The Role
Leads a regional sales organization to achieve revenue, profitability, market share, and customer retention goals. Responsibilities include recruiting and developing sales professionals, setting performance expectations, executing sales strategies, managing key accounts, forecasting, analyzing market trends, maintaining Salesforce processes, and presenting performance recommendations to leadership. The role also collaborates with operations, marketing, service, and administrative teams while supporting vocational vehicle and equipment sales growth.
Summary Generated by Built In
Summary
The Director of Sales is responsible for leading the Mid-Atlantic Region sales organization to achieve revenue, profitability, and market share growth objectives. This position provides strategic leadership, coaching, performance management, and business development direction for a team of sales professionals while ensuring exceptional customer service and long-term customer retention.
The Director of Sales collaborates closely with executive leadership, Vice Presidents, Operations/General Managers, and cross-functional teams to develop and execute sales strategies, maximize productivity, drive market expansion, and support the organization's overall business goals. This role is accountable for sales performance, forecasting accuracy, talent development, CRM utilization, and regional growth initiatives.
Essential Duties and Responsibilities
Team Leadership & Development
- Recruit, hire, train, coach, and develop high-performing sales professionals.
- Establish clear performance expectations and hold team members accountable for achieving sales goals and key performance indicators (KPIs).
- Conduct regular performance reviews, coaching sessions, and professional development planning.
- Foster a culture of accountability, collaboration, professionalism, and continuous improvement.
- Lead sales meetings focused on strategy, pipeline development, market opportunities, and performance improvement.
Sales Strategy & Business Development
- Develop and execute regional sales strategies to achieve revenue, gross profit, and market share objectives.
- Identify new market opportunities and business segments to expand the company's customer base.
- Coach sales representatives in growing existing accounts while pursuing new customer acquisition opportunities.
- Develop and maintain strategic relationships with key customers, fleet accounts, municipalities, contractors, and industry partners.
- Drive customer retention initiatives and improve overall customer satisfaction.
Planning, Forecasting & Reporting
- Develop annual sales plans, budgets, forecasts, and business growth strategies.
- Monitor sales activity and pipeline performance to ensure achievement of sales goals.
- Analyze market trends, customer demand patterns, and competitive activity to identify growth opportunities.
- Prepare and present sales forecasts, performance reports, and strategic recommendations to executive leadership.
- Utilize data and analytics to drive informed business decisions and improve sales effectiveness.
CRM & Sales Process Management
- Ensure consistent utilization of Salesforce CRM for opportunity management, forecasting, customer engagement, and performance reporting.
- Manage the sales process from prospecting through delivery and post-sale customer support.
- Establish and maintain best practices for sales processes, customer follow-up, and pipeline management.
- Monitor CRM data integrity and ensure accurate reporting throughout the sales organization.
Required Qualifications and Experience
- High school diploma or equivalent.
- Previous sales management experience required.
- Minimum of 3–5 years of outside sales experience in vocational equipment and/or truck sales.
- Demonstrated track record of sales achievement and new business development in vocational vehicle sales or leasing.
- Professional and technical knowledge of aerial vehicles, equipment, and heavy- and light-duty trucks.
- Valid driver's license required.
- Strong attendance record.
- Must be able to pass a pre-employment drug test.
- Proficient with Microsoft Office (Word, Excel, Outlook) and able to learn new programs quickly.
- Comfortable applying basic mathematical concepts (fractions, percentages, ratios, proportions) to practical situations.
Skills and Competencies
Leadership & Accountability
- Accountable for achievement of sales, profit, and strategic objectives for the business.
- Accountable for on-time implementation of sales organization quotas and performance objectives.
- Responsible for the efficient allocation of technology, support, and training resources impacting the sales organization.
- Accountable for accurate and on-time reporting essential for sales organization effectiveness.
- Works independently and creates innovative solutions with minimal direction from supervisors.
Analytical & Problem-Solving Skills
- Synthesizes complex or diverse information, using data, intuition, and experience to design workflows and schedules.
- Identifies and resolves problems in a timely manner, analyzing information skillfully and developing alternative solutions.
- Uses logic and reasoning to identify the strengths and weaknesses of alternative approaches or conclusions.
- Develops, coordinates, and communicates progress on project plans, completing projects on time and on budget.
Communication & Interpersonal Skills
- Strong communicator and collaborator with existing teams.
- Gives full attention to others, asking questions as appropriate and avoiding interruptions.
- Communicates information effectively, both verbally and in writing, for the needs of the audience.
- Exhibits objectivity and openness to others' views; gives and welcomes feedback; contributes to a positive team spirit.
- Shows respect and sensitivity for cultural differences and promotes a harassment-free environment.
- Treats people with respect, keeps commitments, and works with integrity.
- Displays original thinking and creativity and presents ideas in a manner that captures attention.
Personal Attributes
- Extremely detail-oriented and accurate.
- Self-sufficient, driven, and able to work in a fast-paced environment.
- Skilled at setting priorities and adapting to changing work demands while meeting deadlines.
- Professional personal appearance.
Cross-Functional Leadership
- Collaborate with Vice Presidents and Operations/General Managers to align sales strategies with operational goals.
- Provide recommendations regarding inventory planning, ordering decisions, and equipment availability to meet customer demand and sales objectives.
- Partner with marketing teams to develop and implement promotional campaigns, lead generation programs, and regional marketing initiatives.
- Work closely with operations, service, and administrative teams to deliver exceptional customer experiences and operational excellence.
- Monitor competitor products, pricing, sales activities, and market trends.
- Evaluate market research and adjust sales and business development strategies accordingly.
- Stay informed regarding industry developments, regulatory changes, and emerging technologies impacting the vocational truck and equipment industry.
- Maintain professional and technical knowledge through training, industry events, professional associations, certifications, and networking opportunities.
- Serve as a positive representative of the company at customer meetings, industry events, trade shows, and community organizations.
Working Conditions
- Majority of work is performed in an office setting.
Physical Requirements
- Occasional lifting of 10–50 pounds.
- Ability to sit for at least 8 hours per day.
- Majority of work performed in an office setting
This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee. Duties, responsibilities and activities may change, or new ones may be assigned at any time with or without notice.
Skills Required
- High school diploma or equivalent
- Previous sales management experience
- 3-5 years of outside sales experience in vocational equipment and/or truck sales
- Demonstrated sales achievement and new business development in vocational vehicle sales or leasing
- Professional and technical knowledge of aerial vehicles, equipment, and heavy- and light-duty trucks
- Valid driver's license
- Strong attendance record
- Ability to pass a pre-employment drug test
- Proficiency with Microsoft Office, including Word, Excel, and Outlook
- Ability to apply basic mathematical concepts, including fractions, percentages, ratios, and proportions
Custom Truck One Source Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Custom Truck One Source and has not been reviewed or approved by Custom Truck One Source.
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Healthcare Strength — Health coverage is portrayed as solid within a fairly comprehensive package, including medical plans, mental-health resources, and supplemental protections. This breadth helps the overall offer feel competitive for many roles.
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Retirement Support — A 401(k) with employer matching is commonly included as part of the core offering. This employer-supported savings element elevates total compensation beyond base pay.
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Leave & Time Off Breadth — Vacation/PTO structures and paid sick leave are noted as positives in some locations. Occasional flexibility and site-specific perks further round out time-off and convenience benefits.
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The Company
What We Do
Custom Truck One Source is the first true single-source provider of specialized truck and heavy equipment solutions. With sales, rentals, aftermarket parts and service, equipment customization, remanufacturing, financing solutions, and asset disposal, our team of experts, vast equipment breadth and integrated network of locations across North America offer superior service and unmatched efficiency for our customers.
