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.
- 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.
• 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
- 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
Organisational Context
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.
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