Rental Account Manager - Edmonton, AB | Finning Canada | | 01/09/15
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Rental Account Manager full-time

Location: Edmonton, AB
Company Name: Finning Canada ()
Category: Account/Project Mgmt
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Finning Canada is a division of Finning International Inc., the world's largest Caterpillar equipment dealer. Headquartered in Edmonton, Alberta, we sell, rent, and provide customer support services for Caterpillar equipment and engines to a diverse range of industrial markets in British Columbia, Yukon, Alberta, Saskatchewan, the Northwest Territories and a portion of Nunavut.

Our customers hold us to a higher standard than our competitors because of our solid reputation that began in 1933 with the motto "we service what we sell", and it still rings true today. We are committed to building honest, constructive relationships with customers, suppliers and colleagues.

Fast facts about us:

  • Our vision is to be Caterpillar's best global business partner, providing unrivalled services that earn customer loyalty
  • Safety is a core value that influences every aspect of our business. This commitment has positioned us as a leader in safety excellence in the heavy equipment industry
  • We've built a world-class network of product support services with 57 branch locations supported by nearly 500 well-equipped field service trucks, and over 5,500 employees across our dealership territory. Together we produce more than three million service hours every year
  • We've strategically divided our business into three categories: operations (parts and service), sales, and corporate support (accounting and human resources etc.)
  • In 2013 we celebrated 80 years of success, thanks to a strong tradition of customer service excellence
  • In 2015 we expanded our territory and became the Cat dealer in Saskatchewan

Job Overview:

Reporting directly to the Director of Heavy Rents, the position of Rental Account Manager is responsible for growing rental sales and market share profitably for Finning Heavy Rents. The position will be responsible for Heavy Rents Revenue (Rental and Conversion), Financial/ Time Utilization, Rate Realization and Customer Experience objectives by working closely with general line sales team (Products and Services Sales Managers, General Line Sales Reps, Major/Mining Account Managers/Customer Account Managers) and key customers/ accounts in assigned territories/ region.

Specific Skills:

  • Customer centric approach to the business
  • Excellent communication skills
  • Commercial & business acumen
  • Analytical skills
  • Highly motivated employee who can work independently, think strategically and deliver on a plan
  • Leadership, coaching, mentoring and influencing skills
  • Presentation and sales skills


  • An in depth product and market knowledge of mobile construction equipment and their respective application along with Rental industry knowledge
  • Strong technical knowledge with a detailed understanding of off-road equipment
  • An understanding of different customer purchase options for construction equipment (Rental, RPO, Lease, Financing etc.)
  • Sales and marketing knowledge

Education and Experience:

  • Minimum 10 years of relevant industry experience
  • Sales and (or) marketing experience
  • Technical/ service experience is a benefit
  • Post-secondary education is a benefit


  • Successful external candidates shall be subject to a criminal records check


  • Provide front line sales support via in-depth product/ industry knowledge, rental application guidance, competitive positioning and configuration detail on an as needed basis for Heavy Rents fleet. Promote a Sales Culture to win new accounts/business and ensure customer satisfaction and loyalty is maintained at the levels to achieve maximum customer retention for Finning heavy rents
  • Ensure that sales team understands and targets Heavy Rents opportunities in their respective territories/ customer base by assisting in identifying leads/ prospects/ segments, and in developing and executing target customer/ growth plans
  • Develop relationships with key customers/ accounts to maintain and grow heavy rents business
  • Ensure that sales staff understands usage, applications of all rental equipment and services offered, and are able to articulate the value proposition, features and benefits, and specifications of the heavy rents fleet by providing training, coaching and mentoring
  • Collect competitive intelligence on heavy rents competitive, understanding current up to date market trends, lost sales, fleet size/availability, positions, and strategies. Share this information with sales team, corporate fleet manager along with the development of competitive strategies
  • Provide input to Corporate Fleet Manager on rental rates machine prices and fleet additions/reductions and inventory mix
  • Engage in local associations, community, industry/sales events that will develop active and prospect customers


  • Rental Revenue (Rental and Conversion), Market Share, Financial/ Time Utilization and Customer Loyalty targets for Heavy Rents
  • Identify new customers and market segments to pursue heavy rents opportunities
  • Develop and maintain relationships with key customers/ accounts in assigned territories/ region to maintain and grow heavy rents business
  • Support general lines sales team in identifying and pursuing heavy rents opportunities by assisting with target customer plans and visits/ meetings
  • Continuously assess market and competitive pricing/ rates/ strategies to ensure the least amount of rate discounting while maintaining high levels of time utilization/deployment and market share
  • Maintain an active list of top competitors with in depth knowledge of their activities, positioning and strengths/ weaknesses
  • Promote entering of rental lost sales reports by general line sales team in SalesLink. Review, track and respond to rental lost sales reports. Log and follow up on rental lost sales directly observed in the field
  • Provide input to corporate fleet manager on rental rates, machine conversion prices and fleet additions/deletions/ mix
  • Key Performance Metrics: Financial/ Time Utilization, Revenue (Rental & Conversion), Customer Loyalty (NPS), Rate Realization (Discounting), Revenue from New Customers

We are committed to diversity at Finning, to building and sustaining a diverse and inclusive workforce and as an equal opportunity employer we encourage applications from all qualified individuals. Finning does not discriminate against applicants based on genders, races, national and ethnic origins, religions, ages, sexual orientation, marital and family status, and/or mental or physical disabilities.

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