Sales Manager

Job Title: Sales Manager
Location: South Wales (covering South Wales, Midlands & South West, with occasional wider UK travel)
Reports To: Commercial Director
Salary: £50 - £60,000 per annum dependant on experience

Firerite is a leading provider of fire safety solutions, committed to protecting people, properties, and businesses across the UK. We specialize in delivering high-quality fire safety systems, including design fire alarm systems (BS5839 Part 1 and
6), emergency lighting (BS5266), service contracts, fire extinguishers, suppression systems, and consultancy. Join us and help deliver the solutions that keep our clients safe.

The Sales Manager will be responsible for leading and developing Fire Rite’s Business Development Managers (BDMs) and Internal Sales Desk, while also maintaining a personal sales contribution as a player–manager.

This role is accountable for delivering combined team sales performance, driving profitable growth across Fire Rite’s full range of active and passive fire safety solutions, and ensuring strong pipeline management, accurate forecasting, and high conversion rates.

The Sales Manager will play a key role in shaping Fire Rite’s sales culture, improving processes, supporting team development, and aligning sales activity with operational delivery and compliance standards.

Progression within the business will be performance-based, with opportunities to grow in scope and responsibility as the company expands.

Sales & Business Development:

• Lead, manage, coach, and develop 2 Business Development Managers and 1 Internal Sales Executive, with responsibility for scaling the team as the business grows.
• Set clear sales objectives, KPIs, and activity expectations across the sales function.
• Conduct regular one-to-ones, pipeline reviews, and performance reviews.
• Support recruitment, onboarding, and training of new sales team members.
• Foster a high-performance, accountable, and customer-focused sales culture.

Sales Strategy & Revenue Growth

• Deliver Fire Rite’s sales strategy across South Wales, the Midlands, and the South West.
• Drive revenue growth across Fire Rite’s fire safety portfolio, including:
  • Fire detection and alarm systems (BS5839 Parts 1 &
    6)
  • Emergency lighting systems (BS5266)
  • Fire extinguishers
  • Fire suppression systems (including Ansul kitchen suppression)
  • Passive fire stopping solutions
  • Fire doors
  • Fire dampers / AOVs
  • Knowledge-led selling of sprinkler systems
  • Service and maintenance contracts
  • Fire safety consultancy and compliance services
• Maintain a personal sales pipeline, managing key and strategic accounts.
• Support BDMs with complex, high-value opportunities, tenders, and negotiations.
• Identify new markets, routes to market, and growth opportunities.

Internal Sales Desk Management

• Oversee the internal sales desk to ensure:
  • Timely and accurate quotation turnaround
  • Consistent pricing and margin control
  • Effective handling of inbound enquiries
  • Strong enquiry-to-quote and quote-to-order conversion rates
• Improve collaboration between internal sales, BDMs, and operational teams.
• Ensure high-quality proposals, consistent messaging, and professional customer engagement.
• Own the combined sales target for the BDMs and internal sales desk.
• Take full accountability for:
  • Margin / gross profit performance
  • Pipeline value and forecasting accuracy
  • Conversion rates (enquiry → quote → win)
  • Sales activity KPIs (calls, meetings, proposals)
• Ensure all sales activity is accurately recorded in CRM / SIMPRO.
• Produce regular performance reports for the Commercial Director, including sales performance, forecasts, and pipeline health.
• Use data and insight to drive continuous improvement in sales effectiveness.

Customer, Compliance & Operational Alignment

• Build and…