Job Summary
The Company Sales Representative (CSR) is responsible for driving secondary sales growth, increasing product availability, strengthening customer relationships, and expanding market share within assigned territories. The role focuses on effective route execution, outlet management, merchandising standards, and customer service while supporting distributors and sales operations. The successful candidate will represent the company in the marketplace, identify business opportunities, gather market intelligence, and ensure effective execution of sales activities to achieve company objectives.
Main Duties and Responsibilities
- Secondary Sales and Sales Execution
Achieve daily, weekly, and monthly sales targets within assigned routes.
Maintain strong knowledge of company products and effectively communicate product benefits to customers.
Introduce products and maintain supply to existing and new customers.
Identify prospective customers and convert sales opportunities.
Apply various selling techniques, including direct selling, cold calling, and presentations.
Ensure 100% product availability across all assigned outlets and channels.
Implement FEFO (First Expired, First Out) principles for stock management.
Execute merchandising standards and ensure proper product visibility.
- Outlet Development and Customer Relationship Management
Develop and maintain strong customer relationships.
Identify and recruit new outlets to increase numeric distribution.
Categorize outlets and optimize route coverage and visit frequency.
Conduct upselling and cross-selling activities based on customer needs.
Address customer concerns and provide solutions promptly.
Maintain updated customer contact lists and conduct regular follow-ups.
Build strong relationships with retailers and distributors.
- Distributor and Sales Operations Support
Work closely with distributors and van drivers to ensure timely product delivery.
Support distributor sales representatives during market visits.
Ensure distributors maintain operational standards and product availability.
Reconcile stock movement between vans and retail outlets.
Ensure proper issuance of receipts for every transaction and customer purchase.
Follow company procedures regarding sales operations and documentation.
- Market Intelligence and Business Reporting
Update Route-to-Market (RTM) data and customer information regularly.
Monitor and report competitor pricing, activities, promotions, and new product launches.
Capture Out-of-Stock (OOS) situations and report supply gaps.
Maintain daily records of call rates, strike rates, success rates, and sales performance.
Submit daily, weekly, and monthly reports accurately and on time.
Share market feedback and business opportunities with management.
- Administrative Duties and Resource Management
Ensure responsible use of company resources, including handheld devices, POS materials, vehicles, and company equipment.
Participate in daily gate meetings and weekly performance reviews.
Invest approximately 90% of working hours in field activities and 10% in reporting and administration.
Ensure company property and machinery are handled with maximum care.
Maintain proper documentation of invoices, receipts, and customer records.
- Food Safety and Compliance
Ensure Food Safety Management System (FSMS) requirements are maintained and respected at all times.
Report food safety issues immediately to the concerned department.
Comply with company policies, procedures, and operational standards.
Perform additional duties assigned by management.
Key Deliverables
Achieve daily, weekly, and monthly sales targets.
Increase product availability and market penetration.
Expand outlet coverage and numeric distribution.
Achieve SKU distribution targets.
Improve product visibility and merchandising standards.
Ensure timely and accurate reporting.
Maintain strong customer relationships.
Required Qualifications and Experience
Diploma in any field.
Minimum of 2 years of FMCG sales experience.
Proven sales experience.
Track record of over-achieving sales quotas.
Experience working with Salesforce or a similar CRM system.
Familiarity with different sales techniques.
Required Skills and Competencies
Strong communication, negotiation, and interpersonal skills.
Self-motivated and driven.
Apply for this Job