Job Description

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.