Director of Sales

Sonsray•Torrance, CA

About The Position

The Director of Sales – Machinery Division is a senior leadership role responsible for driving revenue growth, expanding market share, and strengthening customer relationships across Sonsray’s Machinery operations. The position leads sales strategy and execution for heavy equipment, machinery solutions, and related service offerings within a multi-location dealership environment. Reporting to the Executive Vice President, the Director of Sales builds, develops, and leads a high-performing sales organization while aligning sales initiatives with operational capabilities, OEM standards, and company growth objectives. The role is based in Torrance, California, and requires extensive travel—up to 70–80%—to Sonsray Machinery locations and customer sites as needed. The listed salary is $125,000 based on experience, plus bonus.

Requirements

At least 10 years of progressive sales leadership experience.
Proven ability to lead, develop, and scale sales teams across large geographic territories.
Strong financial and operational understanding, including forecasting, margin management, and contract negotiation.
Exceptional interpersonal skills and the ability to influence and collaborate across organizational levels.
Proficiency in Microsoft Office Suite, Google Workspace, CRM platforms, and dealership management systems.
Ability to travel extensively, up to 70–80%, to company locations and customer sites as needed.

Nice To Haves

Bachelor’s degree in Business, Management, Sales, or a related field is strongly preferred.
Sales leadership experience in heavy equipment, machinery, construction, agriculture, or industrial dealership environments is preferred.

Responsibilities

Lead, develop, and motivate the Machinery sales team to meet or exceed revenue, margin, and KPI targets.
Set sales goals, territory plans, and performance expectations, and monitor activity through CRM reports and dashboards.
Coach and mentor sales staff in consultative selling, pipeline management, and closing effectiveness.
Hold sales leaders and representatives accountable for forecast accuracy, customer engagement, and performance outcomes.
Develop and execute strategies to grow new equipment, used equipment, rental, and aftermarket sales across assigned territories.
Increase market penetration and share across construction, agriculture, industrial, and related end-user segments.
Identify emerging markets, customer trends, and competitive opportunities to support long-term growth.
Partner with Operations and Service leadership to align sales commitments with delivery timelines and customer expectations.
Build and maintain relationships with key customers, large accounts, and strategic partners.
Support complex or high-value sales opportunities, contract negotiations, and major customer engagements.
Strengthen OEM relationships and ensure alignment with manufacturer programs, incentives, and performance expectations.
Develop annual sales plans, budgets, and forecasts aligned with company objectives.
Collaborate with Marketing on local and regional campaigns, promotions, and product launches.
Ensure effective CRM use to track opportunities, customer activity, and sales performance.
Monitor the competitive landscape and adjust pricing, positioning, and strategy as needed.
Ensure compliance with company policies, OEM standards, and ethical sales practices.
Meet or exceed company and manufacturer performance metrics and reporting requirements.
Participate in OEM training, national meetings, and industry events to stay current on products and market trends.

Benefits

Medical coverage with PPO and HSA options.
Dental, vision, and life insurance provided at no cost.
401(k) with competitive employer contributions.
80 hours of annual vacation, increasing with years of service.
Uniforms provided annually.
Annual boot voucher of $175.
One full paid day off annually for community volunteer work.
Birthday meal provided by Sonsray.
Annual holiday party, including covered airfare and hotel for employees and a guest.
Emphasis on company growth and employee development.
Open-door policy and a collaborative environment with active owner and management involvement.