Area Sales Manager

Join BEA: a global team where innovation, safety and people come first.

Founded in 1965 in Liège, Belgium, BEA is a global leader in sensing solutions for automatic doors. With offices in the US, Japan, and China, we’ve grown beyond pedestrian access into safety, security, and industrial markets - designing innovative solutions for the future of mobility.

Job Type: Regular / Permanent

Role Type: Full time

Job Description

We are looking for an experienced B2B field sales professional with strong technical affinity to grow our business across Central Europe, with a focus on Germany, Switzerland, and Eastern European markets.

You will be responsible for developing the market, grow existing business and build long-term partnerships with key accounts and OEM customers. By combining your commercial drive with curiosity and technical understanding, you will identify opportunities, understand customer challenges and translate them into relevant solutions. You will work closely with our Technical Sales and Inside Sales teams to turn opportunities into sustainable business growth.

The position is based at our office in Liège Science Park, Belgium, and reports to the Head of Area. For candidates based elsewhere in Europe, a remote set-up may be considered where they bring strong and relevant experience in our market.

Your responsibilities

• Maintain and grow existing customer relationships and develop strategic partnerships with local key accounts and OEM subsidiaries.
• Plan and conduct regular customer visits across Central Europe, covering Germany, Switzerland and Eastern European countries.
• Present technical products, solutions and relevant standards convincingly, translating complex information for different audiences.
• Understand customer needs through active listening and thoughtful, relevant questions, and translate them into suitable solutions.
• Identify opportunities with existing customers and prospects, prepare proposals and lead negotiations through to closing.
• Implement a clear sales strategy supported by relevant KPIs and provide structured market, customer and competitor insights.
• Deliver technical and commercial training sessions to customers and their teams.

Your profile

• At least 5 to 10 years of experience in B2B field sales, ideally managing key accounts.
• Proven experience selling technical products; experience in an industrial environment is strongly preferred.
• Fluent German and English. French, Polish, or another eastern European language is an asset.
• Willingness to travel around 30% of the time – on average, approximately one week out of three.
• Comfortable working with figures, statistics, presentations, internal BI tools and the Microsoft Office suite.
• A higher-education degree is an asset; above all, we value relevant experience, technical curiosity and an understanding of demanding customer environments.

What sets you apart

• Humility: You are authentic, listen carefully and seek the best solution together with the customer.
• Curiosity and active listening: You ask many relevant questions, dig beneath the surface and genuinely want to understand products, standards, applications and customer processes.
• Consultative sales approach: You are not a hard seller; you build long-term relationships and earn trust through expertise and added value.
• Technical understanding: You quickly grasp technical concepts and can support demanding, detail-oriented customers with credibility.
• Teamwork and clear communication: You share knowledge, collaborate closely with internal experts and communicate precisely.
• Adaptability and humour: You are comfortable in a dynamic environment, remain pragmatic and do not take yourself too seriously.

What we offer

At BEA, you will join an international technology company where collaboration, curiosity, respect and entrepreneurship are part of how we work.

We offer:

• An innovative, product-driven environment with attention to work-life balance.
• A comprehensive onboarding and training programme to help you understand our technologies, applications and markets.
• A full-time contract, 37 hours/week, with 20 legal holidays + 8 additional days.
• A flexible working environment, with an initial on-site onboarding period to help you connect with the team and get up to speed, followed by up to 2 days of remote work per week.
• An attractive salary package: company car, company phone, meal vouchers, eco vouchers, hospitalization and group insurance, individual and collective bonus, and 13th month.
• The salary range for this position will be shared during the first ph