Waterloo Air Products Ltd is a leading UK manufacturer of air distribution products for the building services industry. With a strong reputation for quality, innovation, and technical expertise, we provide grilles, diffusers, louvres, chilled beams, vav system products and bespoke air distribution solutions to a wide range of commercial, residential, and industrial projects. We work in partnership with consultants, contractors, and architects to deliver tailored solutions that meet the highest standards of performance and design.
Position Summary
The Area Sales Manager role focuses on securing Waterloo’s products in project specifications by building strong relationships with consultants, architects, and key end users. Acting as a trusted technical advisor, the role is responsible for developing and maintaining strong relationships with mechanical & electrical (M&E) contractors, driving sales growth, and closing specifications for Waterloo products on major building projects. This role requires both technical knowledge of HVAC/air distribution systems and strong commercial acumen to manage complex accounts and long sales cycles.
Although this is a remote working role, there may be a requirement to attend one or multiple of our locations across the UK, depending on the needs of the business. The ideal candidate would therefore need to be located in or around the Midlands of the UK.
Main duties and responsibilities
- Develop and maintain strong relationships with M&E consultants, architects, and end users to secure project specifications.
- Proactively identify projects at the design stage and position Waterloo products as the preferred solution.
- Deliver technical presentations, CPDs, and product demonstrations to consultant and architect practices.
- Provide expert technical support and guidance on air distribution design and product application.
- Influence product selection by highlighting performance, compliance, sustainability, and aesthetic benefits.
- Manage and grow relationships with key M&E contractor accounts, acting as their primary point of contact.
- Identify, qualify, and pursue new business opportunities within the contractor market.
- Promote Waterloo’s product range, providing technical support and guidance on specifications.
- Develop account plans to maximise sales opportunities and project conversions.
- Monitor projects from tender through to installation, supporting contractors at each stage.
- Prepare and deliver technical submittals, proposals, and arrange quotations.
- Negotiate commercial terms and close sales agreements in line with company objectives.
- Collaborate with internal teams (estimating, technical support, customer service, and production) to deliver excellent customer satisfaction.
- Maintain accurate records of customer interactions, project pipelines, and forecasts using CRM systems.
- Represent Waterloo at industry events, exhibitions, and networking opportunities.
- Stay up to date with market trends, competitor activity, and industry developments within the HVAC/building services sector.
Essential experience
- Proven track record in account management, sales, or business development, ideally within the construction / building services / HVAC sector.
- Experience working with M&E consultants & contractors and a solid understanding of the contractor sales cycle.
- Technical knowledge of HVAC systems, air distribution products, or related building services.
- Strong interpersonal and communication skills, with the ability to influence at multiple levels.
- Excellent negotiation, presentation, and problem-solving skills.
- Ability to manage multiple projects/accounts simultaneously.
- Commercially driven with strong business acumen.
- IT literacy, including CRM systems, Microsoft Office, and project tracking tools.
- Full UK driving licence and willingness to travel regularly.
- Strong influencing and relationship-building ability at senior levels.
Desirable experience
- Previous experience with air distribution products (grilles, diffusers, louvres, etc.).
- Existing network of contacts in the M&E contractor community.
- Knowledge of relevant building regulations and industry standards.
- Excellent presentation and communication skills, including delivery of CPDs.
- Knowledge of sustainability, energy efficiency, and relevant environmental standards (e.g., BREEAM, EPDs).
(Please note; we are not considering agencies to assist with filling this position.)
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