Rental Equipment Territory Sales Representative - Wagner CAT Rental

Wagner Equipment Co.; Aurora (CO); On-site; USD 65,000 - 100,000; Full time

Benefits offered by this job

Paid Time Off (PTO) up to 96 hours in

Health insurance

401K with company contribution up to 7

Tuition Reimbursement

Employee Assistance Program (EAP)

Job summary

Wagner Equipment Co. is seeking a driven Territory Sales Representative to grow rental revenue and market share across the Denver metro ZIP-coded territory. You will act as the primary contact for assigned accounts, managing relationships through site visits, proposals, and negotiations.

Responsibilities include prospecting new business, presenting equipment solutions, and coordinating with dispatch and service teams to ensure a seamless customer experience. Travel up to 50% is required.

Qualifications

• High school diploma or equivalent required.
• 3+ years of sales or account management experience.
• Valid driver’s license with good record.
• Proficiency with CRM systems and MS Office/mobile tech.
• Strong relationship, communication, planning and negotiation skills.

Responsibilities

• Grow rental revenue and market share in a defined ZIP-territory across Denver metro.
• Prospect and qualify new accounts including dormant or competitor customers.
• Serve as the primary contact for assigned customers and manage day-to-day accounts.
• Understand projects and recommend equipment solutions with demonstrations and presentations.
• Develop territory sales and account plans; manage pipeline and retention.
• Prepare and follow up on rental quotes; negotiate terms with branch leadership.
• Coordinate with dispatch, operations, and service teams for on-time delivery.

Skills

Relationship building

Communication

Planning

Negotiation

Problem solving

Education

High school diploma or equivalent

Bachelor's degree or equivalent experience

Tools

CRM systems

Salesforce

Wynne rental software

MS Office/Mobile tech

Job description

Why Join Wagner?

At Wagner, our people are the driving force behind everything we do. We’re committed to helping our employees grow through meaningful work, career development, and opportunities to learn and advance. Join a team that values collaboration, innovation, and the people who make our success possible. We offer excellent benefits and supply you with the tools you need to maximize your potential.

Benefits include:

• Paid Time Off (PTO) Plan - Up to 96 hours of PTO in your first year + 8 company paid holidays
• Medical, dental, and vision insurance
• Life and AD&D Insurance
• Retirement Plans - 401K eligible employees can receive a company contribution up to 7%
• Tuition Reimbursement
• Employee Assistance Program (EAP)
• CEFCU - Employees have access to services including payroll deductions, savings, accounts, loans, VISA card and more
• Additional Benefits include Supplemental life Insurance, Critical Illness + Accidental Insurance, ID WatchDog and discounted employee phone plans

The Rental Equipment Territory Sales Representative is responsible for growing rental revenue and market share within an assigned ZIP-coded territory in the Denver metropolitan area. As the single point of contact for assigned accounts, this role blends outside sales, account management, and business development - turning prospects into long-term accounts among general contractors, subcontractors, industrial accounts, and specialty trades (including roofing, waterproofing, and painting/coatings) while positioning Wagner CAT Rentals as their first call for equipment solutions.

Successful Territory Sales Representatives are ambitious, outgoing self-starters who thrive on job-site relationships, disciplined prospecting, and solving problems quickly for customers who can't afford downtime.

Pay Rate: Base Salary + Commission

Pay is based upon education and experience.

Essential Functions

Reasonable accommodations may be made to enable individuals with disabilities to perform these essential functions.

• Own and grow a defined ZIP-coded territory across the Denver metro area, developing new accounts and expanding existing relationships.
• Prospect and qualify new accounts - including dormant accounts, non-customers, and competitors' customers - across construction, industrial, municipal, and specialty-trade segments through cold calls, jobsite visits, and networking.
• Serve as the primary point of contact for assigned customers and their subsidiaries, managing accounts day to day through regular visits to customer offices, facilities, and job sites.
• Understand customer projects and recommend the right equipment solution, including demonstrations and product presentations to current and prospective customers.
• Build and execute a territory sales plan and account action plans that prioritize coverage, pipeline development, and account retention.
• Prepare and follow up on rental quotes, negotiate terms, and close business in coordination with branch leadership.
• Maintain a disciplined pipeline and log all sales activity, opportunities, and customer interactions in the CRM.
• Cross-sell with specialty and other Wagner Equipment divisions to deliver complete equipment solutions.
• Coordinate with dispatch, operations, and service teams to ensure on-time delivery, equipment readiness, and a smooth customer experience.
• Respond promptly to customer needs, including urgent equipment requests, and resolve service issues and customer concerns quickly.
• Partner with Rental Sales Management on pricing, credit, and contract terms, escalating risk items (e.g., indemnification or miscoded contract issues) as needed.
• Monitor competitor activity and pricing, market conditions, and industry trends within the territory.
• Support branch teammates and represent Wagner CAT Rentals at industry events, trade association meetings, and on jobsites throughout the metro area.
• Follow all safety policies and customer jobsite safety requirements, including required PPE.
• Achieve monthly, quarterly, and annual rental revenue and market share targets.

Required Education and Experience

• High school diploma or equivalent
• 3+ years of sales, account management, or customer-facing experience
• Valid driver's license with an acceptable driving record
• Ability to work independently while coordinating closely with dispatch, operations, credit, and service teams.
• Proficient with CRM systems, Microsoft Office, and mobile technology.
• Strong relationship-building, communication, planning, problem-solving, and negotiation skills
• Ability and willingness to travel throughout the territory as required.

Preferred Knowledge and Experience

• Bachelor's degree or equivalent experience
• 2+ years of outside sales, territory sales, or account management experience
• Experience in equipment rental, construction, industrial sales, or a related field
• Knowledge of construction or related equipment, including Caterpillar equipment
• Knowledge of Wynne rental software and Salesforce or similar CRM

Physical Demands

• Standing, walking, talking, sitting, hearing, and driving
• Active field work that includes frequent jobsite visits and may require occasionally lifting and/or moving up to 25 pounds
• Ability to secure, inspect, and work around heavy equipment
• Ability to climb on and off equipment, and to bend, squat, reach, and walk uneven terrain

Competencies

• Prospecting, Negotiation & Closing Skills
• Data Entry, CRM & Telephone Skills
• Reading, Writing, Math Skills
• Reasoning, Organizational, Communication Skills
• Safety & Product Knowledge

Travel Requirements

Up to 50% travel, primarily local travel within the assigned territory

Work Environment

• Noise: Moderate
• Indoors and Outdoors
• Specific Risks: Works with moving, mechanical parts; may work in high places and be exposed to equipment vibration and fumes

Employee Benefits

Wagner Equipment Co. provides the following benefits to all full-time employees

• Paid Time Off (PTO) Plan
• Company Paid Holidays
• Medical, dental, and vision insurance
• Life and AD&D Insurance
• 401K Savings Plan
• Tuition Reimbursement
• Employee Assistance Program (EAP)

Other Duties

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.

Requirements are representative of minimum levels of knowledge, skills and/or abilities. To perform this job successfully, the employee must possess the abilities or aptitudes to perform each duty proficiently.

Wagner Equipment Co. is an EEO/AA/Veterans/Disabled employer.

#WRENTALS

#CATRENTALS

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities
This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.