Senior Area Sales Manager – Builder Channel (Richmond, VA)

General Electric; Richmond (VA); Remote; USD 60,000 - 100,000; Full time

Job summary

An established industry player is seeking a dynamic Senior Area Sales Manager to lead sales efforts in the Richmond area. This high-impact role involves driving sales growth by engaging with builders and distributors, developing strategic initiatives, and maintaining strong customer relationships. The ideal candidate will possess a strong sales background, excellent negotiation skills, and the ability to work independently. Join a company that values innovation and teamwork, and enjoy the flexibility to create a work arrangement that suits your needs while contributing to a culture of inclusion and engagement.

Qualifications

• 5+ years of field sales experience or completion of GE Appliances Commercial Development Program.
• Proven ability to build relationships and drive customer engagement.

Responsibilities

• Drive sales and margin growth by promoting GE Appliances to builders and developers.
• Analyze market data to inform sales strategies and manage customer relationships.

Skills

Sales Experience

Negotiation Skills

Relationship Building

Cold Calling

Presentation Skills

Education

Bachelor's Degree

Equivalent Industry Experience

Job description

At GE Appliances, a Haier company, we come together to make “good things, for life.” As the fastest-growing appliance company in the U.S., we’re powered by creators, thinkers and makers who believe that anything is possible and that there’s always a better way. We believe in the power of our people and in giving them the freedom to explore, discover and build good things, together.

The GE Appliances philosophy, backed by three simple commitments defines the way we work, invent, create, do business, and serve our communities: we come together, we always look for a better way, and we create possibilities.

Interested in joining us on our journey?

As a Senior Area Sales Manager, you will be the driving force behind appliance sales in the Richmond, VA region, representing GE Appliances in both new and existing contract and builder accounts. This high-impact role focuses on expanding market share across diverse customer segments, including single-family builders, multi-family developers, builder distributors, and apartment replacement distributors.

You’ll manage the full customer experience — from strategic growth initiatives to consistent, high-quality product delivery — all while maintaining strong, solution-oriented relationships with our valued partners.

Position

Senior Area Sales Manager – Builder Channel (Richmond, VA)

Location

USA, Richmond, VA

How You'll Create Possibilities

What You’ll Do

• Drive sales and margin growth by selling and promoting GE Appliances’ full portfolio to builders, developers, and distributor partners
• Deliver on regional sales objectives and operating plan goals
• Identify new business opportunities and execute local marketing strategies while managing potential channel conflict
• Develop and strengthen customer relationships through value-based, solution selling
• Analyze the market, competition, and territory sales data to inform strategy
• Conduct and facilitate training programs with key customers and accounts
• Perform administrative responsibilities and reporting tasks with a high degree of accuracy
• Proactively prospect and cold call to convert leads into long-term, purchasing customers
• Serve as a consultative partner across customer projects, including visiting construction job sites

What You'll Bring to Our Team

What You’ll Bring

Minimum Qualifications

• Bachelor’s degree or equivalent industry experience
• 5+ years of relevant field sales experience — or a graduate of the GE Appliances Commercial Development Program
• Must reside in or be willing to relocate to the Richmond, VA area
• Experience working independently from a home office
• Proven ability to build relationships, influence decision-makers, and drive customer engagement
• Strong negotiation and closing skills
• Excellent verbal, written, and presentation skills
• Self-starter mindset with a high degree of ownership and accountability

Preferred Qualifications

• Experience developing and executing sales strategies aligned with business objectives
• Background in B2B sales within contractor or builder channels
• Cold calling experience with a proven record of turning leads into accounts
• 2+ years of appliance or wholesale contractor sales experience

Additional Details

• Role is based remotely, with regular travel across the Richmond region
• Expect up to 60% travel, primarily within the assigned territory
• Flexibility in work hours, mostly aligned with Eastern Time Zone business needs
• Travel includes customer meetings, job site visits, team events, and more

Our Culture

Our work is centered on our People and Culture as reflected in our Zero Distance philosophy and we recognize the importance of reaffirming our commitment to inclusion and diversity (I&D). This underscores our commitment to fostering an environment where every individual feels valued, connected, and empowered to contribute, while positioning our organization to adapt seamlessly to the evolving needs of our workforce and communities.

This reflects our dedication to creating solutions that: Empower colleagues by fostering an environment where all voices are heard, valued, and encouraged to contribute. Strengthen communities where we live and work. Reinforce a culture of belonging, purpose, and engagement. Reflect the diversity of the communities we serve through our workforce, products, and practices.

By further embedding Zero Distance into our People and Culture framework, we will continue to build a deeply connected organization. We are cultivating a culture of engagement, belonging, and connection, because while attracting new talent remains a priority, retention is a cornerstone of our strategy.

GE Appliances is a trust-based organization. It is important we offer our employees the flexibility they need to do their best work while balancing the needs of the business and individuals. When you join GE Appliances, you will have the opportunity to work with your leader to create a flexible work arrangement that balances the needs of the individual, team, and organization.

GE Appliances is an Equal Opportunity Employer. Employment decisions are made without regard to race, color, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other characteristics protected by law.

GE Appliances participates in E-Verify and will provide the federal government with your Form I-9 information to confirm that you are authorized to work in the U.S.

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