At Parallel Ag, we’re looking for a driven, people-focused sales leader who thrives on building teams, strengthening customer relationships, and delivering results the right way. The Director of New Equipment Sales is a hands-on leader who brings both strategic vision and day-to-day execution—someone who knows how to develop sales talent, create accountability, and turn opportunity into sustained growth. This role is ideal for a high-integrity professional who is energized by coaching others, embraces data-driven decision making, and takes pride in leading from the front. If you’re motivated by collaboration, continuous improvement, and making a measurable impact on both people and performance, this is an opportunity to lead, influence, and grow with a company that values long-term relationships and operational excellence.

The Director of New Equipment Sales is responsible for managing and optimizing the ordering, tracking, and distribution of new equipment inventory across all locations and regions. This role ensures the right products are ordered in the right quantities, with the correct specifications to meet regional demand and market share goals while maintaining financial and operational efficiency.

Additionally, this position leads sales programs, pricing strategies, financing programs, training, and sales process implementation for each new equipment category. The Director of New Equipment Sales also coordinates group demos, field days, and promotional events to drive customer engagement and sales.

This role is critical in ensuring the company meets its profitability, inventory management, sales performance, and customer satisfaction goals.

This role will work in close coordination with Directors from other regions to manage shared inventory, streamline inter-region transfers, and implement unified sales training and strategies across the company.

Key Responsibilities:

Inventory Management & Equipment Ordering

• Order all new equipment based on demand forecasts, location needs, and inventory turnover goals.
• Track new equipment inventory levels and ensure alignment with targeted inventory turnover of 2.0x annually.
• Ensure the correct specifications are ordered for each location/region to maximize sales potential and market demand.
• Balance inventory distribution to avoid overstocking or shortages of any one product type.
• Facilitate inventory sharing between locations and oversee inventory transfers between dealerships to optimize equipment utilization.
• Work closely with OEMs and vendors to manage ordering schedules, lead times, and equipment availability.

Sales Strategy, Training, & Execution

• Implement and communicate sales programs for each new equipment product category.
• Develop and execute sales training programs to ensure sales teams understand product features, competitive positioning, and effective selling strategies.
• Work closely with sales managers to ensure adherence to the company's sales process and drive a proactive sales culture.
• Ensure proper staffing levels to meet market share and growth goals, collaborating with HR and sales leadership to recruit, train, and retain top sales talent.

Pricing & Finance Program Management

• Develop and manage new equipment pricing strategies, ensuring competitiveness and profitability while maintaining a minimum 9.5% Gross Margin.
• Oversee new equipment finance programs, ensuring sales teams are fully trained on available options and incentives.
• Work with OEMs and lenders to negotiate and implement financing solutions that drive sales growth.

Sales Events & Customer Engagement

• Plan and coordinate group demos, field days, and other customer engagement events to showcase new equipment capabilities.
• Work with marketing and sales teams to develop promotional campaigns that support product launches and sales goals.
• Ensure sales teams leverage these events to generate leads, strengthen customer relationships, and drive sales conversion.

Reporting & Performance Management

• Monitor and track key performance indicators (KPIs), ensuring financial, inventory, and customer satisfaction goals are met.
• Provide regular reports to executive leadership on inventory status, sales performance, and market trends.
• Work closely with finance and operations teams to ensure financial discipline and alignment with overall business objectives.

Key Performance Indicators (KPIs):

• Gross Margin: Maintain a minimum of 9.5% across all new equipment sales.
• Inventory Turn: Ensure a minimum of 2.0x annual turnover for new equipment.
• Staffing Levels: Maintain proper staffing to meet market share and growth goals.

Net Promoter Score (NPS): Achieve and maintain an 85 NPS to ensure high customer satisfaction and loyalty.

Qualifications & Experience:

• 7 years of experience in equipment sales, dealership operations, or a related field.
• Strong background in inventory management, sales processes, and financial planning within a dealership environment.
• Experience with ordering, pricing, and managing OEM relationships.
• Proven ability to train, develop, and support sales teams in a multi-location environment.
• Strong knowledge of equipment financing programs and sales incentive structures.
• Excellent leadership, organizational, and communication skills, with the ability to align multiple teams toward common goals.
• Ability to analyze market data, sales trends, and inventory performance metrics to make data-driven decisions.

Commitments:

• Service Oriented – Our success revolves around customer service; we value service always as a priority. 
• Honesty & Integrity – We value honesty and integrity in every interaction whether it is with a customer or a coworker, no matter what.
• Committed & Passionate – We are committed to our customers and the job they have to do. We are passionate in helping our customers achieve their goals
• Communication – We strive to communicate to the best of our ability with customers, co-workers, manufacturers, and other stakeholders.
• Family – We believe in family values including hard work, family time, and education. We treat everyone as if they are family. 
• Pride and Confidence – We are proud and confident in what we do and who we do it for.

Compensation & Benefits:

• Competitive salary with performance-based incentives.
• Health, retirement, and executive benefits package.
• Company vehicle or allowance, travel reimbursement, and additional perks.
• Growth opportunities within the organization.