Meet The People | Koos van der Veer: From engineering to a passion for building global relationships

When you meet Koos, it’s immediately clear: he’s energetic, enthusiastic, and thrives on connecting with people. Since joining AWL in 2014, he has grown from a Sales Engineer to an Automotive Account Manager, helping customers realize their ambitions through smart robotic solutions. “Giving customers a clear picture of who AWL is and what we stand for – that’s what gives me energy,” he says. “It’s more than creating a quotation; it’s about openness and trust, about proving that we deliver what we promise.”

From Builder to Connector

After completing a vocational degree in agricultural engineering and a bachelor’s in mechanical engineering, Koos knew one thing for certain: sitting still wasn’t for him. He went on to earn a master’s degree in business administration and innovation management. “I love dynamics and change, not routine,” he says. “I’ve always been building – machines, processes, and relationships.”
A reorganization at his previous employer eventually led him to AWL. “The company culture, the role itself, and the appeal of the automotive industry made the decision an easy one.”

From Sales Engineer to Account Manager

In his early years at AWL, Koos worked closely with colleagues to prepare quotations for customers worldwide. “Every quotation is tailor-made – a unique machine solution that perfectly fits the customer’s needs. I loved diving into the technical details and helping customers achieve their goals.”

Nearly three years ago, he transitioned into his current role as Account Manager, where the focus shifted to commerce, strategy, and long-term customer relationships. “We don’t just look at the quotations we make, but also at whether the customer and project align with who we are. Sometimes you have to decide carefully where to invest your energy. Connecting new customers to AWL and showing them what we’re capable of – that’s still the best part.”

Connecting with Customers Worldwide

Today, Koos manages around 40 to 50 quotation requests at any given time, with several always being top priority. The quotation process typically takes four to six months, but in the automotive industry, speed is essential. “With major car manufacturers, we need to move fast. Our machines are often ready a year before the production start of a new model, giving the customer time to fine-tune everything to perfection.”

Travel is a big part of the job – mostly to Germany and Eastern Europe, but also to the U.S. and Mexico. “Doing business across cultures fascinates me,” he says. “Each region has its own way of working together, so we adapt our communication style to match their culture and expectations.”

Making the Difference Through Trust

For Koos, success comes from building strong, lasting relationships. “Anyone can make a quotation, but what really matters is that customers know they can rely on us. We don’t just sell machines – we sell trust: the assurance that a project at AWL is in good hands.”

He finds the greatest satisfaction when a customer chooses AWL after an intensive process and the machine begins to take shape. “From that first drawing to the moment it’s up and running at the customer’s site – it’s always amazing to see.”

Driven by Growth

Continuous development is key for Koos, both professionally and personally. While he regularly takes courses, most learning happens through experience and reflection. His ambition for the coming years? “Deepening relationships and strengthening strategic partnerships – that’s how we can achieve more together with our customers.”

Koos proves that success in sales isn’t just about numbers—it’s about people, trust, curiosity, and building lasting relationships. As a true connector, he helps position AWL on the global stage.

What Collaboration Means to Him

For Koos, everything revolves around trust and involvement. “Put yourself in the customer’s shoes and look at things from their perspective. Keep your word and invest in the relationship. That’s how you make a difference. Whether you’re the man with the plan or the woman with the vision – it’s all about commitment.”

More Than a Job

Outside of AWL, Koos enjoys a lively home life with his wife, three children, and a cheerful collection of animals – donkeys, mini pigs, rabbits, and a dog. “We don’t live on a farm, but it certainly feels like one,” he laughs.

Just like at work, home life is about connection, care, and trust. “It helps me put things into perspective and stay balanced. In the end, both at work and at home, it’s all about relationships, attention, and dedication.”