UTV & Construction Equipment Dealer Development

Position Summary

The Regional Sales Manager — Canada will be responsible for developing, managing, and growing dealer networks across Canada. This role will support the construction equipment business and the launch of a work-focused UTV product line, including diesel and electric utility vehicle applications.

The ideal candidate will have experience in construction equipment, compact equipment, agricultural equipment, UTV/ATV, powersports, commercial off-road vehicles, rental equipment, or related dealer-channel sales. This person must be comfortable building a territory from the ground up, identifying and recruiting qualified dealers, supporting product demonstrations, training dealer sales teams, and driving retail and wholesale growth.

This role requires someone who can operate independently, travel frequently, build trust with dealers and customers, and help establish credibility in a competitive market.

Key Responsibilities

Dealer Network Development

• Identify, evaluate, recruit, onboard, and develop qualified dealers across Canada.

• Build relationships with construction equipment dealers, agricultural dealers, rental companies, utility vehicle dealers, industrial equipment dealers, and other relevant commercial channels.

• Evaluate prospective dealers based on sales capability, service capacity, parts support, technician availability, market reputation, financial strength, facility standards, and willingness to invest in the brand.

• Support new dealer setup, including product training, sales planning, demo strategy, inventory planning, parts readiness, and initial go-to-market activity.

• Develop dealer growth plans and hold dealers accountable for agreed sales, inventory, service, and market development goals.

• Monitor dealer performance and identify opportunities to improve retail conversion, market share, product knowledge, and customer support.

UTV Product Launch

• Support the launch and market development of our UTV product line in Canada.

• Position UTVs as work-focused utility vehicles for construction, agriculture, rental, municipal, utility, forestry, mining, industrial, and commercial customers.

• Develop strategies to compete against established utility vehicle brands such as Kubota RTV, John Deere Gator, Polaris Ranger, Can-Am Defender, Bobcat, ARGO, and other work-utility products.

• Coordinate product demonstrations, dealer training, customer events, trade shows, and field evaluations.

• Help identify high-potential UTV applications, including construction sites, farms, municipalities, rental fleets, utility companies, mining sites, energy operations, forestry operations, and industrial facilities.

• Gather market feedback on product performance, pricing, features, warranty expectations, parts support, and customer requirements.

Construction Equipment Sales Growth

• Promote construction equipment and related products through Canadian dealer channels.

• Support growth of loaders, excavators, compact equipment, and other machinery where applicable.

• Identify dealer and customer opportunities in construction, rental, municipal, infrastructure, forestry, agriculture, mining, and industrial markets.

• Position us as a value-focused equipment brand with strong product support, practical performance, and competitive total cost of ownership.

• Work with dealers to create sales strategies, product demonstrations, quote support, and customer follow-up processes.

• Monitor competitive activity, pricing, inventory trends, market demand, and dealer performance in the territory.

Dealer Training and Sales Support

• Train dealer sales teams on equipment, UTV product positioning, competitive advantages, target customers, and sales messaging.

• Help dealer representatives “tell the story” of our products rather than relying only on pricing.

• Conduct ride-alongs, dealer visits, customer meetings, and product demonstrations to support field sales activity.

• Provide guidance on retail financing, leasing, floor planning, promotional programs, and customer purchasing options where applicable.

• Support dealers in understanding warranty processes, parts availability, service expectations, and product support resources.

Market Strategy and Reporting

• Develop and execute a territory plan for Canada, including priority regions, target dealer profiles, key accounts, and launch milestones.

• Identify high-potential markets in Western Canada, Ontario, Quebec, the Maritimes, and other Canadian regions.

• Provide regular reporting on dealer prospects, active opportunities, sales pipeline, demo activity, competitive intelligence, customer feedback, and market trends.

• Partner with internal leadership, product support, parts, marketing, finance, and operations teams to ensure dealer and customer needs are understood and addressed.

• Represent at trade shows, dealer events, industry associations, customer demonstrations, and other market development activities.

Qualifications

• 5+ years of experience in dealer development, regional sales, territory management, equipment sales, powersports, UTV/ATV, agricultural equipment, construction equipment, rental equipment, or related commercial product sales.

• Experience recruiting, onboarding, managing, or growing dealer networks strongly preferred.

• Knowledge of Canadian equipment, powersports, agricultural, rental, construction, municipal, or industrial markets.

• Understanding of work-focused UTVs, compact equipment, construction machinery, off-road vehicles, or commercial utility products preferred.

• Strong ability to build relationships with dealers, rental companies, fleet customers, municipalities, contractors, agricultural customers, and commercial end users.

• Ability to evaluate dealer capability, service readiness, parts support, and market potential.

• Strong communication, presentation, negotiation, and relationship management skills.

• Ability to operate independently in a field-based role with limited day-to-day supervision.

• Comfortable with frequent travel across Canada.

• Valid driver’s license and ability to travel by vehicle and air as required.

• French language proficiency is strongly preferred, especially for Quebec market coverage.

Preferred Experience

• Prior experience with construction equipment, compact equipment, UTVs, ATVs, side-by-sides, commercial off-road vehicles, agricultural equipment, or rental equipment.

• Existing dealer relationships in Canada.

• Experience launching a new product line or building a territory from the ground up.

• Experience working with heavy equipment dealers, agricultural dealers, rental houses, utility companies, municipal customers, or commercial fleet customers.

• Familiarity with retail financing, dealer floor planning, leasing, warranty programs, and dealer incentive structures.

• Experience using CRM systems, sales reporting tools, Excel, Power BI, or similar business reporting platforms.

• Bilingual English/French strongly preferred.

Ideal Candidate Profile

The ideal candidate is a hands-on territory builder with strong dealer relationships and practical knowledge of equipment. This person understands that launching a newer brand requires more than sending brochures or asking for orders. They are willing to visit dealers, demonstrate products, train sales teams, build trust, follow up consistently, and help dealers become successful with our clients product line.

The right candidate will be comfortable working in a growing organization where processes are still being built. They will be proactive, organized, strategic, and willing to help shape our client's approach to Canadian sales and dealer development.

This role is best suited for someone who understands both the dealer side and the end-user side of equipment sales and who can help grow in both construction equipment and work-focused UTV markets.