Sales Representatives at Distell Limited – 3 Openings


Distell, a global business with roots in South Africa, produces and markets a diverse portfolio of award-winning alcoholic brands that have been crafted by extraordinary people across the world. Some of these brands include Amarula, Savanna, Hunter’s Dry, Durbanville Hills and Nederburg.

We are recruiting to fill the position of:

Job Title: Sales Representative

Reference No.: 16867   
Locations: Abuja, Lagos and Port-Harcourt – Rivers

Job Purpose
The Sales Representative will be primarily responsible for:

  • Establishing a strong distribution network within allocated region so as to introduce and sell the Distell Brands to the local market in accordance with set targets leading to the establishment of Distell as the market leader in its categories
  • Selling Distell brands to customers and to assisting the company achieve its strategic objectives

Key Customers/ Relationships (internal and external):

  • Team
  • Line management
  • Support staff
  • Distributors
  • Key accounts
  • Customers

Key Responsibilities and Functional Outputs (KPAs / %time)

  • Responsible for aligning sales targets with the sales strategy
  • Responsible for volume and revenue by territory as per operational plans
  • Call compliancy on targeted visits
  • Strike rate on number and size of orders generated vs target
  • Managing deliveries of orders (on time and in full) within the agreed service levels (24hrs or 48hrs)
  • Managing cash, credit and stock of own area and of customers
  • Implementing cycle activities and activations and ROI
  • Managing company assets i.e. car, phone, stationery, merchandising stock and other tools of trade
  • Maintaining distribution calendars
  • Managing itinerary


  • Responsible for generating sales and meeting sales targets
  • Achieving sales and revenue targets as per territory plan
  • Achieving set volume and value targets on strategic focus brands
  • Increasing sales coverage by identifying new sales prospects according to segmentation tool
  • Effectively managing  return on investment of cycle activities, activations and promotions
  • Achieving cycle implementation targets
  • Managing company assets e.g. motor vehicle, toolbox, fridges
  • Delivering on promotions against plan
  • Consistently present and effective time management (arrive on time), start and end call visits as per company standards and meet a full 8 hours’ work day)
  • Consistently ensure all tasks are completed timeously
  • Be sufficiently knowledgeable on all products, tools of trade, technology, Sale Force Automation (SFA) service, policies and procedures
  • Achieving AVAILABILITY through identifying and negotiating listings and targets for strategic focus brands to drive and maintain numeric distribution by channel and brand category as per agreed targets (operational plans) for the territory and routes.
  • Achieving ACCESSIBILITY 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, as per agreed targets (operational plans) for the territory and routes
  • Achieving AFFORDABILITY on price adherence based on RSSP guidelines per strategic focus brand by channel and outlet type in accordance with agreed targets (operational plans) for the territory and routes.
  • Identifying and negotiating ACTIVATION (cycles/promotions/tastings) opportunities with customers as agreed in the national sales plan.
  • Achieving required customer visit call hit rate; call effectiveness and minimum order quantities and/or values
  • Pro-actively managing the cash and credit resources of customers to drive growth of Distell brands in terms of volume and value.
  • Monitoring and managing company assets using the Distell policies and procedures (fridges, vehicles, IT, Below-The-Line elements, contracts, budgets, monthly reports)      
  • Be part of setting up and achieving strategic sales targets for the market.
  • To obtain maximum efficiencies on all front within the region under jurisdiction.
  • To establish strong and ongoing dynamic relationship with key players within allocated territory.
  • To act as a brand ambassador for Distell and its portfolio of products through in-depth knowledge of the brands and passion for what they represent.
  • Achieving sales targets and beyond.
  • Collaborating with all of other departments in the group (especially marketing) to achieve common goals
  • Implementing the ‘picture of success’ and channel plans and delivering results on time and in full, against agreed targets and budgets
  • Implementing the agreed cycle plans on time and in full against agreed targets and budgets
  • Implementing key account plans and activities as agreed

Relationship Building:

  • Responsible for building and maintaining relationships
  • Analysing and understanding needs of all customers key accounts by using route schedules to identify sales opportunities and influence orders for increased sales
  • Consistently resolving customer queries according to quality control and stock levels to ensure customer satisfaction
  • Managing deliveries of orders (on time and in full) within the agreed service levels (24hrs or 48hrs)
  • Maintaining an active customer database on the Sales Force Automation Tool with quality data input
  • Being a good team player and aligning with the agreed objectives and or code of conduct of the team
  • Living company values and being an ambassador for Distell and it’s brands


  • Responsible for giving input into any innovative ideas
  • Sharing and implementing new ideas regarding sales and improving effectiveness of sales processes and sharing new learnings within the team
  • Providing timeous feedback to Sales Manager, or identified support personnel supporting appropriate systems on areas for improvement on efficiencies, competition activities or any urgent issues requiring quick solutions and attention
  • Identifying business opportunities and providing suggestions  to close the opportunities
  • Continually improving processes and suggesting innovative products based on market feedback
  • Managing customer accounts optimally (account status, credit committee, client resources to drive growth)


  • Responsible for self-leadership
  • Driving own development plan
  • Contributing to the team’s objectives
  • Leading oneself in order to be seen as a future leader
  • Leading in the market through interactions with distributors and other trade parties and key stakeholders
  • Leading by example to team members and being the face of Distell
  • Always aligning to Distell’s six strategic imperatives

Working environment (knowledge of special working practices, breadth of management skill required, customer impact, responsibility, efficiency):

  • High level customer impact as daily interactions with customers are the bulk of the job
  • Responsible for sales
  • Efficiency in communication and sales

Education and training:

  • A formal qualification in sales/marketing within FMCG and a good understanding of financial concepts and profitability analyses would be preferable

Relevant experience:

  • Previous sales experience with successful track record would be advantageous
  • Minimum of 5 years experince required in a similar role


  • Computer proficiency in all MS Office packages (Word, Excel, PowerPoint and Outlook)
  • Must be dynamic, self-motivated and able to function under pressure
  • Ability to build and maintain strategic business partnerships
  • Good understanding of the sales environment and existing markets
  • Passionate about achieving sales targets, problem solving and implementing solutions
  • Be part of a greater team and be an on-going collaborator in extending the Group’s objectives to trade partners
  • Must have a valid driving licence and be willing to work irregular hours and travel extensively


  • Organisational awareness – understanding organisational systems, structures, policies and procedures.
  • Budgeting
  • Business acumen
  • Route to  market
  • MIS
  • Sales
  • Consumer needs
  • Problem-solving skills
  • Judgement
  • Demonstrating initiative and being proactive
  • Taking action/sense of urgency
  • Verbal communication
  • Building and maintaining relationships
  • Customer responsiveness
  • Co-operation with team and team work
  • Motivation and energy
  • Self-development
  • Self-confident and disciplined

Application Closing Date
1st September, 2020.

How to Apply
Interested and qualified candidates should:
Click here to apply online


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