National Sales Representative

TFI Canada; Mississauga; Hybrid; CAD 90,000 - 130,000; Full time

Job summary

TFI Canada is seeking a National Sales Representative to drive revenue growth across Canada, focusing on new business acquisition and national account development within the foodservice and hospitality sectors. The role requires a proactive hunter mindset, strategic planning, and strong negotiation skills to build relationships with restaurant chains, distributors, and independent operators.

The position offers a hybrid field role based in Mississauga, ON, with travel across Canada to meet

Qualifications

• Minimum 3 years of progressive sales experience in foodservice, hospitality, or B2B settings.
• Proven track record of developing new business and exceeding targets.
• Experience managing regional or national accounts is a strong asset.
• Excellent consultative selling, negotiation, presentation, and relationship skills.
• Strong communication, organization, and problem-solving abilities.
• Willingness to travel across Canada and hold a valid driver's license.

Responsibilities

• Identify, prospect, and secure new business opportunities across Canada.
• Develop and execute national sales strategies to meet revenue targets.
• Build and maintain a robust pipeline across key market segments.
• Lead full sales cycle from prospecting to proposal, negotiation, and closure.
• Develop relationships with decision-makers, franchise groups, and procurement teams.
• Coordinate with internal teams to ensure successful delivery and customer satisfaction.
• Maintain accurate records, forecasts, and reporting in the CRM.

Skills

Sales experience

New business development

Strategic account management

Consultative selling

Negotiation

Presentation skills

Relationship building

CRM proficiency

MS Office proficiency

Tools

CRM software

MS Word/Excel/Outlook/PowerPoint

Job description

Hybrid field role | Mississauga, ON, Canada

Company Overview

TFI Food Equipment Solutions is a forward-thinking and innovative premium restaurant equipment distributor and service provider that prides itself on three key areas of success; our people, our products, and the experience they create. TFI supplies industry leaders with Taylor, Henny Penny, and Franke Specialty Coffee Machines throughout every major sector in the foodservice industry. From ideation to implementation, to after-sales support, TFI is Canada’s premium supplier and service provider for foodservice chains and thousands of independent foodservice operations.

We are a culture-driven company with highly engaged specialists focused on customer forward thinking. TFI Food Equipment solutions empower team members to strive for excellence, who passionately embrace their roles, and become trustworthy and committed members of a dynamic workforce. Positive work environment with cohesive teams throughout the organization.

Role Overview

The National Sales Representative is responsible for driving revenue growth across Canada by identifying, developing, and expanding strategic customer relationships within the foodservice and hospitality sectors. This high-impact hunter role focuses on new business acquisition, national account development, and market expansion while maintaining strong relationships with existing customers.

As a key representative of TFI Food Equipment Solutions, the National Sales Rep will work closely with restaurant chains, hospitality groups, distributors, consultants, and independent operators to deliver industry-leading solutions featuring Taylor, Henny Penny, and Franke equipment portfolios. The role requires a proactive sales approach, strategic account planning, strong negotiation skills, and collaboration across internal departments to ensure exceptional customer experiences from initial engagement through implementation and after-sales support.

Key Responsibilities

Business Development & Revenue Growth

• Identify, prospect, and secure new business opportunities located within our territories through strategic outreach, networking, industry events, referrals, and direct prospecting.
• Develop and execute national sales strategies to achieve and exceed revenue targets and growth objectives.
• Build and maintain a robust pipeline of qualified opportunities within key market segments, including QSR, chain restaurants, hospitality, institutional, and independent foodservice operations.
• Conduct face‑to‑face meetings, virtual presentations, product demonstrations, and consultative sales engagements with prospective customers.
• Lead the full sales cycle from prospecting and qualification through proposal development, negotiation, and contract closure.
• Achieve monthly, quarterly, and annual sales targets as established by sales leadership.

National Account Management

• Develop and manage relationships with key decision‑makers, executives, franchise groups, consultants, and procurement teams.
• Identify opportunities to expand existing customer relationships through cross‑selling and strategic growth initiatives.
• Serve as a trusted advisor by understanding customer business objectives and recommending tailored equipment and service solutions.
• Maintain regular communication with customers to ensure satisfaction, retention, and long‑term partnership development.

Strategic Planning & Market Development

• Monitor market trends, competitive activity, and emerging opportunities within the foodservice industry.
• Develop territory and account plans to maximize market penetration and sales effectiveness.
• Participate in industry trade shows, conferences, and networking events to increase brand awareness and generate new business opportunities.
• Provide market intelligence and customer feedback to support business planning and product strategy initiatives.
• Prepare accurate quotations, proposals, and sales documentation within required timelines.
• Coordinate with operations, service, logistics, and installation teams to ensure seamless project execution and customer satisfaction.
• Manage order processing activities and communicate project updates, delivery schedules, and installation timelines to customers.
• Resolve customer concerns and elevate issues when necessary to maintain exceptional service standards.
• Maintain accurate customer records, opportunity tracking, forecasting, and reporting through the company CRM platform.
• Partner with internal stakeholders to deliver integrated solutions and support customer success.
• Contribute to a high‑performance sales culture through knowledge sharing, collaboration, and continuous improvement.
• Demonstrate professionalism, accountability, and a commitment to achieving organizational objectives.
• Participate in ongoing professional development and industry training opportunities.
• Perform additional duties and responsibilities as assigned by sales leadership.

Qualifications

• 3+ years of progressive sales experience, preferably in foodservice equipment, hospitality, restaurant operations, capital equipment, or B2B sales environments.
• Proven track record of successfully developing new business and exceeding sales targets.
• Experience managing regional, multi-location, or national customer accounts is considered a strong asset.
• Strong consultative selling, negotiation, presentation, and relationship-building skills.
• Proficiency with CRM systems and Microsoft Office Suite (Word, Excel, Outlook, PowerPoint).
• Exceptional communication, interpersonal, and customer management skills.
• Strong organizational, analytical, and problem-solving abilities.
• Self-motivated, results-oriented, and highly driven to succeed in a competitive sales environment.
• Ability to travel extensively across Canada as required.
• Valid driver's license and ability to travel for customer meetings, trade shows, and business development activities.

Key Success Factors

• Hunter mentality with a passion for winning new business.
• Strategic thinker with strong commercial acumen.
• Customer-focused and solution-oriented.
• Highly accountable and results-driven.
• Collaborative team player with leadership potential.
• Professional, resilient, and adaptable in a fast-paced environment.

Competitive compensation commensurate with experience

Although we appreciate all applications, only those who are selected for screening will be contacted. Ontario employment standards apply.

TFI Canada uses Workwolf’s AI-enabled tools to sort and screen applications based on job-related criteria. All hiring decisions involve human review.