Automation Technical Sales Representative

Technical Sales Representative Location: Calgary or Edmonton, Alberta

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.

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.

Outside Technical Sales

• 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.

Collaboration & Planning

• 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.

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.
• 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).

Competitive base salary with performance-based commission/bonus structure.

• Car plan.
• Factory and in-house training with continuous education.
• Comprehensive health plan.
• Long-term career path in a technically dynamic and growing organization.