Position Specification

Director of Sales
February 2017
 About Our Client
Varitronics, LLC

Introduction

Varitronics, LLC provides education technology solutions under the VariQuest Brand that help
improve academic progress and classroom engagement of all learners. Varitronics' customer
base includes more than 37,000 early childhood centers, elementary schools, secondary
schools, and post-secondary institutions

Throughout North America VariQuest Visual & Kinesthetic Learning Tools help thousands of
schools promote differentiated instruction, project-based and blended learning whole-brain
experiences, and real-world skills in the learning styles that are natural to their students.
Educators and students can create customized 3D prints, posters, banners, manipulatives,
bulletin board displays, recognition plagues, and much more to build a learning environment that
promotes student achievement and engagement.

Opportunity

As Varitronics looks to continue their growth, the President & CEO is looking to reduce his daily
involvement with the sales team and focus on strategic initiatives. This Director of Sales
opportunity offers significant potential for personal and organizational success with a growing
business alongside a dedicated management team.

Additional information can be found at www.variquest.com.

Position Summary

Reporting to the President & CEO of Varitronics, the Director of Sales will have full
accountability for the companys sales revenue with approximately 50 sales/sales management
representatives. A staff of 4 will report directly to this position, including a Channel Support
Manager and 3 Channel Sales Managers. Primary relationships are Director of Marketing as
well as the President & CEO and the Board of Directors.

The Director of Sales will inherit an established direct and dealer sales organization with a
leading market position and will be responsible for implementing the companys strategic sales
plan, achieving sales objectives focused on new business development and customer service
excellence. This person will be the face of the company with new and existing customers,
channel partners and sales representatives. The ability to foster teamwork and set the pace and
example as leader, coach, and mentor to the sales team, while raising the bar on accountability
of prospecting activity and sales results, is fundamental to success. Enhancing the performance
of the current sales team through leadership and mentoring will be a key factor to success in the
role. The overarching goal for the Director of Sales will be to lead the growth of revenues of the
company by double digits annually and double the revenues of its core business within 5 years.
In more detail, the main duties and responsibilities of the Director of Sales are to:
Consistently and effectively articulate and promote the companys vision for sales growth
to the sales team, channel partners and to all support staff in the company.
Maintain a strong sales team and provide leadership, direction, and oversight. Develop
strategies for growth based on a thorough understanding of the companys products and
capabilities and the markets needs and opportunities
Participate and assure the effectiveness of National and Regional Trade Shows and
Conferences
Participate in regular customer visits and sales calls with dealer and direct sales
representatives
Recognize opportunities for multiple unit sales and cultivate the internal and external
relationships to see them to fruition. .Conduct regular business reviews and meetings
with the sales management team and channel partners to ensure progress against sales
objectives. Lead and/or monitor key business decisions that lead to the achievement of
profitable growth objectives
Maintain and continue to enhance the Varitronics strong market position by leveraging
the companys technology and proprietary products
Participate in the annual strategic planning process with the senior management team.
Develop annual targets and ensure the sales team executes individual and team goals
to support these targets. Provide timely sales forecasts as required.
Own and constantly improve the best practices for selling the companys products
Promote an overall Continuous Improvement mindset, while fostering a dynamic culture
of change and evolution
Lead reviews and analyses of sales activities, costs, and forecast data to determine
Varitronics progress toward budgeted sales goals and objectives
Assure that the sales channels work within the approved annual expense budget.
Work closely with Director of Marketing to assure a cohesive integrated marketing plan
that includes personal selling and sales promotion.
Responsible for the overall morale and ethical conduct of the sales team employees,
ensuring compliance with Varitronics standards, programs, systems and policies

Objectives and Competencies

Desirable candidates will have a track record of success as a Sales Manager, Director or
Leader in a company that designs and/or produces products with that are bundled with
technology or services to increase the value of the overall solution. The new Director of Sales
must possess the business and financial acumen to be credible and provide compelling
solutions in business planning and other discussions with the Independent Dealer channel.

Our client values many of the following traits in the Director of Sales:

Strong leadership qualities - communication, vision, energy, innovation, gravitas and

composure
The ability to work well with peer level company executives in achieving company
objectives
Genuinely values people and demonstrates this in all interactions
 Proven organizational skills in project, resource, and priority management
Significant expertise in customer relations, channel partner relations and sales
Strong business acumen and customer interaction experience, in both customer
relationship management and development
Commercially-focusedexcellent sales skills
Continuous improvement mind-set
Knowledge of business finance with demonstrated understanding of budgeting,
forecasting, and reporting
Must be able to develop a thorough understanding of products, capabilities, and
strategies
Proficient with Microsoft office tools including Word, Power Point and Excel
Outstanding communication skills, written and oral
Strong consulting and coaching skills; effective advisor to sales management, channel
partners and employees across a variety of business issues
Willingness to undertake significant travel (60%)
High intellect and intuitiveness, able to quickly assess situations and decisively and
effectively act
Willingness to make tough calls on products, organizational issues, and people
Collaborative, hands-on, management style

Technical Experience and Acumen

The requirements listed below are representative of the knowledge, skills and/or abilities
required:

10+ years of sales experience in business equipment (or related industry. Must have
successful experience with needs satisfaction or consultative sales model and a
demo-to-sale selling process)
5+ years of successful sales management experience managing direct and indirect
channels of distribution and working understanding of multi-channel sensitivities
Proven record of hiring, developing and leading successful teams, including direct sales
representatives and dealer/distributor recruitment
Proven track record of driving successful growth through teams

Educational Qualifications

Bachelors degree in Business, Marketing or related field is required. MBA or other pertinent
advanced degree highly preferred.

Leadership and Personal Attributes

The Director of Sales must be a high energy leader who can set a clear direction and bring out
the best in others. The community-oriented nature of the company requires open and honest
communication up and down the organization and an individual who can push back and
challenge business plans in a constructive manner. This person will need to think and act like an
owner to effectively impact the culture of this entrepreneurial business. The selected executive
must be able to analyze and establish priorities for change and create an environment where
predictable, timely results are the norm. Strong motivational skills must be packaged with
excellent business judgment and the sense of urgency to hold people accountable and
encourage innovation. Willingness to take ownership and accept accountability is required.
Strong personal values and the highest ethical standards are mandatory. A confident yet
collegial person who will elicit high levels of personal trust and confidence from management,
peers, and customers is a must.

Location

The Director of Sales will be based at the companys headquarters in Brooklyn Park, MN, a
northwest suburb of Minneapolis.

Contacts:
Lisa Curtin Britta Henry
Area Practice Leader Recruiter, Sales and Marketing
Minneapolis, MN Dallas, TX
T: 612.373.3552 T: 214.740.2672
lisa.curtin@kornferry.com britta,henry@kornferry.com
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