National Sales Manager

About This Role

This leadership role involves spearheading the company's sales strategy and driving revenue growth across North America through direct sales, distributor development, and market expansion. The National Sales Manager will lead a small internal sales team and collaborate with other departments to enhance customer experience and support a shift towards a direct sales model. The position requires an experienced sales leader with industry credibility, minimal ramp-up time, and regular travel to meet major customers and represent the company at industry events.

Responsibilities

• Develop and execute annual sales plans, forecasts, budgets, and performance metrics that support company revenue and profitability objectives
• Identify opportunities for market expansion and new product introductions, and help lead the Company's continued transition from a distributor-led to a more direct sales model in key growth markets
• Analyze competitive market conditions and recommend strategic responses
• Recruit, train, mentor, and manage a small inside sales team along with one field-based outside sales representative, with the expectation of growing outside sales coverage over time
• Establish territory plans and sales objectives; conduct regular coaching and performance reviews
• Lead or participate in a weekly cross-functional operations meeting, reporting on near-term sales activity and coordinating delivery timing with plant and production leadership
• Cultivate relationships with key accounts, OEMs, distributors, and fabrication companies; lead efforts to expand direct sales presence in target growth regions
• Manage major customer negotiations and strategic accounts, including in-person visits to support significant capital equipment decisions
• Support and maintain relationships with the Company's existing regional distributor network while helping lead a gradual, multi-year transition toward greater direct coverage
• Respond promptly to inbound sales leads (generated primarily through the Company's website and phone inquiries, supplemented by CRM-sourced leads) with direct outreach and formal quoting
• Partner with the service department on repair-versus-replace conversations for existing customers' installed equipment
• Ensure timely resolution of customer concerns in coordination with service and technical support teams
• Represent the Company at several major industry trade shows and events each year, coordinating logistics, staffing, equipment selection, and live demonstrations
• Partner with marketing on campaigns, lead generation, and product launch strategies
• Manage sales forecasts, pipeline, and CRM activity and reporting
• Coordinate closely with production and operations to align sales commitments and delivery timing with manufacturing capacity and lead times