Purpose Statement

The CSR – Van Sales is responsible for driving direct route sales, maximizing product availability, increasing market penetration, and achieving sales targets through effective territory execution. The role focuses on daily route management, customer relationship development, outlet expansion, merchandising execution, and ensuring efficient van operations.

The CSR – Van Sales serves as a key representative of the company in the market by directly interacting with retailers, identifying growth opportunities, supporting market development activities, and ensuring excellent customer service and route execution.

Main & Detail Responsibilities

• Sales Performance & Route Execution      

  • Achieve daily, weekly, and monthly route sales targets.

  • Execute direct van sales activities within assigned routes.

  • Ensure achievement of volume, value, and SKU targets.

  • Introduce company products to new and existing customers.

  • Apply various selling techniques to maximize sales opportunities.

  • Ensure product availability and minimize stock-out situations.

  • Monitor route performance and take corrective actions when required.

• Outlet Development & Market Expansion              

  • Identify and recruit new outlets to increase numeric distribution.

  • Expand customer coverage within assigned territories.

  • Maintain relationships with retailers and customers.

  • Identify opportunities for upselling and cross-selling.

  • Conduct market visits and identify new business opportunities.

  • Support new product launches and customer activations.

• Van Operations & Stock Management       

  • Work closely with van drivers to ensure timely route execution.

  • Verify van stock loading and unloading accuracy.

  • Ensure proper stock handling and minimize damages.

  • Reconcile stock movement and sales transactions daily.

  • Ensure First Expired First Out (FEFO) principles are implemented.

  • Ensure availability of required sales materials during field activities.

• Merchandising & Product Visibility           

  • Ensure products are displayed according to company standards.

  • Secure shelf space and improve product visibility.

  • Ensure POS materials are properly placed and maintained.

  • Monitor competitor activities, promotions, and market presence.

  • Ensure proper SKU distribution across outlets.

  • Maintain product freshness and quality standards.

• Cash Management & Documentation         

  • Issue invoices and receipts for every customer transaction.

• Ensure proper handling of cash collections and customer payments.

  • Maintain daily transaction records accurately.

  • Submit cash collections and sales reports on time.

  • Ensure compliance with company financial procedures.

  • Maintain proper customer documentation and records.

• Reporting & Business Intelligence  

  • Maintain daily route reports and customer visit records.

  • Monitor and report competitor pricing, activities, and promotions.

  • Capture out-of-stock situations and customer feedback.

  • Update customer database and route information.

  • Report daily sales performance and route productivity.

  • Provide market insights and recommendations to management.

• Administrative Duties & Resource Management  

  • Ensure proper use and maintenance of company assets and equipment.

  • Participate in daily gate meetings and weekly reviews.

  • Maintain approximately 90% field activity and 10% reporting/administrative work.

  • Ensure responsible use of company vehicles, handheld devices, and sales materials.

  • Follow company operational procedures and standards.

• Food Safety & Compliance  

  • Ensure Food Safety Management System (FSMS) requirements are maintained and respected at all times.

  • Report food safety issues immediately to concerned departments.

  • Ensure compliance with company policies and procedures.

  • Perform additional duties assigned by management.

Key Deliverables

• Achieve daily, weekly, and monthly sales targets.

• Increase numeric distribution and customer coverage.

• Achieve SKU and product availability targets.

• Expand new customer acquisition and market penetration.

• Minimize stock damage and stock-outs.

• Improve route productivity and execution effectiveness.

• Ensure accurate cash collection and reporting

• Increase product visibility and merchandising compliance.

• Maintain strong customer relationships.

• Support sustainable sales growth.