Commercial Sales Manager- Lubricants

Crystal Flash; Grand Rapids (MI); On-site; USD 90,000 - 130,000; Full time

Benefits offered by this job

Employee ownership (ESOP)

Veteran-friendly employer

Industry recognition awards

Job summary

Crystal Flash is seeking a Commercial Sales Manager - Lubricants to drive statewide growth across Michigan. You will identify new markets, develop plans, and coordinate with operations, supply, marketing, and finance to deliver lubricant solutions.

The role emphasizes prospecting, building relationships with transportation fleets, manufacturers, and industrial customers, and managing a rigorous sales cycle from discovery to sign-off. Frequent statewide travel is required.

Qualifications

• High school diploma or equivalent required; bachelor’s degree in Sales, Marketing, Business, or a related field preferred.
• Five (5) or more years of successful B2B sales, business development, or technical sales experience, including success acquiring new customers and developing markets.
• Experience selling commercial lubricants, industrial fluids, fleet products, petroleum products, equipment, or other technical and service-intensive solutions is strongly preferred.

Responsibilities

• Develop and execute a statewide sales plan for commercial lubricants, including target industries, priority prospects, activity goals, and new-customer, volume, revenue, and gross-margin objectives.
• Research and identify current and emerging lubricant opportunities among transportation fleets, manufacturers, industrial facilities, contractors, agriculture, municipalities, equipment dealers, repair facilities, and other high-potential commercial users.
• Prospect consistently through outbound calling, referrals, networking, field visits, trade associations, vendor relationships, events, and coordinated marketing campaigns. Travel throughout Michigan to meet decision-makers and evaluate customer applications and facilities.
• Conduct consultative discovery to understand equipment, operating conditions, maintenance practices, specifications, product usage, storage, handling, purchasing requirements, and performance challenges. Recommend solutions using bulk and packaged engine oils, hydraulic fluids, gear oils, greases, coolants, and other related products and services.
• Meet or exceed assigned goals for new customers, lubricant volume, revenue, gross margin, and strategic market development. Maintain an active pipeline and provide accurate forecasts, activity reports, and progress updates to management.

Skills

Prospecting

Negotiation

Relationship-building

Communication

Strategic planning

Education

High school diploma or equivalent

Bachelor’s degree in Sales, Marketing, Business, or related field

Tools

Microsoft Dynamics CRM

Microsoft Office

Job description

Crystal Flash is a rapidly growing organization and is always looking for qualified team members. We seek highly motivated, talented candidates to join our team and offer a competitive benefits package to our employees.

Working at Crystal Flash offers a unique blend of career opportunities, teamwork, and community involvement.

As a 100% employee-owned company, you have a direct impact and stake in the company’s success.

Crystal Flash values its employees and fosters a positive work environment. You'll have the opportunity to contribute to a company that is committed to serving its communities through philanthropic initiatives . Additionally, Crystal Flash offers competitive compensation packages and a range of benefits to support your well-being.

100% Employee-Owned

Working for a 100% employee-owned company is a unique opportunity that provides a sense of ownership, empowerment, and financial security.

Veteran-Friendly

Crystal Flash is a Bronze level Veteran-Friendly Employer in Michigan, as designated by the Michigan Veterans Affairs Agency (MVAA). We are dedicated to building great opportunities for Michigan Veterans.

What does 100% Employee-Owned Mean?

Crystal Flash has an employee stock ownership plan (ESOP) in which employees own shares through a trust funded by the company. The National Center for Employee Ownership (NCEO) has an article on working at an ESOP company for employee-owners and a research page with statistics on employee ownership and a compilation of studies on the benefits of employee ownership. But if you're curious about what it means to us, just ask any of our 300+ employee owners!

We are proud to announce that Crystal Flash has once again been recognized as one of the Best and Brightest Companies to Work For® in West Michigan for 2026. This marks the second year in a row of receiving this honor from the National Association for Business Resources.

In addition, we are thrilled to announce we have also been named one of the Best and Brightest Companies to Work for in the Nation for 2026.

Current Postings

Location: Grand Rapids, MI

Job Id:108

# of Openings:1

Position Description

Summary:

The Commercial Sales Manager - Lubricants is a statewide, individual-contributor sales position responsible for accelerating profitable growth of Crystal Flash’s commercial lubricants business throughout Michigan. The position is fully dedicated to identifying new markets, acquiring new customers, and expanding lubricant opportunities within existing Crystal Flash relationships. This role manages lubricant market development and the sales process rather than employees or an ongoing general account portfolio. The position partners closely with Account Executives and with Sales, Operations, Supply, Marketing, Finance, Safety, and vendor resources to deliver commercial lubricant solutions that support Crystal Flash’s multi-year growth strategy.

ESSENTIAL DUTIES AND RESPONSIBILITIES:

• Develop and execute a statewide sales plan for commercial lubricants, including target industries, priority prospects, activity goals, and new-customer, volume, revenue, and gross-margin objectives.
• Research and identify current and emerging lubricant opportunities among transportation fleets, manufacturers, industrial facilities, contractors, agriculture, municipalities, equipment dealers, repair facilities, and other high-potential commercial users.
• Prospect consistently through outbound calling, referrals, networking, field visits, trade associations, vendor relationships, events, and coordinated marketing campaigns. Travel throughout Michigan to meet decision-makers and evaluate customer applications and facilities.
• Conduct consultative discovery to understand equipment, operating conditions, maintenance practices, specifications, product usage, storage, handling, purchasing requirements, and performance challenges. Recommend solutions using bulk and packaged engine oils, hydraulic fluids, gear oils, greases, coolants, and other related products and services.
• Meet or exceed assigned goals for new customers, lubricant volume, revenue, gross margin, and strategic market development. Maintain an active pipeline and provide accurate forecasts, activity reports, and progress updates to management.
• Advance opportunities through the complete sales process by developing the value proposition, coordinating product recommendations, obtaining pricing and credit approval, preparing proposals, negotiating terms within established authority, and securing signed agreements.
• Coordinate with Operations, Supply, Finance, Safety, Marketing, lubricant suppliers, and technical resources to confirm product availability, specifications, storage and dispensing equipment, delivery requirements, capital needs, implementation timing, and acceptable financial returns before commitments are made.
• Lead implementation of new lubricant business. Ensure products, pricing, contracts, forecasts, tanks or dispensing equipment, delivery expectations, and customer requirements are clearly documented, then complete a successful handoff to the appropriate team for ongoing service and account support.
• Partner with Account Executives, the Key Account team, Customer Service, and operational leaders to identify lubricant opportunities within existing relationships, conduct joint customer calls, provide product expertise, coordinate referrals, and avoid duplication. Maintain accurate opportunity, volume, margin, probability, and close-date information in Microsoft Dynamics CRM.
• Represent Crystal Flash in relevant trade associations, vendor events, and customer education opportunities. Monitor product technology, specifications, competitors, pricing, regulations, and industry trends and recommend new products, services, partnerships, or investments that can profitably grow the lubricant business.

The above statements describe the general nature and level of work performed by team members assigned to this classification. They are not intended to be an exhaustive list of all responsibilities, duties, and skills required.

Reports to: This position reports to the Vice President of Sales and Customer Support

Supervisory Requirements: None. This is an individual-contributor role responsible for managing statewide lubricant market development and sales initiatives.

Travel: Frequent statewide travel for prospecting, joint sales calls, customer meetings, facility evaluations, trade shows, and industry events is required. Regular overnight travel within Michigan should be expected.

Qualification Requirements:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. The requirements listed below are representative of the knowledge, skill, and/or ability required.

Education and/or experience:

• High school diploma or equivalent required; bachelor’s degree in Sales, Marketing, Business, or a related field preferred.
• Five (5) or more years of successful business-to-business sales, business development, or technical sales experience, including demonstrated success acquiring new customers and developing markets.
• Experience selling commercial lubricants, industrial fluids, fleet products, petroleum products, equipment, or other technical and service-intensive solutions is strongly preferred.
• Experience interpreting product specifications and coordinating bulk storage, dispensing equipment, delivery, vendor support, contracts, or multiple internal stakeholders is preferred.
• Proficiency with Microsoft Office products and CRM software; Microsoft Dynamics CRM experience is preferred.
• Strong communication, presentation, negotiation, organization, and relationship-development skills.
• Valid driver’s license with an acceptable motor vehicle record and the ability to travel throughout Michigan.

Preferred Attributes and Skills:

• Skilled in consultative selling, prospecting, negotiation, closing, and developing business in new or underdeveloped markets.
• Ability to build relationships with owners, executives, procurement professionals, fleet and maintenance managers, plant leaders, mechanics, reliability professionals, and other decision-makers and influencers.
• Ability to evaluate market potential and translate customer, competitive, operational, product, and financial information into focused sales priorities.
• Working knowledge of pricing, gross margin, volume, forecasting, return on investment, capital considerations, and sales‑pipeline management.
• Ability to learn and communicate lubricant applications, viscosity and performance specifications, OEM requirements, product compatibility, storage and handling considerations, safety information, and environmental requirements.
• Ability to develop clear product recommendations, proposals, presentations, conversion plans, business cases, and internal recommendations.
• Ability to independently plan a statewide territory, prioritize high‑value opportunities, and maintain disciplined follow‑up through technical or complex sales cycles.
• Ability to coordinate multiple prospects, product conversions, equipment installations, stakeholders, deadlines, and implementations while maintaining accurate documentation.
• Ability to collaborate with Account Executives and cross‑functional teams, gain alignment, and raise technical, operational, financial, or non‑standard commitments before agreements are finalized.
• Strong written and verbal communication skills and the ability to tailor the message to technical, maintenance, operational, financial, and executive audiences.
• Comfort working in fleet, manufacturing, industrial, commercial, agricultural, shop, warehouse, and outdoor environments and around customer equipment and facilities.
• Entrepreneurial curiosity and the ability to identify unmet needs, new applications, product‑conversion opportunities, partnerships, and scalable lubricant markets.
• Commitment to safety, integrity, customer service, teamwork, product stewardship, and financial responsibility.

Core Competencies:

New Business Development: Proactively generates lubricant opportunities through disciplined prospecting, consultative discovery, value‑based selling, and effective closing. Builds new markets instead of relying on incoming leads.

Lubricant Market Expertise: Connects customer equipment, applications, specifications, maintenance needs, and operating goals with appropriate products, services, and technical resources.

Collaboration: Works effectively with Account Executives, Sales, Operations, Supply, Marketing, Finance, Safety, suppliers, and technical partners to deliver executable solutions.

Customer Engagement: Builds trust, listens carefully, asks effective technical and business questions, and communicates a clear value proposition tied to reliability, efficiency, protection, and total cost.

Accountability: Owns activity, pipeline accuracy, commitments, and results. Follows through with communication to keep internal and external stakeholders informed.

Innovation and Curiosity: Explores new products, applications, services, and partnerships and uses sound business judgment to bring viable opportunities forward.

Resilience: Maintains focus and professionalism through rejection, product conversions, competitive pressure, long sales cycles, and changing priorities.

Organization: Plans statewide activity, prioritizes the highest‑value opportunities, and coordinates multiple prospects, trials, conversions, and implementations effectively.

Business Acumen: Understands volume, revenue, margin, inventory, capital, risk, and operational feasibility and balances growth with sustainable returns.

Composure: Remains credible, thoughtful, and solutions oriented during technical questions, difficult negotiations, operational constraints, or customer concerns.

Self‑Management: Works independently, uses time and resources effectively, and makes decisions within established authority.

Reading, Writing and Math Skills:

Reading - Advanced reading comprehension of product data sheets, safety data sheets, OEM specifications, contracts, technical materials, industry terminology, and market information. Writing - Advanced writing skills for proposals, conversion plans, presentations, contracts, and internal recommendations.

Math - Intermediate math skills applied to pricing, margins, volume, forecasts, product conversions, return on investment, budgets, and market analysis.

Reasoning: Ability to evaluate customer applications and product information, solve practical problems involving technical, operational, and financial variables, compare alternatives, recognize risk, and make or recommend sound decisions with limited standardization.

Physical Demands and Work Environment

While performing the duties of this job, the team member is regularly required to stand, walk, sit, reach with hands and arms, talk, hear, drive, and operate standard office equipment requiring manual dexterity and hand‑eye coordination. The team member may occasionally be required to stoop, kneel, crouch, climb, or balance and may occasionally lift and/or move up to 50 pounds.

Specific vision requirements include close, distance, color, peripheral vision, and depth perception.

The team member may occasionally work outside in varying weather conditions and may be exposed to moving equipment, oils, greases, chemicals, fumes, and airborne particles at customer and company locations. Required personal protective equipment, product‑handling practices, and safety procedures must be followed.

The noise level ranges from quiet in an office environment to moderate or loud at customer, fleet, shop, manufacturing, industrial, warehouse, or operational sites.

Crystal Flash is an equal opportunity employer (minorities/females/disabled/veterans). We recruit, employ, train, compensate and promote without regard to race, religion, creed, color, national origin, age, gender, sexual orientation, marital status, disability, veteran status or any other basis protected by applicable federal, state or local law.