Sales Executive - Food Service (HORECA)
Position: Sales Executive - Food Service (HORECA)
Department: Sales
Reports To: Sales Manager - Food Service
Job Purpose
To generate and develop new business leads within the HORECA sector while supporting and growing a portfolio of existing accounts. You will be the face of the company on the ground, responsible for building strong customer relationships, providing solutions, and ensuring seamless service from order to delivery.
Key Responsibilities
1. New Business Development & Sales Execution:
- Proactively prospect, identify, and qualify new leads within the target HORECA market (independent restaurants, boutique hotels, cafes, catering companies, etc.).
- Plan and execute a structured field sales plan to achieve weekly call targets and monthly sales objectives.
- Deliver compelling sales presentations and proposals that address specific customer needs regarding product specifications, pricing, and applications.
- Effectively manage the sales pipeline in the CRM system, from lead generation to closure.
2. Customer Relationship & Service:
- Build and maintain strong, day-to-day relationships with chefs, kitchen managers, and buyers.
- Act as the primary point of contact for customer inquiries, resolving issues related to orders, deliveries, or product quality promptly and professionally.
- Sample products effectively and provide basic culinary guidance to demonstrate value and application.
- Ensure high levels of customer satisfaction to drive repeat business and referrals.
3. Cross-Functional Collaboration:
- Work closely with the Customer Service team to ensure accurate order processing and timely delivery.
- Collaborate with the Accounts Receivable (AR) department to resolve any credit issues and support on-time collection.
- Liaise with the Procurement and Supply Chain teams to communicate customer needs, stock availability, and potential supply challenges.
- Partner with the Sales Manager and Marketing on local promotional activities.
4. Reporting & Compliance:
- Accurately track and report daily sales activities, pipeline status, and market feedback using the company CRM.
- Monitor sales performance against targets and maintain agreed-upon profit margins.
- Submit timely expense reports and market intelligence, including competitor activity and menu trends.
- Strictly adhere to all company policies, including credit terms, sample controls, and route planning guidelines.
Qualifications & Experience
- Diploma or Bachelor’s degree in Business, Sales, or a related field (culinary background is a strong plus).
- Minimum of 2-4 years of field sales experience, preferably within the Food Service, FMCG, or HORECA industry.
- Proven track record of meeting or exceeding sales targets.
- Excellent communication, interpersonal, and presentation skills.
- Self-motivated, resilient, and able to work independently with strong time management skills.
- Basic computer proficiency (MS Office, CRM).
- Valid driver’s license and willingness to travel extensively within the assigned territory.
What We Offer
- A competitive base salary with an uncapped commission structure.
- Comprehensive sales training and product knowledge development.
- Company vehicle or car allowance.
- A clear career progression path towards account management or leadership roles.
- The opportunity to build a career in the dynamic food service industry.
