Area Sales Manager - Central Region

We are Pramac, a Generac Company, leading the evolution to more resilient, efficient, and sustainable energy solutions.

Established in 1966, we have always evolved, expanding our product portfolio and becoming the global benchmark for the production of generators and warehouse material handling equipment. Our diverse business lines ensure the company is a leading player in a wide variety of global markets.

Role Purpose

The Area Sales Manager is responsible for driving sales growth, market penetration, and customer relationships within a defined geographic territory across all Pramac Generac product lines, including:

• Power Generation
• Battery Energy Storage Systems (BESS)
• Tower Lights
• Materials Handling Equipment (MHE)

The role focuses on new business development, key account management, and solution-based selling, working closely with Inside Sales, Operations, and Aftersales to deliver commercially sound and operationally deliverable solutions.

Why This Role Matters

The Area Sales Manager is critical to driving regional growth and strengthening Pramac Generac’s presence across key markets. By developing strong customer relationships and delivering commercially sound solutions, this role directly supports revenue growth, market share expansion, and long-term customer loyalty across all product lines.

Key Responsibilities

Sales & Revenue Growth

• Deliver sales targets across all product lines within the assigned territory.
• Identify and develop new business opportunities and growth accounts.
• Manage and grow existing customer relationships to maximise lifetime value.
• Promote cross-selling and bundled solutions across Powergen, BESS, Tower Lights, and MHE.

Customer & Account Management

• Build strong, long-term relationships with customers, dealers, and strategic partners.
• Act as the primary commercial contact for customers within the territory.
• Understand customer needs and provide technically and commercially appropriate solutions.
• Represent Pramac Generac professionally at customer meetings, site visits, and events.

Pipeline Management & Forecasting

• Maintain an accurate and up-to-date sales pipeline within CRM systems.
• Provide reliable sales forecasts and activity reporting.
• Manage opportunities through the full sales cycle from enquiry to order.
• Support tender submissions, framework agreements, and larger project bids.

Internal Coordination

• Work closely with:
  • Inside Sales on quotations, order processing, and customer communication
  • Operations on lead times, delivery planning, and operational feasibility
  • Aftersales on service capability, handover, and lifecycle support
• Ensure all sales commitments are realistic, approved, and deliverable.

Market & Competitor Insight

• Monitor market trends, competitor activity, and customer feedback.
• Feed insights back into Sales Director, Marketing, and Product teams.
• Support local marketing activity, trade events, and customer demonstrations.

People, Culture & Ways of Working

• Act as a positive ambassador for Pramac Generac in the market.
• Work collaboratively with internal teams to deliver a seamless customer experience.
• Operate with integrity, professionalism, and commercial discipline.
• Take ownership of territory performance and customer satisfaction.

  Key Relationships

• Sales Director & Marketing – UK & Ireland
• Inside Sales Manager & Sales Support Coordinators
• Operations & Logistics
• Head of Service & Aftersales
• Key Customers, Dealers & Partners

 Skills, Experience & Attributes

Essential

• Proven experience in a field-based sales role within industrial, energy, plant, rental, or equipment sectors.
• Track record of delivering sales growth within a defined territory.
• Strong commercial and negotiation skills.
• Ability to sell multi-product or solutions-based offerings.
• Confident communicator with strong presentation skills.

Desirable

• Experience selling Power Generation, BESS, Tower Lights, or MHE.
• Experience working with dealer or distributor sales models.
• Understanding of service-led or lifecycle-based sales.

Personal Attributes

• Results-driven and commercially focused.
• Customer-centric with a consultative selling approach.
• Self-motivated and well-organised.
• Resilient and comfortable working autonomously.
• Collaborative team player with a professional presence.