Equipment Sales Representative

Coric Equipment; Salinas (CA); On-site; USD 60,000 - 90,000; Full time

Job summary

Coric Equipment in Salinas, CA, is seeking a Forklift/Material Handling Equipment Sales Representative to drive growth by promoting forklifts and related equipment to a US client base. You will identify needs, build relationships, and present solutions that improve operational efficiency.

This role requires strong sales acumen, product knowledge, and collaboration with service, parts, and finance teams to deliver complete solutions and meet revenue targets.

Qualifications

• Sales experience in industrial equipment, forklifts, or material handling.
• Strong knowledge of forklift types, specs, and applications.
• Willingness to travel and valid driver's license.
• Excellent communication, negotiation, and interpersonal skills.

Responsibilities

• Identify and engage prospective customers through cold calling, networking, and industry events to generate new sales opportunities.
• Conduct detailed needs assessments with clients to recommend appropriate forklifts and material handling equipment tailored to their operational requirements.
• Prepare and deliver compelling sales presentations and product demonstrations to showcase the features and benefits of our equipment.
• Negotiate pricing, terms, and contracts to close sales while ensuring profitability and customer satisfaction.
• Collaborate with service and parts departments to coordinate equipment delivery, installation, and after-sales support.
• Maintain accurate records of sales activities, customer interactions, and pipeline status using CRM software.
• Stay informed about industry trends, competitor products, and technological advancements to provide expert advice to customers.
• Participate in ongoing training to enhance product knowledge and sales techniques.

Skills

Sales experience

Interpersonal skills

Negotiation

CRM proficiency

Communication

Industry knowledge

Education

High school diploma

Bachelor’s degree preferred

Tools

CRM software

Sales analytics tools

Job description

About the Role:

The Forklift/Material Handling Equipment Sales Representative plays a critical role in driving the growth and success of our material handling division by actively promoting and selling forklifts and related equipment to a diverse client base across the United States. This position requires a deep understanding of the products and the ability to assess customer needs to recommend the most suitable solutions that enhance operational efficiency. The representative will build and maintain strong relationships with new and existing customers, ensuring high levels of satisfaction and repeat business. They will collaborate closely with internal teams including service, parts, and finance to deliver comprehensive solutions and seamless customer experiences. Ultimately, this role is pivotal in expanding market share and achieving sales targets while upholding the company’s reputation for quality and reliability.

Pay - Salary plus commission.

Minimum Qualifications

• High school diploma or equivalent; a bachelor’s degree in business, marketing, or a related field is preferred but not required.
• Proven experience in sales, preferably in industrial equipment, forklifts, or material handling sectors.
• Strong understanding of forklift types, specifications, and applications.
• Valid driver’s license and willingness to travel frequently within assigned territory.
• Excellent communication, negotiation, and interpersonal skills.

Preferred Qualifications

• Experience with CRM software and sales analytics tools.
• Technical knowledge of forklift specifications, maintenance and safety standards.
• Established network within the warehousing, manufacturing, or logistics industries.
• Demonstrated ability to meet or exceed sales targets consistently.

Responsibilities

• Identify and engage prospective customers through cold calling, networking, and industry events to generate new sales opportunities.
• Conduct detailed needs assessments with clients to recommend appropriate forklifts and material handling equipment tailored to their operational requirements.
• Prepare and deliver compelling sales presentations and product demonstrations to showcase the features and benefits of our equipment.
• Negotiate pricing, terms, and contracts to close sales while ensuring profitability and customer satisfaction.
• Collaborate with service and parts departments to coordinate equipment delivery, installation, and after-sales support.
• Maintain accurate records of sales activities, customer interactions, and pipeline status using CRM software.
• Stay informed about industry trends, competitor products, and technological advancements to provide expert advice to customers.
• Participate in ongoing training to enhance product knowledge and sales techniques.

Skills

The required skills enable the sales representative to effectively communicate complex product information and tailor solutions to meet diverse customer needs, ensuring a consultative sales approach. Strong negotiation and interpersonal skills are essential for building trust and closing deals that benefit both the customer and the company. Proficiency with CRM software helps manage customer relationships and sales pipelines efficiently, allowing for strategic follow-ups and accurate forecasting. Preferred skills such as technical knowledge of equipment and industry-specific insights enhance the representative’s credibility and ability to provide value-added recommendations. Together, these skills support daily activities from prospecting and presenting to closing sales and coordinating post-sale support, driving overall business growth.