Director of Rental Sales

HC Forklift America Corp; United States; Remote; USD 150,000 - 210,000; Full time

Benefits offered by this job

Medical insurance

Dental insurance

Vision insurance

401(k) with company match

PTO and paid holidays

Job summary

HC Forklift America Corporation seeks a Director of Rental Sales to lead growth across the U.S. dealer and rental network, prioritizing strategic partnerships and national expansion of forklift and aerial work platform offerings.

The role requires extensive travel (50–75%) and a track record in developing dealer channels, rental relationships, and channel management within the industrial equipment sector. Strong leadership and strategic insight are essential.

Qualifications

• Bachelor’s degree in business, Engineering, or related field (MBA preferred).
• 7–12+ years in dealer development, channel management, or distribution leadership in industrial equipment sectors.
• Strong understanding of AWP equipment and rental company ecosystems in the U.S.
• Proven success building and scaling nationwide dealer/distributor networks.

Responsibilities

• Develop and execute a U.S.-focused dealer and rental network growth strategy.
• Identify, recruit, onboard, and enable new authorized dealers and rental companies across key regions.
• Expand coverage in high-growth markets to increase equipment penetration and brand presence.
• Lead dealer performance reviews and implement corrective actions for underperforming partners.
• Provide pricing guidance, sales tools, and training to dealer networks.

Skills

Executive presence

Negotiation

Relationship management

National dealer network

Strategic partnerships

Travel ability

Education

Bachelor’s degree in business/engineering related field

MBA preferred

Job description

Job Type: Full-Time | Remote | Salaried Exempt

Position Summary

The Director of Rental Sales is responsible for leading the growth, strategy, and performance of HC Forklift America's authorized dealerand rentalnetwork across the United States while driving business development initiatives for both industrial material handling andwith a strong emphasis onaerial work platform (AWP) equipment. This role focuses on expanding market share through dealer developmentwith a strong focus on rental companies, strategic partnerships, and direct engagement with national,andregional.

The position is central to accelerating HC Forklift America's U.S. growth by building a high-performing dealer network, expanding rental channel partnerships, and increasing sales of forklifts, warehouse equipment, lift trucks, aerial work platforms, telehandlers, scissor lifts, boom lifts, attachments, and aftermarket solutions. The ideal candidate brings extensive experience within the industrial equipment industry and a proven record of developing dealer channels and rental company relationships throughout the United States.

Key Responsibilities

• Develop and execute a U.S.-focused development strategies aligned with HC Forklift America’s national growth objectives.
• Identify, recruit, and onboard new authorized dealers & rental companies across key U.S. industrial, logistics, warehousing, and manufacturing regions.
• Expand coverage in underserved or high-growth U.S. markets to increase equipment penetration and brand presence.

Dealer Performance Management

• Establish and manage U.S. dealer performance KPIs including unit sales, revenue growth, parts sales, service performance, and customer satisfaction.
• Conduct structured business reviews with dealer leadership teams across the United States.
• Implement corrective action plans for underperforming dealers and growth strategies for top-tier partners.

Channel Leadership & Relationship Management

• Serve as the executive liaison for all U.S. dealer partners.
• Build strong, long-term relationships with dealer principals, Directors, and sales leadership teams.
• Act as a strategic advisor to help dealers grow across equipment sales, rental fleets, service operations, and aftermarket parts.
• Provide dealers with pricing guidance, sales tools, marketing support, and competitive intelligence.
• Support national and regional account development across warehousing, logistics, e-commerce fulfillment, manufacturing, and industrial sectors.
• Drive adoption of HC Forklift America products, programs, and new equipment launches within the U.S. dealer network.
• Lead onboarding and certification programs for new U.S. dealers.
• Implement ongoing training programs for dealer sales teams, parts departments, and service technicians.
• Ensure dealers are fully equipped to represent HC Forklift America products, brand standards, and service expectations.
• Identify and evaluate new U.S. market opportunities for dealer and rental network expansion.
• Monitor U.S. competitor activity in the forklift and industrial equipment sector.
• Provide leadership with insights on pricing, market positioning, and channel development trends.

Cross-Functional Collaboration

• Partner with U.S. Sales, Service, Marketing, Operations, and Product teams to align dealer strategy with national business objectives.
• Deliver structured field feedback to support product improvements, warranty programs, and customer experience enhancements.

Dealer Agreements & Compliance

• Negotiate U.S. dealer agreements, territory structures, and performance expectations.
• Ensure compliance with HC Forklift America brand standards, safety requirements, and operational policies.

Qualifications

• Bachelor’s degree in business, Engineering, or related field (MBA preferred).
• 7–12+ years of experience in dealer development, channel management, or distribution leadership within industrial equipment, material handling, forklift, or heavy equipment industries.
• Strong understanding of the AWP (Aerial Work Platform) industry including scissor lifts, boom lifts, telehandlers, and related access equipment.
• Experience working with equipment rental companies, fleet management organizations, or national rental accounts preferred.
• Strong knowledge of the U.S. industrial and material handling market.
• Proven success building and scaling national dealer/distributor networks in the United States.
• Strong executive presence, negotiation, and relationship management skills.
• Ability to travel extensively across the U.S. as required.
• This is a field-based, U.S.-national role with significant travel required (typically 50–75% depending on dealer network needs).
• Work is performed in a mix of environments including dealer facilities, rentals, customer sites, warehouses, manufacturing plants, and corporate offices.
• The role requires frequent travel via air and ground transportation across U.S. regions.
• Occasional work in industrial environments may involve exposure to warehouse operations, equipment demonstrations, and outdoor job sites.
• Standard office work includes strategy development, reporting, virtual meetings, and cross-functional collaboration with internal teams.
• Flexibility in work schedule is required to accommodate client needs across multiple time zones.

The success of this role will be measured by the following key performance indicators:

• Dealer & Rental Network Growth: Increase in number of active, performing U.S. dealers within targeted territories and markets as well as rental company partnerships
• Revenue Growth: Year-over-year growth in dealer-driven equipment sales, parts revenue, and service income.
• Market Penetration: Expansion of HC Forklift America product presence in key U.S. industrial and logistics markets.
• Dealer Performance Improvement: Measurable improvement in underperforming dealer productivity and profitability.
• New Dealer Activation: Speed and effectiveness of onboarding and ramp-up for new dealer partners.
• Aftermarket Growth: Increase in parts and service revenue contribution from the dealer network.
• Customer Satisfaction: Improved end-customer satisfaction scores and dealer service performance metrics.
• Strategic Account Expansion: Growth in national and regional accounts supported through dealer channels.

Compensation

Compensation is designed to be highly competitive and performance-driven, aligned with senior-level responsibilities in national dealer development.

• Base Salary: (Depending on experience and industry background)
• Annual Incentive / Bonus: 25% – 40% of base salary based on achievement of dealer growth, revenue, and market expansion KPIs
• Additional Compensation Elements:
  • Potential commission or override structure tied to dealer-driven equipment sales growth
  • Travel expense reimbursement
• Benefits Include:
  • Medical, Dental, and Vision insurance
  • 401(k) with company match
  • Paid Time Off (PTO) and Paid Holidays

Additional Information

This job description reflects the current expectations for the position but is not intended to be all-inclusive. Duties, responsibilities, and qualifications may be modified or reassigned at any time to meet the evolving needs of the organization.