Regional Sales Manager

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. 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.

Key Responsibilities

• 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.

Qualifications

• 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.
• 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, Hub Spot, or similar) and standard business software.
• Willingness and ability to travel extensively within the assigned territory (up to 50% or as business needs require).
• Valid driver's license and ability to pass a background check.

Working Conditions

• 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.