Lead Generation Specialist (B2B Inside Sales)
Overview
About Shermco
Since 1974, Shermco has become North America’s largest and fastest growing NETA-accredited electrical testing organization. Our focus is to make sure electrical power systems are functioning properly and safely. Additionally, our Professional Engineering Group, Rotating Machinery Division, Renewable Energy Services, and Field Repair and local Repair Service Centers, places Shermco in a position to handle all things electrical, all done with an emphasis on safety and client service. Shermco is ISO certified, a member of EASA, AWEA, PEARL and is accredited by NETA, PEV, SKF & ANAB. Shermco Industries is a founding member of NETA and has one of the largest field services divisions in the industry.
Our Sales and Marketing team is seeking a driven, results-focused Lead Generation Specialist to support our Training Services line of business. Reporting to Sales Operations & Marketing, this role is key to fueling growth by identifying, engaging, and nurturing prospective clients through targeted outreach campaigns that promote our training courses. This position emphasizes outbound prospecting, business development, and the conversion of high-quality leads to opportunities for the Training Services team. The Lead Generation Specialist will collaborate closely with both sales and marketing to execute effective lead generation strategies and maintain a consistent pipeline of qualified leads.
Responsibilities
Generate qualified leads for training opportunities through outbound campaigns (email, LinkedIn, cold calling, etc.)
Follow the leads through the sales pipeline to the win for training course enrollment
Discover qualified opportunities based on predefined criteria (budget, authority, need, timeline)
Maintain and update CRM system (e.g., Salesforce) according to company guidelines
Support research, script writing, and execution of year-long scheduled campaigns aimed at driving new leads for training services
Track, analyze, and report on lead generation performance metrics weekly
Execute weekly call and email outreach and maintain high lead quality to achieve KPIs
Conduct A/B testing on messaging and outreach strategies to improve conversion rates
Research and identify target accounts, industries, and key decision-makers
Assist in building and refining ideal customer profiles (ICPs) and buyer personas
Participate in cross-functional team meetings and sales meetings to foster team collaboration
Serve as a primary and secondary point of contact for customers in collaboration with Training Operations Team.
Continuously learn Shermco’s training service offering to craft value proposition messaging.
Qualifications
Bachelor's degree in marketing, business, engineering, or related fields preferred
2+ years of relevant experience in inside sales, sales development, or lead generation.
2+ years of experience selling training courses or related is highly desired
Comfortable contacting prospects via phone calls, emails or other channels, adhering to the planned outreach schedule
Experience with CRM tools - e.g., Salesforce, HubSpot (Preferred)
Familiarity with outbound prospecting tools - e.g., LinkedIn Sales Navigator, ZoomInfo, Industrial Info Resources, ConstructConnect (Preferred)
Proven track record of meeting or exceeding sales targets
Strong communication and interpersonal skills
Ability to work independently and as part of a team
Strong organizational skills and attention to detail
Ability to handle rejection and maintain a positive attitude
Intermediate knowledge of Microsoft applications, including Excel, Word, and PowerPoint
SKILLS AND COMPETENCIES
Negotiation: Ability to engage decision-makers, manage objections, and fill training service enrollment effectively while balancing customer needs and business objectives
Prospecting: Ability to identify and develop new business opportunities through outbound outreach, cold calling, email campaigns, and networking
Value selling: Ability to understand customer challenges and recommend tailored electrical safety training solutions aligned to compliance and operational needs
Communication: Ability to clearly articulate technical training value propositions to both technical and non-technical stakeholders
Relationship building: Ability to establish and maintain strong client relationships with safety, operations, and procurement teams to support long-term engagement
Pipeline management: Ability to manage multiple leads simultaneously through the full sales cycle from initial contact to closed order
Results orientation: Ability to consistently meet or exceed sales targets and KPIs through disciplined execution and follow-up
Collaboration: Ability to work effectively with marketing, sales and Shermco’s training services team
Compliance awareness: Ability to understand and position training in relation to industry safety standards across North America
Organization: Ability to prioritize tasks and manage time effectively in a high-volume, fast-paced sales environment
Resilience: Ability to handle rejection, maintain motivation, and persist through complex sales cycles
Business acumen: Ability to understand customer operational environments and align training solutions with business and safety objectives
KEY PERFORMANCE INDICATORS (KPIs)
Number of leads generated
Conversion Rate (Lead → Opportunity)
Conversion Rate (Opportunity → Order)
Call Activity (# Calls/Week)
Orders ($ Revenue)
OTHER REQUIREMENTS
Must pass a pre-employment drug test and periodic, unannounced random drug tests.
Must pass a pre-employment criminal background check.
All offers are conditioned on acceptable results from a background check and drug and alcohol screening.
#LI-TB1
EQUAL OPPORTUNITY EMPLOYER | DRUG-FREE WORKPLACE
Shermco is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, or veteran status. Shermco is a drug-free workplace.
NO AGENCIES PLEASE
Pay Range
USD $65,000.00 - USD $70,000.00 /Yr.