Account Manager

PRIMARY PURPOSE: The Account Manager is a pivotal figure within our sales team, tasked with the primary purpose of driving and managing all sales operations across a diverse portfolio of accounts within the Regina territory. This role demands a seasoned professional who blends strategic insight with a transactional approach to customer engagement, expert at nurturing both strategic and month-to-month customer relationships. The ideal candidate will have demonstrated exceptional capability in understanding and achieving the optimal customer mix targeted by Formations, showcasing an ability to elevate the sales process through innovative strategies, strong product knowledge, and robust relationship-building skills. A mark of success for this position is the achievement of substantial sales outcomes, exemplified by consistently generating over $500K in monthly sales and maintaining margins at or above the company average.

This role not only sets the standard for excellence within the company but also plays a critical role in mentorship, guiding less experienced sales representatives towards achieving similar heights of success. The Account Manager will also be responsible for conducting thorough competitor analysis and market research in collaboration with the Regional Business Development Manager (RBDM) to identify new opportunities and improvements within the Regina market. This includes the development and communication of short-term sales programs to the Regina sales team, aimed at maximizing sales volume and market share where Formations has potential for growth.

ESSENTIAL FUNCTIONS (fundamental job duties):

Sales and Revenue Generation

  • Jointly with RBDM , develop and implement effective sales strategies to achieve or exceed sales targets within Regina.
  • Jointly with RBDM, develop annual sales budgets and business plans to maintain and grow sales volume that meet company sales goals and objectives.
  • Grow our business with existing customers/leads through upselling or cross selling our functional and decorative products.
  • Follow and contribute to the sales process and create and meet sales goals to aim at profitable results as set out by RBDM.
  • Preparing responses to RFP (request for proposals) and RFI (request for information)
  • Constant self-education and participation in training sessions of the company’s products to allow expert consultation with customers and to educate other team members.
  • Maintain quality relationships by being a dependable business partner to our established and prospective customers.
  • Efficiently deal with account inquiries and complaint resolution, escalating to RBDM when required.
  • Follow up regularly once deal has been closed and ensure client’s satisfaction through the entire sales cycle.
  • Visits client locations periodically to ensure client satisfaction and promote ongoing contract renewal.


  • Closes new accounts and verifying information and ongoing updates for entry into the CRM for record activities.

Market Analysis

  • Understand and analyze customers’ needs by asking critical questions and identifying sales opportunities and creative solutions. · Continuously improve and strengthen accounts through soliciting feedback.
  • Use the information from the Market Study for development of sales plans, programs, strategy, processes, and systems that ensure new and existing sales opportunities for revenue growth are maximized and new leads and opportunities continue to fill the pipeline in several verticals.
  • Market literacy: know your current customer portfolio, competition and know how to win.


  • Communication of plans, programs, strategy, processes, and systems to their direct reports.
  • Serves as a mentor to other team members, always looking for efficient and better ways to achieve their individual and companywide goals.

Reporting and Analysis

  • Provide management with regular updates on key issues within assigned territory.
  • Submit a variety of sales status reports as required, including activity, closings, and follow-up.

Doorline (Vertical Integration)

  • Promote Formations Cabinet Door and Laminate Panel capacities.
  • Secure and maintain programs with certain clients and understand where the volume opportunities are in the market working with other sales team members


1. Call log entries: Closes new accounts and verify information for entry into the CRM for record activities. 20 per week and strategy is visible.

2. Market Analysis Entries: Focus strategic sales efforts through studying existing customers and providing feedback to RBDM to support ongoing market studies. 30 per week and strategy is visible. Note maintenance entries may require less.

3. Door Program: Prepare RFP’s and quotes and secure orders. 3-5 quotes a week. Secure 2-3 orders a month minimum. Bring opportunities to establish program business and accounts.


  • Responsible for managing complex and challenging situations related to the customer account base.
  • Necessitates considerable cognitive efforts, such as critical thinking and problem-solving capabilities.
  • The position requires emotional strength and the ability to cope with rejection while adapting to changes in the environment.
  • Assigned a private workspace at the Formations Regina facility, with a laptop provided for entering data into the CRM and conducting Market Analysis during field work.
  • Working hours are from 8:00 AM to 4:30 PM, with a focus on making outbound calls to customers according to a predetermined schedule. Spending time at the branch is encouraged for team interaction and information sharing.
  • Prepared to undertake local and regional travel, up to a 200 km radius, for customer meetings as needed.
  • Participation in trade shows, training sessions, or product meetings is a requirement.
  • Proficient in providing constructive feedback to the sales and warehouse teams when required.
  • Direct day to day management of the warehouse and sales teams with RBDM’s direction.


  • At least three years of experience in B2B sales in an external role with evidence of achieving or surpassing sales targets, 500K in monthly sales and maintaining margins above company average would be desirable.
  • A minimum of one year in a supervisory position, monitoring productivity and guiding and elevating less experienced sales representatives toward achieving high sales outcomes
  • Demonstrated expertise in managing and nurturing both strategic long-term and month-to-month customer relationships, with a focus on achieving an optimal customer mix
  • Deep understanding of the building materials sector (e.g., laminate, melamine, lumber, plywood) including trends, challenges, and opportunities, beyond the basic requirement of having experience in the sector
  • Proficiency in using CRM and ERP systems to enhance sales processes and customer management.
  • Experience in conducting and entering market analysis, with the ability to translate findings into actionable sales strategies in collaboration with the RBDM.
  • Understand and exemplify Company’s Core Values, recognize team members who are demonstrating it.
  • Understanding and adherence to ethical business practices within the sales process.
  • Proficient in Microsoft Office, with an emphasis on excel and outlook.
  • Excellent at analyzing situations and solving problems to provided that elevated value and service to our customers.
  • Outstanding communication abilities, both in writing and speaking.
  • Capable of working effectively under pressure to meet monthly and yearly targets,
  • Self-starter with a drive for continuous self-improvement and contribution to the organization’s success.
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