Direct to Consumer Sales Manager

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The Sales Manager D2C 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 D2C 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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.