Regional Sales Manager, Grower & Dealer Channels - Orchard & Vineyard AgTech

Regional Sales Manager, Grower & Dealer Channels – Orchard & Vineyard Ag Tech

Company: Flora Pulse

Location: Davis, California (field-based; heavy travel throughout CA with occasional travel to nearby states as we expand)

Type: Full-time

About Flora Pulse

Flora Pulse builds sensor technology that helps growers understand tree water status so they can irrigate with precision and confidence. We’re a small, focused team in Davis, CA, serving growers and researchers who value accuracy, reliability, and real field support
.

Our sensors are installed in trees seasonally (yearly installs) and deliver some of the most actionable irrigation guidance available—especially for orchard and vineyard operations where water decisions are high-stakes and trust is earned in person.

We’ve spent years getting the tech right. Now we’re focused on growing adoption with growers
, starting in California and expanding outward—by winning in the field, building strong channel partners, and delivering results customers talk about.

The Role

We’re hiring a quota‑carrying, field‑first salesperson whose job is simple to describe and hard to execute:

Drive high‑quality revenue for Flora Pulse with growers—directly and through ag distribution channels.

This is not a “close inbound leads from a desk” role. You will spend significant time on the road building relationships, running demos, setting up trials, working trade shows, and earning credibility with growers, PCAs, crop consultants, irrigation consultants, and distributor/dealer organizations.

You will be our one‑stop‑shop sales operator in the territory. We do not have a mature sales machine or extensive SOPs. If you need hand holding, this won’t fit. If you like ownership—building a book, building a pipeline, building a channel—this will.

What You’ll Own 1. Drive Direct Grower Revenue (Field Sales)

• Build and manage a territory plan to win orchard/vineyard customers (initially California).
• Prospect intelligently (not spray‑and‑pray): identify high‑fit crops, operations, and decision‑makers.
• Run discovery that earns trust (grower language, real constraints, real ROI).
• Deliver compelling demos (in‑person and remote) that connect sensor data to irrigation outcomes.
• Create and manage trials that convert (clear success criteria, clear timeline, clear next steps).
• Negotiate and close deals with integrity—sell only where it makes sense and protects long‑term trust.

2. Build and Execute a Channel / Dealer Strategy

• Identify, recruit, and develop distributor/dealer partners that can consistently move Flora Pulse.
• Map the “real” decision chain in ag (who influences, who approves, who buys, who installs).
• Enable partners: training, lunch‑and‑learns, demo support, simple talk tracks, and repeatable partner plays.
• Build momentum: partner commitments, joint field activity, shared pipeline, and reliable follow‑through.

3. Create Awareness the Way Ag Actually Works

• Organize and execute lunch‑and‑learns
  , field demos, and small group meetings.
• Strategically show up at the right industry events and trade shows to build trust and familiarity.
• Sponsor or plug into existing grower/consultant gatherings where decision‑makers already are.
• Use satisfied customers as social proof—reference calls, introductions, and field validation.

4. Operate Like the Territory Owner (Process + Discipline)

• Maintain a simple, honest CRM cadence: pipeline stages, next steps, dates, notes, and follow‑up.
• Forecast and communicate clearly: what’s real, what’s hope, what’s stuck, and why.
• Build lightweight playbooks that work (prospecting scripts, trial process, channel onboarding, event plan).
• Bring back structured feedback from the field (feature gaps, objections, pricing pressure, competitive intel).

5. Partner with Customer Success Without Becoming Customer Success

• Ensure new customers launch well (especially around seasonal install windows).
• Check in after install/trial/first results to confirm value is landing and identify expansion opportunities.
• Protect customer trust by setting expectations accurately and escalating issues early.

Who This Role Fits Best

• Deeply comfortable in agriculture (or adjacent) and can talk to growers all day without…