Minova, part of a global group with over 1,000 employees, operates a compact but crucial sales office in Germany. With decades of experience, Minova is recognized as a trusted provider of specialized technical solutions for the mining, tunneling, and construction industries. Their product portfolio includes ground control systems, injection resins, rock bolting technologies, and other engineered solutions designed to enhance safety, stability, and productivity in demanding underground environments.
Although the mining and tunneling sector has become increasingly niche within Germany, it continues to play an essential role in infrastructure projects, industrial operations, and energy-related developments. In this context, Minova’s expertise remains highly relevant — especially for clients who depend on reliable, high-performance solutions in complex geotechnical conditions.
The company’s presence in Germany is lean but strategic. The local team manages key accounts, supports technical consultations, and ensures clients across the DACH region receive expert advice and timely delivery. Their work directly supports the broader group’s mission: to protect people and improve asset performance in some of the world’s most challenging environments.
The Challenge
Minova was looking to hire a Director of Sales in Germany – a role that was especially sensitive, as the current Director of Sales was about to enter retirement. The handover with the successor needed to be smooth, the cultural fit had to be strong, and above all, the new hire needed both deep construction industry knowledge and technical credibility.
But the challenges didn’t stop there:
- The market is highly competitive, with several much larger and better-known competitors. Attracting experienced candidates from these players was considered nearly impossible.
- The mining sector in Germany is shrinking – meaning fewer professionals with current, relevant experience are available.
- The company needed someone with a construction or engineering background, as technical understanding is essential in client conversations.
Finding the right person wouldn’t be easy – it required a thoughtful, strategic approach.
Our Approach and the Results
Given the complexity of this search, we knew a standard recruitment process wouldn’t be enough. Hiring a Director of Sales for such a niche market — with the added need for a smooth succession — called for a tailored, high-touch approach.
Instead of relying on conventional sourcing methods, we developed a creative search strategy that looked beyond direct competitors. Our goal was to find someone with the technical expertise, leadership maturity, and adaptability to succeed in Minova’s unique environment.
Rather than attempting to poach from dominant players in the industry, we broadened our focus to adjacent sectors – and it paid off. We uncovered high-potential candidates with relevant experience in:
Underground construction and tunneling
Infrastructure and geotechnical engineering
Niche industrial B2B sales requiring technical credibility
Throughout the process, we focused on more than just hard skills. At every step, we emphasized:
Transparency about the role’s challenges and expectations
Minova’s long-term vision, especially the transition period and potential for shaping the future of the sales function
Cultural fit, ensuring alignment with Minova’s collaborative and hands-on working style
Candidate ownership, seeking individuals excited to step into a visible, strategic role within a smaller, agile team
This search wasn’t about speed — it was about precision. Over the course of 8 weeks, we conducted a structured, targeted evaluation process that allowed for:
Careful screening and interviews
In-depth conversations with leadership
Coordination of a handover period with the current Director of Sales
The Result
The position was successfully filled ahead of the previous director’s retirement, ensuring full continuity and a smooth transfer of knowledge.
The new Director of Sales brings both technical strength and market understanding, enabling Minova to maintain strong sales performance in the German market – despite the challenges of the industry.
Client Feedback:
The feedback from our client to our recruiting teams speaks for itself:
Conclusion: Hiring a Technical Director of Sales Germany
When key personnel approach retirement, finding the right successor is more than just filling a role – it’s about protecting business continuity, internal knowledge, and client trust.
Through a tailored, thoughtful search process, we helped Minova secure exactly that: a strong future, built on solid foundations.
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