“Metals manufacturers strive to increase production and energy efficiency to stay competitive. By automating tasks, manufacturers can remove manual processes and do more with fewer operators on site, boosting productivity, quality and consistency. Greater automation also means manufacturers have already completed the lion share in achieving a digitalized plant,“ says Axel Telenius as he explains the result of his trainee assignment at ABB’s Business Line Metals. He continues:
“In March, 2024, I joined ABB’s global metals team for a project related to value-based selling. My task has been to map and summarize the benefits of the business lines automation and digital solutions based on customer needs.”
Axel Telenius spent one of this three trainee assignment at ABB’s Business Line Metals. 
Drawing on over 100 years of experience, ABB collaborates with metals producers, original equipment manufacturers (OEMs) and other suppliers to develop process-specific and customized solutions that optimize production, improve sustainability, quality and safety – while driving the transition to autonomous plants and a more circular economy. 
"ABB's energy efficienct motors improve metal production processes", says Axel Telenius, surrounded by his trainee colleagues at ABB's motors workshop in Västerås, Sweden.
What functions have you collaborated with?
I was given a friendly and warm welcome to ABB in metals through meetings with people across the entire business line. They helped me to form an understanding of metals producers and ABB solutions. Moreover, sales representatives, product managers and R&D-experts provided insight on the information, data, and feedback used to work in a value-based perspective. All of this was greatly appreciated as I was new to both metals manufacturing and marketing and communications.
How do value-based selling and marketing work together to drive increased profitability?
Working value-based means finding customer pain points in a top-down approach to sales and marketing. You look at your customer base, try to understand their needs, and finish by looking inward at the solutions that can alleviate the challenges your customers face. Ultimately, customer pain points motivate a need that ABB can help solve. Putting customer needs front and center helps you focus on the parts customers value most.
Why did you select to spend one of your three trainee rotations in the metals industry?
Working with marketing and communications was always something I wanted to experience. It was fun! I got closer to our customers, which was the opposite of my previous rotation and background within supply chain management.
However, learning more about metal and its integral role in the sustainable energy transition was my main driver for applying for a position at ABB in metals.
Has your view on communication and marketing changed during the assignment?
All the understanding and attention to detail that go into creating an external message was definitely not what I had expected. It is easy to list all the things ABB can do. It is a lot more difficult to prioritize, summarize and explain it in an easy-to-understand way – especially for people that are unfamiliar with ABB.
What are your key takeaways from six months in the role?
There is A LOT of helpful information and suggestions from people in the organization. Having a clear motivation and goal for each meeting go a long way in asking the right questions that transfers this helpful information onto your work. Similarly, being transparent and sharing your goal with meeting participants often helps people raise points you might have missed. It can also give you tips on additional material that may be useful to progress with your task.
What has been most rewarding?
Meeting new people and seeing how supportive they were was a great aspect of this trainee assignment. Colleagues would take interest in your project and reflect on how it could be improved. You really got the feeling that everyone wanted you to succeed. With this strong support and all the insightful tips, it was easy to reach the goals set for the project.
What makes you thrive at ABB?
Clear goals, responsibilities and guidance keep me engaged at work. It lets me know that I am encour-aged to make my own decisions while being able to incorporate healthy feedback. Having someone asking the right questions instead of giving directives always challenges me to grow in my role.
Anything else you would like to share?
Your skillset is adaptable! Switching to a new role, or another business line at ABB, gives you a fresh perspective on how things can be done.
Axel Telenius
Job title: Discovery Graduate Trainee at ABB
Lives in: Västerås, Sweden
Year of birth: 1997
Education: Industrial Engineering and Management at Linköping University, with technical specialization in Data Science. Master's degree in Logistics & Supply Chain Management.
Hobbies: In my free time I enjoy jogging, sailing and bouldering.
