Sales Director EXTERNAL
Location: Fletcher, NC
Reports to: Vice President and General Manager
Direct Reports: 5 to 10
Richards Industrials, founded in 1961, is a leading manufacturer of pressure regulators, control valves, and advanced fluid control solutions. The company is recognized by customers for delivering high quality products, exceptional service, and fast, reliable lead times. Its portfolio spans a range of specialized brands, each designed to address demanding applications requiring precise technical performance. As part of the Richards Industrials family, Equilibar represents a key innovation pillar, offering patented fluid control technologies that enable high-precision performance in critical applications. These solutions play an important role in advanced and rapidly evolving industries, including semiconductors, pharmaceuticals, and emerging AI driven systems. With primary locations in Cincinnati, Ohio, and Fletcher, North Carolina, and a global workforce of approximately 190 employees, the company is composed by an experienced and passionate team. Richards Industrials is committed to sustainable, profitable growth through operational excellence, expansion into new markets and channels, and continued investment in innovative products and technologies that meet evolving customer needs.
Richards has four Core Values:
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Empowerment: Employees are our most valuable asset
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Collaboration: Together we achieve more
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Pioneering Spirit: Curiosity and innovation are our driving forces
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Service Mindset: Never stop advocating for the Customer
The Position:
The Sales Director serves as the senior commercial leader responsible for driving sustainable, profitable order growth for Equilibar while delivering an exceptional customer experience. This role leads the company's customer-facing organization including Applications Engineering, and Customer Service and is responsible for developing the people, processes, and commercial capabilities that support Equilibar's long term growth strategy. Serving as a member of the Equilibar Site Leadership Team, the Sales Director partners closely with Product Management, Engineering, Operations, Finance, and Richards Industrials leadership to expand market opportunities, strengthen customer relationships, and position Equilibar for continued growth across existing and emerging industries. Success in this role is measured not only by revenue growth, but by building a world class customer facing organization that consistently delivers technical excellence, commercial discipline, and outstanding customer experiences while developing the next generation of commercial and technical leaders. This is a full time, hybrid position based out of Fletcher, NC. This role would be a member of the Equilibar Site Leadership Team. This team meets weekly to address issues and opportunities at the Fletcher site, including personnel, key clients, and financials. Travel to clients, suppliers, partners, and Richards Cincinnati as required to meet financial goals is expected and anticipated to be 50%.
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Commercial Organization Leadership: Lead Equilibar's commercial organization to achieve sustainable, profitable growth while supporting the company's long term strategic objectives. Develop and execute sales strategies that increase market penetration, strengthen customer relationships, and expand Equilibar's presence across existing and emerging industries. Establish measurable commercial objectives and continuously improve the effectiveness of the sales organization through disciplined execution and data driven decision making.
Drive key business performance indicators including quote volume, quote response time, quotation win rate, order growth, customer satisfaction, and market expansion. Partner with executive leadership to develop annual operating plans, long-term growth strategies, and commercial initiatives that support the company's vision.
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Customer Engagement & Key Account Management: Develop and maintain strong relationships with key customers, OEMs, EPCs, channel partners, and strategic stakeholders. Serve as the executive commercial leader for complex customer opportunities, providing leadership during technical discussions, commercial negotiations, pricing strategy, and long term supply agreements. Travel with Applications Engineers, Product Managers, and Sales teams to strengthen customer relationships, identify new business opportunities, and support strategic growth initiatives. Act as a trusted advisor to customers while ensuring Equilibar consistently delivers outstanding technical and commercial support.
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Applications Engineering & Commercial Excellence: Provide leadership for the Applications Engineering organization by ensuring customers receive accurate, timely, and technically sound application support throughout the sales process. Collaborate closely with Engineering and Product Management to translate customer requirements into practical solutions while supporting the development of new products and applications. Strengthening the commercial capabilities of Applications Engineers and Customer Service Representatives by developing skills in customer engagement, opportunity qualification, strategic account management, value based selling, and commercial communication. Establish standardized commercial processes that improve consistency, responsiveness, and overall business performance
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Product Strategy & Market Development: Collaborate with Product Management, Engineering, and executive leadership to identify new market opportunities, emerging applications, and strategic growth initiatives. Support the development of product roadmaps by providing market intelligence, customer feedback, and competitive insights that influence future product development. Focus commercial resources on expanding Equilibar's presence within Industrial markets while supporting strategic growth initiatives across Life Sciences, Semiconductor, Data Centers, Aerospace & Defense, and other emerging industries.
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Cross-Functional Leadership & Corporate Collaboration
Serve as a key member of the Equilibar Site Leadership Team, partnering closely with Operations, Engineering, Finance, Product Management, and Richards Industrials leadership to align commercial activities with company objectives. Lead cross-functional initiatives that improve communication, operational execution, and organizational effectiveness. Contribute to strategic planning, annual operating plans, financial forecasting, and business reviews while providing executive level reporting on commercial performance, customer trends, sales pipeline, and organizational priorities. Ensure commercial activities align with corporate governance, delegation of authority requirements, and long-term business strategy.
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Experience in commercial leadership roles
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Demonstrated experience improving technical sales processes, guiding application engineering teams, and driving commercial growth.
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Strong understanding of engineered products, customized manufacturing, or technical solution development.
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Proven ability to lead cross-functional teams, manage complex customer relationships, and implement structured business processes.
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Excellent communication, negotiation, and executive level presentation skills.
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Strong strategic planning and organizational leadership capabilities.
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Bachelor’s degree in engineering, business, or related field; advanced degree preferred.
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Proactive, highly motivated self starter with a bias for action
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Innovative, curious and creative in solutions
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Focused on the process and execution
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Organized and detail oriented
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Resilient and composed in complex, fast paced, and high pressure environments
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Disciplined problem solver committed to continuous improvement and learning
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Customer focused, driven to deliver exceptional service and long term value
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Acts with integrity, confidence, and intellectual honesty
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Collaborative team builder who develops people, values diversity of thought, and accelerates results through strong partnerships
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Excited to work cross functionally with Product Management, Manufacturing, Operations, Quality, Supply Chain, Sales to support Equilibar core products.
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Growth opportunity to further people leadership skills
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Collaborative environment
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Opportunity to work on custom solutions
Equilibar firmly supports the principle and philosophy of equal opportunity for all individuals. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, age, national origin, disability, or status as a protected veteran.
