Sales Representative
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Key skills for this role
Role Overview
The F&B Sales Representative will develop new business, manage existing customer accounts, and achieve sales targets in the Food & Beverage and HORECA sector.
The role covers restaurants, hotels, cafés, catering companies, bakeries, cloud kitchens, and other foodservice businesses in the UAE.
The position reports to the Sales Manager.
Key Skills for This Role
Full Job Posting
Role Overview
The F&B Sales Representative will develop new business, manage existing customer accounts, and achieve sales targets in the Food & Beverage and HORECA sector.
The role covers restaurants, hotels, cafés, catering companies, bakeries, cloud kitchens, and other foodservice businesses in the UAE.
The position reports to the Sales Manager.
Key Responsibilities
- Identify and develop new HORECA and F&B customers, conduct regular visits, and generate qualified sales leads.
- Build relationships with restaurant owners, chefs, F&B managers, procurement teams, and purchasing managers.
- Present, promote, and sell products while preparing quotations, negotiating prices, and closing sales within company margins.
- Follow up on enquiries, samples, orders, deliveries, payments, and outstanding collections.
- Grow existing accounts through upselling, cross-selling, product listings, and increased product penetration.
- Conduct product presentations, tastings, demonstrations, and trials when required.
- Monitor competitor activity, market prices, customer preferences, and new business opportunities.
- Coordinate with logistics, warehouse, finance, and customer service teams to support smooth order fulfillment.
- Maintain accurate customer, sales activity, pipeline, and forecast records in CRM/ERP systems.
- Submit sales reports, provide market feedback, and attend exhibitions, trade shows, customer events, and promotions when required.
Requirements
- At least 2–3+ years of sales experience, preferably in F&B, FMCG, food distribution, or HORECA.
- Proven experience selling to restaurants, hotels, cafés, catering companies, or foodservice businesses.
- UAE F&B/HORECA market knowledge and a customer network are advantageous.
- Excellent communication, negotiation, presentation, and relationship-building skills are required.
- A strong sales and business-development mindset with the ability to meet targets is required.
- Microsoft Office and CRM/ERP knowledge are required.
- A valid UAE driving licence may be required depending on the territory.
- Ability and willingness to travel for customer visits across the assigned territory is required.
- Fluent English is required; Arabic or another regional language is advantageous.
Candidate Profile
- The ideal candidate is energetic, confident, target-oriented, commercially minded, and customer-focused.
- The candidate should be able to independently develop business and close sales.
Compensation
- Pay is AED 7,000–8,000 per month.
Workplace
- Work location is in person.
Key Performance Indicators
Performance is measured by sales revenue, gross profit and margin achievement, new accounts, customer retention, repeat business, sales volume, product distribution, customer visits, qualified leads, collections, and forecast accuracy.
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