Sales Representative

Job Purpose

At Western Pacific Crane, this role drives profitable revenue growth by building strong customer relationships, expanding market presence, and increasing sales penetration across an assigned territory. The Outside Sales Representative is responsible for developing new business, growing existing accounts, and delivering a high level of customer satisfaction across equipment, rental, parts, and service offerings. Success in this role comes from a strong customer focus, consistent follow-through, and the ability to identify opportunities that support both customer needs and branch growth objectives.

What You’ll Do

• Increase sales, rental, parts, and service revenue across assigned territory
• Develop new business through cold calling and in-person visits to prospective customers
• Maintain and grow existing accounts through consistent engagement and follow-up
• Promote the full range of Western Pacific Crane products and services to new and existing customers
• Partner with internal teams to ensure timely support and strong customer satisfaction
• Educate customers on equipment features and benefits to support informed decision-making
• Follow up on orders for parts and service to ensure satisfaction and resolution
• Identify customer needs and resolve product or service issues promptly to build long-term relationships
• Serve as the primary communication link between customers and internal departments
• Participate in trade shows and industry events to support business development efforts
• Communicate consistently with internal stakeholders regarding customer activity and opportunities
• Ensure compliance with all safety, health, and environmental policies and procedures
• Support special projects and additional duties as assigned

What You Bring

• 3 years of sales experience in cranes, heavy equipment, or industrial equipment markets
• Strong background in business development, account management, or territory sales
• Familiarity with crane or mobile equipment, including manufacturers such as Manitowoc, Grove, or National
• A contagious positive attitude with a genuine commitment to helping customers succeed
• Self-assured and confident, while remaining grounded, humble, and approachable
• Strong balance of practical “street smart” thinking and technical or “book smart” knowledge
• High integrity with consistent, visible honesty and ethical decision-making
• Proven ability to build trust, influence decisions, and develop long-term customer relationships
• Strong communication and presentation skills across individual and group settings
• Strong negotiation, planning, and problem-solving abilities
• Openness to feedback with a willingness to adapt and continuously improve
• Ability to work independently while managing multiple accounts and priorities
• Strong judgment with the ability to analyze situations and make sound decisions
• Basic mechanical understanding of equipment and applications
• Proficiency with Microsoft Office and standard business tools
• Willingness to travel extensively, including overnight stays

Requirements

• Valid driver’s license with an acceptable driving record required
• Ability to travel extensively, including overnight travel to customer and job sites
• Ability to occasionally lift up to 30 lbs and perform standard office-related tasks

Work Environment

• Primarily office-based with frequent travel to customer and job sites
• Exposure to field and industrial environments during site visits
• Significant travel required, including overnight stays

Compensation/Benefits

We foster a collaborative team environment that values innovation and encourages creative solutions to drive positive organizational impact. Our employees are the key to our success and help us stand out from our competitors. The base pay range for this role is $25,000 to $50,000 annually, plus commission. The final compensation offer may vary based on factors such as experience, education, skills, and location. We offer competitive pay, paid time off, and comprehensive benefits, including medical, dental, vision, life insurance, and a 401(k) plan.

Equal Employment Opportunity

Lanco is an equal opportunity employer. All employment-related decisions, including but not limited to hiring, compensation, promotion, discipline (including termination), evaluation, training and development opportunities, are made without discrimination on the basis of race, color, sex, sexual orientation, gender-related identity, pregnancy, national origin, ancestry, religion, age, military status, protected disability, citizenship, genetic information, or any other category protected by applicable law.