Shift/Hours: Full-time - Monday - Friday 8a - 4:30p
Location: Boonville, MO (onsite)
Department: Sales
Reports To: Chief Revenue Office
Employment Type: Full-Time
GENERAL SUMMARY
The Director of Sales provides strategic leadership and direction for the company's sales organization, driving revenue growth, market expansion, and customer satisfaction across all sales channels. This position is responsible for developing and executing comprehensive sales strategies, leading and developing the sales team, and strengthening relationships with distributors, dealers, and key accounts.
The Director of Sales partners closely with Executive Leadership, Marketing, Operations, Product Management, Customer Service, and Manufacturing to ensure sales initiatives align with company objectives, production capabilities, and long-term growth strategies. This role analyzes market trends, competitive activity, and sales performance to identify opportunities, improve processes, and maximize profitability while fostering a high-performance sales culture built on accountability, collaboration, and continuous improvement.
CORE RESPONSIBILITIES
Sales Strategy & Business Development
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Develop, implement, and execute the company's strategic sales plan to achieve revenue, profitability, and market share objectives.
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Identify new markets, business opportunities, and strategic partnerships to support company growth.
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Define sales objectives, territory strategies, and account development plans.
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Monitor industry trends, customer needs, competitive activity, and economic conditions to adjust sales strategies accordingly.
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Collaborate with executive leadership on annual sales forecasts, budgets, and long-range planning.
Sales Leadership & Team Development
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Lead, coach, mentor, and develop the sales management team and Sales Representatives.
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Establish clear performance expectations, accountability measures, and professional development plans.
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Recruit, interview, hire, onboard, and train new sales personnel.
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Conduct regular performance evaluations and provide coaching, counseling, and corrective action when necessary.
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Foster a culture of teamwork, integrity, customer service, and continuous improvement.
Customer & Dealer Relationship Management
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Build and maintain strong relationships with key distributors, dealers, OEM partners, and strategic customers.
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Serve as an executive point of contact for major customer concerns and escalated issues.
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Advise distributors and dealers on company policies, product offerings, pricing, and Standard Operating Procedures (SOPs).
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Represent the company at trade shows, industry events, dealer meetings, and customer visits.
Sales Operations & Performance Management
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Monitor sales performance through KPIs, dashboards, forecasts, and financial reporting.
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Analyze sales data, market trends, product mix, pricing, and profitability to improve decision-making.
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Maintain appropriate sales forecasts and communicate demand planning information to Operations and Manufacturing.
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Ensure CRM data integrity and accurate sales reporting.
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Collaborate with Marketing on promotional campaigns, product launches, and customer engagement initiatives.
Cross-Functional Collaboration
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Partner with Operations, Manufacturing, Engineering, Customer Service, and Finance to align customer expectations with business capabilities.
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Communicate market intelligence and customer feedback to leadership and Product Management.
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Support new product launches by providing sales strategy, forecasting, and market positioning.
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Ensure effective communication of company initiatives and executive direction to the sales organization.
QUALIFICATIONS
Education and Experience
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Minimum of ten (10) years of progressive sales experience.
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Minimum of five (5) years of sales management or leadership experience.
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Demonstrated history of achieving and exceeding sales goals.
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Experience working with distributors and dealer networks.
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Manufacturing industry experience preferred; firearms industry experience is highly desirable.
Skills and Attributes
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Exceptional leadership, coaching, and team development skills.
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Strong communication, presentation, negotiation, and interpersonal skills.
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Proven ability to develop and execute strategic sales plans.
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Strong analytical skills with the ability to interpret sales metrics and market data.
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Excellent organizational, planning, and decision-making abilities.
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Customer-focused with strong relationship-building skills.
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Ability to influence cross-functional teams and drive organizational alignment.
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High level of integrity, professionalism, and accountability.
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Ability to adapt to changing business priorities while maintaining focus on results.
Requirements
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Proficiency with CRM systems, Microsoft Office Suite, and sales reporting tools.
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Ability to analyze sales trends, forecasting, pricing strategies, and profitability.
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Ability to travel extensively for customer visits, trade shows, industry events, and distributor meetings.
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Valid driver's license and ability to travel by automobile and airline.
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Ability to maintain confidentiality regarding customer information, pricing strategies, and company initiatives.
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Strong understanding of sales processes, territory management, and performance metrics.
Additional Expectations
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Lead by example through professionalism, accountability, and ethical business practices.
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Effectively communicate organizational goals and executive initiatives throughout the sales organization.
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Promote collaboration across departments to improve customer satisfaction and operational efficiency.
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Continuously evaluate sales processes and recommend improvements to increase efficiency and profitability.
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Stay informed of market conditions, competitor activities, customer trends, and emerging opportunities.
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Support company culture and actively contribute to strategic planning initiatives.
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Maintain flexibility to work outside normal business hours and travel as business needs require.
WORKING AND PHYSICAL REQUIREMENTS
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Primary work location is on-site in Boonville, Missouri.
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Core work hours are Monday through Friday, 8:00 a.m. to 4:30 p.m.; however, additional hours, evenings, and weekends are frequently required to support travel, customer meetings, trade shows, and company events.
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Frequent travel (approximately 30–50%, depending on business needs) is required.
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Ability to sit and work at a computer for extended periods.
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Ability to communicate effectively in person, by telephone, and through virtual meeting platforms.
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Ability to occasionally lift and carry up to 25 pounds for trade shows, product demonstrations, or event materials.
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Must possess a valid driver's license and maintain the ability to travel domestically as required.
