Sales and Technical Engineer

Technical Sales for Automotive Sector in Specialty Lubricants

Position Overview

The Technical Sales role for Automotive Sector in the Specialty Lubricants category is a strategic hybrid position that combines deep technical expertise in lubrication technology with consultative sales capabilities. This role serves as the critical technical interface between specialty lubricant manufacturers and automotive OEMs, Tier 1/Tier 2 suppliers, dealerships, and end-users, focusing on high-performance industrial lubricants, specialty greases, and chemical additives that deliver superior performance, cost optimization, and problem-solving solutions.

Key Responsibilities

Sales & Business Development

• Drive sustained sales growth by promoting premium specialty lubricants and greases across automotive manufacturing, OEM accounts, and aftermarket segments

• Execute sales strategies to achieve departmental objectives and maximize market exploration across assigned territories or accounts

• Identify and prospect new customers while cultivating and maintaining existing relationships through regular visits and technical consultations

• Lead and manage sales projects from initiation to closure, coordinating technical, commercial, and customer-facing activities to drive successful outcomes

• Generate leads and develop compelling sales presentations, proposals, and techno-commercial packages to key stakeholders, decision-makers, and engineers

• Conduct market research, competitor analysis, and customer needs assessment to identify business opportunities

• Negotiate contracts, pricing, and terms within approved margins while ensuring profitability targets

• Forecast annual, quarterly, and monthly sales revenue and maintain accurate sales pipeline in CRM systems

Technical Expertise & Consultation

• Act as the Technical Subject Matter Expert on specialty lubricants, greases, metalworking fluids, and chemical additives for automotive applications

• Provide technical sales presentations demonstrating product advantages, applications, usage protocols, and performance benefits to customers

• Conduct technical analyses to identify customer lubrication challenges and provide tailored solutions using value-based selling techniques

• Apply expertise in tribology, lubricant chemistry, additives formulation, testing, and performance evaluation to develop customized solutions

• Design effective Customer Value Propositions (CVPs) per automotive sector requirements in collaboration with marketing teams

• Support customers with technical documentation, product specifications, industry standards compliance (API, SAE, BIS, ISO), and application guidelines

• Coordinate with R&D, Technical Service departments, and Application Engineering teams to develop performance data, solve formulating problems, and provide technical assistance

• Initiate technical testing, product optimization proposals, and prototype development for specific customer projects

Account Management & Customer Relationship

• Handle direct OEM accounts for automotive cables, powertrain components, NVH applications, and other specialty segments

• Build and maintain strong commercial and technical contacts with key decision-makers at targeted customer organizations

• Protect existing business through thoughtful technical advice, timely issue resolution, and maintaining high customer satisfaction levels

• Support line trials, PPAP approvals, and address technical issues at customer plants

• Track and manage RFQs, sample requests, customer projects, project timelines, and follow-up activities

• Ensure timely collections, sales reporting, and forecast planning in coordination with finance teams

Essential Qualifications

Educational Requirements

• Bachelors degree in Chemical Engineering, Mechanical Engineering, Automobile Engineering, Production Engineering, or Chemistry

• Diploma in relevant engineering disciplines with equivalent experience also acceptable

• MBA in Marketing or Business Administration is preferred but not mandatory

Experience Requirements

• Entry to Mid-level: 3-7 years of experience in technical sales of lubricant additives, specialty lubricants and greases, or automotive components
• Senior level: 7-10 years of proven track record in technical sales with demonstrated success in automotive OEM accounts
• Leadership positions: 12-17 years with 3-4+ years in team leadership for zonal/regional sales head roles

Technical Knowledge & Skills

• Strong technical background in lubricant additives formulation, testing, and performance evaluation
  
  • Working knowledge of lubricant chemistry, base oil types (mineral, synthetic, bio-based), and metalworking additives
  
  • Understanding of automotive lubrication systems, rotating equipment, hydraulics, gearboxes, and application requirements
  
  • Solid understanding of industrial lubrication systems, DN value limits, thixotropic properties, and technical specificationsuser context
  
  • Knowledge of automotive testing protocols, part approval processes (PPAP), and industry standards (API, SAE, BIS, ISO)
  
  • Familiarity with manufacturing processes, automotive OEM procedures, Tier supplier ecosystems, and dealer networks
  
  • Understanding of BS-VI emission norms, SCR systems, AdBlue requirements, and modern automotive fluid specifications

Sales & Business Acumen

• Excellent selling skills with proven ability to achieve and exceed sales targets
  
  • Experience in value-based selling, consultative sales approaches, and solution selling methodologies
  
  • Strong negotiation, communication (written and verbal), and presentation skills
  
  • Ability to interact effectively with customers, provide innovative solutions to customer needs, and build long-term relationships
  
  • Self-starter, well-organized, highly motivated, and able to work autonomously
  
  • Strong problem-solving, analytical skills, and project management capabilities

Technical Competencies

• Proficiency in Microsoft Office Suite (Excel, PowerPoint, Word) and CRM systems (Salesforce, SAP/ERP)
  
  • Ability to interpret technical data, create technical reports, and deliver easily understood presentations
  
  • Experience in developing technical presentations, product literature, and customer documentation.
  
  • Knowledge of quality systems, ISO 9001 requirements, and compliance protocols

Soft Skills & Attributes

• High customer centricity and emotional intelligence
  
  • Strong cross-functional collaboration skills for working with engineering, production, marketing, and operations teams
  
  • Excellent business acumen with understanding of P&L, margin management, and pricing strategies
  
  • Strong drive, tenacity, and accountability in achieving results
  
  • Ability to work in ambiguous environments and adapt to complex situations
  
  • High degree of integrity, transparency, and professional ethics
  
  • Willingness to travel extensively (60-80% travel, 15-20 days per month) across assigned territories

Key Performance Indicators (KPIs)

Sales Performance Metrics

• Monthly/Quarterly/Annual sales revenue achievement against targets
  
  • Sales conversion rate and customer acquisition rate
  
  • New business wins and account penetration levels
  
  • Market share growth in assigned territory or accounts
  
  • Revenue and gross margin growth for assigned customer portfolio
  
  • Sales pipeline value and conversion metrics
  
  • Average Contract Value (ACV) and Customer Lifetime Value (CLV)

Business Development Metrics

• Number of new accounts opened and qualified leads generated
  
  • Cross-selling and upselling success rates
  
  • Win rate on RFQs and tenders
  
  • Market penetration rate and new product sales ratio
  
  Customer Relationship Metrics
  
  • Customer satisfaction scores and Net Promoter Score (NPS)
  
  • Customer retention rate and account longevity
  
  • Number of customer referrals received
  
  • Complaint resolution time and effectiveness
  
  • Distributor engagement effectiveness (for channel sales)

Technical Support Metrics

• Technical issue resolution time and success rate
  
  • Number of technical presentations and demonstrations conducted
  
  • Customer feedback on product knowledge and technical expertise
  
  • Successful technical implementations documented
  
  Operational Efficiency Metrics
  
  • CRM system utilization and data accuracy
  
  • Sales forecast accuracy and pipeline health
  
  • Expense-to-revenue ratio and budget adherence
  
  • Visit reports completion and sales call activity metrics
  
  • Collection efficiency and Days Sales Outstanding (DSO)

Knowledge & Development Metrics

• Product knowledge assessment scores
  
  • Training attendance and effectiveness ratings
  
  • Industry certifications obtained (STLE CLS/OMA, MLT-1, MLA-1)

Reporting Structure - The Technical Sales professional typically reports to:

• Sales Manager / Regional Sales Manager for field sales roles
  
  • Director of OEM Accounts for OEM-focused positions
  
  • Vice President of Sales for senior technical sales engineer roles
  
  • Zonal Sales Head for territory management positions

The role involves close collaboration with cross-functional teams including Product Management, Marketing, Technical Services, Application Engineering, R&D, Operations, Program Management, and Customer Service.

Compensation & Benefits

Salary Ranges

• Entry to Mid-level (3-7 years): 5-10 lakhs per annum
  
  • Senior Technical Sales (7-10 years): 11-15 lakhs per annum
  
  • Technical Sales Manager/Lead: 16-20 lakhs per annum

Additional Compensation

• Annual performance bonus: 10-15% of base salary
  
  • Variable incentives based on sales achievement
  
  • Commission structures for exceeding targets

Benefits Package

• Company vehicle or vehicle allowance
  
  • Travel and business expense reimbursement
  
  • Mobile phone and communication allowances
  
  • Complete suite of health and medical insurance
  
  • Life insurance coverage
  
  • Retirement savings/PF contributions
  
  • Paid vacation, holidays, and leave benefits
  
  • Professional development and training support

Industry Context & Growth Opportunities

The India automotive lubricants market presents significant opportunities for technical sales professionals:

• Market size valued at USD billion in 2024, projected to grow at % CAGR through

• Shift to high-performance synthetic and semi-synthetic lubricants driven by BS-VI emission norms

• Growing demand for specialty products including bio-lubricants, EV fluids, and AdBlue/SCR fluids

• Expansion of OEM partnerships and Tier supplier networks in automotive hubs like Bengaluru, Pune, and NCRuser context

• Increasing focus on cost-of-ownership, extended drain intervals, and performance-based solutions

• Rising importance of technical expertise as products become more specialized and regulatory requirements increase

Success Factors

To excel in this role, professionals should focus on:

• Continuous learning: Stay current on lubrication technologies, industry trends, formulation advances, and automotive sector developments

• Building expertise: Develop deep technical knowledge combined with sales acumen to become a trusted advisor

• Relationship building: Cultivate strong networks within OEMs, suppliers, and industry associations

• Cross-functional collaboration: Work effectively across engineering, marketing, operations, and leadership teams

• Customer-centric approach: Focus on solving customer problems rather than just selling products

• Data-driven decision making: Leverage CRM analytics, market intelligence, and performance metrics to optimize strategies

• Adaptability: Navigate technological changes, market dynamics, and evolving customer requirements with agility

This role offers a rewarding career path combining technical depth, commercial impact, and strategic influence in the dynamic automotive specialty lubricants sector.