Regional Sales - California Territory & Dealer Sales (Automotive)

About the role

The Regional Sales – California Territory & Dealer Sales is a customer-facing sales role responsible for driving revenue growth across the state of California through the sale of Workhorse commercial electric trucks, fleet solutions, and related services.

Responsibilities

• Originate and develop new sales opportunities for Workhorse commercial electric vehicles and fleet solutions throughout California
• Manage and expand relationships across all small to medium fleet customers in segments, including transportation, logistics, fleet, municipal, utility, dealer, and public sector accounts
• Lead strategic business development efforts throughout California while also supporting and strengthening California dealer relationships to drive market expansion, customer satisfaction, and long-term growth
• Develop and execute regional sales strategies focused on growing Workhorse market share across direct and dealer-led channels
• Build, support, and maintain strong relationships with California dealer partners, helping drive sales activity, customer engagement, pipeline development, and market expansion in partnership with Workhorse’s Director of Dealer and Upfitter Partnerships
• Identify, qualify, and pursue new business opportunities through direct outreach, dealer partnerships, cooperative purchasing programs, and fleet procurement channels
• Manage the full sales lifecycle, including prospecting, product demonstrations, pricing discussions, negotiations, RFP/RFQ participation, and contract execution
• Serve as the primary point of contact for customers and dealers throughout the sales process and initial delivery phase
• Collaborate closely with internal teams including Operations, Manufacturing, Finance, Legal, Service, and Customer Support to ensure successful customer outcomes
• Maintain accurate pipeline management, forecasting, and customer activity within CRM systems
• Monitor California market trends, EV incentives, CARB regulations, HVIP funding opportunities, competitive activity, and fleet electrification initiatives
• Represent Workhorse at industry events, trade shows, dealer meetings, conferences, and customer engagements throughout the region
• Provide regular sales forecasts, business updates, and market intelligence to executive leadership

Requirements

• Proven experience in sales, business development, fleet sales, or strategic account management
• Strong experience managing complex, long-cycle sales opportunities and multi-stakeholder buying processes
• Experience working with dealer networks, channel partners, or distribution relationships preferred
• Background selling commercial vehicles, fleet solutions, capital equipment, transportation solutions, EV infrastructure, or related products preferred
• Understanding of California fleet, transportation, public sector, and electrification markets strongly preferred
• Knowledge of public procurement processes, cooperative purchasing contracts, and fleet incentive programs is a plus
• Ability to independently manage a full sales cycle while balancing direct customer and dealer relationships
• Strong communication, negotiation, and executive presentation skills
• Proficiency with CRM systems and sales reporting tools
• Comfortable operating in a fast-paced, growth-oriented environment