Job Purpose

The Sales Representative is accountable for driving execution excellence, customer service delivery and sales growth within the designated route or territory. The role is responsible for building strong customer relationships, ensuring product availability, merchandising execution and implementation of pricing and promotional standards across all assigned outlets.

The purpose of the role is to implement a market-driven and differentiated customer service approach that supports sustainable sales growth, customer satisfaction and execution excellence within the assigned territory. The incumbent supports BevCo’s competitiveness, brand presence and market penetration through disciplined execution, effective customer management and adherence to company standards within a fast-paced FMCG environment.

Key Responsibilities and Outputs

Customer Development

• Build and maintain strong customer relationships with outlet owners and trade partners.

• Execute regular customer call cycles to support customer engagement and sales growth.

• Drive achievement of sales volume and customer growth targets within the territory.

• Ensure all customer information and outlet data is accurately captured and maintained within company systems.

• Ensure outlets consistently purchase directly from the Company on a weekly basis.

• Resolve customer queries, complaints and service issues effectively and timeously.

Trade Execution and Merchandising

• Ensure execution of product availability, merchandising, pricing, promotions and space standards across all outlets.

• Monitor outlet stock levels to ensure availability of key brands and packs.

• Drive effective implementation of merchandising and visibility standards within the market.

• Ensure stock rotation standards are maintained and minimise stock-outs.

• Execute pricing communication and ensure compliance to company pricing and promotional campaigns.

• Support achievement of numeric distribution and in-market execution objectives.

Asset Management

• Ensure effective management and compliance of company refrigeration assets and merchandising materials.

• Conduct regular asset verification checks and report discrepancies.

• Ensure company products are merchandised according to company standards within customer outlets.

• Support customers with stock replenishment and product rotation to improve availability and minimise wastage.

Sales and Operational Excellence

• Drive disciplined execution of sales and merchandising activities within the territory.

• Monitor competitor activity, pricing and market conditions within the area

Ensure adherence to company processes, standards and operational requirements.

• Maintain high standards of customer service and professionalism across all customer engagements.

• Support achievement of route-to-market and customer execution objectives.

Qualifications and Experience

Minimum Qualifications

• Grade 12 / Matric / NQF Level 4.

Ideal Qualifications

• Sales, Marketing or Business-related qualification advantageous.

Minimum Experience

• 1–3 years’ experience within FMCG sales, merchandising or trade execution environments.

• Experience working within formal and informal trade environments.

• Basic understanding of merchandising, pricing and promotional execution standards.

• Strong customer service and relationship management capability.

• Basic systems and mobile sales application capability.

Advantageous Experience

• Beverage industry experience.

• Experience working within highly operational and fast-paced FMCG environments.

• Exposure to Route-to-Market (RTM) principles and customer execution standards.

• Experience working with sales automation or mobile execution platforms.

Core Competencies and Skills

• Customer Relationship Management

• Sales and Trade Execution

• Merchandising and Execution Standards

• Route-to-Market (RTM) Understanding

• Planning and Organising

• Communication Skills

• Customer Service Orientation

• Problem Solving

• Execution Excellence

• Attention to Detail

Behavioural Competencies

Customer Focus: Builds strong customer relationships and maintains a strong focus on customer satisfaction, service delivery and execution excellence across all outlets.

Accountability: Takes ownership for territory execution, customer service and achievement of sales and execution targets within the assigned route.

Collaboration: Works effectively with Team Leaders, customersand internal stakeholders to support aligned execution and customer service delivery.

Continuous Improvement: Identifies opportunities to improve execution standards, customer engagement and operational effectiveness within the territory.

Planning and Organising: Effectively manages customer call cycles, territory execution and daily priorities to ensure achievement of sales and operational objectives.

Execution Excellence: Drives disciplined implementation of merchandising, pricing, promotional activity and execution standards within all assigned outlets.

Knowledge of Business: Demonstrates understanding of FMCG sales environmentscustomer requirements, merchandising standards and route-to-market principles.

Problem Solving: Uses customer and operational information to identify issues, resolve challenges and support effective execution within the territory.