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Sales Engineer - NA

Date:  May 25, 2023

Shanghai, CN

Job Function:  Commercial
Business Unit:  NanoAnalysis

Role Details


Business, Location:


NanoAnalysis, Shanghai



Sales Engineer

Reports to:


East China sales manager-NanoAnalysis

Direct Reports:



Primary Purpose:


To grow business for EDS/EBSD/WDS/OmniProbe and AFM in  new energy vehicle (NEV) market. To work closely with WITec & MR sales and application to explore bench top RAMAN & NMR opportunities in NEV market. To work closely with all MAG sales, applications, and marketing teams to ensure maximisation of leads and opportunities developments in NEV market.


Key Responsibilities

  • To achieve or exceed sales targets for EDS/EBSD/WDS/OmniProbe & AFM in new energy vehicle (NEV) market
  • To make and deliver sales strategy for NEV market and expand AZtecBattery, NA high end EDS/EBSD/Wave & AFM market share in NEV market.
  • To work closely with WITec & MR sales and application to explore bench top RAMAN & NMR opportunities in NEV market.
  • To work closely with all MAG sales, applications, and marketing teams to ensure maximisation of leads and opportunities developments in NEV market.
  • To build intimate relations with key accounts in NEV market and understand customer job-to-be-done.
  • To develop MAG solutions together with application scientists to drive the growth in NEV for MAG.
  • Establish and maintain comprehensive coverage of the agreed territory and products by supporting customers and OEM partners.
  • Develops and manages the annual process of creating sales strategies and plans, sales assumptions, projections, and goals. Evaluates market conditions and the timely adjustment of sales strategy to successfully adapt to those changes.
  • Monitors and reports monthly the status of sales vs. target, competitor activity, OEM partner news, market opportunities and promotion programs.
  • Lay out and run workshops and seminars and customer trainings in conjunction with application scientists.
  • Establishes and maintains distributor and OEM partner training and development program. Adjusts program to meet the needs of OEM partners and market conditions consistent with the long-term goals of the company.
  • Support and run marketing initiatives independently and jointly with OEM partners through direct mailings, trade shows, workshops, seminars, conferences, and advertising.
  • Attend bidding directly or support OEM partners on major bids, ensuring they are won at best price and terms.
  • Propose, agree, and deliver strategic account development objectives.
  • To make sure that the SAP is maintained and kept current.
  • Uphold OI Brand integrity within customers, distributors and OEM partners and operate in a manner consistent with OI brand values.
  • Ensures that all orders and other customer communications are promptly and accurately handled. Takes appropriate action to communicate customer service problems to customer support team.
  • To manage overall customer satisfaction.
  • Build and maintain effective working relationships with staff in all functions of the Business, (particularly marketing, operations and customer service) and with colleagues in Group market development world-wide.
  • Willing and able to travel within China as well as other countries as required.

Indicative Performance Measures

  • Sales volume and value for systems against target
  • MAG cross BU leads and opportunities development
  • Future order book value/ volume; bid/ win ratio
  • Sales overheads management
  • Leads generation and opportunities turnover rate



Person Specification – Essential requirements unless stated


Education / Qualifications:


  • Relevant diploma or master degree in material science, chemistry, physics, and additional business qualification


Professional Skills/ Abilities:


  • Experience of selling within an international, high technology environment, and experience in the NEV research or industry sector is a plus.
  • Excellent language skills – English and Mandarin both excellent spoken and written.
  • Progressive business management experience within sales and/or marketing, experience of managing business development activities useful.
  • Process and procedural oriented. Understands how business processes can be used to reduce cost and improve performance to ensure customer satisfaction and enhance/develop the OI brand in the market.
  • Commercial understanding - able to assess the financial impact of proposed plans and evaluate activities to ensure maximum value for OI whilst balancing the needs of distributors.
  • Understands interfaces to related functions – Marketing, Operations etc. and works effectively across them.
  • Experienced in the use of advanced channel management techniques, e.g. incentivisation would be welcomed.
  • Proficient PC skills including MS Office


  • Commercially astute.
  • Technically knowledgeable with MAG related technology
  • Strategically experienced – able to create and implement strategy for area of responsibility.

Personal Qualities:


  • Adaptable, able to flex to needs of customers, team and the business
  • Proactive. self-starter, completes activities with minimal support. Initiates actions to develop new and better ways of working, using past experience and any mistakes as positive opportunities for improvement.
  • Customer focused, establishes and exploits good, mutually beneficial customer/distributor relationships. Adept at balancing OI and distributor demands in meeting the ultimate customers’ needs effectively
  • "Can do" attitude – Decisive, able to work around issues to deliver performance
  • Superior communication and interpersonal skills to engage with people.
  • Strong analytical & negotiation skills, with track record of effective, difficult negotiations.
  • Organised, with solid administrative/reporting skills
  • Full driving licence preferable
  • Rounded in approach – sees bigger picture as well as own priorities and needs
  • Must be prepared to travel extensively (like to be up to 60% of time)