Sales Representative – On Trade

Job Purpose

The On-Trade Sales Representative is responsible for generating and closing sales of the company’s products to on-trade customers in Kenya. This includes restaurants, bars, hotels, and other businesses that sell alcoholic beverages to consumers. The On-Trade Sales Representative is also responsible for building and maintaining relationships with key decision-makers at these businesses and ensuring that the company’s products are well-represented on their menus and in their displays.

Key Duties and Responsibilities

Generate and close sales of the company’s products to on-trade customers in Kenya

• Research and identify potential new on-trade customers
• Develop and deliver sales presentations to on-trade customers
• Negotiate and close sales contracts with on-trade customers
• Follow up with on-trade customers after the sale to ensure satisfaction and repeat business

Build and maintain relationships with key decision-makers at on-trade businesses

• Develop a deep understanding of the needs and priorities of key decision-makers at on-trade businesses
• Build rapport and trust with key decision-makers at on-trade businesses
• Keep key decision makers at on-trade businesses informed about the company’s products and promotions
• Provide value-added services to key decision-makers at on-trade businesses, such as marketing and promotional support

Ensure that the company’s products are well-represented on menus and in displays at on-trade businesses

• Work with on-trade businesses to develop and implement menu merchandising strategies
• Provide on-trade businesses with point-of-sale materials, such as posters, table tents, and shelf talkers
• Create and manage promotional displays for the company’s products at on-trade businesses
• Monitor the availability and placement of the company’s products at on-trade businesses

Educate on-trade customers about the company’s products and promotions

• Develop and deliver product training sessions to on-trade staff
• Provide on-trade staff with product information and resoources
• Host product tastings and other promotional events at on-trade businesses
• Work with on-trade staff to develop and implement sales strategies

Provide excellent customer service to on-trade customers

• Timely Responses: Ensure prompt responses to inquiries, orders, and requests from on-trade customers. This includes responding to emails, calls, and other forms of communication promptly
• Product Knowledge: Possess in-depth knowledge about the products or services being offered to effectively communicate their features, benefits, and usage to on-trade customers
• Relationship Building: Build and maintain strong relationships with on-trade customers through regular communication, visits, and personalized interactions. Understand their needs, preferences, and challenges to tailor solutions accordingly
• Order Accuracy and Timeliness: Ensure accurate processing of orders and timely delivery of products to on-trade customers. Minimize errors and delays in order fulfilment processes
• Problem Resolution: Address any issues or concerns raised by on-trade customers promptly and effectively. Take ownership of problems and work towards finding satisfactory resolutions to maintain customer satisfaction
• Upselling and Cross-selling: Identify opportunities to upsell or cross-sell additional products or services that may benefit on-trade customers based on their needs and preferences
• Training and Support: Provide training and support to on-trade customers on product usage, menu development, promotional activities, and other relevant topics to help them maximize the value of the products or services

Track and report on sales performance

• Track and analyze sales data
• Identify sales trends and opportunities
• Develop and implement sales strategies to improve performance
• Generate and present sales reports to management

Key Competencies and Experience

Minimum Educational Requirements and Work Experience

• This entry-level undergraduate degree from a recognized and accredited university
• Successful track record as a Sales Representative for at least one year.
• Sales experience from a busy FMCG company
• Valid drivers license

Functional and Technical Competencies

• Business Acumen, Analytical Thinking, Strategic Thinking, Driving for results
• Planning and Organizing, Teamwork, Building and Maintaining Collaborative Relationships, Quality Orientation and Adaptability