Director of Sales - TOLA

Job Summary
Professional Security Alliance, Inc. (PSA), The PSA Network, headquartered in Westminster, Colorado, is the world’s largest consortium of professional systems integrators serving the security industry. We are seeking a Director of Sales – TOLA (Texas, Oklahoma, Louisiana, Arkansas) responsible for driving member engagement, vendor alignment, and revenue growth across an established territory. The territory currently generates approximately $26M in annual member purchasing activity through PSA programs and vendor partnerships. This is a high-impact, individual-contributor sales leadership position with responsibility for the strategy, performance, and growth of the TOLA territory. The ideal candidate will live and work remotely from the TOLA region.

PSA helps its members grow stronger, more profitable businesses through preferred vendor relationships, financial programs, education, services, and industry connections. The Director of Sales turns those capabilities into measurable value for members while expanding participation across the territory. The Director of Sales works closely with PSA members, vendor partners, and internal teams to identify opportunities, strengthen relationships, and drive adoption of PSA offerings across the territory. This position requires strong relationship management skills, the ability to work cross-functionally across departments, and the ability to travel throughout the territory regularly. This is a regionally based position. The successful candidate must reside within the TOLA territory, preferably near a major Texas metropolitan area with convenient air travel access throughout the region.

We offer a competitive salary and comprehensive compensation package including base plus commission, medical, dental, vision, life insurance, 401(k) with match and safe-harbor contribution, Flexible Spending Accounts (FSA), tuition reimbursement, paid parental leave and PTO to qualifying employees.

Base salary: $100,000 to $125,000 annually, plus uncapped commission. Expected on-target earnings (OTE) range from $150,000 to $175,000 annually based on performance.

Why Join PSA?

• Represent the industry's largest consortium of security and audiovisual systems integrators.
• Sell solutions that create measurable value for members rather than transactional products.
• Inherit an established territory representing approximately $26 million in annual purchasing activity.
• Collaborate with leading technology manufacturers and integrators throughout North America.
• Join an employee-centric organization committed to professional growth, innovation & industry leadership.

Success Looks Like

• Grow territory revenue and member purchasing through PSA.
• Increase participation among existing members.
• Build executive-level relationships with priority accounts.
• Expand adoption of PSA programs and vendor solutions.
• Create actionable territory plans for strategic accounts.
• Develop and maintain a reliable sales pipeline.
• Strengthen coordination among members, vendors, and internal PSA teams.

Essential Functions

• Develop and execute a territory strategy designed to increase member participation, vendor adoption, and overall revenue growth.
• Manage relationships with PSA member companies within the assigned territory, maintaining regular engagement with leadership and purchasing contacts to identify opportunities to expand share of wallet through PSA programs and vendor partnerships.
• Achieve monthly, quarterly, and annual territory revenue targets as defined in the PSA Sales Plan.
• Collaborate with PSA inside sales, customer success, and vendor management teams to support member growth and program adoption.
• Develop territory business plans, forecasts, and account growth strategies while providing market intelligence and performance updates to PSA leadership.
• Work with PSA vendor partners to align territory initiatives, promote new technologies, and support vendor growth within the PSA membership.
• Track sales activity, member engagement, and opportunity development within PSA’s CRM system.
• Organize and participate in vendor demonstrations, training sessions, and member education initiatives.
• Represent PSA at member visits, industry events, trade shows, and PSA-hosted meetings.
• Maintain working knowledge of PSA vendor partners, supported technologies, and PSA programs.
• Prioritize strategic accounts and high-impact opportunities that drive meaningful revenue growth.
• Perform other duties as assigned.

The Ideal Candidate:

• Naturally develops trusted relationships with senior business leaders.
• Enjoys helping customers solve business challenges and achieve growth.
• Is self-directed, competitive, and accountable for results.
• Thinks strategically while executing consistently.
• Enjoys working across multiple stakeholders to drive mutually beneficial outcomes.

Required Qualifications

• 10+ years of successful B2B sales experience.
• Demonstrated achievement against revenue and growth objectives.
• Experience building relationships with executive-level decision makers.
• Ability to travel extensively within the assigned territory.
• Strong territory planning and business development skills.

Preferred Qualifications

• Experience in commercial security, life safety, audiovisual, or related technology markets.
• Experience working with dealer, integrator, distributor, manufacturer, or cooperative business models.
• Existing relationships within the TOLA security and integration industry.
• Experience with NetSuite or similar CRM platforms.

Travel

• This position requires regular travel throughout the assigned territory, estimated at up to 50%, including attendance at PSA events, vendor meetings, and industry conferences.

Personal Characteristics

• Honesty and Integrity
• Ability to manage multiple priorities at one time.
• Superior customer/client focus.
• Ability to communicate in a professional manner with team members at all levels of the organization.
• Ability to prioritize, organize and plan workload effectively.
• Ability to learn quickly, multitask and perform under deadlines.
• Must work well in a team environment and/or with little supervision.
• Positive attitude and ability to work in a fast-paced environment.

Physical Requirements

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Additional Information

The physical demands described here are representative of those required to successfully perform the essential functions of the position. Reasonable accommodations may be made for individuals with disabilities.

While performing the duties of this job, the employee is regularly required to sit, use hands, talk, and hear. Occasional lifting of office materials up to 25 pounds may be required. Vision abilities required include close vision, distance vision, peripheral vision, and ability to adjust focus.

This document does not create an employment contract, implied or otherwise, other than an "at will" employment relationship.

About PSA Security

PSA is the world’s largest systems integrator consortium made up of the most progressive security and audio- visual systems integrators. Combined, PSA members boast over 500 branch locations, employ over 7,500 industry professionals and are responsible for over $5 billion annually in security, fire, life safety and pro audio- visual installations. PSA operates on a cooperative basis for taxes.

The PSA Network elevates the industries we serve by providing membership exceptional education, networking, services and connections with technology partners. Be the rising tide!

The PSA Network elevates the industries we serve by providing members exceptional education, networking, services and connections with technology partners. Be the rising tide!

Curious to learn more? Our recruiting team is happy to help at View email address on aiapply.co. Formal applications must be submitted through this posting for consideration.