Territory Manager
Job Description
Who is Action Target?
Action Target has the creativity and drive to develop innovative new firearms training technology, the experience to properly apply that technology to solve today’s training problems, and the dedication to provide the best ongoing service and support in the industry!
What is in it for you?
- A pretty cool industry where you will get to work with and interact with some very unique and cool customers.
- Competitive wages- We look at the market to make sure we are paying our employees what they are worth!
- A chance to grow in a positive working environment with an outstanding team and make a difference
- Industry Perks- As a community of outdoor and shooting enthusiasts, we are passionate about our gear. Working with our industry partners we have obtained discounts for our employees on firearms, targets, optics, range passes, and many other products.
What will you be doing?
The Territory Manager owns and grows Action Target’s direct sales presence for the ATI Store within an assigned territory and carries direct accountability for revenue and gross margin growth in that territory. The role sells primarily into commercial gun ranges and law enforcement agencies, and extends reach into additional market segments through active channel management of distributors and resellers. This is a full-cycle sales position: the Territory Manager builds the territory plan, develops and qualifies pipeline, asks for and closes business, and owns the customer relationship after the sale. Success in this role requires a self-directed seller who thinks like a territory owner, applies pricing and incentive tools within established margin guardrails, and consistently converts activity into booked revenue.
Some of your day-to-day tasks:
Territory Ownership and Revenue Growth
- Own an assigned sales territory with direct accountability for annual revenue and gross margin dollar growth.
- Build and maintain a written territory plan that prioritizes accounts by opportunity size, segment, and likelihood to convert.
- Execute the full sales cycle from prospecting and discovery through proposal, negotiation, and close.
- Maintain an accurate, healthy pipeline sufficient to meet or exceed assigned territory targets.
Gun Range and Law Enforcement Segment Development
- Serve as the primary sales lead for commercial gun ranges and law enforcement agencies within the territory.
- Identify decision makers and decision-making units within agencies and ranges — training staff, range masters, procurement, and command leadership — and build multi-threaded relationships.
- Position Action Target products – Targets, backers, range supplies, etc against competing suppliers.
- Navigate agency and range purchasing processes, including quotes, bids, cooperative contracts, and budget-cycle timing.
Channel and Reseller Management
- Manage and grow distributor and reseller relationships in the territory to reach military, commercial, and consumer segments.
- Train and enable partner sales teams on Action Target products, positioning, and ordering processes.
- Coordinate account coverage with channel partners to expand territory reach while avoiding channel conflict and protecting partner pricing.
- Monitor partner performance, reorder patterns, and product mix to identify growth opportunities.
New Business Acquisition and Account Reactivation
- Win new business from ranges, agencies, and partners currently purchasing from competitors.
- Re-engage dormant accounts through structured outreach that presents current products and capabilities.
- Expand share of wallet within existing accounts by introducing additional product categories and increasing purchase frequency.
Pricing, Incentives, and Margin Discipline
- Apply approved pricing and incentive programs to convert opportunities while maintaining company margin requirements.
- Understand total delivered cost and competitive dynamics before offering price-based incentives.
- Document all discounts and incentives with clear justification and escalate exceptions for Director-level approval.
Customer Relationship Management and Issue Resolution
- Serve as the primary point of contact for customers in the territory, managing quoting, ordering, and follow-through.
- Accurately enter and manage customer orders and opportunity data within internal ERP and CRM systems.
- Resolve customer concerns, complaints, and service issues with urgency, professionalism, and accountability.
Territory Performance and Reporting
- Track and report territory performance including revenue growth, margin, new account acquisition, reactivations, and pipeline health.
- Provide accurate forecasts and activity reporting to the Director of Business Operations.
- Monitor competitor activity, pricing trends, and customer feedback, and recommend adjustments to territory strategy.
Key Performance Measures
- Territory revenue and gross margin growth versus plan
- New accounts opened and inactive accounts reactivated
- Pipeline coverage and conversion rate from prospect to first order
- Revenue growth through distributor and reseller partners
- Product category penetration and average order value within existing accounts
What do you need to be able to do?
- 3+ years of account sales experience with direct responsibility for revenue results, quota attainment, or territory growth.
- Demonstrated ability to run a full sales cycle, including prospecting, discovery, proposal, negotiation, and closing.
- Proven track record of asking for and winning new business, not only servicing existing accounts.
- Strong pipeline discipline and comfort working in a performance-driven environment with annual territory accountability.
- Excellent verbal, written, and phone-based communication skills with credible presence in front of operational and command-level buyers.
- Ability to manage a portfolio of accounts with organization, prioritization, and consistent follow-through.
- Proficiency with CRM and/or ERP tools for quoting, order entry, and pipeline management.
- Ability to travel approximately 10% and maintain a valid driver’s license.
Preferred Qualifications
- Previous law enforcement experience is preferred, including familiarity with agency training operations, range operations, and public-sector purchasing cycles.
- Experience selling into commercial ranges, law enforcement agencies, or military organizations.
- Experience managing distributor or reseller channel relationships, including partner enablement and channel conflict management.
- Experience with consultative or solution-based selling and negotiating with procurement teams.
- Working knowledge of firearms, range operations, and the shooting sports industry.
- Bachelor’s degree or equivalent professional experience.
