Director of Sales

Valmar Merchant Services•Williamsville, NY

27d

About The Position

We are seeking a Director of Sales who combines top-tier individual sales performance with strong process discipline and a passion for continuous improvement. This role starts as a player-coach, responsible for running high-quality sales calls and refining our sales engine. As our sales volume grows, this leader will gradually transition into building and managing a high-performance sales organization. The ideal candidate thrives in fast-paced environments, learns quickly, and is driven to improve systems every week. You will work closely with the CEO and operational teams to refine the full lifecycle from initial conversation → underwriting → activation, while also developing strategies for local market expansion and conference-driven growth.

Requirements

5+ years of successful sales experience in payments, merchant services, PayFac, or fintech.
Proven track record of exceeding quota as a high-performance individual contributor.
Strong understanding of outbound calling, lead qualification, and closing.
Demonstrated ability to design and improve sales processes, workflows, and systems.
Strong operational discipline and deep CRM proficiency (Pipedrive, IRIS CRM, HubSpot, Salesforce, etc.).
Ability to travel for conferences and local market activities.
High accountability, high urgency, low ego, and a bias for action.

Nice To Haves

Experience working with underwriting, risk, or activation teams is a strong plus.

Responsibilities

Run high-volume, high-quality sales calls and set the standard for urgency, follow-up, and CRM documentation.
Own the full sales cycle: outreach → qualification → underwriting handoff → approval → activation.
Convert inbound leads, partner referrals, and outbound opportunities at a high rate.
Drive early-stage adoption of structured demos as our materials mature.
Lead by example and establish credibility through consistent performance.
Develop and execute a strategy to dominate the local geographic market before scaling nationally.
Researching and identifying key local merchant verticals and opportunity clusters.
Developing outreach frameworks for in-person visits, local networking, and community presence.
Building relationships with local associations, business groups, and vertical-specific communities.
Creating repeatable playbooks and metrics to track local market success.
Personally executing early outreach to validate messaging and refine strategy.
Identify high-value conferences, trade shows, and industry events aligned with our target verticals.
Plan pre-event activities, including outreach, appointment setting, and messaging preparation.
Lead on-site execution, prospecting, and meeting management.
Drive structured, timely follow-up and measure ROI from each event.
Continuously refine the conference playbook to improve future performance.
Analyze and optimize each step of the sales → underwriting → activation workflow.
Conduct weekly reviews of bottlenecks and implement measurable improvements.
Collaborate with underwriting, onboarding, and operations to reduce cycle times and fallout.
Develop scripts, objection handling guides, and outreach templates.
Enforce CRM discipline and create reporting frameworks for pipeline visibility and forecasting.
Assist in hiring SDRs, BDRs, account executives, and field-based reps as needed.
Develop ongoing training programs and onboarding materials for new team members.
Lead weekly sales meetings, call reviews, and performance accountability sessions.
Transition from hands-on selling to coaching and leadership as the team expands.
Maintain high standards of execution, professionalism, and accountability.