Sales Manager – Forage, Turf & Cover Crops
Location: Harriston, Ontario
Position Type: Full-Time
Reports To: General Manager
Lead the Future of Growth at Speare Seeds
For over 50 years, Speare Seeds has been a trusted Canadian leader in forage, turf, cover crop and specialty seed solutions. As a family-owned company, we've built our reputation by providing premium products, agronomic expertise, and exceptional customer service to dealers, distributors, municipalities, sports turf professionals, landscapers and farmers across Canada.
As we continue to grow, we're looking for a dynamic Sales Manager to lead our Forage, Turf & Cover Crop Division. This is an exciting opportunity for an experienced sales leader who is passionate about agriculture, enjoys developing people, and thrives on building long-term customer relationships while driving profitable growth.
Position Overview
The Sales Manager is responsible for the overall leadership, strategic direction, and growth of Speare Seeds' Forage, Turf & Cover Crop Division.
This role combines leadership, coaching, strategic planning, key account management, and business development. Working closely with senior management, you'll develop sales strategies, mentor our sales team, strengthen customer partnerships, identify new market opportunities, and help shape the future growth of the company.
The successful candidate will be equally comfortable leading internal meetings, riding along with sales representatives in the field, presenting to major customers, and helping develop new products and marketing initiatives.
Key Responsibilities
Sales Leadership
- Lead, coach and mentor the Forage, Turf & Cover Crop sales team.
- Establish annual sales objectives and monitor performance against company goals.
- Conduct regular ride-alongs and field coaching with each sales representative to provide mentorship, accountability, and professional development.
- Recruit, onboard and develop future sales talent.
- Foster a collaborative, customer-focused sales culture built on accountability and continuous improvement.
Business Development
- Develop and execute strategic sales plans to increase market share and profitability.
- Identify new markets, dealer opportunities, and product categories for future growth.
- Build and strengthen relationships with distributors, dealers, municipalities, sports facilities, golf courses, landscapers, and agricultural customers.
- Support representatives in securing major accounts and complex sales opportunities.
- Maintain relationships with key corporate accounts throughout Eastern Canada.
Product & Market Leadership
- Stay current on industry trends, forage production, turf management, cover crop innovations, and competitor activity.
- Work closely with suppliers and internal teams to identify future product opportunities.
- Assist with pricing strategies, product positioning, and marketing initiatives.
- Represent Speare Seeds at trade shows, conferences, field days, and customer events.
Operational Leadership
- Collaborate with Operations, Customer Service, Purchasing and Marketing to ensure exceptional customer experiences.
- Participate in forecasting, budgeting and annual sales planning.
- Provide regular sales reports, market feedback, and strategic recommendations to senior management.
- Help improve internal sales processes and customer service initiatives.
Qualifications
We're looking for someone who enjoys building relationships, developing people, and growing businesses.
Preferred qualifications include:
- Previous sales management or leadership experience.
- Experience in agriculture, seed, forage, turf, landscaping, or a related industry is preferred.
- Strong leadership, coaching and mentoring skills.
- Excellent communication and presentation abilities.
- Proven ability to develop long-term customer relationships.
- Strategic thinker with strong business acumen.
- Excellent organizational and time management skills.
- Self-motivated with a positive, team-oriented attitude.
- Proficient in Microsoft Office 365 and CRM software.
- Bilingual (English/French) is considered an asset.
- Valid driver's licence.
- Willingness to travel regularly throughout Eastern Canada.
What We Offer
- Competitive salary based on experience.
- Performance-based bonus opportunities.
- Comprehensive benefits package.
- Company vehicle or vehicle allowance.
- Ongoing professional development and industry training.
- Opportunity to lead an established and growing division.
- Supportive, family-owned culture focused on teamwork and long-term success.
- The chance to make a meaningful impact on one of Canada's most respected independent seed companies.
Why Speare Seeds?
At Speare Seeds, relationships are at the heart of everything we do. We believe in providing outstanding service, trusted advice, and premium products while supporting our employees with the tools and opportunities to succeed.
If you're a motivated leader who is passionate about agriculture and enjoys developing people while driving business growth, we'd love to hear from you.
Pay: From $1.00 per year
Benefits:
Work Location: Hybrid remote in Minto, ON (Wellington District)
