Director of Sales

Are you the kind of person who genuinely likes talking to people and building relationships that last? Do you sell by listening, educating, and giving customers the facts — not by pushing or discounting? Do you take pride in doing what you say you’ll do, following through, and extreme accountability? If you’re hungry, driven, and excited to represent United Fire’s values out in the market every day, we want to talk to you!

As our Director of Sales, you’re driven, you’re hands‑on, and:

• You’re a trusted advisor. You listen first, educate clearly, and guide customers toward the right solution — even when that means saying no
• You bring integrity and ownership. You do what you say, follow through, and take responsibility for results, not excuses
• Your energy shows up every day. You’re hungry, motivated, and persistent, without burning yourself out or spinning your wheels
• Your people skills build real relationships. You read the room, ask good questions, and connect easily with customers and teammates alike
• Your discipline creates consistency. You follow the process, stay organized, and underpromise and overdeliver
• You think like a builder. You’re comfortable being boots on the ground while creating something scalable that can grow into a team

Our ideal Sales Leader will be boots on the ground in year one — owning outcomes, building relationships, and putting structure around what works. This person elevates United Fire through how they show up: honest, reliable, and genuinely helpful, with a clear eye on results. As the pipeline grows, they’ll help us expand into new industries and show customers what Higher Level Fire Protection really looks like.

If you want to build something real, take full ownership, and turn momentum into a team, you’ll thrive here.

In year one, this role is focused on personally driving sales, building new relationships, and creating repeatable processes that set the foundation for future growth, with the potential to expand the department as the company scales.

• Own the sales seat and overall sales process at United Fire
• Generate new business through proactive outreach, networking, and relationship-building
• Achieve measurable new net sales targets (approximately $1M+ annually)
• Build and maintain a steady, healthy pipeline focused on the right‑fit customers
• Serve as a trusted advisor by educating customers, listening closely, and providing clear options
• Sell with integrity — no pressure tactics, no unnecessary upsells, no discount‑driven strategy
• Own the customer relationship from initial conversation through handoff to operations
• Set clear expectations with customers and ensure smooth coordination with the operations team
• Maintain accurate documentation, notes, and communication to support execution
• Use data, tools, and CRM systems to track activity, forecast results, and improve performance
• Continuously refine quoting accuracy and shorten the sales lifecycle where possible
• Grow services with existing customers where it truly enhances value
• Adjust focus based on company needs (e.g., targeting specific services or industries)
• Learn the business deeply — what the technicians do, what customers need, and how work gets delivered
• Build the foundation for a scalable sales function through process, consistency, and results
• Hire, lead, train, and develop additional sales team members as volume grows
• Take full ownership of results, learning from wins and misses alike

* This role will start fully onsite in Portland, OR, with the opportunity to grow into a hybrid schedule over time.*

• 3–5 years of sales leadership experience, owning departmental sales outcomes
• Experience carrying significant annual sales responsibility (approximately $1M+)
• Developing and executing sales strategy, processes, and scaling of systems/tools
• Experience building, leading, and developing a sales team
• P&L ownership with an understanding of margins and pricing discipline
• Proficiency with CRM systems and standard sales technology
• Hands‑on experience selling facility‑based or service‑based solutions, including direct responsibility for cold calling, lead generation, and winning new business

• Experienc…