Sales Leader West

Cal-Line Equipment; Sacramento (CA); On-site; USD 140,000 - 210,000; Full time

Job summary

Cal-Line Equipment in the United States seeks a Sales Leader West to own regional revenue, gross profit, and the team that delivers results. You will grow equipment, rental, parts and service revenue across the four-state territory, focusing on CMC tracked aerial lifts, Bandit tow-behind chippers, and Giant loaders.

You will recruit, hire, and develop outside sales reps, set territory ownership, run weekly pipeline reviews, and drive price discipline and margin protection on every deal.

Qualifications

• 7+ years selling heavy equipment, aerial lifts, or specialty gear.
• Deep knowledge of CMC tracked aerial lifts, Bandit tow-behind chippers, and Giant loaders and the markets they serve.
• Proven track record of hitting revenue and margin targets on high-value capital equipment.
• Established customer and industry relationships in the West Coast market.
• Strong deal-structuring skills: pricing, trade-ins, financing, and floor plan.
• Comfortable with CRM, forecasting, and Excel-based sales reporting.
• Valid driver's license and ability to travel across CA, OR, UT, and WA.

Responsibilities

• Own the West region sales plan and budget for new/used equipment, rentals, and attachments, with targets per product line.
• Lead and coach sales reps; run pipeline reviews and deal coaching.
• Coordinate with manufacturers, manage dealer programs, and forecast demand with purchasing.
• Drive product knowledge through demos, factory training, and rep certification.
• Represent Cal-Line at trade shows and events; partner with marketing on campaigns.

Skills

Heavy equipment sales

CRM & forecasting

Deal structuring

Leadership & team mgmt

Excel reporting

Travel readiness

Tools

CRM system

Excel

Job description

POSITION SUMMARYThe Sales Leader West owns Cal-Line Equipment's sales results: revenue, gross profit, and the team that delivers them. The role leads the Cal-Line sales reps, grows equipment, rental, parts and service revenue across the Cal-Line territory, and grows Cal-Line's three core lines with equal priority: CMC tracked aerial lifts, Bandit tow-behind chippers, and Giant loaders.KEY RESPONSIBILITIESSales Leadership and resultsOwn the Cal-Line annual sales plan and budget for new and used equipment, rentals, and attachments; break it down by rep, territory, and product line, with its own targets for CMC, Bandit, and Giant.Hit revenue and gross profit targets while protecting margin on every deal.Support reps on large fleet deals and competitive bids without taking over account ownership.Team ManagementRecruit, hire, onboard, and develop outside sales reps.Set clear territory assignments, account ownership, and activity expectations.Run weekly pipeline reviews, ride-alongs, and deal coaching.Conduct performance reviews and address underperformance promptly.Manufacturer and product line managementServe as Cal-Line's lead contact with CMC, Bandit, Giant, and other represented manufacturers.Manage dealer programs, floor plan, co-op funds, rebates, and territory commitments.Forecast unit demand and work with purchasing to stock the right inventory and turn it on plan.Drive product knowledge: demos, factory training, and rep certification.Pipeline, CRM, and forecastingRequire consistent CRM use for every account, opportunity, and quote.Deliver an accurate monthly and quarterly sales forecast.Report results to leadership against budget, with clear explanations of gaps.Pricing and marginSet and approve pricing, discounts, and trade-in values within company guidelines.Review deal structure, including financing, warranty, and trade, before quotes go out.Customer and market developmentGrow share with tree care, utility, rental, and construction customers.Identify new markets and accounts across the four-state territory.Represent Cal-Line at trade shows, customer events, and industry associations.Partner with marketing on campaigns, lead follow-up, and promotions.Cross-functional partnershipWork with branch managers, rental, parts, and service to deliver a full-service customer experience.Coordinate with fleet on rental-to-sale units and used equipment disposition.Safety & ComplianceFollow all OSHA, DOT, and company safety standards, and ensure all transportation is executed within legal weight, dimension, and routing limits.Maintain a safety-first mindset and report unsafe conditions, near misses, and incidents immediately.QUALIFICATIONS / EXPERIENCE ENVIRONMENT7+ years selling heavy equipment, aerial lifts, or specialty equipment, in a dealer or manufacturer role.Deep knowledge of CMC tracked aerial lifts, Bandit tow-behind chippers, and Giant loaders, and the tree care, utility, and rental markets they serve.Proven record of hitting revenue and margin targets on high-value capital equipment.Established customer and industry relationships in the West Coast market.Strong deal-structuring skills: pricing, trade-ins, financing, and floor plan.Comfortable with CRM, forecasting, and Excel-based sales reporting.Valid driver's license and ability to travel across CA, OR, UT, and WA.