Regional Sales Manager

Role Mission

The Regional Sales Manager is responsible for driving sales performance, dealer productivity, and market growth within an assigned region in support of the National Sales Manager’s national strategy. This role exists to execute the company’s dealer strategy in the field, strengthen dealer relationships, improve sell-through, and ensure disciplined regional performance. The ideal candidate is a strong field leader who can coach dealers and sales staff, manage accountability, and deliver results in a competitive consumer market.

Reporting Relationship

This position reports directly to the National Sales Manager and works closely with in-house sales staff, dealer principals, sales representatives, parts/warranty personnel, marketing, operations, and production leadership. The Regional Sales Manager is the primary field leader for the assigned territory and serves as the key link between the national sales strategy and daily dealer execution.

Duties and Responsibilities

Dealer Performance

• Manage assigned dealers to improve productivity, brand alignment, and sell-through.
• Conduct regular dealer visits to assess performance, identify opportunities, and address underperformance.
• Build strong working relationships with dealer principals, sales managers, and dealer staff.
• Recommend dealer development actions, corrective plans, or dealer exits when warranted.
• Support dealer recruitment efforts by identifying and evaluating prospective dealers in the assigned region.

Regional Sales Execution

• Execute the national sales strategy within the region in alignment with company goals, margin targets, and production capacity.
• Meet or exceed regional sales, revenue, and margin objectives.
• Develop and maintain an active sales pipeline and accurate forecast for the region.
• Monitor market trends, competitor activity, and customer demand to adjust regional sales activity accordingly.
• Support pricing, incentive, and promotional discipline as directed by leadership.

• Execute territory coverage, route planning, and dealer call frequency.
• Participate in training, onboarding, and development of dealership sales personnel.
• Provide dealership performance feedback or concerns to the National Sales Manager.

Cross-Functional Support

• Coordinate with marketing to improve lead generation, dealer support, and retail effectiveness.
• Share market and dealer feedback with product development, operations, and leadership.
• Occasionally participate in production meetings to communicate market demand, dealer needs, and sales opportunities.
• Work with parts, warranty, and customer service teams to improve dealer and customer satisfaction.

Administration and Reporting

• Maintain accurate records of dealer visits, opportunities, forecasts, and action plans.
• Review and submit required reports, schedules, and expense documentation on time.
• Participate in regional planning review sessions and sales meetings.
• Assist with dealer agreements, contracts, and related paperwork for review and approval by the National Sales Manager.
• Use data and market information to identify trends, risks, and opportunities in the region.

Key Accountabilities

• Improvement in dealer productivity and sales per dealer.
• Achievement of regional revenue and margin targets.
• Strength and stability of assigned dealers.
• Forecast accuracy and execution discipline.
• Effective coaching and development of dealership sales personnel.
• Timely communication of market and dealer intelligence.
• Consistent alignment with the National Sales Manager’s strategy and priorities.

Required Skills and Competencies

• Strong dealer relationship management skills.
• Solid understanding of dealer economics and regional sales execution.
• Data-driven decision-making and forecasting ability.
• Clear written and verbal communication skills.
• High ethical standards and professionalism.
• Willingness to travel regularly within the assigned region and occasionally nationally.

Required Experience and Qualifications

• Proven experience in regional, territory, or dealer-based sales leadership.
• Experience in marine, RV, powersports, automotive, or a similar discretionary consumer industry preferred.
• Demonstrated success in growing sales, improving dealer performance, or managing turnaround activity.
• Experience working with distributors, dealers, or channel partners.
• Bachelor’s degree in business or related field preferred, or equivalent experience.