Area Sales Manager (South West)

BFT Automation is an Italian company that is part of the SomfyGroup. It designs and manufactures a wide range of access automation equipment. With over 40 years in the industry, we are a market leader in security automation products and are known for product quality, excellent customer service, and expert technical support. While we are most widely known for our gate automation products, we also design and manufacture an extensive range of traffic barriers, automatic bollards and motorized head units and controls that automate the opening of a wide variety of doors. This gives us the capability of providing the key technology components needed by any access security project for any industrial, commercial, or residential site.
Our products include a range of electromechanical and hydraulic motors that can open gates of various weights and sizes, garage door operators, traffic barriers and bollards, automatic door motors, control panels, transmitters, and a variety of safety accessories. The company is headquartered in Schio, Northern Italy, and turns over in excess of 150 million Euros. It sells its products worldwide through fully owned country subsidiaries such as our business in the UK as well as through independent distributors across the globe.
In the UK, BFT sells its products to a variety of installers, including specialist gate installers, security companies, metal fabricators, and fencing contractors. These professionals provide entrance security systems to both domestic and commercial/industrial customers. We operate primarily as a product sales, support, and distribution business, with two locations in the UK: an office and distribution centre in Stockport, Cheshire, and an additional office in Swindon, Wiltshire.

As an Area Sales Manager for the region South West of England, you will manage and expand the B2B customer base, fostering strong, profitable relationships throughout your region. This role is crucial in achieving our strategic sales objectives, not only by retaining revenue from existing customers but also by expanding our customer base through a hands-on, consultative, value add approach.

As a pivotal commercial advisor, you will be committed to mutual growth with your customers by leveraging your commercial experience, product knowledge and relationship-building skills. This is a multifaceted role where your commercial acumen, proactive sales approach and highly developed relationship skills will give you a real competitive edge that will enhance your personal success as well as the strength of our brand.

This is primarily a product sales role, focused on developing business with installers and distributors, rather than a specification sales position. You will be supported by our experienced technical and internal sales teams, allowing you to focus on building customer relationships and driving sales.

The Area Sales Manager will report directly to the UK Sales Manager and will have the following responsibilities:

• Manage (sales & relationship management) B2B customers (installers and distributors);
• Act as a commercial advisor and provide guidance for mutual growth;
• Maintain relationships with existing customers by providing timely and comprehensive information about products and/or services, as well as preparing proposals on new opportunities;
• Work closely with our technical and internal sales teams to support customers with technical enquiries and product-related issues, ensuring customer satisfaction;
• Support customers with technical issues both on-site and at their premises through advice and problem-solving with a view to training, as well as meeting customer satisfaction;
• Help achieve the sales budget of the professional channel through strong account management and helping installing customers to win business opportunities (taking into account both a push & pull strategy);
• Acquire new customers within existing and/or new market segments, with a proactive policy towards prospects;
• Provide input (market share, price evolution etc) for the budget process of the company;
• Analyze the volume, turnover and product portfolio mix by customer and share this information internally with the departments involved;
• Prepare and achieve regional plans after analyzing the market and mapping accounts;
• Collect, interpret and share market information: customers, competitors, and potential new channels/customers;
• Monitor developments on the market and, if necessary, provide a timely response, for example, regarding product developments of competitors;
• Analyze this market information and propose expansion options (new business opportunities);
• Advise on market developments and trends as input for the company's strategy.

This is a field-based role, with approximately four days per week spent visiting customers across the region and one day dedicated to administration, planning and follow-up activities. Frequent overnight stays are required to support customer visits and effectively manage the territory.

• A proven B2B sales track record of at least 5 years, ideally within the UK construction sector or a related industry, with experience selling to installers or distributors. Previous experience in gate automation is not essential;
• Proactive and driven: Highly self-motivated, with proven initiative and a consistent track record of surpassing sales targets;
• An interest in technical products and a willingness to develop product knowledge. Extensive technical expertise is not required, as support is provided by our dedicated technical and internal sales teams;
• Extensive travel across the South West, including regular overnight stays, is a core requirement of this role. Candidates should ideally be based in the South West;
• Experience working in an international organization or a technically oriented industry would be an advantage, but is not essential;
• Advanced communication skills: Exceptional ability to communicate effectively at all organizational levels, presenting products, understanding customer needs and discussing commercial solutions confidently with both customers and prospects;
• Influential negotiator: Capable of driving business outcomes through effective persuasion, negotiation, and consensus-building skills;
• Robust relationship management: Extensive experience of fostering outstanding relationships across diverse customer roles, from field engineers to executive levels, supported by professional sales training;
• Skills and IT proficiency: Past attendance of professional sales training programs and technically savvy with advanced IT literacy, coupled with a strong commitment to continuous learning and customer support;
• Certifications: full and clean driving license.

• An attractive and comprehensive benefits package, designed to support your wellbeing, work-life balance and professional development; 
• A performance-driven rewards structure, including a year-end bonus and the tools to succeed (EV company car, laptop, ipad and mobile phone);
• A high-impact role where you will shape and expand a sales region, driving business growth in a competitive B2B market;
• The challenge of building strong, profitable relationships, not only by maintaining an existing customer base but also by identifying and converting new business opportunities;
• Autonomy and ownership, allowing you to take strategic decisions and directly influence sales success;
• Exposure to an international environment, working with a global leader in automation solutions that values innovation, sustainability, and commercial excellence;
• An autonomous role in which you get ownership and will fulfill your responsibilities from a commercial driven mentality.
• A comprehensive and intensive induction and training programme to help you develop your product knowledge, familiarise yourself with our industry and equip you with the skills needed to succeed in the role. Previous industry experience is therefore not a prerequisite;
• Ongoing support from our experienced technical and internal sales teams.

The protection of our candidates’ personal data is a commitment of Somfy Group. We therefore ask any candidate to submit their application to us exclusively via our secure system, and not by email or postal.