Sales Representative

Company Overview

Founded in Toronto in 1955, Reliable is a proud, family-owned business built on a legacy of product innovation. Over the decades, we have earned a dedicated following among home enthusiasts, quilters, and fashion lovers who value exceptional quality. Our advanced sewing machines, steam cleaners, garment steamers, and irons feature proprietary technology designed to deliver unmatched reliability and performance. Engineered for excellence, our professional-grade steam cleaning products are trusted daily across both households and demanding commercial industries, including dental labs, jewelry stores, hospitals, and restaurants.

Summary

Reliable is seeking a motivated Sales Representative to grow new business and strengthen relationships with key accounts. Reporting to the Sales Manager, you will manage an assigned account portfolio while prospecting, qualifying leads, and converting opportunities across a diverse customer base.

This role combines cold calling, inbound lead follow-up, trade-show participation, consultative selling, and ongoing account management.

What You’ll Do

• Make outbound cold calls and follow up consistently with prospective customers.
• Respond to inbound inquiries from the web, phone, email, and in-person visits.
• Research and qualify leads from referrals, marketing campaigns, trade shows, online sources, and business directories.
• Build and maintain a pipeline of target accounts, with a focus on relationship development and new-business growth.
• Understand customer needs and recommend appropriate Reliable products and solutions.
• Prepare quotations, sales decks, and presentations as required.
• Attend and represent Reliable at trade shows across North America.
• Collaborate with internal teams, suppliers, and channel partners to support sales opportunities.
• Track weekly, monthly, and quarterly sales activity, pipeline progress, and performance metrics.
• Maintain accurate customer records in Zoho CRM, NetSuite ERP, Zendesk, Excel, and other business systems.
• Close sales and support customers through the ordering and onboarding process.

What We’re Looking For

• Minimum 5 years of B2B sales experience; experience in consumer products, capital equipment, manufacturing, or multi-industry sales is an asset.
• Proven ability to cold call, qualify leads, manage a pipeline, and close sales.
• Strong relationship-building and consultative selling skills.
• Comfortable owning target accounts and taking responsibility for revenue growth.
• Excellent verbal and written communication skills.
• Highly organized, detail-oriented, and able to manage multiple accounts and follow-ups.
• Self-motivated, resilient, and professional when handling rejection.
• Strong computer skills, including Microsoft Office, G Suite, and CRM/ERP systems.
• Experience with Zoho CRM and NetSuite is an asset.
• Ability to quickly learn technical product details and explain them clearly.
• French or Spanish language skills are assets.
• Ability to work independently and as part of a team.

What Reliable Offers

• Competitive base salary
• Commission and bonus structure tied to performance.
• Dental care and extended health benefits.
• A stable, family-owned company with more than 70 years of experience
• Broad sales exposure across more than 25 industries

Requirements

• Ability to reliably commute to North York, ON before starting work.
• English proficiency is required; French and/or Spanish are preferred.
• Full-time, in-person availability Monday to Friday.

Benefits:

• Dental care
• On-site parking
• Paid time off
• Vision care

Education:

• Bachelor's Degree (required)

Experience:

• Sales: 2 years (required)

Work Location: In personRole Description This is a full-time, on-site Sales Representative role based in Burlington, ON. The Sales Representative will engage prospective and existing customers, present product features and benefits, and recommend solutions from Reliable’s sewing, fabric care, and steam cleaning lines. Responsibilities include managing a sales pipeline, qualifying leads, preparing quotes, and closing sales, as well as maintaining accurate records in CRM tools. The role involves collaborating with customer service and operations to ensure smooth order processing, timely delivery, and strong post-sale support. The Sales Representative will also participate in product training, trade shows, and outreach campaigns to grow brand presence and meet or exceed sales targets.

Qualifications

• Proven sales skills, including prospecting, lead qualification, negotiation, and closing in a B2B or B2C environment.
• Customer relationship management skills, such as maintaining accounts, handling inquiries, and providing consultative product guidance.
• Communication and presentation skills, including clear verbal and written communication and confidence in product demos.
• Basic business and technology skills, including familiarity with CRM software, online sales platforms, and standard office applications.
• Ability to learn technical product details and explain benefits and use cases to diverse customers in commercial and consumer markets.
• Strong organizational and time-management abilities to handle multiple accounts, follow-ups, and daily sales activities.
• Self-motivated mindset with a focus on meeting targets, collaborating with colleagues, and contributing to a positive team culture.
• High school diploma required; post-secondary education in business, marketing, or a related field is an asset.
• Previous experience in retail, industrial equipment, or home/commercial products sales is considered an advantage.