The Regional Sales Manager (RSM) is responsible for driving revenue growth within an assigned geographic territory or assigned accounts by developing new customers and expanding existing relationships across distribution channels. This is an individual contributor, quota-carrying role with no supervisory or people-management responsibilities. A minimum of 3 years of consumer product sales experience is required for this position. The RSM acts as the primary point of contact for customers and channel partners in the territory, representing Byrna's less-lethal product line with technical credibility, professionalism, and a consultative sales approach.
- Own and grow sales performance within an assigned territory, meeting or exceeding quarterly and annual revenue targets.
- Identify, prospect, and cultivate new business opportunities with across all distribution channels.
- Manage the full sales cycle: lead generation, product demonstrations, quoting, negotiation, and closing.
- Build and maintain strong, long-term relationships with existing customers and channel partners to drive repeat business and referrals.
- Conduct in-person and virtual product demonstrations, training sessions, and trade show representation as needed.
- Develop and execute a territory business plan, including account prioritization and pipeline management.
- Maintain accurate and up-to-date records of leads, opportunities, and customer interactions in the CRM system.
- Collaborate cross-functionally with Marketing, Customer Service, and Product teams to relay market feedback and support customer needs.
- Monitor competitor activity, market trends, and procurement cycles to inform sales strategy.
- Represent Byrna at industry conferences and trade shows.
- Prepare regular sales forecasts, pipeline reports, and account performance updates for sales leadership.
- Bachelor's degree in Business, Marketing, or a related field, or equivalent professional experience.
- 3+ years of outside/field sales experience, preferably defense, or security-related products.
- Experience in consumer product sales.
- Demonstrated track record of meeting or exceeding sales quotas in an individual contributor capacity.
- Excellent communication, presentation, and relationship-building skills.
- Self-motivated and comfortable working independently with minimal day-to-day supervision.
- Proficiency with CRM systems (e.g., Salesforce, HubSpot, or similar) and standard business software.
- Willingness and ability to travel extensively within the assigned territory (25% or as business needs require).
- Valid driver's license and ability to pass a background check.
- Field-based role with extensive regional travel, including overnight travel and occasional weekend event coverage.
- Work is performed largely outside of a traditional office setting (customer sites, agencies, trade shows, home office).
- Must be able to transport and demonstrate product samples/equipment as needed.
Skills Required
- Bachelor's degree in Business, Marketing, or related field or equivalent professional experience.
- 3+ years of outside/field sales experience.
- Experience selling defense or security-related products.
- Proven track record of meeting or exceeding sales quotas in an individual contributor role.
- Excellent communication, presentation, and relationship-building skills.
- Self-motivated and able to work independently with minimal supervision.
- Proficiency with CRM systems (e.g., Salesforce, HubSpot) and standard business software.
- Willingness and ability to travel extensively within assigned territory (up to 50%).
- Valid driver's license and ability to pass a background check.
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What We Do
Byrna Technologies Inc. is a technology company specializing in the development, manufacture, and sale of innovative, less-lethal personal security solutions. The company provides handheld personal security devices, shoulder-fired launchers, and self-defense aerosol products to civilians, law enforcement, and private security professionals worldwide, offering a safe and reliable alternative to lethal force that can effectively stop threats at a distance.
