About Crown Lift Trucks Ltd

Since its entry into the material handling industry in the 1960s, Crown Equipment Corporation has earned a reputation for exceptional product design, engineering and manufacturing of its award-winning line of electric lift trucks.  From our smallest pallet truck to our highest lifting VNA truck, our goal is to always provide the user with the safest, most efficient and ergonomic forklift truck possible.  Crown supports customers with a wide selection of electric forklift trucks ranging from pallet trucks to very narrow-aisle VNA trucks.

Our brand promise is:

“Crown designs, manufactures, distributes, services and supports material handling products that provide customers with superior value.”

Quality and performance are the foundation of Crown’s success. Since our inception, our company culture has always been about people performing and working as a team to ensure that quality is built into every forklift truck we make.

Crown’s headquarters, manufacturing facilities and network of branches offer diverse and challenging careers in a broad range of professional and vocational roles.

Job Description


As a Dealer Sales Manager you will join our passionate sales team to drive profitable and sustainable sales for Crown Lift Trucks Ltd. The purpose of the role is to build strong relationships with our expanding trade network, managing existing business and developing new business.

You will be responsible for the overall equipment and aftermarket sales, managing the monthly demand plan and supporting quarterly financial forecasts.

  • Visiting trade contacts on a regular basis.
  • Act as an advocate for customer and sales representatives fielding any customer issues including delivery problems, order change or shipment concerns.        
  • Develop and implement sale strategies to drive growth in the assigned markets and or regions.
  • Collaborates with internal staff including Area Sales, Major Accounts, Finance and Sales Admin.
  • Liaise with Crown engineering colleagues in Munich regarding special requirements and aftermarket modifications.
  • Carry out site surveys to gather technical information and condition of existing fleets of trucks on behalf of Crown sales colleagues.
  • Gather information on competitors and their product strengths and weaknesses channeling the information to Product, Marketing and Sales Management.    
  • Review bids and current orders to ensure integrity and accuracy so that Crown will meet or exceed customers’ expectations.
  • Provide the necessary follow up to ensure trade orders are processed correctly and delivered as agreed.
  • Prepare information for sales meetings and conference calls.

We are looking for an individual who can demonstrate a successful sales track record within the electric warehousing equipment sector or a similar or aligned industry such as pallet racking systems.

We place emphasis on career stability and therefore look for an employment history that demonstrates this.  You will be a self-starter and have a strong work ethic, high energy, drive and determination.

Person Specification

Essential Skills:


  • Minimum of 5 years’ experience in a similar industry.
  • Full UK driving licence.
  • Applicants must be eligible to work in the EU or hold a valid permit to work in the EU.
  • Experience of the materials handling industry with a strong understanding of fork lift truck specifications, presentations and development phases.
  • Strong business acumen with proven skills in personnel management and leadership.
  • Must be able to manage multiple dealers and their multi-layer personnel organizations, (corporate management to field engineers).
  • Prior experience working with dealer and distribution sales.
  • Extensive experience in all aspects of Customer Relationship Management and Customer Service.
  • Excellent communicator capable of building relationships and communicating effectively with every level in the organisation through outstanding verbal, written, and presentation skills.
  • Proficient in the use of Word, Excel and Power Point and various software.
  • Willingness and ability to travel domestically Monday – Friday approximately 70% of the time.
  • An adaptable self-motivated team player, proactive, professional and flexible.
  • Strong administrative , time management and organisational skills and able to work accurately on own initiative

Vacancy Details


Hours of   Work:

Monday to Friday – 37 hours per week, but may be more to fulfill the job requirements.

Target   Salary:

Highly competitive salary plus excellent commission and quarterly bonus.

Company   Vehicle:

Company car & fuel card; private mileage benefit subject to tax regulations.


25 days holiday.



Company pension plan.

At Crown, we know that our employees are the driving force behind our success in the material handling industry. We cultivate a culture of passionate people and inspired innovation. In fact, throughout Crown’s history, more than 1,000 employees have reached a 25-year milestone, and we are proud to have travelled their career paths with them.

From employee training and development to competitive compensation packages, we invest in our employees, knowing that people are always at the core of what moves us forward.

In addition to financial remuneration and participation, we our offer our employees various social benefits including but not limited to:

  • Company car plus fuel card – private use of company vehicle (subject to tax regulations)
  • Company pension plan.
  • 25 days annual leave plus bank holidays.
  • Excellent discount scheme with access to the best perks from some of the UK’s biggest brands. 
  • Childcare voucher scheme.
  • Employee assistance programme.

Please contact us via our website at:

If you have any further queries regarding this job, please do not hesitate to contact the Recruitment Team at Crown Lift Trucks Ltd on 01256 300211 or via uk.recruitment@crown.com

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