Director of Sales

Job Title: Director of Sales
Location: Torrance, CA
Job Type: Full-Time
Salary Range: $125k based on experience + bonus

Position Summary:
The Director of Sales – Machinery Division is a senior leadership role responsible for driving revenue growth, expanding market share, and strengthening customer relationships across Sonsray’s Machinery operations. This position leads all sales strategy and execution for heavy equipment, machinery solutions, and related service offerings within a multi-location dealership environment. Reporting directly to the Executive Vice President, the Director of Sales will build, develop, and lead a high-performing sales organization while aligning sales initiatives with operational capabilities, OEM standards, and company growth objectives.

Responsibilities:

Sales Leadership & Performance Management

• Lead, develop, and motivate the Machinery sales team to achieve and exceed revenue, margin, and KPI targets.
• Establish clear sales goals, territory plans, and performance expectations while monitoring activity through CRM reporting and dashboards.
• Provide ongoing coaching, training, and mentorship to strengthen consultative selling, pipeline management, and closing effectiveness.
• Hold sales leaders and reps accountable for forecasting accuracy, customer engagement, and performance outcomes.

Strategic Growth & Market Expansion

• Develop and execute sales strategies to grow new equipment, used equipment, rental, and aftermarket opportunities across assigned territories.
• Drive market penetration and share growth within construction, agriculture, industrial, and related end-user segments.
• Identify emerging markets, customer trends, and competitive opportunities to support long-term growth initiatives.
• Partner with Operations and Service leadership to align sales commitments with delivery timelines and customer expectations.

Key Account & Relationship Management

• Build and maintain strong relationships with key customers, large accounts, and strategic partners.
• Support complex or high-value sales opportunities, contract negotiations, and major customer engagements.
• Strengthen OEM relationships and ensure alignment with manufacturer programs, incentives, and performance expectations.

Sales Strategy, Planning & Execution

• Develop annual sales plans, budgets, and forecasts aligned with company objectives.
• Collaborate with Marketing on local and regional sales campaigns, promotions, and product launches.
• Ensure effective use of CRM systems to track opportunities, customer activity, and sales performance.
• Monitor competitive landscape and adjust pricing, positioning, and strategy as needed.

Compliance, Reporting & Professional Standards

• Ensure compliance with Sonsray policies, OEM standards, and ethical sales practices.
• Meet or exceed all company and manufacturer performance metrics and reporting requirements.
• Participate in OEM training, national meetings, and industry events to stay current on product offerings and market trends.

Qualifications:

• Education: Bachelor’s degree in Business, Management, Sales, or a related field strongly preferred.
• Experience: Minimum of 10 years of progressive sales leadership experience, preferably within heavy equipment, machinery, construction, agriculture, or industrial dealership environments.
• Leadership: Proven ability to lead, develop, and scale sales teams across large geographic territories.
• Business Acumen: Strong financial and operational understanding, including forecasting, margin management, and contract negotiation.
• Travel: Ability to travel extensively (up to 70–80%) to Sonsray Machinery locations and customer sites as needed.
• Communication & Collaboration: Exceptional interpersonal skills with the ability to influence and collaborate across all organizational levels.
• Technical Proficiency: Proficient in Microsoft Office Suite, Google Workspace, CRM platforms, and dealership management systems.

About Sonsray:
Sonsray moves mountains for the construction, transportation, and agriculture industries. We are the West Coast's largest Thermo King & CASE dealership, offering sales, parts, service, rental, and leasing. We are committed to fostering a supportive and dynamic work environment.

Why work here?
At Sonsray, we value all employees, their contributions, and most importantly, their ideas! We know that the key to moving mountains is teamwork. This is what we offer our team members:

• Medical coverage (PPO + HSA options)
• Dental, Vision, and Life insurance provided at no cost
• 401K with competitive employer contributions
• 80 hours of annual vacation, increasing with years of service
• Uniforms provided annually
• Annual boot voucher of $175.00
• One full paid day off annually for community volunteer work
• Birthday meal provided by Sonsray
• Privately owned and operated, with decisions made based on core values rather than corporate directives
• Annual Holiday Party, including covered airfare and hotel for employees and a guest
• Emphasis on company growth and employee development
• Open-door policy, fostering a collaborative environment with active owner and management involvement

https://sonsray.com/about/sonsray-video-gallery/
Questions? Contact us at [email protected] or 323.319.1900 Ext 1830
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