JOB SUMMARY:

The Business Development Representative (BDR) is responsible for driving new business growth by expanding Merit Kitchens’ dealer network and developing new business opportunities across Canada, with a primary focus on Western Canada. This role focuses on identifying, prospecting, and qualifying potential Merit and Lectus dealers, building relationships with prospective accounts, and converting qualified opportunities into new dealer applications and active revenue-generating accounts. The BDR will develop and maintain a strong sales pipeline through proactive outreach, territory development, industry networking, and face-to-face prospecting, while ensuring accurate CRM management and effective follow-up. The role will also support existing dealers during territory travel and work closely with Inside Sales, Dealer Services, and Sales Management to ensure a smooth transition of newly developed accounts.

IDEAL CANDIDATE

The successful candidate is:

A hungry, results-driven sales professional who enjoys pursuing new opportunities, building relationships, and earning business rather than waiting for leads to arrive.
Highly motivated, coachable, and self-disciplined, with the drive to make calls, research prospects, follow up consistently, and grow a sales pipeline.
Comfortable working in a field-based sales environment, including visiting prospective dealers, attending industry events, travelling throughout the territory, and meeting directly with business owners and decision-makers.
Persistent and resilient, understanding that successful business development requires consistent follow-up and the ability to continue pursuing qualified opportunities over time.
Organized, commercially minded, and accountable for results, with a strong understanding that the objective of the role is to convert targeted prospecting into qualified opportunities, new dealer relationships, and incremental revenue for Merit Kitchens.
Able to work independently and strategically, while collaborating effectively with Inside Sales, Dealer Services, Sales Management, and other internal teams.

KEY REPRESENTATIVE:

New Dealer Prospecting & Business Development:

Proactively identify and pursue qualified prospective accounts that align with Merit Kitchens’ Ideal Customer Profile (ICP), including:

Kitchen and cabinetry dealers/showrooms.
Renovation and design-build companies.
Builders, contractors, and interior design firms.
Modular housing manufacturers and commercial millwork companies
Building supply centres.
Other qualified businesses capable of generating recurring cabinetry and millwork sales.
Research target accounts and key decision-makers, maintain prospecting lists, and develop territory-specific business development plans.
Conduct consistent outbound prospecting through cold calling, cold emailing, LinkedIn and other networking channels, in-person visits, and follow-up campaigns.

CRM & Pipeline Management:

The BDR will be responsible for maintaining accurate prospect and opportunity information within HubSpot CRM, including:

Researching and adding qualified ICP accounts into HubSpot (CRM).
Identifying and documenting key decision-makers.
Recording calls, emails, meetings and other sales activities in HubSpot.
Maintaining accurate deal stages and next steps.
Scheduling and completing follow-up activities.
Maintaining a healthy pipeline of qualified prospective dealers.
Providing regular reporting on activity, meetings, dealer applications and new-account development.

CRM discipline and accurate reporting are core responsibilities of the position.

Inbound Lead Follow-Up:

Respond to assigned website, marketing, and other inbound B2B leads in addition to ongoing outbound prospecting activities.
Qualify inbound opportunities by understanding the prospect’s business and purchasing requirements, introducing the appropriate Merit or Lectus program, and establishing clear next steps to advance qualified opportunities through the sales process.

Territory Development & Travel:

Regularly travel throughout assigned territories across Canada, with a primary focus on British Columbia, Alberta, Saskatchewan, Manitoba, Yukon, and Ontario. The majority of business development activity will be directed toward priority markets and territories identified by Sales Management.
The BDR can expect to spend approximately 50% - 75% of their time travelling throughout the territory.
Territory activities will include:
- Visiting prospective dealers and target accounts.
- Delivering sales literature, samples, and product information.
- Conducting introductory sales presentations.
- Scheduling meetings with owners, managers, and key stakeholders.
- Following up with previously contacted prospects.
- Developing relationships within priority regional markets.
- Coordinating territory trips to maximize meetings and prospecting activity.
- Travel should be planned strategically, with defined target-account lists, scheduled meetings, and clear business development objectives for each trip.

Industry Events & Networking

The BDR will represent Merit Kitchens at relevant industry events, including:

Local and provincial home builders' association events (HAVAN).
Construction and renovation industry events.
Interior design and building industry networking functions.
Dealer and supplier events.
Regional and national trade shows.
Other industry events providing access to prospective customers and strategic partners.
The BDR will actively network, identify prospective accounts and ensure new contacts are entered into HubSpot and followed up promptly after each event.

Dealer Conversion & Account Handoff:

A key measure of success will be converting qualified prospects into new Merit and Lectus dealers.
The BDR will guide prospective dealers through the initial sales process, answer questions regarding Merit's programs and capabilities, coordinate internal resources where required, and encourage qualified prospects to complete a dealer application.
Once a dealer application has been submitted and accepted and the new dealer has successfully ordered samples and or a start-up kit, primary account ownership will transition to Inside Sales and Dealer Services for onboarding, quoting, ordering and ongoing account support.
The BDR will ensure relevant account history, opportunities, contacts and next steps are properly documented in HubSpot before the handoff.

Existing Dealer Support:

Although new-business development is the primary responsibility of the position, the BDR will also act as Merit's in-person representative within assigned territories.
When travelling through a market with existing Merit or Lectus dealers, the BDR may:
- Visit existing dealer showrooms.
- Refresh or replace samples, sales literature and other marketing materials.
- Introduce new products and programs.
- Gather feedback regarding products, service and market conditions
- Identify opportunities for additional growth.
- Strengthen Merit's relationship with dealer owners and sales teams.
- Communicate relevant feedback and opportunities to Inside Sales, Dealer Services and Sales Management.
- Existing dealer support should complement - not replace - the BDR's primary focus on new account acquisition.

Performance Expectations & KPIs:

Performance will be measured through a combination of sales activity, pipeline development and new-account results. Key performance indicators may include:

Qualified target accounts added to HubSpot.
Outbound calls and prospecting activity completed.
Qualified conversations with decision-makers.
Prospect meetings scheduled and completed.
Territory visits and in-person prospect meetings.
Qualified opportunities added to the sales pipeline.
Dealer applications received.
New dealers approved.
New dealers placing their first order.
Revenue generated from newly developed accounts.
Pipeline value and progression.
CRM accuracy and follow-up compliance.
Trade show/event leads generated and converted.

Performance targets will be established by Sales Management and reviewed regularly.

QUALIFICATIONS

Skills & Experience:

Strong motivation to succeed in sales, with a proactive attitude, willingness to learn, and a results-driven mindset.
Confidence making cold calls and initiating conversations with new prospects.
Strong face-to-face presentation and relationship-building skills.
Strong organizational and follow-up skills.
Experience using a CRM such as HubSpot.
Ability to independently research accounts and identify key decision-makers.
Strong written and verbal communication skills.
Ability to manage multiple opportunities and maintain consistent follow-up.
A valid driver's licence and ability to travel regularly throughout Canada.
Experience within cabinetry, millwork, building materials, construction, renovation, home improvement or a dealer/distributor sales environment would be considered a strong asset.

COMPENSATION & BENEFITS:

Base Salary: $60,000 - $65,000 CAD annually, commensurate with experience and qualifications.
Commission Plan: 1% commission on qualifying new business generated by the BDR.
Commission is calculated based on cash collected from qualifying new accounts.
Commission applies to qualifying new business generated during the first 12 months following the submission of the new dealer application.
Existing Merit and Lectus dealer business is not eligible for commission.
Illustrative commission potential:
- $2M in qualifying new business = $20,000.
- $3M in qualifying new business = $30,000.
- $5M in qualifying new business = $50,000.
- $7M in qualifying new business = $70,000.
Total Compensation: Base salary plus commission, based on performance and qualifying new business generated.
Extended health, dental, and vision benefits.
Group RRSP with employer matching.
Paid vacation, sick leave, bereavement days, and personal days.
Training and career development opportunities.

Merit Kitchens

Business Development Representative

About the Job