Lead Generation Specialist- Head Office

Winnipeg, MB
Job Type:
Full Time
Close Date:

Position Summary

Conducts outbound telephone calls to prospective customers to establish their business needs and create awareness for Maxim.  Determines if there is an opportunity for one or more of our Maxim outside sales representatives to contact them and explore their needs in greater detail.  Goal is to generate high level sales leads that did not come through regular channels like advertising. 


  1. Prospects customers by conducting outbound calls (‘cold calling’) from a customer database list.   Identifies appropriate decision maker(s) and introduces Maxim’s products and services.  Presents qualified sales leads to appropriate Maxim outside sales professionals for follow up and possible sale.   (80%)

Performance Coaching Standards

  • Conducts a predetermined number of calls each day
  • Qualifies a predetermined number of leads each week
  • Follows all call processes and protocols to ensure Maxim is represented in the appropriate manner
  • Utilizes provided scripting to generate leads
  • Handles customer objections positively
  • Potential customers/leads are presented to outside sales reps in a timely fashion 
  1. During the call, efficiently gathers accurate information from the potential customer by using appropriate probing/questioning skills.  Verifies and updates database.  (5%)

Performance Coaching Standards

  • Updates and appends the database with current and accurate customer information
  • Types clear and concise notes about the customer’s needs and conversation
  • Follows standards for entering data to ensure consistency within database 
  1. Keeps up-to-date on Maxim products and services offerings.  Conducts brief research on the background of companies being contacted to assist with lead generation.  (10%)

Performance Coaching Standards

  • Attends on-the-job training sessions with Marketing Director
  • Reads Maxim flyers, brochures, and training manual to familiarize with products and services
  • Uses Internet to expand knowledge of prospective companies as required 
  1. Provides regular feedback regarding customer interaction to Marketing Director.  Assists with process improvements and honing best practices in lead generation, qualification, and sales conversion.   (5%)

Performance Coaching Standards

  • Weekly meeting with Marketing Director
  • Constantly strives to improve calling practices 
  1. Other duties as assigned.  For example, in time, may create own schedule of daily calls and supplement database with lists from various sources.


Education and experience:

  • 2 to 3 years business-to-business lead generation in an outbound call centre environment
  • Proven track record in qualifying leads and transitioning potential customers to next step in sales process
  • Transportation industry and/or heavy duty equipment knowledge an asset 


  • Sales and customer service focused
  • Ability to navigate corporate structures and reach appropriate decision makers
  • Easily builds rapport with people at all business levels
  • Strong listening and conversational skills 
  • Energetic/enthusiastic personality:  warm, friendly, assertive, & confident
  • Self-motivated, works well with little supervision
  • Ability to work within a team environment
  • Organized, sets and meets priorities
  • Intermediate computer skills: Windows environment, Internet navigation, email, accurate keyboarding
  • Ability to learn in-house CRM and database computer system 


  • Monday to Friday, 8:30 AM to 5:00 PM