Director of Sales

The Director of Sales is responsible for developing, leading, and executing VirTra's domestic sales strategy while directly overseeing regional sales personnel and managing designated federal government accounts. This leadership position plays a critical role in achieving revenue growth, expanding market share, strengthening customer relationships, and driving strategic business development initiatives across all VirTra product lines.

As a member of the leadership team, the Director of Sales will provide market intelligence, customer feedback, and strategic recommendations regarding product development, positioning, pricing, and competitive differentiation. This position is accountable for meeting customer acquisition, sales, and profitability objectives while ensuring alignment between Sales, Marketing, Product Development, Customer Support, and Executive Leadership.

The Director of Sales must possess exceptional leadership skills, a deep understanding of consultative selling, government and public sector procurement practices, account management, and the ability to lead a high-performing, results-oriented sales organization.

Essential Duties

Strategic Leadership

• Serve as a member of the management team contributing to the development and execution of corporate growth strategies.
• Develop and implement comprehensive sales strategies designed to achieve revenue, profitability, and market share objectives.
• Establish annual operating plans, sales budgets, revenue forecasts, and performance metrics.
• Develop long-term sales growth plans aligned with corporate objectives and emerging market opportunities.
• Provide executive leadership with ongoing sales performance reporting, forecasting, and strategic recommendations.

Sales Leadership & Team Development

• Lead, coach, mentor, and develop regional sales managers and sales representatives.
• Recruit, hire, onboard, train, and retain top-performing sales professionals.
• Establish sales quotas, territory plans, and performance expectations.
• Conduct regular performance reviews and implement development plans for sales personnel.
• Foster a culture of accountability, collaboration, customer focus, and continuous improvement.

Federal Account Management

• Directly manage assigned federal government accounts and strategic customers.
• Develop relationships with key federal agencies, contracting officers, procurement officials, program managers, and decision‑makers.
• Coordinate sales activities involving federal, military, law enforcement, and related government customers.
• Support proposal development, contract negotiations, pricing strategies, and customer presentations.
• Monitor federal procurement opportunities and support government contract growth initiatives.

Business Development & Market Expansion

• Identify emerging markets, industry trends, customer needs, and competitive threats.
• Develop market penetration and customer acquisition strategies for all VirTra product lines.
• Establish and maintain relationships with key industry influencers, trade organizations, distribution partners, and strategic alliances.
• Evaluate market opportunities and provide recommendations on new products, enhancements, and services.
• Drive cross‑functional collaboration to support customer success and expansion opportunities.

Sales Operations & Forecasting

• Develop accurate sales forecasts and pipeline management processes.
• Utilize Salesforce or equivalent CRM systems to track opportunities, customer interactions, and sales performance.
• Implement sales processes that support efficient order fulfillment and customer satisfaction.
• Analyze performance metrics and identify opportunities for increased sales effectiveness.
• Prepare and deliver executive‑level reports regarding revenue, forecasting, market conditions, and competitive positioning.

Marketing & Product Strategy Support

• Partner with Marketing to develop promotional campaigns, digital content, trade show initiatives, and sales collateral.
• Assist in creating advertising and promotional strategies that increase market awareness and demand generation.
• Provide customer and market feedback to influence product development roadmaps.
• Recommend product positioning and pricing strategies to maximize long‑term revenue growth and market share.

Customer Relationship Management

• Meet with key customers to strengthen strategic partnerships and support major sales opportunities.
• Participate in contract negotiations and assist sales staff with closing complex transactions.
• Review customer activity and anticipate future needs.
• Drive initiatives that improve customer satisfaction, retention, and account growth.

Industry Representation

• Represent VirTra at industry conferences, trade shows, professional associations, and customer events.
• Build relationships with law enforcement, military, government, and commercial training organizations.
• Maintain awareness of domestic and international events that may impact business opportunities, customer priorities, or strategic direction.

Other

• Comply with department ISO 9001 processes and company quality policy.
• Manage and log time worked daily by project code, when needed.
• Provide miscellaneous support to other departments, as needed.
• Performs other duties as requested.

Qualifications

• Demonstrated success leading high-performance sales teams.
• Proven ability to develop client-focused, differentiated, and achievable business solutions.
• Ability to drive the entire sales process from strategic planning through contract award and account growth.
• Excellent executive-level presentation, negotiation, and influencing skills.
• Strong knowledge of consultative selling methodologies and complex sales cycles.
• Exceptional verbal, written, and interpersonal communication skills.
• Ability to manage multiple priorities in a fast-paced environment.
• Strong analytical and forecasting capabilities.
• Experience managing budgets, sales pipelines, and performance metrics.
• Proficiency with Microsoft Word, Excel, PowerPoint, Outlook, and CRM systems.
• Strong understanding of customer service principles and account management methodologies.
• Working knowledge of government procurement processes.
• Ability to effectively articulate the technical and operational advantages of VirTra products and services.

Competencies

Strategic Sales Leadership

1. Ability to develop vision, align resources, establish priorities, and execute growth strategies that drive revenue and market expansion.

Relationship Management

1. Build trust and credibility with customers, government officials, executives, industry partners, and internal stakeholders.

Results Orientation

1. Demonstrates accountability for achieving revenue goals, customer acquisition targets, profitability objectives, and organizational success.

Coaching & Talent Development

1. Effectively develops, mentors, motivates, and retains high-performing sales professionals while fostering engagement and accountability.

Business Acumen & Decision Making

1. Possesses strong analytical capabilities to evaluate market conditions, sales trends, competitive threats, and business opportunities while making sound strategic decisions.

Education and Experience

Required

• Bachelor’s degree in business, Marketing, Management, Criminal Justice, Public Administration, or related field; or an equivalent combination of education and relevant work experience.
• Minimum 10 years of progressive Sales and Marketing leadership experience.
• Minimum 5 years managing sales teams with direct leadership responsibilities.
• Proven record of achieving and exceeding revenue growth targets.
• Experience developing and implementing strategic sales plans.
• Extensive firearms handling experience required.
• Proficiency with CRM, Microsoft Office Suite including Word, Excel, Outlook, PowerPoint and TEAMS.

Preferred

• Previous law enforcement and/or military experience.
• Experience selling training, simulation, defense, law enforcement, public safety, government technology, or related solutions.
• Experience managing federal government accounts.
• Experience working with government contracts and procurement processes.

Physical Demands

While performing the duties of this job, the employee is regularly required to sit. The employee frequently is required to walk; use hands to finger, handle or feel; reach with hands and arms; and talk or hear. Often the employee will be required to stand and walk. Ability to occasionally lift objects up to 20 lbs. and to sit and work at a computer for upwards of 4 hours at a time. Often the employee will be sitting at a desk for long periods of time using a computer.

Additional Requirements, if any

• Full‑time position consisting of 40+hours per week; normal hours of operation are Monday through Friday, 8:00 a.m. to 5:00 p.m. This position may require periodic overtime and weekend work during periods of high production or deadlines.
• The position is not a remote position.
• Pre‑employment background, credit check, driving record screening
• Pre‑employment drug testing.

VirTra is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status.

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