Company Sales Representative /CSR/ For Different Regions

Job Description

Purpose Statement

The Company Sales Representative (CSR) is a frontline sales and market execution role responsible for driving secondary sales growth, increasing product availability, strengthening customer relationships, and expanding market share within assigned territories. The role ensures excellent route execution, outlet management, merchandising standards, and effective customer service while supporting distributors and sales operations.

The CSR acts as the face of the company in the marketplace by building strong customer relationships, identifying business opportunities, gathering market intelligence, and ensuring superior execution of sales activities to achieve company objectives.

Main & Detail Responsibilities

• Secondary Sales & 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 & 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 & 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 & 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 & 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 on field activities and 10% on reporting and administration.

  • Ensure company property and machinery are handled with maximum care.

  • Maintain proper documentation of invoices, receipts, and customer records.

• Food Safety & 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.

Job Requirements

Required Qualifications & Attributes

• BA Degree in Sales & Marketing or related field
  • Minimum 3+ years of FMCG sales experience

• Proven sales experience.

• Track record of over-achieving quota.

• Experience working with Sales force or similar CRM.

• Familiarity with different sales techniques.

• Strong communication, negotiation and interpersonal skills.

• Self-motivated and driven

How To Apply

Interested applicants should submit their application letter, updated CV, and credentials within Ten (10) days from the date of this announcement, either in person or via email using the address provided below.

Address:

Kaliti Food S.C. around Kaliti St. Gebreal Church, on the way to Debrezeit (approximately 200 meters).     Email: D.hr_admin@cerealiabiscuits.com