Equipment Sales Representative
Core Purpose
Responsible for managing the full equipment sales lifecycle-from initial customer engagement and opportunity development through quoting, order fulfillment, delivery, and post-sale support. This role focuses on building long-term customer relationships while providing equipment solutions that support customer operations.
Types of Sales Opportunities
Retail Equipment Sales
Sell individual pieces of equipment (stock or factory order) based on customer applications and operational needs. This includes helping customers select the appropriate equipment for new or existing operations.
Rental Equipment
Promote and support equipment rentals within the assigned territory, including identifying opportunities to convert rental units into long-term purchases or repeat business.
Systems / Full Plant Sales
Support the development and sale of complete processing systems or turnkey plant solutions. These opportunities may involve longer sales cycles and require coordination across multiple departments to develop custom equipment solutions.
Key Responsibilities
Sales & Business Development
- Build and maintain strong relationships with customers, dealers, and contractors within the assigned territory
- Identify and develop new sales opportunities through proactive outreach and customer engagement
- Promote and sell equipment solutions while working closely with Parts and Service Sales Representatives (PSSRs) to support the full customer relationship
- Manage both short-term equipment sales and longer-term project opportunities
Equipment & Application Sales
- Evaluate customer needs and recommend appropriate equipment solutions
- Assist customers with equipment configuration, options, and system planning
- Conduct equipment demonstrations and product presentations
- Support customers with application questions and product capabilities
Customer Support & Technical Sales
- Gather detailed job and application information to support accurate quoting
- Work with estimating or internal teams to develop quotes, including pricing, options, lead times, and freight
- Provide technical product knowledge and application guidance
- Conduct site visits, jobsite evaluations, and customer meetings
Sales Operations & Coordination
- Serve as the primary point of contact throughout the sales process
- Coordinate with estimating, engineering, service, and operations teams to support equipment sales
- Manage opportunities from initial inquiry through quote, order, and delivery
- Maintain clear communication with internal teams and customers
Order Processing & Delivery Support
- Support order processing and ensure all sales documentation is accurate
- Coordinate equipment scheduling, freight, and delivery logistics
- Assist with resolving order issues, scope changes, or customer expectations
- Remain engaged after delivery to ensure customer satisfaction and support long-term relationships
Skills & Qualifications
- Strong communication and relationship-building skills
- Technical aptitude with heavy equipment or related industries
- Ability to understand equipment applications and customer operations
- Strong organizational and time-management skills
- Ability to manage multiple opportunities simultaneously
- Self-motivated and able to manage territory activity independently
Experience Requirements
- Experience in equipment, aggregates, construction, or a related industry preferred
- Experience with capital equipment or territory sales is a plus
- Sales experience beneficial but not required for candidates with strong industry knowledge
Work Environment & Travel
- Primarily a field-based role with significant time spent at customer and job sites
- Frequent travel within assigned territory (approximately 80%)
- Remaining time spent on internal coordination, quoting, and customer follow-up