Rental Sales Representative

Company Details

With over 50 years of commitment to our customers and the communities we serve, RION Equipment offers the stability of an established organization with the opportunity and energy of a growing business.

We invest in our employees through hands-on training, technical and professional development, and opportunities for career growth. Our culture is built around hard work, strong relationships, safety, teamwork, and delivering equipment solutions that help our customers succeed.

At RION Equipment, employees have the opportunity to make an impact, bring forward new ideas, and help shape how we grow in the markets we serve.

Position Overview

RION Equipment is looking for a driven Rental Sales Representative to develop and grow our rental business. This is an opportunity for a motivated sales professional to build a territory, establish new customer relationships, and make a name for themselves in the heavy equipment industry.

This is not a role where you will inherit an established book of business. We are looking for someone who is energized by the opportunity to build a territory from the ground up, prospect for new customers, create opportunities, and develop long-term relationships in a growing market.

The ideal candidate is a hungry, resilient, positive, and self-motivated salesperson who enjoys being in the field, meeting customers, identifying equipment needs, and creating rental solutions that keep their businesses moving.

Primary Job Duties

• Develop and grow rental business throughout the assigned territory, focusing on new account acquisition and long-term customer development.
• Prospect for new business through customer and jobsite visits, cold calling, lead follow-up, networking, referrals, and other in-person sales activities.
• Build a book of business by identifying organizations with heavy equipment and material handling rental needs and developing relationships with key decision-makers.
• Consult with customers to understand their applications, equipment requirements, project timelines, and operational challenges, then recommend appropriate rental solutions.
• Develop strong knowledge of RION Equipment's rental fleet and capabilities, including heavy equipment, material handling equipment, and related solutions.
• Prepare and deliver rental proposals, follow up on opportunities, negotiate business, and convert prospects into long-term customers.
• Maintain regular contact with customers to identify upcoming projects, equipment needs, and additional rental opportunities.
• Partner with rental operations, service, and other internal teams to ensure customers receive responsive support throughout the rental experience.
• Maintain an active sales pipeline and consistently identify new business opportunities within the assigned market.
• Track sales activity, customer opportunities, and territory development while maintaining accountability for individual sales performance and growth.
• Represent RION Equipment professionally in the market and help establish the company as a trusted heavy equipment rental partner.

Skills & Qualifications

• 2+ years of sales experience preferred, ideally within heavy equipment, equipment rental, material handling, construction equipment, industrial equipment, or a related industry.
• Demonstrated ability to prospect, develop new business, and build lasting customer relationships.
• Comfortable operating in a new-business-focused sales environment without an established book of business.
• Strong relationship-building and consultative selling skills with the ability to understand customer applications and recommend equipment solutions.
• Self-motivated and comfortable spending significant time in the field developing customer relationships and identifying new opportunities.
• Resilient, persistent, and able to maintain a positive, solutions-focused approach in a competitive sales environment.
• Strong communication, follow-up, organization, and customer service skills.
• Ability to learn heavy equipment applications and confidently communicate rental solutions to customers.

Why Join RION Equipment?

This opportunity is ideal for a salesperson who wants the chance to build something of their own rather than step into an already established territory.

RION Equipment is growing its presence in the market, giving this position the opportunity to establish new relationships, develop a customer base, and directly influence the growth of our rental business.

Success in this role will come from someone who is motivated by new business development, enjoys getting in front of customers, and takes pride in turning opportunities into long-term partnerships.

RION Equipment, formerly NMC Material Handling, has been serving the upper Midwest since the 1970's. This change in our business means great things for potential candidates. We're growing and investing in our company and employees. We are investing in personnel skills and in a fleet of industry-leading material handling and aerial equipment and service solutions. Come be a part of our experienced and knowledgeable sales and service teams that help our customers with comprehensive equipment solution packages that best serve their business needs. RION Equipment hires the best in sales and service personnel behind a complete line of quality products.


RION Equipment is an equal opportunity employer and affords equal opportunity to all applicants for all positions. RION Equipment shall abide by the requirements of 41 CFR §§ 60-1.4(a), 60-300.5(a) and 60-741.5(a). These regulations prohibit discrimination against qualified individuals based on their status as protected veterans or individuals with disabilities and prohibit discrimination against all individuals based on their race, color, religion, sex, or national origin. Moreover, these regulations require that covered prime contractors and subcontractors take affirmative action to employ and advance in employment individuals without regard to race, color, religion, sex, national origin, protected veteran status or disability.


* The job duties listed in this job posting do not constitute a complete and exclusive list. RION Equipment further reserves the right to modify job duties, at any time and in its sole discretion, to meet the needs of the Company.