Technical Sales Specialist

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Full Time Sales Richmond, Virginia, US

5 days ago Requisition

At Cross Company, we don’t just show up for work—we show up for a company we actually own. As a 100% employee‑owned industrial technology leader, we provide specialized expertise in automation, hydraulics, precision measurement, and more that keeps the world’s manufacturers moving.

We operate on the principle of Servant Leadership: we hire smart, driven people and then get out of their way so they can do what they do best. When you join the Cross team, you aren't just an employee; you’re an owner‑associate in a stable, transparent, and high‑performance environment where your voice truly matters.

Establish and maintain effective customer relationships through sales calls at assigned customers. Promote the capabilities of the Automation Group through represented manufacturer’s products and Cross Branded Solutions, then deliver these solutions to solve customer problems. Proactively promote solutions to solve customer problems by applying the appropriate robotic, motion control, automation and/or pneumatic technologies. Responsible for growing sales by nurturing existing business, identifying new business opportunities at existing customers, and generating new sales at target customers.

• Meet annual sales goals as established by the Sales Manager.
• Grow overall sales and income at existing customers.
• Develop new business opportunities with existing customers and new prospects.
• Develop strong relationships at all assigned customers.
• Maintain CRM for current customers and potential prospects. Track opportunities in CRM sales funnel.
• Adhere to the Cross CRM Netsuite TSS Requirements Guide to manage tools relevant to sales growth achievement.
• Maintain superior technical knowledge of our products. Attend factory training as needed. Develop good working relationships with our Principal manufacturers.
• Integrate Technical Sales Specialist role into Cross team selling approach partnering with Application Engineers, CSRs, and Business Development.

• Communicate all significant customer and supplier issues to Sales Manager.
• Maintain updated and accurate contact lists in CRM tool. Maintain new prospects in CRM. Input customer opportunities inside the CRM.
• Maintain sales call reporting and customer sales related activity in CRM tool.
• Maintain quote activity in CRM. Proficiency in this system is strategic to both Company strategy for customer growth and customer data analysis.
• Have strong knowledge of your competition. Be aware of the strengths and weaknesses of competitive distributors and their products represented in common customer geography.
• Contribute to the Cross Company content creation process. This requirement is directed by the Sales Manager and includes interaction with Marketing for blogs, videos, and application successes.
• Complete any other duties as assigned by Sales Manager. This may include customer related tasks, projects management, or miscellaneous tasks as directed.

• 5 years industry-related outside sales experience.
• BS degree with strong technical content required.

• Good mechanical aptitude.
• Business acumen to advance organizational goals, based on relevant discrete manufacturing market and trends.
• Excellent problem solving skills. Decisively identify action plan required for customer issues.
• Outstanding product expertise for each Automation Group technology, including robotics, motion control, automation and pneumatics.
• Superior knowledge and practice of basic selling skills.
• Strong PC skills using MS Word, Excel PowerPoint, Google business tools and basic CAD.

• Adapts to Change & Manager Ambiguity – Operating effectively, even when things are not certain or the way forward is not clear. Effectively adapts to change with a positive attitude.
• Communicates Effectively – Developing and delivering multi-mode communications that convey a clear…