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Eric Gonzalez is in his mid-60s, lives in Florida and has a meticulously organized garage. He loves golf, pickleball, international travel and spending quality time with his children and grandkids. This sounds like a story about the pleasures of a leisurely retirement.
It’s not.
Gonzalez, a retail account manager for EquipmentShare’s CASE Power & Equipment of Florida branch in Miami, can’t imagine life without the competitive challenges of work. He recently earned the “Top Gun” award as the top CASE sales rep in Florida for the third quarter of 2025, and he approaches each day as if he plans to keep that award.
“He sleeps, eats and breathes sales,” said Tim Edwards, EquipmentShare’s regional retail sales manager in the Southeast. “Sometimes he’ll call me or text me on the weekend just to tell me his game plan for the week ahead. He has that tenacity and drive.”
Gonzalez’s path to success in equipment sales began in 2000, when he, his wife and three children moved to Miami, where he had attended college two decades before. His first job in the city was working the overnight shift at a convenience store. The pay and hours weren’t great, but it was a start.
Gonzalez saved enough money to buy some equipment and start a landscaping business, which he grew and then sold. He eventually decided to apply his work ethic, thoroughness and people skills to heavy equipment sales for a local dealership. Over the course of five years, he built a book of more than 300 clients.
When that company changed ownership, Gonzalez went looking for a new opportunity. He found it in 2023 at EquipmentShare’s CASE Power & Equipment dealership in Miami — one of six CASE locations in Florida.
On his first day, he sold a compact track loader. He hasn’t slowed down since. Gonzalez’s customers appreciate his willingness to help them find the best financing, to answer the phone whenever they call and to follow up exactly when he says he will.
“Eric’s super dedicated and motivated,” said Lorena Bonilla Valle, the general manager of the Miami branch. “He really cares about doing things right and making sure his customers get the best service possible. Whenever they need something, he’s there to help.”
Gonzalez said he doesn’t ever want to retire. The opportunity to sell CASE equipment for EquipmentShare keeps him attacking each day of work like it’s his first.
“My attitude is: The next sale starts when you deliver the machine,” he said. “That customer, if you give them good service, is going to buy another machine from us.”
