Meet the Benelux Sales Team
Get to know the experts who are driving sales in the Benelux region. Learn about their roles, experience, and how they help customers find the best machine vision solutions.
Rico van Leeuwen - Team Lead Benelux
Why VA Imaging?
I’ve always loved learning, balancing studies with side jobs in sales and customer service. During my VA Imaging internship, I developed my sales skills and researched the Benelux market for a new product launch. Staying on as Key Account Manager felt like a natural next step. VA Imaging impressed me from day one, and I love contributing to its growth. The challenges of the machine vision industry make every day exciting.
Proudest Moment?
I’ve been with VA Imaging for over five years, and I’ve gained a lot of knowledge in machine vision. Handling complex inquiries and projects feels second nature now, allowing me to give customers excellent service and guide their decisions. I’m also proud to share my expertise with colleagues, supporting onboarding and providing sales training.
Future Goals
VA Imaging has a bright future in a fast-growing market. I look forward to welcoming new customers, building long-term relationships, and contributing to innovative projects. I’m committed to helping VA Imaging grow and become a recognized player in the global machine vision industry
Fabiënne van der Made - Senior Account Manager
Which 3 words describe you the best?
Trustworthy, approachable, and proactive.
Why VA Imaging?
I chose VA Imaging for multiple reasons: its international team, B2B sales, and the opportunity to challenge myself in the technological field. I joined the VA Imaging team in 2022 and still remember that from the very first moment, it felt like home. My colleagues taught me machine vision and invested in me, inspiring me to give back.
Can you walk us through a typical day in your role?
At VA Imaging, no two days or weeks, months, are ever the same. While a “typical” day doesn’t exist, one thing’s for sure: I’m always at our Eindhoven headquarters in Strijp-S. Most days are a mix of meetings with colleagues and customers, figuring out the best camera setups, and building strong, lasting customer relationships.
What’s it like working in the Sales BeNeLux team?
Working in the Sales BeNeLux team has been amazing from day one. Our international office vibe is a fun contrast to our Dutch-speaking team, made up entirely of colleagues from the Netherlands and Belgium. Every day is a mix of English, Dutch, and a bit of ‘Brabants’. Plus, with customers across so many industries, no two days are ever the same, always challenging, always exciting.
What skills do you think are essential for succeeding in sales?
Honesty is the best policy. For me, the most important skills are active listening, empathy, and a transparent communication style. Customers are never looking for a camera, lens, light, or housing. They are looking for a solution. I am passionate about helping them find the best solution and believe that genuine interest and listening help you provide that.
Joep Bitter - Account Manager
Which 3 words describe you the best?
Enthusiastic, ambitious, and eager to learn.
Why VA Imaging?
VA Imaging is a company that offers a dynamic working environment with a young and diverse team, and you get good opportunities to develop yourself in a nice team.
What are your daily activities?
I manage the Benelux region, advising customers on machine vision solutions. My day focuses on building relationships, guiding inquiries, and handling new and existing accounts.
What's it like to work in the Benelux team?
Working in the Benelux Sales team is fantastic because I get to learn from colleagues with extensive machine vision experience. The team’s positive and open atmosphere encourages honesty and collaboration, helping us grow and improve together every day.
Proud Moment
My proudest moment would be the transition from an intern to a full-time employee, which is, of course, a big step. I gained a lot of confidence from this step, since I felt the appreciation from the company.
Daan van de Groep - Account Manager
Which 3 words describe you the best?
Ambitious, enthusiastic, and driven.
Why VA Imaging?
VA Imaging offers a professional, well-organised environment with plenty of opportunities to develop and grow. What I particularly appreciate is the combination of clear structure and a young, diverse team. It’s a place where I can learn, challenge myself, and develop both personally and professionally.
Can you walk us through a typical day in your role?
Every day brings different challenges and opportunities. Within the Benelux Sales team, I focus on building lasting customer relationships and helping customers find the right machine vision solutions for their applications. This means understanding their needs, offering practical advice, and supporting their projects. Alongside this, I look for opportunities to grow our presence in the market and help more customers discover VA Imaging.
What’s it like working in the Sales Benelux team?
We have a great mix of personalities that complement each other and make working together enjoyable. Everyone brings different experience and knowledge, so we learn from one another and draw on each other’s strengths. That combination creates a supportive atmosphere where we can develop individually and achieve more as a team.
What skills do you think are essential for succeeding in sales?
Success in sales starts with the fundamentals: listening carefully, asking open-ended questions, and understanding what the customer needs. Empathy helps you see a challenge from their perspective, while a proactive, structured approach keeps things moving. Resilience matters too, because not every opportunity leads to a sale. Building trust and providing lasting value are what turn those conversations into strong customer relationships.
