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Stan Rousell joined Control Systems Technology in October 2024 as Senior Business Development Manager for North America. With a project management background and time in sales across industries such as construction, mining and oil & gas, he brought with him not just experience, but a clear philosophy: relationships come first and engineering should always lead the conversation.

“We don’t want to be clerks,” Stan says. “We want to build relationships and show the engineering behind our solutions.” That mindset shapes his approach to every client interaction. Rather than sending out a quote and hoping for the best, Stan starts with a “lunch and learn”, giving him a chance to walk clients through CST’s belt scales, explain why accuracy matters and explore the design and engineering choices that make the difference.

In one case, a client requested a four-idler scale with 0.25% accuracy. After reviewing the project, Stan and the CST team ran detailed calculations and found that five idlers were required to achieve the target. “We take the time to explain why even 1 mm of misalignment can cost you 0.5% accuracy. It’s why precision matters. “Factors like tonnes per hour, belt speed, belt width and idler spacing help us calculate the tensions that affect accuracy. Taken together, these numbers allow us to design a system needed to deliver a belt scale that stays in accuracy for years” says Stan. “That’s how we build trust, through detail and transparency, and how we can guarantee accuracy for the life of the scale.” As CST founder Ian Burrel has often said, “Belt tension is the nemesis of a good conveyor belt scale.”

Trust, in fact, is what turned around a potentially lost client in Missouri. At a trade show, Stan met someone who was ready to remove their TDM equipment. After a few site visits and a detailed audit, the conversation shifted positively. TDM technicians recognised the existing scale (a competitor's product) was not meeting trade certification, offering to bring it back up to standard while providing suggestions for potential upgrades on other equipment. Commenting on servicing non-CST gear, Stan says, "It's what we do.  All it took was a conversation. Now they’re asking about remote monitoring and inviting us back.” It’s a moment that reflects CST’s broader philosophy: sell solutions, don’t just sell products.

What’s helped, Stan says, is the culture at CST. “People here act like owners. They care.” he says. “Ian knows everyone’s name and asks about their families. That’s rare.” The team collaborates openly, sharing ideas across departments. “It’s a melting pot of innovation,” Stan adds. “Everyone contributes, from service techs to senior engineers.” Feedback from the bottom-up brings real operational insight, ensuring CST’s solutions remain relevant, practical and built for maximum impact. Combine that with over 40 years in the industry and the only two PhD’s in belt weighing worldwide, and you get unmatched industry knowledge and unbeatable service and support.

Stan is also quick to praise CST’s technology. “The WIM3 integrator is fast and reliable, way ahead of others I’ve used,” he says. CST’s volumetric scanners and remote monitoring systems allow clients to zero scales from their computers, saving time and improving safety. While AI is a hot topic in the industry, Stan sees CST already solving real problems. “AI is just algorithms unless it’s doing something useful,” he says. “CST is already doing that with smart tech.”

Whilst CST is established globally and TD Micronic have a strong presence in Canada, breaking into the U.S. market hasn’t been without its challenges. Visa restrictions inhibit local servicing and brand recognition is still a hurdle. “We’re taking baby steps,” Stan says. “Sometimes we need local fabrication but the technology still needs to be shipped from Australia.” Despite these hurdles, CST, through TD Micronic, is steadily building its presence, proving the value of its technology and growing recognition through every new relationship.

Stan is driving CST’s expansion in North America by focusing on what matters: strong relationships, smart engineering and reliable systems that deliver. His practical approach and deep understanding of the industry are helping CST build trust and provide value in an untapped market, one conversation at a time.

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