National Sales Manager – Distribution Channel – Direct/Indirect

Title:   National Sales Manager – Distribution Channel – Direct/Indirect

Reports to:    Head of Services, UK & EMEA

Base Location: Manchester

Imagine working at the forefront of innovation in fluid-flow technology, with over 1,400 colleagues across the globe, and contributing to a legacy of excellence that spans eight manufacturing facilities on four continents. Armstrong Fluid Technology is more than just a leader in our industry; we are a community of the brightest and most creative minds, driven by a shared mission to engineer the future and safeguard our planet.

As part of our team, you'll be immersed in an environment that fosters growth, creativity, and collaboration. Here, you'll have the opportunity to push boundaries, tackle exciting challenges, and develop cutting-edge solutions that promote energy efficiency and reduce environmental impact. Every day offers the chance to make a meaningful contribution to a more sustainable future, driving innovations that help lower global carbon footprints. Together, we’re creating a legacy that goes beyond business—one that’s changing the world for the better.

This role is responsible for driving sales growth, strengthening strategic relationships, and delivering booking, shipment, and margin performance across Armstrong’s full portfolio of intelligent fluid-flow solutions, including circulating pumps, main plant equipment, aftermarket solutions, and digital performance services.

The role combines strong commercial acumen, technical sales capability, structured account management, and disciplined use of Armstrong sales tools to drive profitable growth.

Key Accountabilities

Maintain, Build and Develop the Direct/Indirect Channel

Maintain, build, and develop the direct/indirect distribution and installation channel for the full portfolio of Armstrong products across:

Independent heating & Industrial merchants

Specialist pump distributors

National indirect supplies of Armstrong solutions range of products

Develop and execute a targeted sales plan for circulating pumps within the independent Industrial & heating merchant sector (including buying groups), taking ownership of the full marketing mix.

Provide first-point product sales support (technical and commercial), delivering:

Product and design envelope presentations

Value proposition discussions

Commercial positioning to channel partners and their clients

Work alongside the national direct sales team to:

Specify, track, quote, and negotiate project orders delivered through the wholesale channel

Support main products, aftersales (parts/replacements/upgrades), service and warranty propositions

Promote Armstrong Performance Management solutions, including connection of pumps and cloud-based analytical and performance management platform

Achieve quarterly & annual booking, shipment, and margin expectations within the assigned territory.

Armstrong Sales Tools & Sales Process Discipline

Utilise Armstrong sales tools (Adept, InforCRM, DEVA) in accordance with company guidelines and established sales processes.

Track opportunities, manage pipelines, and build winning account strategies across all contacts within each account.

Achieve order input targets in line with budgeted requirements.

Support customers & partners in the effective use of Adept to create:

Pump specifications

Quotations

Purchase orders

Optimize “Face-to-Face” Opportunities

Maximize the effectiveness of face-to-face interactions with all relevant contacts within each account.

Maintain detailed call records using standardized templates and processes within InforCRM.

Enable structured activity analysis managed exclusively through the Armstrong InforCRM system.

Maintain Detailed Records & Account Planning

The Account Plan forms the foundation for performance measurement and activity tracking. All planning and reporting shall be recorded through InforCRM in accordance with Sales Manager requirements and will include, at a minimum:

Sales forecasts

Gap analysis (actual status vs. desired status)

Competitor analysis (pricing, products, personnel, marketing activities)

Sales pipeline tracking

Strategic Opportunity Management Assessment (Miller Heiman methodology)

Quotations and Proposals

Prepare quotations and proposals exclusively using Armstrong Integrated Ltd “Bid Tools” (ACE Online, Adept).

Operate in accordance with published authority levels and pricing governance policies.

Sales & Revenue Responsibilities

Achieve and exceed regional sales targets for bookings, shipments, and margin

Drive specification influence and demand creation through wholesale partners

Support new product introductions and smart technology adoption

Provide accurate forecasting and reporting to senior leadership

What We’re Looking For

To thrive in this role, you should bring:

Bachelor degree in Mechanical Engineering or Business or equivalent alternative experience

Substantial work experience in sales in HVAC, pumps, mechanical systems, or related industrial sales

Proven experience managing wholesale or distribution sales channels, direct/indirect sales

Strong understanding of circulating pumps and mechanical building systems

Experience in specification-driven sales environments

Proficiency in CRM systems and structured sales methodologies

Strong negotiation, presentation, and relationship management skills

Knowledge of energy efficiency and performance management solutions

Substantial experience within strategic account management

Structured pipeline management

Data-driven forecasting

Strong organizational discipline

Relationship-building and influence

Results-driven mindset

Technical Skills

Familiarity with Miller Heiman Strategic Selling methodology

Proficiency in technical sales

Strong understanding of circulating pumps and mechanical building systems

In-depth knowledge of pumps, circulating systems, and mechanical building solutions

Proficiency with CRM and sales tracking tools i.e. (Adept, InforCRM, DEVA)

Ability to interpret technical product specifications and drawings

Competency in creating technical and commercial proposals

Understanding of energy efficiency, digital solutions, and performance management systems

Soft Skills

Strong communication and interpersonal skills to influence multiple stakeholders

Strategic thinking and commercial awareness

Negotiation and conflict resolution skills

Customer-focused and consultative sales approach

Organizational discipline and time management

Problem-solving and analytical mindset

Ability to work independently while collaborating with cross-functional teams

Why Armstrong Fluid Technology?

By joining us, you’ll become part of a global community dedicated to pushing the boundaries of fluid-flow technology while upholding Armstrong's commitment to sustainability. You’ll have endless opportunities to learn, grow, and make a significant impact on the world. Together, we'll build tomorrow’s solutions today.