UNITED FIRE

DIRECTOR OF SALES

Are you the kind of person who genuinely likes talking to people and building relationships that last? Do you sell by listening, educating, and giving customers the facts — not by pushing or discounting? Do you take pride in doing what you say you’ll do, following through, and extreme accountability? If you’re hungry, driven, and excited to represent United Fire’s values out in the market every day, we want to talk to you!

As our Director of Sales, you’re driven, you’re hands-on, and:

• You’re a trusted advisor. You listen first, educate clearly, and guide customers toward the right solution — even when that means saying no
• You bring integrity and ownership. You do what you say, follow through, and take responsibility for results, not excuses
• Your energy shows up every day. You’re hungry, motivated, and persistent, without burning yourself out or spinning your wheels
• Your people skills build real relationships. You read the room, ask good questions, and connect easily with customers and teammates alike
• Your discipline creates consistency. You follow the process, stay organized, and underpromise and overdeliver
• You think like a builder. You’re comfortable being boots on the ground while creating something scalable that can grow into a team

Our ideal Sales Leader will be boots on the ground in year one — owning outcomes, building relationships, and putting structure around what works. This person elevates United Fire through how they show up: honest, reliable, and genuinely helpful, with a clear eye on results. As the pipeline grows, they’ll help us expand into new industries and show customers what Higher Level Fire Protection really looks like. If you want to build something real, take full ownership, and turn momentum into a team, you’ll thrive here.

RESPONSIBILITIES

In year one, this role is focused on personally driving sales, building new relationships, and creating repeatable processes that set the foundation for future growth, with the potential to expand the department as the company scales.

• Own the sales seat and overall sales process at United Fire
• Generate new business through proactive outreach, networking, and relationship-building
• Achieve measurable new net sales targets (approximately $1M+ annually)
• Build and maintain a steady, healthy pipeline focused on the right-fit customers
• Serve as a trusted advisor by educating customers, listening closely, and providing clear options
• Sell with integrity — no pressure tactics, no unnecessary upsells, no discount-driven strategy
• Own the customer relationship from initial conversation through handoff to operations
• Set clear expectations with customers and ensure smooth coordination with the operations team
• Maintain accurate documentation, notes, and communication to support execution
• Use data, tools, and CRM systems to track activity, forecast results, and improve performance
• Continuously refine quoting accuracy and shorten the sales lifecycle where possible
• Grow services with existing customers where it truly enhances value
• Adjust focus based on company needs (e.g., targeting specific services or industries)
• Learn the business deeply — what the technicians do, what customers need, and how work gets delivered
• Build the foundation for a scalable sales function through process, consistency, and results
• Hire, lead, train, and develop additional sales team members as volume grows
• Take full ownership of results, learning from wins and misses alike

*This role will start fully onsite in Portland, OR, with the opportunity to grow into a hybrid schedule over time.*

QUALIFICATIONS

Required

• 3–5 years of sales leadership experience, owning departmental sales outcomes
• Experience carrying significant annual sales responsibility (approximately $1M+)
• Developing and executing sales strategy, processes, and scaling of systems/tools
• Experience building, leading, and developing a sales team
• P&L ownership with an understanding of margins and pricing discipline
• Proficiency with CRM systems and standard sales technology
• Hands-on experience selling facility-based or service-based solutions, including direct responsibility for cold calling, lead generation, and winning new business

Preferred

• Salesforce experience
• Experience building partnerships in regulated industries
• Experience representing a company at trade shows or industry events
• Quoting or estimating experience

Desired

• Experience using sales intelligence tools such as ZoomInfo
• Fire protection industry experience
• Familiarity with EOS®, Pinnacle, or similar operating systems
• Experience selling services to hospitals or healthcare facilities

THE COMPANY – United Fire

United Fire has been a trusted, family-owned business since 1969, providing top-tier inspection, maintenance, and repair services for commercial fire safety systems. Serving Portland, Vancouver, and surrounding areas, we pride ourselves on reliability, expert licensing, and delivering quality products that protect businesses of all sizes. With a team of knowledgeable technicians and a commitment to safety, we ensure peace of mind for our clients and their customers. As we grow, we’re intentionally expanding into new industries and showing customers what Higher Level Fire Protection truly looks like.

WHY WORK WITH US?

We’re a people-first company that treats everyone — employees, customers, and partners — like family. We’re at a pivotal moment in our growth, moving forward with purpose, momentum, and a clear vision. By joining us now, you’ll play a meaningful role in shaping what’s next and be part of a journey that’s fast-moving, rewarding, and grounded in doing things the right way.

Here’s why you’ll love working with us:

• New challenges every day in a rock-solid, growing, and recession-proof industry
• The freedom to sell with integrity, educate customers, and walk away from the wrong business without penalty
• A culture that’s laid-back but high-performing—jeans and polos, beers after work, and team outings like ice cream socials or mini golf
• An opportunity to be part of a team that gives back
• Generous perks that show we put our people first

Everything we do is driven by our core values:

1. Integrity: High morals and ethics, Taking care of business, Honesty, Trustworthy, Do the right thing
2. Knowledgeable and Thorough: Know your stuff, Follow through, Attention to detail
3. Reliable: Dependable, Show up, On time
4. Customer Service Above All Else: Problem Solver, Communication
5. Do What You Say: Taking ownership, Blame no one, Its okay to say no, Fully deliver

How we give back:

We tithe profits, mentor youth programs, buy team lunches from our customers’ businesses, and will move mountains to make deadlines. Whether it’s helping a team member move or paying wages while someone’s in the hospital with family, we believe running a business and being a leader means showing we care through actions, not just words.

Salary: starting at $100,000 with bonus opportunity

Benefits: Health, Dental, Vision, 401k with company match (4% match), 5 Weeks of PTO, and Profit Sharing!

Ready to serve people, drive growth, and lead in a company built on excellence? Apply today!

JOB CODE: United Fire