SUCCESS AT WESTERN STATES: Western State’s culture is based on passion for our Vision, Mission, and VALUES. We are fiercely committed to SAFETY and sending every employee, safely home, every day. We strive for EXCELLENCE in all we do and are proud to be a “play to win” organization. We act with INTEGRITY in each and every decision we make. Our People and TEAMWORK drive a fun and engaging culture. We are ACCOUNTABLE as individuals and as an organization.

Job Summary: The Retail Sales Representative is responsible for selling Caterpillar Equipment, technology, and/or services value while driving market share growth and maintaining Western States’ top quartile rankings with Caterpillar and serves as a trusted consultant to our valued retail customer when making equipment buying decisions. Duties include execution of sales processes and strategies in selling dealer support and machine performance to new & existing customers within the assigned region. This position will build and maintain customer relationships with owners, principals, and stakeholders in order to provide solutions in initial investment and continued usage of Caterpillar Equipment and the products and services of Western States Equipment.

ESSENTIAL FUNCTIONS:

Safety

• Actively cares, promotes, manages, and advocates safety at Western States. As a leader and team member in the organization, it is critical to ensure all employees, vendors, and clients have a safe work environment while adhering to all applicable safety policies, procedures, and standards.
• Maintains clean/clutter free personal work areas to ensure safe environments for all WSECO employees.
• Adhering to required personal protective equipment (PPE) as identified in safety policy.
• Drive and maintain a company vehicle.

Customer Service and Sales Strategies

• Identifies and calls on all customers and potential customers of Caterpillar for new, used, or traded equipment within the assigned territory.
• Maintains call quantity and quality to ensure the development of a positive relationship with each customer.
• Develops and maintains the skills necessary to sell a premium priced product. In addition, maintains product knowledge on Caterpillar and Western States products.
• Identifies customers’ needs in order to develop an effective solution utilizing Caterpillar Equipment products and Western States services.
• Advocates and influences additional offerings from Western States that are complimentary to Caterpillar Equipment. Collaborates with other departments within Western States’ Product Support, Cat Rental Store, and Engine Group in a cooperative and effective manner.
• Maintains high level of velocity and quick response times to ensure positive customer experiences.

Communication and Cross Functional Teamwork

• Conducts product presentations to customer groups and or operators.
• Maintains knowledge of industry trends and latest in machine technology offerings.
• Embraces integrity, quality and responsiveness to customer needs to ensure satisfaction across divisions Sales, Service, Parts, Worksite Solutions, and Rental.
• Communicates the needs and concerns of the territory stakeholders, internal and external to ensure resolution is found.
• Understands and uses offerings from Cat Financial or other finance companies.
• Adheres to all customer care standards.
• Work within and promote corporate vision, mission, and values of the organization.
• Promote other division priorities and communicate the value– CVA, Digital Adoption, Technology Activation, Extended Coverages etc.
• Performs other duties as assigned.

Strategic Planning and Process Management

• Engages in AX/365 CRM systems to actively and accurately document Opportunities and forecasting.
• Strategically works with Sales Operation members to drive velocity and accuracy of quotation and forecasting.
• Oversees customer’s purchasing journey to provide an opportunity to gain insights on customer behavior, responds with appropriate actions, and expedite to close.
• Routinely reviews sales funnel health through KPIs such as opportunity age, conversion rates, velocity, funnel win rates, and specific KPIs for marketing campaigns.
• Manages workload and schedule to maximize effectiveness in territory leveraging Pre-Call planning and strategic time management.
• Manages customer relationships to ensure excellent Customer Experience and Net Loyalty.
• Develop and collaborate with Marketing and Sales Management to grow and attract new customers.
• Develop targeted and strategic execution plans to find new retail customers.
• Actively participate in keeping retail presence and product displayed at locations to promote retail sales.

SKILLS, KNOWLEDGE, AND ABILITIES:

• Ability to develop and maintain product knowledge of Caterpillar and Western States’ products.
• Ability to onboard customers at the time of new machine delivery as well as after sale. (Machine operation, Technology Features, Off/On-Board Technology, Digital Offerings, Service Offerings and Parts offerings).
• Ability to leverage Cat tools to promote Value Selling.
• Proven competence in the four pillars of a sales professional: personal disciplines, relationship skills, strategic selling, and tactical selling.
• Proven skills in written and verbal communications, planning, organizing, leadership, and interpersonal relationship building.
• Must be a self-starter and able to work without supervision.
• Collect competitive pricing information allowing the dealer to get an improved understanding of the competitive landscape, along with a deeper understanding of current trends taking place.
• Proficient in the use of Microsoft or other comparable systems required.
• Consistent attendance.
• Ability to travel, including overnight as needed.

EDUCATION AND EXPERIENCE: 

• Proof of high school diploma or General Education Degree (GED) required.
• Minimum of 3 years Heavy Equipment Industry experience required, Caterpillar experience preferred.
• Minimum of 1 years’ sales experience required, heavy equipment environment and Caterpillar experience preferred.
• Valid Driver’s License and acceptable driving record required.
• Must be able to communicate (speak, read, comprehend, write in English).

PHYSICAL CHARACTERISTICS: 

• Ability to stand for long periods of time along with walking, sitting, repetitive climbing stairs, reaching (including but not limited to above-shoulder reaching), repetitive bending, stooping, pushing, pulling, leaning and twisting.
• Ability to lift up to lift 60lbs. in accordance with Western States’ Lifting Policy to include amount and approach.
• Must be able to meet all safety requirements for applicable safety policies.

Disclaimer: The above statements are intended to describe the general nature and level of work being performed by employees assigned to this classification. It is not intended be an exhaustive list of all responsibilities, duties, and skills required of employees in this classification.