Sales Director

Warrington, Cheshire
Cross Rental Ltd.

Sales Director
FTC Maternity Cover
Warrington / Remote

Are you a seasoned Sales Director experienced in navigating long sales cycles and building lasting client relationships in the retail or facilities management sector?

Join Cross Rental Services, the UK and Ireland’s leading HVAC and refrigeration rental company, and help drive our UK Refrigeration & Catering division forward!

The Role

As our UK Sales Director, you’ll step into a standalone, customer-facing position reporting directly to the Group CEO. This role will have a natural dual focus, with new business development critical as well as nurturing existing relationships from our established sales pipeline, advancing customers through long sales cycles, and converting opportunities into profitable, long-term contracts.

This is a highly collaborative role: while you’ll own the client-facing sales process, you’ll work closely with logistics, technical, accounts, and other departments to ensure seamless onboarding and ongoing management of customers. Patience is essential, as our cycles are extended, and a key challenge is persuading clients on the benefits of renting over buying-leveraging our expertise in reliability, cost predictability, and managed services.

About Cross Rental Services

Cross Rental Services is the UK & Ireland’s leading specialist asset rental business, delivering cutting-edge HVAC, refrigeration and catering hire solutions. Having experienced significant growth over the past 10 years, our team operates across multiple UK sites in a fast-paced, operationally complex environment.

We are relentlessly focused on our customers, and take pride in long-term partnerships with some of the country’s leading retailers, government bodies, facilities managers and process manufacturers. Our critical solutions enable them to achieve their own goals with peace of mind that they are supported in all their HVAC and refrigeration requirements.

Guided by our core values-Respect, Accountability, Teamwork, Commitment, and Integrity-we offer a dynamic workplace where innovation and impact thrive.

Key Responsibilities

• New business development to introduce Cross Rental Services to new clients and industries.
• Maintain and advance our robust pipeline of opportunities with key clients, including retailers, wholesalers, discounters, supermarkets, convenience stores, F&B outlets, and forecourts.
• Build and sustain strong relationships with decision-makers, understanding their business challenges to position our rental solutions effectively.
• Develop compelling proposals that highlight the advantages of renting (e.g., fixed costs, reduced CAPEX, and full-service support) while managing risks and ensuring profitability.
• Negotiate and close deals, focusing on long-term partnerships.
• Collaborate across teams to oversee contract implementation, client satisfaction, and account growth.
• Provide regular updates and forecasts to the CEO and board on pipeline progress and performance.

What We’re Looking For

• Proven experience as a Sales Director, experience in a consultancy providing interim Director level cover would be an advantage.
• Track record of handling long sales cycles and exceeding targets through relationship-building.
• Direct experience selling into the retail sector, ideally industrial solutions or services; facilities management background would be a huge plus.
• Strong commercial acumen, strategic thinking, and the ability to influence at senior levels.
• Excellent interpersonal and communication skills, with a proactive, patient approach to complex sales.
• Ability to work autonomously in a customer-facing role while thriving in a collaborative environment.

What we offer

• Competitive salary + car allowance.
• 25 days’ holiday + bank holidays, company pension, private medical insurance, life assurance & corporate eyecare scheme.
• An opportunity to partner directly with the Group CEO and work In a dynamic PE backed business as we reach new heights!

Our Mission

• We are customer centric. That means we provide excellent and agile service, which is right first time, every time.
• We are trusted partners. That means our customers trust us to work with them to solve complex engineering problems with precision.
• We are innovators. That means we use our expertise to grow our business, constantly looking for opportunity to innovate and improve.
• We are one team. We aim to grow talent by fostering pride and passion in the business, developing our people through education and having fun.

Click “Apply” or send your CV to