Regional Sales Manager- West

PRIMARY RESPONSIBILITY

The Regional Sales Manager is responsible for driving sales growth, increasing specification influence, and maximizing agency performance throughout the assigned territory. This position serves as Visa Lighting's primary commercial leader within the region by partnering and developing independent sales agencies, strengthening relationships with specifiers including architects and lighting designers, while delivering accurate sales forecasts, actionable market intelligence and strategic business recommendations to the leadership team.

The Regional Sales Manager is accountable for achieving annual sales objectives, expanding market share, improving pipeline visibility and strengthening Visa Lighting's presence throughout the assigned territory.

MAJOR DUTIES

Manage all sales activity for the assigned region, including but not limited to the following:

• Agency Management : Manage all sales activity for the assigned independent sales representatives (Agents).
• Develop and maintain an annual business plan for each assigned sales agency.
• Monitor execution of business plan and provide support to achieve objectives.
• Collaborate with agency principals to establish annual sales goals and growth strategies.
• Own revenue performance for assigned region and achieve annual sales targets.
• Prepare and present territory business reviews at least biannually, or as needed, including trends, sales performance, competitive analysis, agency performance and growth opportunities.
• Train and motivate agency personnel on Visa products, value proposition and sales strategy.
• Support agents with project evaluation, product selection, budget support and installation recommendations.
• Develop a thorough understanding of project dynamics including budgets, competitive positioning, bid strategy and agency involvement.
• Evaluate Agent performance and provide recommendations regarding appointments, territory alignment and termination.
• Communicate and enforce company policies and sales programs in the field.
• Establish disciplined pipeline reporting with assigned Agents and obtain and document accurate, forward-looking project data.
• Conduct quarterly business reviews with each agency to evaluate performance, pipeline health, conversion rates and strategic initiatives.
• Identify under performing agencies or territories and implement corrective action plans in partnership with Director of Sales.
• Deliver quarterly business updates to the Director of Sales, including sales performance, pipeline metrics, forecasts, growth initiatives, risks and major project activity.
• Assess agency penetration within key verticals including Healthcare, Behavioral Health, and Architectural markets, and develop strategies to increase specification activity and expand market share.
• Specifier Engagement :
• Increase specification preference and market awareness for Visa Lighting solutions.
• Develop and maintain strategic relationships with architects, lighting designers, engineers and agency personnel.
• Identify and engage key specifiers, influencers, and decision makers to increase specification activity and project opportunities.
• Provide technical product support as needed.
• Represent Visa Lighting through customer presentations, product demonstrations, industry events, and continuing education programs.
• Establish and maintain strong customer relationships and goodwill.
• Market, Project, and Design/Engineering Development
• Understand the dynamics of each distinct geographic market including distribution channels, specification practices, competitive positioning and purchasing influences.
• Lead regional project strategy by identifying, developing, tracking, and closing projects while coordinating with internal teams to maximize project success.
• Identify new market opportunities, undeserved regions and emerging vertical markets to drive growth.
• Collect and communicate market intelligence from specifiers, agents, and customers to support sales strategy, product development, pricing and business decisions.
• Support marketing initiatives including literature development, website content, trade shows, and promotional campaigns.
• Recommend process improvements, product enhancements, and new product introductions based on field experience and customer feedback.
• Maintain thorough, forward-looking understanding of customer needs, market trends, and competitive landscape to identify future growth opportunities.
• Business Travel : Approximately 50% travel throughout the assigned territory.
• Complete timely field activity reports documenting customer visits, competitive intelligence, project opportunities and follow-up actions
• Attend agency meetings, customer visits, trade shows, industry conferences, and corporate meetings.

EDUCATION PREFERRED/SPECIAL NOTES

• Bachelor of Science or Arts in Business, Administration, Marketing, Engineering, or related field.

EXPERIENCE PREFERRED/SPECIAL NOTES

• Minimum of five (5) years' experience in the lighting industry (examples: customer service, lighting applications, lighting design, specification sales, distributor sales)
• Minimum of two (2) years' experience in regional sales management OR demonstrate thorough understanding of the regional sales management role and lighting industry intricacies.

SKILLS REQUIRED

• Excellent organizational, time management, prioritization and multi-tasking skills.
• Strong written, verbal, presentation and interpersonal communication skills.
• Strong consultative selling and relationship management skills.
• Strong analytical, forecasting and problem-solving skills with ability to translate market data into actionable business strategies.
• Experience managing independent sales agencies and building high-performance partnerships.
• Proficient in Microsoft Office including Excel, PowerPoint, and Outlook.
• Self-motivated with the ability to work independently while contributing to a team environment.
• Ability to collaborate effectively across Sales, Marketing, Product Development, Engineering, Customer Service, and Operations.
• Executive presence and ability to influence agency principals, architects, lighting designers and key decision makers.
• Demonstrated ability to develop territory business plans, establish priorities, and achieve sales objectives.

PHYSICAL REQUIREMENTS

• Regular lifting of up to 50-pound sample bags.
• Standing for prolonged periods of time at trade shows/events.
• Frequent travel, including extended periods of driving, air travel, carrying product samples, and overnight stays.