Job Description

The Sales Representative is responsible for driving sales growth by managing and developing a portfolio of customers within the hospitality and catering industries (hotels, restaurants, cafes, catering companies, lodges, guesthouses, etc.). This role involves prospecting, relationship management, and revenue generation through consultative selling of food and beverage products. The representative must achieve sales targets, ensure customer satisfaction, and contribute to the companys overall growth strategy.The assigned sales territory covers the Cape Winelands and Route 62, stretching from Stellenbosch and Paarl through Worcester to Barrydale.Candidates residing within the assigned territory will be given preference, as local knowledge and proximity to customers are beneficial for relationship building and efficient territory management.Our Group and all its operating companies are committed to creating, embracing, and preserving a diverse workplace that values the unique talents, perspectives, backgrounds, and abilities that enrich our organisation. A place where everyone matters and feels included.Job Advert Details
Job Category Sales
Job ObjectivesSales & Business Development

• Identify, target, and acquire new business accounts within the hospitality and catering sectors. (Sales Pipeline)
• Maintain and grow existing customer accounts by understanding their needs and providing tailored product solutions.
• Promote new products, bulk deals, and special promotions to customers.
• Develop and implement a strategic sales plan to achieve and exceed monthly and annual sales and gross margin targets.
• Maintain call cycles to ensure regular engagement with all customers, balancing existing account management, new business development, and follow-ups to maximize sales opportunities within the assigned territory.

Customer Relationship Management

• Establish and maintain strong relationships with chefs, procurement managers, food & beverage managers, and business owners.
• Conduct regular face-to-face meetings, site visits, and product presentations.
• Provide customers with market insights, product recommendations, and menu solutions.
• Resolve customer complaints and ensure high levels of customer service and satisfaction.

Sales Performance & Reporting

• Monitor and analyse sales performance (daily, monthly, YTD) and take action to improve results.
• Prepare and present sales reports, including territory performance, customer trends, and competitor activity in sales meetings.
• Meet sales performance KPIs, including revenue, margin, new account openings, and customer retention.

Product Knowledge & Market Insights

• Stay updated on food and beverage industry trends, pricing, competitor activity, and market demands.
• Work closely with suppliers and internal teams to ensure product availability, pricing accuracy, and order fulfillment.
• Conduct product demonstrations and tastings to showcase the value and quality of offerings.

Order Management & Logistics Coordination

• Monitor stock levels and advise customers on availability, substitutions, and special-order options.
• Assist in managing customer credit terms, ensuring payments are collected within agreed timelines.

QualificationsEssential

• Senior Certificate

Desirable

• Diploma/Degree in Sales, Marketing, Business Administration, or Hospitality Management

ExperienceEssential

• 3-5 years B2B sales experience in the foodservice, hospitality, or catering industries.
• Proven track record of meeting or exceeding sales targets.
• Valid drivers license.
• Ability to travel within the assigned sales territory.

Desirable

• Experience in distributing food & beverage products.

Knowledge and Skills

• Sales & Negotiation Skillsxe2x80x94Ability to influence and close deals confidently.
• Hospitality Industry Knowledgexe2x80x94Understanding of food & beverage trends, procurement, and menu planning.
• Customer Service Orientationxe2x80x94Ability to build strong relationships and provide tailored solutions.
• Analytical & Problem-Solving Skillsxe2x80x94Ability to analyse customer needs and offer relevant products.
• Strong Communication Skillsxe2x80x94Ability to engage effectively with customers and internal teams.
• Time Management & Self-Motivationxe2x80x94Ability to work independently while meeting sales goals.
• Resilience & Adaptabilityxe2x80x94Ability to thrive in a fast-paced, competitive environment.

Shoprite Holdings