Inside Sales Representative

1. Overview

1.1.         As an Inside Sales Representative at ASI, you will play a pivotal role in driving revenue growth by generating qualified leads, nurturing opportunities, and supporting the outside sales team. This role focuses heavily on proactive outreach – identifying potential customers, qualifying needs, and creating a strong pipeline for automation equipment, control systems, service offerings, and parts solutions. You will work alongside a talented team of engineers and support staff to offer cutting-edge automation, robotic integration, controls retrofit solutions, and service support to clients across a wide range of industries.

1.2.         The ideal candidate will be self-motivated and capable of working within a team as well as independently and will be able to manage multiple assignments simultaneously in a fast-paced environment. They will enjoy solving real-world manufacturing challenges and want to be part of a team that is changing how the industry works.

1.3.         The Inside Sales Representative identifies potential leads, communicates solutions, manages inbound inquiries, conducts outbound sales calls to develop new opportunities, visits client sites, and strengthens customer relationships. This role focuses on generating leads, coordinating with engineering and service teams, and ensuring customers receive timely, accurate support.

2.        Key Responsibilities

2.1.         Collaboration

2.1.1.            Reports directly to the Sales Manager.

2.1.2.            Takes direction and tasks from Sales Manager and Application Engineers as needed for specific tasks.

2.1.3.            Works closely with marketing and business development to align outreach efforts with target markets.

2.1.4.            Collaborates with applications engineers, controls engineers, mechanical engineers, and project managers to develop custom tailored solutions.

2.1.5.            Provides clear communication to support sales-related tasks and deliverables.

2.1.6.            Interacts with customers, vendors, and suppliers regularly to support sales and quoting needs.

2.2.         Lead Generation and Customer Engagement 

2.2.1.            Engages with new customers to uncover automation, integration, and service opportunities.

2.2.2.            Leads discovery conversations and organizes site visits to fully understand customer needs and project requirements.

2.2.3.            Tracks progress and follow up on leads in a timely and consistent manner. This includes logging all relevant activity—such as calls, emails, meetings, and key touchpoints—into the CRM or designated tracking system to ensure accurate documentation and visibility throughout the sales cycle.

2.2.4.            Supports quoting efforts by gathering relevant data and coordinating with engineering teams.

2.2.5.            Stays current with industry trends, emerging technologies, and competitor offerings.

2.2.6.            Conducts outbound calling, emailing, and digital prospecting to identify and qualify new automation opportunities.

2.2.7.            Researches target industries, accounts, and decision-makers to build targeted outreach lists.

2.2.8.            Schedules discovery calls, demos, or onsite visits for outside sales staff.

2.2.9.            Maintains a consistent cadence of outbound activity to meet weekly and monthly opportunity-creation goals.

2.2.10.         Serves as a first point of contact for inbound inquiries related to automation solutions, panels, robotics, machine vision, PLC services, and spare parts.

2.2.11.         Supports CRM accuracy by documenting interactions, updating opportunity stages, and tracking customer engagement.

2.2.12.         Helps maintain positive customer relationships by delivering quick, professional responses to customer needs.

3.        Requirements

3.1.         Education

3.1.1.            Bachelor’s degree in sales, engineering, or business, and/or:

3.1.2.            2 years in inside sales, sales development, or customer service (industrial or technical sales preferred)

3.2.         Required Skills

3.2.1.            Self-motivated, well organized, and confident.

3.2.2.            Must have an excellent telephone presence.

3.2.3.            Excellent communication, organization, and time-management skills including strong interpersonal and relationship building abilities.

3.2.4.            Strong problem solving and critical thinking skills.

3.2.5.            Must be capable of managing multiple leads and tasks simultaneously with minimal supervision.

3.2.6.            Must be able to travel to work at customer facilities as necessary.

3.2.7.            Possess and maintain a clean driving record and valid US driver’s license.

3.3.         Certifications are not required

3.3.1.            CRM platform training or certification (e.g., HubSpot, Salesforce) is a plus.

3.3.2.            Relevant technical certifications in mechanical, electrical, or automation systems are advantageous.

3.4.         Preferred

3.4.1.            Prior experience in technical sales, industrial automation, or other engineering services is preferred.

3.4.2.            Proficiency with CRM software and structured sales processes is a plus.

3.4.3.            Familiarity with industrial automation, controls integration, or robotics industries.

3.4.4.            Hands-on experience working with or selling engineered-to-order systems.

3.4.5.            Understanding of manufacturing environments and engineering services.

4.        Reporting Structure

4.1.         Reports to

4.1.1.            Sales Manager

5.        Location

5.1.         The position is based at ASI Direct Office

5.2.         ASI Direct Office location

5.2.1.            25 West Park Circle

Birmingham, AL 35211

6.        Work Environment

6.1.         Full-time, on-site role with regular customer visits and occasional overnight travel.

7.        Performance Expectations

7.1.         Meets or exceeds all targets, including:

7.1.1.            Daily targets for outbound calls, quality conversations, and lead generation

7.1.2.            Weekly targets for outbound call/email activity

7.1.3.            Weekly targets for number of opportunities created and accepted by outside sales

7.1.4.            Monthly targets for quote-to-opportunity conversation rates

7.1.5.            Monthly targets for amount of revenue influenced through lead-generation efforts

7.1.6.            Quarterly targets for sales

7.2.         Input accurate CRM documentation and maintain timely and consistent follow-up on opportunities.

8.        Responsibilities to Avoid

8.1.         Administrative Tasks

8.1.1.            Avoid spending significant time on non-sales administrative tasks, including quote generation via QuickBooks.

8.1.2.            Limit time spent on duties that do not contribute directly to revenue or customer engagement.

8.2.         Marketing

8.2.1.            Do not divert focus from sales efforts to marketing campaign creation or content development.

9.        Compensation or Salary Range

9.1.         Salary Range

9.1.1.            Based on abilities

9.2.         Benefits

9.2.1.            401(k) with Matching

9.2.2.            Health, Dental and Vision Insurance

9.2.3.            Paid Time Off

9.2.4.            Flexible Schedule

10.     Notes

10.1.      Role Flexibility

10.1.1.         This description outlines general responsibilities and is not exhaustive. Duties may evolve based on business needs.

10.2.      Confidentiality

This role involves handling sensitive customer and company information. Professionalism and discretion are required.