Rental General Sales Manager

About the role

You will lead regional rental operations and rental sales strategy, execution, and performance across assigned locations. This role is responsible for aligning people, processes, customer experience, fleet utilization, sales execution, and financial performance to support profitable growth, market competitiveness, and consistent execution across the rental business.

Responsibilities

• Provide overall leadership for regional rental operations and rental sales, ensuring managers, teams, processes, and priorities are aligned to execute strategy, serve customers effectively, and compete profitably in current and future markets.
• Develop and execute regional rental strategies that support revenue growth, market penetration, fleet utilization, operational consistency, customer satisfaction, and long-term business performance.
• Evaluate market conditions, customer needs, competitor activity, sales trends, fleet performance, and operational results to identify opportunities for growth, improvement, innovation, and competitive differentiation.
• Establish and manage revenue forecasts, annual objectives, budgets, capital expenditure requests, expense controls, and key performance priorities for the region.
• Drive customer satisfaction and loyalty by ensuring proactive communication, timely follow up, and effective resolution of customer needs and concerns.
• Lead, coach, and develop Rental Managers, Rental Sales Managers, and other rental leaders by setting clear expectations, building capability, recognizing performance, addressing gaps, and driving accountability for results.
• Promote a consistent rental operations model and customer experience across locations while encouraging collaboration between sales, coordination, yard, driver, service, and support functions.
• Develop, implement, and improve rental processes, policies, operating standards, governance routines, and communication practices that strengthen execution, accountability, consistency, and operational effectiveness.
• Partner cross-functionally with Rental, Sales, Service, Product Support, Finance, HR, and other leaders to solve business issues, improve performance, and support enterprise priorities.
• Use data, reporting, business insights, and sound judgment to assess performance, identify risks and opportunities, make recommendations, and guide decision-making.
• Manage regional expenses, approvals, and financial performance with sound judgment, prioritization, and alignment to business objectives.
• Champion a culture of safety, ownership, continuous improvement, customer focus, employee development, and alignment with Foley's Mission, Values and Purpose.
• Monitor Rental Manager and Rental Sales Manager performance in areas including customer engagement, team leadership, territory and opportunity coverage, profitability, sales volume, CRM use, account development, operational execution, and overall business results.

Requirements

• Minimum of 7 years of progressively responsible sales, rental, operations, or comparable business leadership experience required.
• Minimum of 3 years of leadership experience managing managers, multi-location operations, regional sales teams, or comparable business functions required.
• Experience with profit and loss responsibility, budgeting, forecasting, expense management, and business performance accountability required.
• Strong knowledge of rental sales, rental operations, fleet utilization, customer service, financial performance, and multi-location execution required.
• Demonstrated ability to lead through managers, set direction, build capability, and drive accountability across teams and locations required.
• Strong business acumen with the ability to connect sales activity, operational execution, customer experience, fleet strategy, and financial outcomes required.
• Strong understanding of rental sales planning, territory management, account development, CRM discipline, opportunity management, customer retention, and market growth strategies required.
• Working knowledge of rental operations, including sales, coordination, yard, driver, fleet, service, customer support, and administrative processes required.
• Ability to lead both structured operational processes and relationship-driven sales activities while balancing strategic, operational, and tactical priorities required.
• Strong leadership, coaching, and team development skills, with the ability to motivate, empower, communicate expectations, and address performance gaps directly and constructively required.
• Ability to build strong working relationships with customers, employees, peers, senior leaders, and cross-functional partners required.
• Excellent verbal, written, and presentation skills, with the ability to communicate clearly and credibly across a wide range of audiences required.
• Strong process mindset, judgment, prioritization skills, and attention to detail in a fast-paced operating environment required.
• Ability to challenge current practices, generate practical ideas, and proactively drive improvement, consistency, and transformation required.
• Strong computer skills and ability to effectively use company systems, software, CRM tools, dashboards, and reporting resources required.
• Able to drive and maintain a valid driver’s license required.

Qualifications

• Bachelor’s degree in business or related field preferred.
• Experience in heavy equipment rental, heavy equipment sales management, construction equipment, or a comparable industrial business preferred.