Director of Equipment Sales

Summary: Lead our equipment sales team to drive revenue growth and partner with customers. Manage all activities of the manufactured and distributed equipment product lines. This position will also drive business development to gain penetration into new accounts and increase sales with existing accounts.

Essential Duties and Responsibilities:

• Actively manage, mentor and train equipment sales professionals; monitor staff performance with specific attention to meeting goals in sales, activities and CRM documentation/usage.


• Develop and execute comprehensive sales strategies to achieve equipment sales targets and expand market share.


• Ensure team is building and maintaining a robust sales pipeline through prospecting, networking, and relationship development.


• Achieve budgeted sales, margins and net profit goals for each product line.


• Facilitate relationships with current customers; resolve customer complaints.


• Seek out new products and evaluate the value and ROI of the products in the market. Coordinate new products into the supply chain and work with the marketing department to roll out new products into the marketplace.


• Work with vendor partners to ensure quality, cost control, in-stock position, and new product offerings. Seek out new suppliers to maintain competitive edge.


• Analyze and implement strategies on product pricing with consideration of cost, margins, and expected ROI.


• Develop and implement cross-selling opportunities with Operational Supplies, Parts and Service.


• Prepare sales forecasts, reports, and budgets to establish expectations and track performance.


• Partner with purchasing to plan, order, maintain, and evaluate product inventory while considering inventory capital expense.


• Work with other departments to achieve target goals in sales, quality, delivery, billing, and overall customer engagement.


• Attend industry trade shows and networking events to promote equipment offerings


• Travel up to 30%. Some international travel will be necessary.

Education and/or Experience:

• A four-year college degree preferably in a business discipline, or five years of related experience, or an equivalent combination of education and experience.


• At least five years of selling experience, preferably in capital food equipment.


• At least two years of leadership experience or experience in a managerial role.


• Possess a strong understanding of customer applications and requirements to recommend appropriate equipment solutions


• Intermediate knowledge of Microsoft Word, Excel, PowerPoint, Teams and Power BI.


• At least two years of CRM database experience; Dynamics 365 preferred.

Physical Demands: While performing the duties of this job, the employee is regularly required to talk or hear. The employee is frequently required to stand; walk; sit and use hands type on the computer. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception and ability to adjust focus. The employee may occasionally lift up to 50 pounds. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

Work Environment: The noise level in the work environment is occasionally moderate. Must be able to fulfill all essential job functions in a consistent state of alertness and in a safe manner.