Sales Leader West

POSITION SUMMARY

The Sales Leader West owns Cal-Line Equipment's sales results: revenue, gross profit, and the team that delivers them. The role leads the Cal-Line sales reps, grows equipment, rental, parts and service revenue across the Cal-Line territory, and grows Cal-Line's three core lines with equal priority: CMC tracked aerial lifts, Bandit tow-behind chippers, and Giant loaders.

KEY RESPONSIBILITIES

Sales Leadership and results

• Own the Cal-Line annual sales plan and budget for new and used equipment, rentals, and attachments; break it down by rep, territory, and product line, with its own targets for CMC, Bandit, and Giant.
• Hit revenue and gross profit targets while protecting margin on every deal.
• Support reps on large fleet deals and competitive bids without taking over account ownership.

Team Management

• Recruit, hire, onboard, and develop outside sales reps.
• Set clear territory assignments, account ownership, and activity expectations.
• Run weekly pipeline reviews, ride-alongs, and deal coaching.
• Conduct performance reviews and address underperformance promptly.

Manufacturer and product line management

• 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 the right inventory and turn it on plan.
• Drive product knowledge: demos, factory training, and rep certification.

Pipeline, CRM, and forecasting

• Require consistent CRM use for every account, opportunity, and quote.
• Deliver an accurate monthly and quarterly sales forecast.
• Report results to leadership against budget, with clear explanations of gaps.

Pricing and margin

• Set and approve pricing, discounts, and trade-in values within company guidelines.
• Review deal structure, including financing, warranty, and trade, before quotes go out.

Customer and market development

• Grow share with tree care, utility, rental, and construction customers.
• 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.

Cross-functional partnership

• Work with branch managers, rental, parts, and service to deliver a full-service customer experience.
• Coordinate with fleet on rental-to-sale units and used equipment disposition.

Safety & Compliance

• Follow all OSHA, DOT, and company safety standards, and ensure all transportation is executed within legal weight, dimension, and routing limits.
• Maintain a safety-first mindset and report unsafe conditions, near misses, and incidents immediately.

QUALIFICATIONS / EXPERIENCE ENVIRONMENT

• 7+ years 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 the tree care, utility, and rental markets they serve.
• Proven record of hitting revenue and margin targets on high-value capital equipment.
• Established customer and industry relationships in the West Coast market.
• Strong deal-structuring skills: pricing, trade-ins, financing, and floor plan.
• Comfortable with CRM, forecasting, and Excel-based sales reporting.
• Valid driver's license and ability to travel across CA, OR, UT, and WA.