Director of Sales - HVAC, Plumbing, and Electrical

At Cardinal Heating, Cooling & Plumbing, we're building something special, and we're looking for a leader who wants to build it with us. For more than 40 years, Cardinal has earned the trust of homeowners across Dane County by delivering exceptional service with integrity, professionalism, and a commitment to doing what's right for the customer. Today, with more than 4,500 five-star Google reviews, we're entering an exciting new phase of growth. Our vision is ambitious: $150 million in revenue, 500–600 team members, and multiple locations by 2030, becoming Wisconsin's premier home services company.

We're looking for an experienced Director of Sales who is passionate about developing people as much as driving results. This is an opportunity to lead a high-performing residential salesorganization while building the systems, culture, and leadership pipeline needed to support long-term growth. The ideal candidate is highly competitive, thrives on accountability, believes in coaching over managing, and is energized by helping others succeed. If you love building winning teams, creating strong sales processes, and developing future leaders, we'd love to hear from you.

Responsibilities: 

• Lead all residential sales teams across HVAC, Plumbing, Electrical, Specialty Systems, Inside Sales (ISR), and Sales Lead Coordination (SLC).
• Inspire, coach, and develop a high-performing sales organization through regular one-on-one coaching, ride-alongs, call reviews, and ongoing training.
• Create a culture built on accountability, teamwork, continuous improvement, and exceptional customer experiences.
• Establish clear performance expectations and hold team members accountable to individual and departmental goals.
• Recruit, interview, hire, onboard, and retain top-performing sales professionals while building a strong leadership pipeline.
• Hire, coach, and develop an Assistant Sales Manager, creating succession plans that support the company's continued growth.
• Identify high-potential employees and develop future leaders through structured coaching and individualized development plans.
• Own sales performance metrics including revenue, gross profit, close rate, average ticket, financing utilization, lead conversion, cancellation rate, and other key performance indicators.
• Analyze sales data to identify trends, remove obstacles, and implement strategies that improve team performance.
• Maintain and continuously improve Cardinal's consultative, education-based sales process while driving consistency across every department.
• Ensure CRM compliance, accurate reporting, and adherence to established sales processes using ServiceTitan or a similar CRM platform.
• Partner closely with Operations, Marketing, Customer Service, Dispatch, and Installation to deliver an exceptional customer experience from the first call through project completion.
• Collaborate with executive leadership to develop and execute strategic initiatives that support Cardinal's long-term growth objectives.
• Foster a competitive environment where winning is celebrated, teamwork is expected, and employees are empowered to continuously improve.

Qualifications:

• Five (5)+ years of successful sales leadership experience with a proven track record of building and leading high-performing teams.
• Demonstrated success leading sales for a residential HVAC, Plumbing, and/or Electrical organization generating $25 million or more in annual revenue, with a strong preference for candidates who have helped scale organizations through periods of rapid growth.
• Proven experience leading, coaching, and developing 25 or more sales professionals while building a culture of accountability, continuous improvement, and high performance. Experience leading multi-location teams is a plus.
• Passion for mentoring others and creating a culture centered around coaching, accountability, and continuous improvement.
• Strong business and financial acumen with the ability to use data and KPIs to drive decision-making.
• Excellent leadership, communication, presentation, and interpersonal skills.
• Experience leading through growth, change, and organizational scaling is highly preferred.
• Residential HVAC, Plumbing, Electrical, or other home services industry experience is strongly preferred.
• Multi-location sales leadership experience is a plus.
• Experience with ServiceTitan or a comparable CRM platform is preferred.
• Experience developing formal sales training programs, leadership development initiatives, or coaching systems is highly desirable.
• Valid driver's license with an acceptable driving record.

Compensation: This role offers a highly competitive compensation package designed to reward exceptional leadership and results.

• Base Salary: $150,000
• On-Target Earnings: $250,000–$280,000+
• Uncapped Performance Bonus: Target bonus of 50% of base salary, with additional earnings of 3% on performance above goal, there is no cap on what you can earn.

Why Join Cardinal?

This is more than a sales leadership position, it's an opportunity to build one of the premier residential sales organizations in the country. At Cardinal, you'll have the support, resources, and autonomy to develop exceptional people, strengthen a winning culture, and make a lasting impact on a company with an exciting vision for the future.

If you're an ambitious leader who thrives on coaching others, building high-performing teams, and helping an organization reach the next level, we encourage you to apply today!