Sales Representative

Lanco Group of Companies•Lathrop, CA

18d•$25,000 - $50,000•Hybrid

About The Position

At Western Pacific Crane, this role drives profitable revenue growth by building strong customer relationships, expanding market presence, and increasing sales penetration across an assigned territory. The Outside Sales Representative is responsible for developing new business, growing existing accounts, and delivering a high level of customer satisfaction across equipment, rental, parts, and service offerings. Success in this role comes from a strong customer focus, consistent follow-through, and the ability to identify opportunities that support both customer needs and branch growth objectives.

Requirements

3+ years of sales experience in cranes, heavy equipment, or industrial equipment markets
Strong background in business development, account management, or territory sales
Familiarity with crane or mobile equipment, including manufacturers such as Manitowoc, Grove, or National
A contagious positive attitude with a genuine commitment to helping customers succeed
Self-assured and confident, while remaining grounded, humble, and approachable
Strong balance of practical “street smart” thinking and technical or “book smart” knowledge
High integrity with consistent, visible honesty and ethical decision-making
Proven ability to build trust, influence decisions, and develop long-term customer relationships
Strong communication and presentation skills across individual and group settings
Strong negotiation, planning, and problem-solving abilities
Openness to feedback with a willingness to adapt and continuously improve
Ability to work independently while managing multiple accounts and priorities
Strong judgment with the ability to analyze situations and make sound decisions
Basic mechanical understanding of equipment and applications
Proficiency with Microsoft Office and standard business tools
Willingness to travel extensively, including overnight stays
Valid driver’s license with an acceptable driving record required
Ability to travel extensively, including overnight travel to customer and job sites
Ability to occasionally lift up to 30 lbs and perform standard office-related tasks

Responsibilities

Increase sales, rental, parts, and service revenue across assigned territory
Develop new business through cold calling and in-person visits to prospective customers
Maintain and grow existing accounts through consistent engagement and follow-up
Promote the full range of Western Pacific Crane products and services to new and existing customers
Partner with internal teams to ensure timely support and strong customer satisfaction
Educate customers on equipment features and benefits to support informed decision-making
Follow up on orders for parts and service to ensure satisfaction and resolution
Identify customer needs and resolve product or service issues promptly to build long-term relationships
Serve as the primary communication link between customers and internal departments
Participate in trade shows and industry events to support business development efforts
Communicate consistently with internal stakeholders regarding customer activity and opportunities
Ensure compliance with all safety, health, and environmental policies and procedures
Support special projects and additional duties as assigned