Job Description

The Inside Rental Sales Representative is responsible for driving rental revenue growth through proactive customer engagement, account development, and timely management of inbound rental opportunities. This role serves as the primary point of contact for rental leads generated through the Rental Portal, WheelerCAT website, phone, and email. The position is accountable for converting leads into rental transactions, supporting fleet utilization and profitability, and delivering an exceptional customer experience.

Essential Duties and Responsibilities

• Develop rental business through outbound prospecting, account development, customer follow-up, and relationship-building activities.
• Monitor and promptly respond to rental inquiries received through the Rental Portal, WheelerCAT website, phone, and email.
• Assess customer needs and provide appropriate equipment recommendations, rental solutions, and accurate quotations.
• Follow up on open quotes and rental opportunities to improve conversion, revenue, and fleet utilization.
• Build and maintain strong customer relationships through responsive, professional, and solution-oriented service.
• Coordinate with rental operations and branch personnel to confirm equipment availability, delivery requirements, and customer expectations.
• Maintain accurate customer, opportunity, quotation, and sales activity records in the company CRM system.
• Collaborate with outside sales representatives and internal teams to identify and capture rental opportunities.
• Support company objectives related to rental revenue, market share, customer retention, gross profit, and fleet utilization.
• Perform other duties as assigned.

Required Qualifications

• Bachelor's degree in business, sales, marketing, construction management, or a related field; equivalent industry experience may be considered in lieu of a degree.
• Minimum of three years of sales, rental, customer service, or equipment industry experience preferred.
• Demonstrated ability to develop customer relationships, identify opportunities, and achieve sales objectives.
• Strong verbal and written communication, interpersonal, and customer service skills.
• Ability to manage multiple priorities in a fast-paced environment while maintaining accuracy and attention to detail.
• Proficiency with Microsoft Office applications and customer relationship management systems.
• Ability and willingness to develop knowledge of Caterpillar equipment, rental products, construction applications, and Wheeler Machinery services.
• Strong organizational, problem-solving, and time-management skills.
• Self-motivated, results-oriented, and able to work independently and collaboratively.

Preferred Qualifications

• Experience in equipment rental, heavy equipment sales, construction, industrial, or a related industry.
• Knowledge of rental operations, fleet utilization, and rental profitability concepts.
• Experience managing inbound digital sales opportunities, website leads, or online rental platforms.
• Familiarity with CRM-based sales pipelines, lead tracking, and quote follow-up processes.

Key Performance Indicators

• Rental revenue and gross profit performance
• Lead response time and follow-up discipline
• Rental Portal and WheelerCAT website lead conversion
• Quote-to-rental conversion rate
• New and retained rental customers
• Fleet utilization contribution
• CRM accuracy and sales activity compliance

Core Competencies

Customer Focus | Consultative Selling | Relationship Building | Accountability | Collaboration | Problem Solving | Business Acumen | Integrity

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities

The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor’s legal duty to furnish information. 41 CFR 60-1.35(c).