Technical Sales Representative

HSL Automation Ltd.; Calgary; On-site; CAD 70,000 - 110,000; Full time

Benefits offered by this job

Commission/bonus structure

Factory and in-house training

Career growth opportunities

Supportive team environment

Job summary

HSL Automation Ltd. is seeking a motivated Outside Technical Sales professional to drive growth across Alberta from Calgary or Edmonton. You will serve as a trusted technical advisor, promoting HSL’s VFDs, Power Quality, and integration solutions to industrial and commercial customers.

This role emphasizes solution-based selling and customer development rather than hands-on field service. The successful candidate will regularly travel across Alberta, conduct technical presentations, and

Qualifications

• Minimum 3+ years in technical or outside sales within electrical, industrial automation, or related fields.
• Strong technical aptitude and ability to translate complex offerings to customers.
• Excellent customer-facing communication and relationship-building skills.
• Willingness to travel regularly within Alberta and work independently.

Responsibilities

• Develop and grow new and existing customer accounts in Alberta.
• Conduct regular meetings, site visits, and technical consultations.
• Deliver technical presentations, demonstrations and solutions.
• Identify, pursue and quote on sales opportunities.
• Support project-based and daily sales activities across product portfolio.
• Participate in industry events and customer training sessions.
• Collaborate with Inside Sales, Technical Services, Production, and Management.
• Contribute to account planning and reporting on opportunities.

Skills

Technical sales

Customer relations

Presentation skills

Travel frequently

Independently driven

Tools

Microsoft Office

CRM software

Job description

HSL Automation Ltd is a privately owned and operated company based in Western Canada with a strong industry presence representing world-class manufacturers. We specialize in Variable Frequency Drives (VFDs), Power Quality, and Custom Integration, providing high-quality products, solutions, and services to commercial and industrial customers across Alberta, Saskatchewan and British Columbia.

As a progressive and rapidly growing company, HSL Automation offers a unique opportunity for career development, professional growth, and long-term advancement.

We are currently seeking a highly motivated, technically capable, and customer-focused professional to join our team in an Outside Technical Sales role, based in Calgary or Edmonton, to develop and grow our presence across the Alberta market.

The Role:

This role is focused entirely on outside technical sales and customer development, with a strong emphasis on solution-based and value-added selling.

The successful candidate will act as a trusted technical advisor to customers, supporting sales activities with strong product knowledge and a solid understanding of HSL Automation's solutions. This is a sales-focused position and is not intended to include hands‑on field service, commissioning, or troubleshooting work, however, hands‑on skills are always welcome at HSL.

You will be a key point of contact for customers across Alberta, identifying opportunities to grow accounts through HSL Automation's product and solution portfolio, with a particular focus on the commercial HVAC and Refrigeration markets.

Customer interaction and travel across Alberta are essential parts of this role.

Key Responsibilities:

• Develop and grow new and existing customer accounts across the assigned Alberta territory.
• Conduct regular customer meetings, site visits, and technical consultations.
• Deliver technical presentations, demonstrations, and solution recommendations.
• Identify, pursue, and follow up on sales opportunities, leads, and quotations.
• Support project-based and day-to-day sales across HSL Automation's product portfolio.
• Participate in industry events, trade shows, and customer training sessions.
• Work closely with Inside Sales, Technical Services, Production, and Management.
• Contribute to account planning and reporting on customer activities and opportunities.
• Help strengthen the overall HSL Automation customer experience in Alberta.

Qualifications & Experience:

Required / Strongly Preferred

• Minimum 3 years of experience in technical or outside sales, ideally 5 or more, within electrical, industrial automation, or related solution-based selling environments.
• Strong technical aptitude with the ability to learn and clearly communicate complex product and solution offerings.
• Excellent customer-facing communication and relationship-building skills.
• Ability to work independently, manage priorities, and travel regularly within Alberta.
• Valid driver's license.

Highly Preferred / Assets

• Background in industrial, electrical, or automation-related sales.
• General understanding of 3-phase power and electrical systems.
• Proficiency with Microsoft Office (Outlook, Word, Excel, PowerPoint).

What HSL Automation Offers:

• Positive and supportive team environment.
• Competitive base salary with performance-based commission/bonus structure.
• Factory and in-house training with continuous education.
• Safe, supportive, and growth-oriented work environment.
• Long-term career path in a technically dynamic and growing organization.