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Senior Sales Manager
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Company: PLC Automation Pte Ltd
Business: Industrial Automation & Control Systems
Location: Singapore
Employment Type: Full-Time
Reports To: Managing Director
PLC Automation provides industrial automation, control systems, engineering services, and automation products to customers across a range of industries.
Our capabilities include PLC, HMI and SCADA systems, industrial networking, control panels, drives, instrumentation, system integration, troubleshooting, upgrades, and related automation solutions.
We are looking for an experienced Senior Sales Manager to lead and develop our sales function, manage the existing sales team, and build a more structured and accountable approach to business development and revenue growth.
The Senior Sales Manager will take ownership of the day-to-day management and performance of the sales team.
This is a hands-on sales leadership role. The successful candidate will be expected to manage, coach and hold sales team members accountable while also actively participating in customer development, key account management, negotiations, and the closing of significant opportunities.
A major objective of the role is to establish a disciplined sales operation with clear targets, consistent customer follow-up, accurate CRM and pipeline management, reliable forecasting, and measurable individual performance.
Manage the day-to-day activities and performance of the sales team.
Set clear individual sales targets, KPIs and activity expectations.
Conduct regular one-to-one sales reviews and pipeline meetings.
Coach sales team members on prospecting, customer engagement, opportunity development, negotiation and closing.
Identify performance gaps and implement clear improvement actions.
Ensure sales staff maintain appropriate levels of customer visits, calls, quotations, follow-ups and new business development.
Build a culture of accountability, urgency and consistent follow-through.
Assist management with recruiting, onboarding and developing additional sales personnel as the team grows.
Take ownership of sales pipeline discipline across the team.
Ensure all leads, opportunities, customer interactions and follow-up activities are properly recorded in the CRM.
Review open quotations and opportunities regularly and ensure appropriate follow-up.
Maintain visibility of opportunity value, probability, expected closing date and next action.
Identify stalled opportunities and work with the salesperson to develop a clear strategy to progress or close them.
Produce accurate weekly and monthly sales forecasts for management.
Develop new customers and identify new market opportunities for PLC Automation Group.
Establish relationships with plant managers, engineering managers, maintenance teams, procurement personnel, system integrators, OEMs and other relevant decision-makers.
Identify opportunities for automation products, engineering services, system upgrades and project work.
Develop strategies to penetrate target industries and strategic accounts.
Support outbound prospecting and lead-generation initiatives.
Convert enquiries and leads into qualified opportunities and ultimately purchase orders.
Personally manage selected strategic and high-value customer accounts.
Build long-term relationships with key customers and understand their operational and automation requirements.
Identify opportunities to increase revenue across existing accounts.
Participate in important customer meetings, commercial negotiations and project discussions.
Support sales team members in complex or high-value opportunities where senior commercial involvement is required.
Review significant quotations and commercial proposals before submission.
Work closely with engineering to ensure proposed solutions meet customer requirements.
Maintain appropriate pricing and gross-margin discipline.
Support negotiations relating to pricing, commercial terms, payment terms and project scope.
Balance competitiveness with profitability and commercial risk.
Help improve quotation conversion rates and reduce opportunities being lost through insufficient follow-up.
Develop and execute sales plans aligned with company growth objectives.
Provide management with regular reporting covering:
Sales performance against target
Individual salesperson performance
Pipeline value and quality
Forecast revenue
New customer acquisition
Quotation activity and conversion
Key opportunities and risks
Lost opportunities and reasons for loss
Analyse sales performance and recommend corrective actions where required.
Identify new industries, customers, products and partnerships that could contribute to growth.
Performance will be measured against agreed KPIs, which may include:
Monthly and annual revenue against target
Gross profit / gross margin performance
Individual sales team performance against target
New customer acquisition
Qualified pipeline value
Pipeline coverage against sales targets
Quotation conversion / win rate
Customer and opportunity follow-up discipline
CRM accuracy and completeness
Forecast accuracy
Key account growth
Sales activity and customer engagement
Collection / commercial discipline where applicable
Minimum 7 years of B2B sales experience, preferably within industrial automation, electrical engineering, instrumentation, manufacturing, industrial equipment or a related technical sector.
Previous experience managing and developing salespeople.
Demonstrated track record of achieving sales targets and growing revenue.
Strong experience managing sales pipelines, forecasts and CRM systems.
Comfortable holding team members accountable for performance and activity.
Strong commercial negotiation and closing skills.
Ability to understand technical products and engineering solutions sufficiently to communicate effectively with industrial customers.
Strong written and verbal communication skills.
Able to communicate confidently with both technical personnel and senior management.
Self-driven, organised and comfortable working in a growing SME environment.
Willing to be hands-on rather than operating purely as a people manager.
Candidates with experience in one or more of the following areas will be particularly relevant:
Industrial automation
PLC / HMI / SCADA systems
Variable Frequency Drives (VFDs)
Industrial instrumentation
Electrical and control systems
Industrial networking
Control panels / switchboards
System integration
Factory or process automation
Industrial electrical products
Engineering services
Experience selling products or solutions involving brands such as Siemens, Rockwell Automation / Allen-Bradley, Schneider Electric, ABB, Mitsubishi Electric, Omron or similar industrial automation manufacturers would be advantageous.
The ideal candidate is a sales leader who can manage people without becoming disconnected from customers.
We are looking for someone who can bring structure and accountability to the sales function, coach existing team members to improve their performance, build a strong pipeline, and personally step into important opportunities when required.
This role is suited to someone who combines leadership, commercial discipline and hands-on selling ability.
Within the first 3 to 6 months, the Senior Sales Manager should have:
Established a structured weekly sales management rhythm.
Improved visibility and accuracy of the sales pipeline.
Established clear KPIs and accountability for each salesperson.
Improved quotation and opportunity follow-up.
Increased qualified opportunities and new customer activity.
Improved forecasting accuracy.
Developed stronger performance from the existing sales team.
Personally contributed to the development and closing of strategic accounts.
Built a scalable sales process that can support additional sales hires as PLC Automation Group grows.
Job ID: 152518349
