstrong Sales Tools & Sales Process Discipline
- Utilise Armstrong sales tools (Adept, InforCRM, DEVA) in accordance with company guidelines and established sales processes.
- Track opportunities, manage pipelines, and build winning account strategies across all contacts within each account.
- Achieve order input targets in line with budgeted requirements.
- Support customers & partners in the effective use of Adept to create:
- Pump specifications
- Quotations
- Purchase orders
Optimize “Face‑to‑Face” Opportunities
- Maximize the effectiveness of face‑to‑face interactions with all relevant contacts within each account.
- Maintain detailed call records using standardized templates and processes within InforCRM.
- Enable structured activity analysis managed exclusively through the Armstrong InforCRM system.
Maintain Detailed Records & Account Planning
The Account Plan forms the foundation for performance measurement and activity tracking. All planning and reporting shall be recorded through InforCRM in accordance with Sales Manager requirements and will include, at a minimum:
- Sales forecasts
- Gap analysis (actual status vs. desired status)
- Competitor analysis (pricing, products, personnel, marketing activities)
- Sales pipeline tracking
- Strategic Opportunity Management Assessment (Miller Heiman methodology)
Quotations and Proposals
- Prepare quotations and proposals exclusively using Armstrong Integrated Ltd “Bid Tools” (ACE Online, Adept).
- Operate in accordance with published authority levels and pricing governance policies.
Sales & Revenue Responsibilities
- Achieve and exceed regional sales targets for bookings, shipments, and margin
- Drive specification influence and demand creation through wholesale partners
- Support new product introductions and smart technology adoption
- Provide accurate forecasting and reporting to senior leadership
What We’re Looking For
To thrive in this role, you should bring:
- Bachelor degree in Mechanical Engineering or Business or equivalent alternative experience
- Substantial work experience in sales in HVAC, pumps, mechanical systems, or related industrial sales
- Proven experience managing wholesale or distribution sales channels, direct/indirect sales
- Strong understanding of circulating pumps and mechanical building systems
- Experience in specification‑driven sales environments
- Proficiency in CRM systems and structured sales methodologies
- Strong negotiation, presentation, and relationship management skills
- Knowledge of energy efficiency and performance management solutions
- Substantial experience within strategic account management
- Structured pipeline management
- Data‑driven forecasting
- Strong organizational discipline
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