Regional Sales Director

Regional Sales Director

The Regional Sales Director is responsible for driving profitable revenue growth, market penetration, and customer development within the assigned geographic region. This position develops and executes regional sales strategies aligned with Betco's overall growth objectives, with a focus on expanding sales of Betco-branded and private-label chemical through the Jan/San distribution channel. The Regional Sales Director will build strong distributor partnerships while creating demand at the end-user level. Success in this role requires a highly motivated, results-oriented sales leader who can identify growth opportunities, develop strategic customer relationships, effectively manage a sales territory, and convert opportunities into sustainable revenue.

Candidates must reside in or around Fargo and be able to travel extensively throughout the assigned territory.

Sales Growth & Market Development

• Own and achieve annual regional revenue, profitability, distribution, and end-customer sales objectives.
• Develop and execute a comprehensive regional sales plan designed to increase market share, account penetration, and revenue across key product categories.
• Analyze sales performance, product-category penetration, customer trends, competitive activity, and market opportunities to identify areas for growth.
• Drive end-user demand through prospecting, demonstrations, product trials, presentations, facility assessments, and solution-based selling.
• Build and maintain a strong pipeline of distributor and end-user opportunities and consistently move opportunities through the sales process.
• Identify new business opportunities within existing accounts while developing new distributor and end-user relationships.
• Maintain accurate sales forecasts and proactively communicate opportunities, risks, and market changes to sales leadership.

Distributor & Customer Management

• Develop and execute strategic growth plans with key distributor partners, including Gold and Silver Distributors.
• Build strong relationships with distributor ownership, sales leadership, sales representatives, and key end-user decision-makers.
• Partner with distributors to increase Betco product knowledge, sales activity, and share of wallet.
• Conduct joint sales calls and field activity with distributor sales representatives to generate end-user demand.
• Serve as a key liaison between customers, distributors, and Betco departments to ensure responsive service and effective execution.
• Support corporate and national account initiatives within the assigned geography, ensuring successful local implementation and customer support.
• Proactively address channel conflicts, MAPP issues, and pioneering opportunities in accordance with Betco policies and sales strategy.

Commercial Execution

• Execute pricing strategies and effectively manage contracts, programs, and commercial agreements with distributors and end customers.
• Implement sales promotions, product launches, and marketing programs within the region.
• Manage promotional funding and PFA expenditures to maximize return on investment and support regional sales objectives.
• Partner cross-functionally with Marketing, Sales Operations, Customer Service, Technical Services, Product Management, and other internal teams to deliver a strong customer experience.
• Provide timely market intelligence regarding competitors, pricing, customer needs, product opportunities, and industry trends.

Sales Activity & CRM Management

• Maintain a high level of meaningful end-user and distributor-facing activity throughout the region.
• Utilize Salesforce to consistently document customer interactions, sales opportunities, pipeline activity, distributor feedback, competitive intelligence, and follow-up actions.
• Maintain accurate and current opportunity information to support forecasting and business planning.
• Use sales data and CRM insights to prioritize opportunities, identify gaps, and improve regional performance.

Financial & Asset Management

• Manage travel and entertainment expenses responsibly and within established budgets.
• Maintain appropriate demo equipment and product inventory while ensuring effective utilization, inventory turnover, and financial accountability for company assets.
• Demonstrate sound financial judgment when making decisions regarding pricing, promotions, samples, demonstrations, and customer investments.

Additional Responsibilities

• Represent Betco professionally at customer meetings, distributor events, trade shows, industry events, and other business functions.
• Collaborate with sales leadership and cross-functional partners on strategic initiatives and special projects.
• Perform other duties as assigned by the Senior Director of Field Sales and Training, EVP of Sales, or other members of senior leadership.

Behavior Capabilities

Business Acumen Understands the business drivers that impact customers, distributors, competitors, and Betco. Uses market and financial insight to identify opportunities and make sound business decisions.

Customer Focus Builds trusted relationships by understanding customer needs, delivering solutions, and consistently following through on commitments.

Drive for Results Demonstrates a strong sense of ownership and accountability for achieving sales objectives. Maintains urgency and persistence in pursuing growth opportunities.

Strategic Thinking Looks beyond individual transactions to identify long-term opportunities for account development, market penetration, and profitable growth.

Relationship Building Develops productive relationships with distributor partners, end users, and internal stakeholders at all organizational levels.

Communication & Influence Communicates clearly and persuasively and adapts messaging to effectively influence customers, distributors, and internal partners.

Negotiation Effectively navigates pricing, contracts, competitive situations, and complex customer discussions while protecting both the relationship and Betco's business interests.

Decision-Making Uses data, experience, business judgment, and available resources to make timely and effective decisions.

Accountability Takes ownership of commitments, follows through on responsibilities, and maintains high standards for personal performance.

Integrity Conducts business ethically and consistently demonstrates Betco's values and professional standards.

Education and Experience

• Bachelor's degree in Business, Sales, Marketing, or a related field preferred; equivalent combination of education and relevant experience will be considered.
• Minimum of 35 years of progressive B2B sales experience with demonstrated success achieving or exceeding revenue goals.
• Experience within the Jan/San, commercial cleaning, chemical, equipment, distribution, or related industry strongly preferred.
• Demonstrated experience developing distributor relationships and generating demand at the end-user level preferred.
• Experience managing a multi-state or geographically dispersed sales territory preferred.
• Proven ability to develop sales plans, manage a pipeline, forecast business, and execute against measurable sales objectives.

Required Skills

• Strong consultative and solution-selling skills.
• Demonstrated prospecting and new-business-development capabilities.
• Strong presentation, negotiation, and relationship-management skills.
• Ability to analyze sales data and translate insights into actionable sales strategies.
• Strong organizational and territory-management skills with the ability to independently prioritize competing demands.
• Proficiency with Microsoft Office applications, including Outlook, Word, PowerPoint, and Excel.
• Experience utilizing CRM technology; Salesforce experience preferred.
• Comfortable utilizing mobile technology, laptops, virtual meeting platforms, and other business applications.
• Ability to work independently in a field-based environment while collaborating effectively with a broader sales organization.

Physical and Travel Requirements

• Ability to operate a computer and other business technology for extended periods.
• Ability to travel approximately 50%75%, including regular regional travel and occasional overnight travel.
• Ability to transport and demonstrate products and equipment as required to support customer-facing sales activities.
• Valid driver's license and ability to meet company driving requirements.

EQUAL OPPORTUNITY EMPLOYER