Sales Representative

Position:
Sales Representative – Caterpillar Equipment

The Sales Representative will act as a trusted consultant to customers making equipment buying decisions. The role focuses on selling Caterpillar Equipment, technology, and services while driving market share growth and maintaining Western States’ top quartile rankings with Caterpillar. Responsibilities include executing defined sales processes, building and sustaining customer relationships with owners, principals, and stakeholders, and providing solutions for initial investment and ongoing usage of Caterpillar equipment and Western States’ products and services.

• Identify and call on clients and prospective customers of Caterpillar for new, used, or traded equipment within the assigned territory.
• Maintain call quantity and quality to foster positive relationships.
• Develop and utilize product knowledge of Caterpillar and Western States products to sell premium priced solutions.
• Identify customer needs and produce effective solutions using Caterpillar equipment and Western States services.
• Advocate additional complementary offerings from Western States and collaborate with other departments.
• Conduct product presentations to customer groups and operators.
• Stay current on industry trends and machine technology.
• Protect and promote the company’s vision, mission, and values.
• Document opportunities, forecast sales, and manage the sales funnel using AX/365 CRM.
• Coordinate with Sales Operations to improve quotation velocity and forecasting accuracy.
• Manage the customer purchasing journey, provide insights, and expedite closures.
• Review sales funnel KPIs such as opportunity age, conversion rates, and win rates.
• Plan workload and schedule for territory efficiency.
• Ensure excellent customer experience and net loyalty.

• High school diploma or GED required.
• Minimum three years of sales experience in a heavy equipment environment, preferably with Caterpillar.
• Minimum five years of heavy equipment industry experience, with Caterpillar experience preferred.
• Valid driver’s license with acceptable driving record.
• Fluent in English (speaking, reading, writing).

• Extensive product knowledge of Caterpillar and Western States equipment and services.
• Customer onboarding for new machine delivery and post-sale support (technology, service, and parts).
• Use of Caterpillar tools for value selling.
• Strong sales fundamentals: discipline, relationship building, strategic and tactical selling.
• Excellent written and verbal communication, planning, organization, and leadership skills.
• Self‑starter who can work independently.
• Competitive pricing analysis to understand market trends.
• Proficient with Microsoft Office and related systems.
• Willingness to travel, including overnight.

• Stand for long periods; walk, sit, climb stairs, reach (including above-shoulder), bend, stoop, push, pull, lean, twist.
• Lift loads up to 60 lbs in accordance with company policy.
• Meet all safety requirements under applicable policies.

• Three weeks of accrued PTO, increasing with tenure.
• Company-paid health‑care premium option for employees.
• Health, dental, and vision insurance.
• Wellness dollars.
• 401(k) with company match and profit sharing.
• Educational reimbursements, tool loans, and safety & tooling dollars.
• Employee Assistance Program.
• Paid parental leave.
• Care leave.

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities. This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.