Sales Representative On Trade at Kenya Wine Agencies Limited (KWAL)

Job Purpose

This position is responsible for monitoring and servicing existing HORECA (Hotels, Restaurant and Top end Night Clubs) outlets while prospecting and developing new accounts with a focus on building long term customer relationships to increasing sales revenue

Main Responsibilities

Sales Revenue Growth in HORECAS

• Achieve volume and revenue targets for the assigned HORECA outlets as per operational plans 
• Achieve product availability targets for the assigned outlets through identifying and negotiating listings and targets for strategic focus brands to drive and maintain numeric distribution by brand category.
• Enhance product availability through identifying and negotiating SOVI (Forward Share Inventory and limit Out of Stocks) and achieving cold and ambient space targets by channel and brand category.
• Promote product affordability on price by ensuring adherence to Recommended Retail Price (RPP) guidelines per strategic focus brand by channel and outlet type.
• Identify, negotiate, plan and execute activation opportunities such as promotions and tastings with customer in line with the territory sales plan.
• Come up with initiatives to accelerate Rate of Sale through activations and visiting the set number of outlets per day
• Support marketing teams in ensuring excellent execution of Horeca Activations
• Train Waiters on brand Knowledge and perfect serve of our brands, always driving a premium image
• Persuasion – Negotiate and execute activities at the Point of Purchase related to actively or passively recommending our brand/ product.  This includes deployment of POS Materials, building relationships with outlet staff through product training, waiter branding etc
• Pro-actively manage the distributor accounts cash and credit resources of the customer to drive growth of KWAL brands in terms of volume and value
• Maintain the required customer visit hit rate; call effectiveness and minimum order quantities and/ or values in order to drive sales in volume and value
• Gather market intelligence on competition and participate in setting up and achieving strategic sales targets for the market
• Identify potential new accounts and open the accounts directly with KWAL to grow business and drive volumes
• Monitor and manage company assets such as fridges, vehicles merchandising stock and other tools of trade in line with KWAL policies and procedures to ensure optimal use
• Monitor and manage company assets such as fridges, vehicles within the KWAL policies and procedures to ensure optimal use.
• Ensure HORECAs Accounts operates within the stated credit limits.

Innovation and continuous Improvement

• Share and implement new ideas regarding sales and improving effectiveness of sales processes and sharing new learnings within the team  
• Identify business opportunities and provide suggestions to close the opportunities 
• Continually improve processes and suggest innovative products based on market feedback

Build and Maintain Relationships

• Analyse and understand needs of all customers by using route schedules to identify sales opportunities and influence orders for increased sales
• Maintain an active customer database on the Sales Force Automation Tool with quality data input 
• Manage customer accounts optimally (account status, credit committee, client resources to drive growth) 
• Report customer complaints so that action can be taken by development and marketing team
• Act as a brand ambassador for KWAL portfolio of products through in-depth knowledge of the brands and passion for what they represent

Minimum Required Qualifications, Knowledge and Experience

Academic Qualifications

• Bachelor of Commerce, Marketing, Business Administration or Related field 

Professional Qualifications

• Professional qualification in Marketing such as Certified Sales and Marketing Professional (CSMP) or Chartered Institute of Marketing (CIM) or equivalent is an added advantage.
• Must possess a clean and valid driving license.

Experience 

• At least 4 years’ experience in Sales in FMCG 

Competencies

Technical Competencies

• Good understanding of sales concepts and profitability analyses would be preferable 
• Previous sales experience with successful track record would be advantageous 
• Ability to ensure consistent supply and availability of the product to the end consumer
• Proficient in building and maintaining strong relationships with customers and partners, understanding their needs, and providing solutions that enhance satisfaction and loyalty
• Skilled in understanding and meeting customer needs through effective communication, problem-solving, and service delivery, building customer loyalty and driving repeat business
• Ability to driving own development plan and contribute to the team’s objectives
• Ability to influence at managerial level with influential decision makers
• Understanding of channel (HORECA) and specific ways of working
• Exceptional negotiation skills

Behavioural Competencies

• Ability to organise and manage tasks and resources.
• Proficient in analysing data and information to make informed decisions
• Ability to negotiate terms, agreements, and contracts with clients, partners, and vendors.
• Understand and meet customer needs.
• Self-awareness and empathy, effectively managing personal emotions and understanding those of others.
• Utilise analytical skills to identify issues and develop effective solutions.
• Employ logical reasoning and critical thinking to evaluate information and make sound decisions. 
• Ability to come up with innovative ideas and approaches to improve products and processes. 
• Seek new opportunities to enhance products and services
• Make informed and timely decisions that align with the company’s strategic objectives
• Ensure all tasks are completed timeously 
• Communicate effectively with diverse audiences, ensuring clarity and understanding.