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This role sits within ABB's Robotics business, a leading global robotics company. We're entering an exciting new chapter as we've announced the plan for SoftBank Group to acquire ABB Robotics. SoftBank is a globally recognized technology group and investor/operator focused on AI, robotics, and next-generation computing. By joining us now, you'll be part of a pioneering team shaping the future of robotics-working alongside world-class experts in a fast-moving, innovation-driven environment.
This Position reports to
Sales Manager
Your role and responsibilities (Mandatory)
The Robotics Sales & Application Consultant is responsible for creating and developing business opportunities for ABB Robotics in Vietnam. The role combines consultative B2B sales with a practical understanding of manufacturing processes. The successful candidate will work directly with factories, machine builders, system integrators and technology partners to identify automation needs, shape technically and commercially viable solutions, and guide opportunities from initial discussion through order closure and subsequent customer development.
This is not a quotation-only sales role. Candidates are expected to understand how customers manufacture products, ask the right operational and technical questions, connect production challenges with suitable robotic applications, and clearly communicate the business value of automation.
The work model for the role is: hybrid working
You will be mainly accountable for:
1. Market and Customer Development
Build and execute a territory and industry development plan for the assigned market, with clear target accounts, applications, partners and sales actions.
Proactively identify new factories, expansion projects, modernization programs and production challenges that may create demand for robotics and automation.
Approach and develop relationships with business owners, plant directors, factory managers, production, engineering, maintenance, procurement and finance stakeholders.
Create new leads and qualify whether the customer has a genuine automation need, an addressable application, an investment path and a realistic project timeline.
Develop existing accounts by identifying additional production lines, plants, applications and lifecycle opportunities.
2. Customer Discovery and Factory Assessment
Visit customer sites and study the current manufacturing process, product flow, cycle time, production volume, quality requirements, labor content, ergonomics, safety risks and space constraints.
Ask structured questions to clarify the customer problem, expected output, technical requirements, decision criteria, budget process and project stakeholders.
Identify repetitive, hazardous, quality-sensitive or capacity-constrained tasks that could benefit from robotic automation.
Document the existing process and define the desired future state together with the customer.
Determine what information, samples, drawings, layouts, process data or trials are required before a solution can be proposed.
3. Application and Solution Consulting
Translate production needs into an automation concept and application requirement that can be evaluated by ABB
Application Engineering and qualified partners.
Help select the appropriate robot family, payload, reach, mounting arrangement, controller, software and major peripheral requirements at the sales concept level.
Advise customers on relevant applications including arc welding, spot welding, machine tending, material handling, palletizing, assembly, dispensing, grinding, polishing, deburring, painting, inspection and packaging.
Coordinate technical feasibility reviews, simulations, cycle-time checks, demonstrations, sample testing or proof-of-concept activities when required.
Explain solution assumptions, limitations, interfaces, responsibilities and required customer inputs in clear business language.
Position the complete value of the proposed solution, including productivity, quality consistency, safety, flexibility, scalability, uptime and total cost of ownership.
4. Sales Opportunity Management
Own the opportunity from lead qualification through solution development, proposal, negotiation, order closure and commercial handover.
Maintain a healthy pipeline and convert customer activities into clearly defined next steps, owners and target dates.
Prepare opportunity strategies, stakeholder maps, competition assessments and win plans for important projects.
Update customer, activity, opportunity, forecast and follow-up information accurately and on time in Salesforce in accordance with ABB processes.
Conduct regular pipeline reviews, identify order shortfall risks and implement recovery actions.
Provide timely and realistic forecasts based on customer evidence, project maturity and decision progress.
5. Proposal, Pricing and Commercial Negotiation
Prepare or coordinate technical-commercial proposals with Application Engineering, Product Marketing, Service, Operations, Finance, Legal, Project Management and external partners.
Ensure each offer clearly defines scope, technical assumptions, exclusions, delivery responsibility, schedule, pricing, margin, payment terms, validity and commercial conditions.
Communicate delivery times, payment requirements and general terms and conditions accurately and consistently.
Negotiate based on customer value while protecting profitability, contractual position and execution feasibility.
Identify commercial, technical and contractual risks early and escalate them through the appropriate ABB review process.
Support order clarification, internal handover, delivery follow-up, payment collection and issue resolution when required.
6. Partner and System Integrator Development
Identify and develop System Integrators, Machine Builders, OEMs and specialist technology partners that can support the priority industries and applications.
Conduct joint customer visits and align the partner, ABB Robotics and customer on application scope, responsibilities, solution architecture and commercial approach.
Support partners with product positioning, application discussions, opportunity planning, workshops, demonstrations and proposal development.
Build an effective solution ecosystem covering welding, vision, grippers, end-of-arm tooling, force control, safety, PLC/control and other required peripherals.
Monitor partner capability, responsiveness and opportunity progress, and involve the appropriate ABB resources where additional support is needed.
7. Market Intelligence and Demand Generation
Monitor manufacturing investments, factory expansion, customer technology priorities, competitor activity and changes in market demand.
Share customer feedback, win/loss insights and application trends to support ABB Robotics go-to-market planning and portfolio positioning.
Work with Marketing to define target audiences, campaign topics and follow-up actions for the priority industries.
Participate in exhibitions, seminars, Tech Days, customer workshops and other demand-generation activities, and convert relevant leads into qualified opportunities.
Contribute practical application knowledge to customer presentations, case stories and industry-focused content.
8. Customer Experience, Compliance and Safety
Provide a professional and consistent customer experience throughout the sales process and remain accountable for coordination until a clear handover is completed.
Act with integrity and comply with the ABB Code of Conduct, HSE requirements, information security rules, applicable laws and internal policies.
Recognize safety considerations during factory visits and application discussions, and engage qualified safety or engineering specialists for detailed risk assessment.
Protect confidential customer and ABB information and avoid commitments outside the approved technical, commercial or contractual authority.
Our team dynamics (Optional)
You will join a dynamic, talented, high performing team, where you will be able to thrive.
Qualifications for the role (Mandatory)
Education and Industrial Background
·Bachelor's degree in Mechanical Engineering, Mechatronics, Automation,
Electrical Engineering, Manufacturing Engineering, Industrial Engineering or a related discipline.
Practical exposure to industrial machinery or manufacturing processes such as CNC machines, plastic injection molding, metalworking machinery, welding equipment, packaging machines, assembly lines or factory automation is strongly preferred.
Ability to understand technical drawings, layouts, specifications and process descriptions sufficiently to coordinate with customers and engineering teams.
Experience
At least 3 years of experience in B2B technical sales, solution consulting,
business development or application sales within industrial machinery, equipment, automation or manufacturing technology.
Experience serving customers in Metal Fabrication, Automotive & Auto Parts, Electronics, Plastics & Packaging or General Manufacturing is preferred.
Experience working with factories, engineering teams, production teams, maintenance departments, procurement, System Integrators, Machine Builders or OEMs is an advantage.
Previous robotics experience is beneficial but is not mandatory for candidates who demonstrate strong industrial knowledge, consultative selling ability and learning agility.
Skills and Behaviors
Fluency in English is required; proficiency in additional languages, such as Chinese or Japanese, is an advantage.
Consultative and value-based selling, including discovery, qualification, value articulation and business-case development.
Prospecting, account development, pipeline management, forecasting, proposal management, negotiation and closing.
Structured problem solving and the ability to convert complex production issues into clear actions.
Confident communication and presentation skills with both technical and commercial stakeholders.
Ability to coordinate cross-functional teams and external partners without losing ownership of the customer outcome.
Working knowledge of Microsoft Office; Salesforce or comparable CRM experience is an advantage.
Professional English for technical documents, email, presentations and regional or global meetings.
Willingness to travel within Vietnam and internationally as required.
High standards of integrity, ownership, customer focus, teamwork and continuous learning.
More about us (Mandatory)
ABB Robotics as one of the world's leading robotics and machine automation suppliers, is the only company with a comprehensive and integrated portfolio covering robots, Autonomous Mobile Robots and machine automation solutions, designed and orchestrated by our value-creating software. We help companies of all sizes and sectors - from automotive to electronics and logistics - become more resilient, flexible and efficient. Our Business supports customers in the transition towards the connected and collaborative factory of the future.
We value people from different backgrounds. Could this be your story? Apply today or visit [protected info] to read more about us and learn about the impact of our solutions across the globe.