Meet Dan: Driving Growth as Lauralu’s Senior Area Sales Manager

Getting to know Lauralu’s Senior Area Sales Manager, Dan Johnson.

Having spent four years at Lauralu, Senior Area Sales Manager Dan Johnson has established himself as a key driver of growth across the East and West Midlands, South West, London, South East, and South Wales. But his journey into temporary structure sales comes with a unique twist: before he was selling solutions to purchasing managers, he spent years in their shoes.

From Heavy Steel & Purchasing to Temporary Structures

Dan entered the construction industry straight after finishing sixth form, starting out in agricultural building sales before transitioning into planning, logistics, and purchasing. For four years, he managed purchasing for a structural steel fabricator, before moving into a group purchasing role overseeing specialist infrastructure projects – including rail bridges and motorway gantries.

Alongside his career in steel, Dan spent evenings and weekends installing temporary event structures with his lifelong best friend, Andy (now Sales Director at Lauralu).

“I got a solid, hands-on understanding of temporary buildings and event structures early on,” Dan explains. “When Andy suggested I make the leap to selling temporary buildings at Lauralu four years ago, it felt like a complete head switch from purchasing to sales. But because I understood how these buildings are put together – and crucially, what purchasing managers actually want to hear – the transition worked.”

A Problem-Solver’s Approach to Daily Operations

Dan doesn’t view his role as standard sales. Instead, he approaches every project as a consultant tasked with solving operational headaches. A typical day for Dan is fast-paced and varied.

• Site Visits & Consultation

Spending around 60% of his time on the road, Dan prioritises getting face-to-face with customers as soon as an inquiry lands to assess site requirements directly.

• Pricing & Technical Alignment

Turning around competitive pricing, chasing quotes, and coordinating with suppliers under tight timeframes.

• Team Support

Stepping up to cover senior management responsibilities and providing guidance to the wider sales team.

• Networking

Building active connections through local chambers of commerce, industry exhibitions, and professional networks.

“People buy off personalities and trust, not just what you’re selling,” says Dan. “Having been on the buying side, I know how frustrating it is when suppliers disappear after getting what they want. I focus on being fair, transparent, and building long-term relationships.”

Standout Project: Partnering with DPD

When asked about a career highlight at Lauralu, Dan points straight to his ongoing work with logistics giant DPD. Breaking into a national household brand requires perseverance and precise project delivery, starting when Dan initially connected with DPD’s Newcastle site to resolve critical loading bottlenecks. 

By designing and installing a custom, cost-effective loading canopy that solved 95% of their operational issues, Lauralu proved the speed and reliability of their rapid-install structures. 

That initial success triggered a domino effect, leading to repeat installations across Preston and Cardiff to support fleet expansions, with further site evaluations already underway in Yorkshire.

“Canopies are our bread and butter,” Dan notes. “DPD were amazed at how quickly the structures went up, how cost-effective they were compared to traditional alternatives, and how smart the final build looked.”