Sales Leader West

Owen Companies•Sacramento, CA

2d•Onsite

About The Position

The Sales Leader West owns Cal-Line Equipment’s sales results, including revenue, gross profit, and the team responsible for delivering them. The role leads Cal-Line sales representatives and grows equipment, rental, parts, and service revenue across the Cal-Line territory. It gives equal priority to the company’s three core product lines: CMC tracked aerial lifts, Bandit tow-behind chippers, and Giant loaders. The position owns the annual sales plan and budget for new and used equipment, rentals, and attachments, with targets allocated by representative, territory, and product line. It leads recruiting and development of outside sales representatives, manages manufacturer relationships and dealer programs, oversees pipeline and forecasting practices, and sets pricing and deal-approval processes. The role also develops customers and markets, represents Cal-Line at industry events, and partners with branch, rental, parts, service, fleet, and marketing teams to deliver a full-service customer experience. The position is based at Cal-Line in Sacramento, California. It is full-time and on the day shift, with travel across California, Oregon, Utah, and Washington. The Sales Leader must follow OSHA, DOT, and company safety standards and ensure transportation meets legal weight, dimension, and routing limits.

Requirements

At least 7 years of experience selling heavy equipment, aerial lifts, or specialty equipment in a dealer or manufacturer role.
Deep knowledge of CMC tracked aerial lifts, Bandit tow-behind chippers, and Giant loaders, and of the tree care, utility, and rental markets they serve.
Proven record of meeting revenue and margin targets on high-value capital equipment.
Established customer and industry relationships in the West Coast market.
Strong deal-structuring skills, including pricing, trade-ins, financing, and floor plan.
Comfort with CRM, forecasting, and Excel-based sales reporting.
Valid driver's license and ability to travel across California, Oregon, Utah, and Washington.
Ability to follow OSHA, DOT, and company safety standards and comply with legal transportation limits.

Responsibilities

Own Cal-Line’s annual sales plan and budget for new and used equipment, rentals, and attachments, setting targets by representative, territory, and product line, including CMC, Bandit, and Giant.
Meet revenue and gross profit targets while protecting margins on every deal.
Support representatives on large fleet deals and competitive bids without taking over account ownership.
Recruit, hire, onboard, and develop outside sales representatives.
Set territory assignments, account ownership, and activity expectations; run weekly pipeline reviews, ride-alongs, and deal coaching; conduct performance reviews and promptly address underperformance.
Serve as Cal-Line’s lead contact with CMC, Bandit, Giant, and other represented manufacturers.
Manage dealer programs, floor plan, co-op funds, rebates, and territory commitments.
Forecast unit demand and work with purchasing to stock appropriate inventory and achieve planned inventory turns.
Develop product knowledge through demonstrations, factory training, and representative certification.
Require consistent CRM use for accounts, opportunities, and quotes; deliver accurate monthly and quarterly forecasts and report results against budget with explanations of gaps.
Set and approve pricing, discounts, and trade-in values within company guidelines; review deal structures, including financing, warranty, and trade, before quotes are issued.
Grow market share with tree care, utility, rental, and construction customers, and identify new markets and accounts across the four-state territory.
Represent Cal-Line at trade shows, customer events, and industry associations; partner with marketing on campaigns, lead follow-up, and promotions.
Work with branch managers and rental, parts, and service teams to deliver a full-service customer experience.
Coordinate with fleet regarding rental-to-sale units and used-equipment disposition.
Follow OSHA, DOT, and company safety standards; ensure transportation complies with legal weight, dimension, and routing limits; maintain a safety-first mindset and promptly report unsafe conditions, near misses, and incidents.