Position Overview
Location: Lethbridge, AB | Monday–Friday (5x2) | Full-Time, Permanent

Join a team where your expertise drives success. As an Equipment Sales Representative for General Line, you will play a pivotal role in helping customers achieve their goals by delivering innovative solutions and building lasting partnerships. This is more than a sales role—it is an opportunity to represent a trusted brand, uncover new markets, and make a measurable impact on revenue growth. If you are passionate about the construction industry, thrive on creating value for clients, and want to work with world‑class Caterpillar products, this position is your chance to excel.

Job Description

Sell equipment, products and services to end users in a specified geographically or demographically defined market

Achieve targets for revenue growth and profitability

Maintain sound long‑term relationships with customers, Caterpillar, internal departments and staff

Understand the customers' economic models and proactively develop timely deal strategies

Develop and maintain accurate and current client information data utilizing Finning's Sales Support software

Provide the best solutions to our customers including marketing of all products

Resolve customer product concerns and warranty or goodwill issues

Forecast new equipment sales and achieve budget revenue targets for equipment sales

Represent the company in an ethical and professional manner

Experience And Requirements

Minimum of 5+ years of proven success managing a sales territory, with strong industry knowledge considered a significant asset





Solid understanding of products and services in the General Construction industry, including Compact Construction Equipment and Building Construction Products

Proven ability to work independently with minimal supervision while thriving in a team environment

Strong interpersonal and communication skills to build lasting customer relationships

Excellent organizational and time management skills with attention to detail and accuracy

Up-to-date knowledge of customer needs, market trends, and Caterpillar productsBusiness acumen with understanding of support systems, credit, and financing processes

Ability to resolve product concerns, account disputes, and warranty or goodwill issues effectively

Commitment to safety standards and adherence to company procedures

Familiarity with internal processes and systems for accurate client data management

EEO Statement
At Finning, we prioritize creating a diverse and inclusive environment. We are proud to be an equal chance employer, and we actively encourage all individuals to express themselves and achieve their full potential. As a company, we continuously strive to enhance our outreach to individuals of all backgrounds and identities. We do not discriminate against applicants based on gender identity, race, national and ethnic origin, religion, age, sexual orientation, marital and family status, and/or mental or physical disabilities. Furthermore, Finning is committed to collaborating with and providing reasonable accommodations /adjustments to individuals with disabilities. If you require an adjustment/accommodation at any point during the recruitment process, please inform your recruiter.

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📌 Equipment Sales Representative - General Line (Alberta)
🏢 Finning
📍 Alberta