Remote NA Equipment Sales Lead – Cutting Machines

Job Title:
Valiani Equipment Sales Manager - North America

Crescent Brands brings over 120 years of industry leadership in custom picture framing and art supply product development, manufacturing, and global sales. As a multi-generational, family-owned company, we are financially strong and committed to a culture rooted in customer service, integrity, and respect. Our headquarters is in Wheeling, Illinois, with additional facilities in Tennessee and Germany.

Position Summary

Drive revenue growth for Valiani computerized matboard cutting machines across the United States and Canada. This role owns the sales process from prospecting through quote follow-up and customer commitment, with responsibility for new equipment sales, rental placements, support contract sales and renewals, including phone/remote support coverage where applicable, paid service opportunities, additional training opportunities, machine upgrades, and replacement equipment.

The position partners cross-functionally with Marketing, Product Management, Customer Service, Finance, Operations, Shipping, Technical Support, Field Service, and Valiani Italy when needed to support a smooth customer experience before and after installation.

Key Responsibilities

Sales Development and Customer Qualification

• Identify, qualify, and develop Valiani equipment opportunities throughout North America, including small independent frame shops, production shops, multi-location operators, OEM accounts, and specialty cutting customers.

• Understand customer needs, current equipment, production volume, material types, workflow, budget, space, and business goals.

• Recommend the correct Valiani machine model, package, options, and purchase or rental path.

• Present Valiani features, benefits, value, and competitive advantages clearly and professionally.

• Work with Marketing to develop and follow up on leads generated through website inquiries, email campaigns, social media, trade shows, referrals, and other approved marketing activities.

• Promote Valiani rental options where appropriate for the customer budget, business model, or growth stage.

• Explain rental pricing, terms, support coverage, shipping, installation/training, and customer responsibilities.

• Identify rental customers who may be candidates for additional machines, larger machines, or purchase conversion.

Support Contracts, Paid Service, and Training

• Sell annual support contracts as a core part of the Valiani revenue model and position support coverage throughout the customer lifecycle.

• Follow up before support coverage expires and renew annual support contracts after the included first-year support period

Quote, Demo, and Deal Follow-Up

• Prepare or coordinate accurate quotes for machine purchases, rentals, support contracts, paid service, preventative maintenance, training, upgrades, and replacement equipment.

• Follow up on open quotes until the customer buys, declines, or postpones.

• Schedule and support customer demonstrations, virtual reviews, in-person sales presentations, sample cuts, application reviews, and cut-quality evaluations.

• Coordinate with internal teams to confirm quote accuracy, payment expectations, machine availability, delivery timing, installation/training needs, and next steps.

• Provide sales forecast input to support machine availability, installation planning, and customer delivery expectations.

Market Awareness and Customer Development

• Track customer objections, competitor activity, pricing concerns, lead-time issues, and market feedback.

• Represent Valiani professionally at trade shows, open houses, customer visits, and industry events; follow up promptly on all leads.

• Stay connected with existing Valiani owners and rental customers to support renewals, referrals, upgrades, replacement opportunities, and long-term account development.

• Share Voice of Customer feedback with the Business Unit General Manager, Marketing, Product Management, Technical Support, and Field Service.

Success Measures

• New Valiani machine sales revenue and margin attainment.

• Support contract attachment at time of sale and annual support contract renewal rate.

• Paid service, preventative…