Efrain Bocaranda
Doral,FL
Summary
Results-driven Used Equipment Territory Manager with a focus on strategic planning and dealer engagement. Developed innovative training programs that enhanced sales performance across multiple territories, contributing to consistent growth in used equipment sales.
Overview
42
42
years of professional experience
Work History
Used Equipment Territory Manger Latin America
Caterpillar
Miami, Florida
01.2016 - 05.2025
- Developed territory strategies to increase CAT dealer engagement in used equipment sales and programs, including CCUs and CVA.
- Trained and mentored CAT dealer members on sales techniques and product knowledge, resulting in improved sales performance.
- Provided training and support to team members on product knowledge and sales techniques, enhancing customer service quality.
- Participated in trade shows and industry events to promote company products and services.
Senior Used Equipment Rep. Mexico, Central America
Caterpillar
Mexico DF, Mexico
07.2008 - 12.2015
- Engaged customers to identify needs and resolve issues, providing expert answers on Cat Used products to improve customer satisfaction.
- Developed marketing strategies for CAT Used Equipment products, CCUs, CVA, increasing product visibility.
- Trained new representatives on product knowledge and sales strategies, enhancing team readiness for used equipment inspections.
Senior Heavy Consultant
Caterpillar
Miami, Florida
08.2005 - 07.2008
- Managed annual sales revenue of $200 million across 1,200 units, solidifying market presence and enhancing brand visibility.
- Developed and delivered training materials for 500+ salesmen on new Motor Grader, improving product knowledge and supporting sales effectiveness.
- Formulated strategic recommendations for introducing new Motor Grader "M" series in Latin America, increasing dealer engagement and sales opportunities.
North District Rental Rep.
Caterpillar Inc
Miami, Florida
01.2004 - 08.2005
- Improved rental operations, achieving 60% time utilization and 50% financial utilization across Cat dealers.
- Performed annual assessments of four rental operations at Cat dealers to evaluate performance and drive strategic enhancements.
- Supported launch of Cat Rental Stores across Latin America with Cat dealers, strengthening regional market presence.
North District Rental Rep
SCRIPT International
Valencia, Venezuela
07.1998 - 12.2003
- Established rental operations for over 60 stores in Latin America and trained more than 350 dealership personnel in operations from rental managers to delivery staff.
- Facilitated setup of rental operations for Cat dealers in Latin America
- Conducted operational reviews of rental stores, identifying areas for improvement and developing a targeted recommendation plan.
Used Equipment and Rental Manager
Venequip
Caracas, Venezuela
07.1983 - 06.1998
- Managed used equipment and rental operations at Venequip, streamlining processes to enhance operational efficiency.
- Developed and implemented Cat programs, including "Engine Repairs Before Failures" and "Parts Reman", improving service reliability and reducing unexpected downtime.
- Performed various roles at Venequip, including services instructor, services assessor, and manager, contributing to team training and operational effectiveness.
Education
Associate of Applied Science -
Weber State University
Ogden, UT08-1981
Skills
- Equipment sales
- Product expertise
- Sales training
- Customer relationship management
- Market analysis
- Strategic planning
- Team building
- Adaptability
Accomplishments
- #1 Top PERFORMANCE 2010, Efrain Bocaranda, Americas South Region
Languages
- Spanish
- English
Timeline
Used Equipment Territory Manger Latin America
Caterpillar
01.2016 - 05.2025
Senior Used Equipment Rep. Mexico, Central America
Caterpillar
07.2008 - 12.2015
Senior Heavy Consultant
Caterpillar
08.2005 - 07.2008
North District Rental Rep.
Caterpillar Inc
01.2004 - 08.2005
North District Rental Rep
SCRIPT International
07.1998 - 12.2003
Used Equipment and Rental Manager
Venequip
07.1983 - 06.1998
Associate of Applied Science -
Weber State University