Roles & Responsibilities

The Sales Manager will lead the sales function for ASL, focusing on acquiring new clients, nurturing high-value technical opportunities, and converting those into successful contracts for our monitoring, control, and data acquisition systems. This role bridges technical expertise, commercial acumen, and strategic leadership.

The ideal candidate will:

• Win new business in engineering / industrial markets, especially where bespoke instrumentation, data acquisition and control systems are required.
• Work closely with technical, engineering, design, and project teams to configure proposals and tailor offerings to client needs.
• Own full sales lifecycle: prospecting, qualification, proposal, negotiation, close, and handover to project delivery.
• Develop and implement sales strategies, identify new market segments, and expand ASL’s footprint.
• Build and maintain relationships with OEMs, integrators, research organisations, and engineering customers.

Key Responsibilities

Business Development & Sales Strategy

• Work with the UK Sales Manager to define, refine and execute a sales strategy aligned with corporate goals, targeting verticals and geographies with growth potential.
• Identify and qualify new leads, pursue opportunities, and build a pipeline of technically challenging projects.
• Conduct market research, competitive analysis, and customer needs assessments to inform positioning.
• Collaborate with marketing, technical, and engineering teams to develop collateral, value propositions, tender responses and case studies.

Sales Execution & Relationship Management

• Manage full sales cycle from lead generation to contract close, ensuring accurate forecasting and meeting sales targets.
• Run technical sales meetings, present proposals, negotiate pricing, terms, and scope.
• Liaise with engineering teams to ensure proposals are technically feasible, commercially viable, and meet customer expectations.
• Maintain and deepen long-term relationships with customers, partners, and stakeholders.
• Attend trade shows, conferences, site visits and client meetings as needed.

Customer & Market Insight

• Understand customer pain points, technical challenges, regulatory or compliance constraints, data acquisition requirements, and system integration considerations.
• Feed insights back into product development, marketing, pricing, and service offerings.
• Monitor industry trends, emerging technologies (e.g. sensors, IoT, edge computing), competitor offerings and evolving standards.