Commercial Sales Representative

Sentinel Dock & Door Solutions is a Canadian company that provides commercial dock and door services. Established in 2025 by Trivest Partners, a private equity firm, Sentinel was formed through the acquisition of several regional service providers: Lenworth Building Services, Pro Door & Dock Systems, Mar-Lin Dock & Door, Door Doctor & Secord Docks. These companies specialize in the installation, repair, and maintenance of overhead doors, dock levelers, and related equipment for commercial and industrial facilities.

As a Commercial Sales Representative you will have a passion for sales, excellent communication skills, and a basic understanding of the technical aspects of dock and door products. As a Commercial Sales Representative, you will be responsible for identifying new business opportunities, building strong customer relationships, and driving revenue growth by selling our products and services to commercial clients.

Title: Commercial Sales Representative – Door Doctor, Ottawa
Reports to: VP of Sales

Key Responsibilities:
Sales Generation & Lead Development:

• Identify and prospect new customers within the dock and door industry, including but not limited to manufacturers, warehouses, distribution centers, and other commercial entities.

• Reach out to potential clients via phone, email, and in-person visits to generate leads and schedule meetings.

• Develop and maintain a pipeline of potential sales opportunities.

• Conduct initial needs assessments with clients to understand their requirements and recommend appropriate solutions.

Product Knowledge & Presentation:

• Promote and sell a range of dock equipment, industrial doors, loading docks, and related accessories.

• Conduct product demonstrations and presentations, both virtually and on-site, to showcase the benefits and features of our products.

• Provide accurate product information, including pricing, specifications, and availability.

• Educate customers about the value and technical aspects of products, addressing any concerns or objections.

Sales Process Management:

• Develop tailored proposals and quotes based on customer needs and specifications.

• Work closely with the internal team to ensure accurate order processing, product availability, and timely delivery.

• Negotiate terms and close deals, ensuring customer satisfaction and maximizing revenue.

• Manage the entire sales cycle, from lead generation to closing, while maintaining a high level of customer engagement throughout.

Customer Relationship Management:

• Establish and nurture long-term relationships with clients to drive repeat business and referrals.

• Provide ongoing support and follow-up after sales to ensure customer satisfaction.

• Respond to customer inquiries and resolve issues in a timely and professional manner.

• Maintain accurate records of customer interactions and sales activity in CRM software.

Market Awareness & Reporting:

• Keep up-to-date on industry trends, competitor offerings, and new products to stay competitive in the market.

• Provide regular updates on sales activity, forecasts, and performance metrics to the sales manager.

• Monitor customer feedback and suggest improvements to products and services based on market demands.

What we are looking for:

Qualifications:

• High school diploma or equivalent required; a degree in Business, Sales, or a related field is a plus.

• Minimum of 2 years of sales experience, preferably in a B2B environment or the construction/industrial equipment industry.

• Experience in selling dock and door products, industrial equipment, or similar technical products is highly desirable but not required.

Core Skills & Competencies:

• Strong communication and interpersonal skills, with the ability to build rapport with customers.

• Basic technical knowledge of dock equipment, industrial doors, or related products is preferred.

• Strong negotiation skills and the ability to close sales effectively.

• Ability to work independently, manage time efficiently, and meet sales targets.

• Proficient with CRM software (e.g., Salesforce, HubSpot) and Microsoft Office Suite (Excel, Word, PowerPoint).

Personal Attributes:

• Self-motivated and goal-oriented, with a drive to succeed.

• Problem-solving mindset and proactive approach to addressing customer needs.

• Detail-oriented and highly organized.

• Ability to thrive in a fast-paced and competitive environment.