Pre-Seller – Modern Trade

Job Title: Pre-Seller – Modern TradeReports To: Sales SupervisorBusiness Unit: ACCBCFunction: SalesLocation: Assigned MarketGrade: TBCJob PurposeResponsible for driving sales volume, maximising product visibility, and ensuring seamless execution of commercial agreements across assigned key accounts in the Modern Trade channel, including hypermarkets and large supermarket chains. Unlike fragmented trade, this role focuses on securing high-volume orders based on promotional calendars, managing on-shelf availability, and building strong relationships with store managers to maximise Share of Shelf. Physical delivery, pricing decisions, and commercial term-setting sit outside this role – the Pre-Seller’s accountability is execution at the account level: orders, visibility, promotions, and stock integrity.Operating ContextThe Pre-Seller – Modern Trade operates across a structured route of key accounts within the assigned market. The role functions in a context defined by:Fewer but higher-complexity accounts per route – each visit involves checking backroom stock, shelf compliance, promotional execution, and relationship management with store managers and section heads.Promotional calendar-driven selling – orders are aligned to national and account-specific promotions requiring advance planning, display builds, and timing discipline.On-shelf availability (OSA) is a primary accountability – out-of-stocks in modern trade have immediate visibility and direct impact on sales and customer relationships.Expiry and returns management are active responsibilities – FIFO discipline and proactive stock rotation directly impact the returns percentage KPI.Competitor environment is highly visible in modern trade – shelf space disputes, competitor promotions, and pricing activity must be monitored and reported daily.Close coordination with the logistics team, Key Account Managers, and Sales Supervisor is required to ensure delivery alignment, promotional readiness, and account compliance.Key Roles and ResponsibilitiesA. Order Generation & Volume GrowthVisit assigned Modern Trade outlets according to a structured route plan to secure sales orders meeting or exceeding monthly volume and value targets.Book orders aligned to the promotional calendar and account-specific agreements, ensuring order accuracy and completeness at every visit.Submit daily sales reports and visit logs to the Sales Supervisor within the required timeframe.Achieve daily, weekly, and monthly sales targets and KPIs as set by management.B. Stock & Inventory ManagementMonitor stock levels in both the warehouse backroom and on the shelves at each account to prevent out-of-stock (OOS) situations.Coordinate with the logistics team to ensure timely delivery and a healthy stock days-on-hand profile at each outlet.Apply strict FIFO methodology during stock checks to identify and proactively manage near-expiry products before they become returns.Actively manage and minimise return percentages due to damage or near-expiry by coordinating stock rotation with store teams.C. In-Store Execution & VisibilityEnsure excellent execution of planograms and visibility agreements at every assigned account.Maximise Share of Shelf (SOS) and ensure ACCBC brands dominate primary shelving and secondary display locations including end-caps and floor displays.Verify price tags, shelf labels, and display standards against company planograms at every visit.Maintain ACCBC’s display and visibility standards consistently across all assigned accounts.D. Promotional Campaign ExecutionImplement national and account-specific promotional activities on time and to the agreed execution standard.Build thematic displays and ensure promotional mechanics are correctly in place before the promotion live date.Track the performance of active promotions during visits and report any execution gaps or competitor interference to the Sales Supervisor immediately.Coordinate with Key Account Managers on upcoming promotions to ensure readiness at store level ahead of launch.E. Relationship ManagementServe as the primary on-the-ground point of contact for store managers, section heads, and receiving team members at each assigned account.Resolve operational issues – delivery gaps, shelf disputes, stock rotation requests – quickly and professionally at the store level.Escalate unresolved account issues to the Sales Supervisor or Key Account Manager without delay.Build trusted, long-term relationships with store personnel to facilitate smooth execution and preferential treatment on shelf space and display opportunities.F. Market Intelligence & ReportingGather and report daily data on competitor pricing, new product launches, and promotional activities observed in assigned accounts.Maintain accurate daily sales trackers and visit logs in line with company reporting requirements.Report all operational, compliance, or safety issues to the Sales Supervisor without delay.Key Performance Indicators (KPIs)Sales & VolumeSales target achievement – monthly volume and value targets met or exceededStrike rate – number of successful orders placed relative to total planned store visitsOrder booking accuracy – zero order errors per route dayAvailability & VisibilityOn-Shelf Availability (OSA) – out-of-stock incidents for core SKUs minimisedShare of Shelf (SOS) – agreed linear shelving percentage maintained or grown vs competitorsPlanogram compliance – display and shelf execution standards met at every visitPromotional ExecutionPromotional campaign execution rate – all activities built on time and to standardNew product launch execution rate across assigned accountsReturns & StockReturns and bad stock percentage – below company threshold (target: <1.5%)FIFO compliance – stock rotation managed at every visitReportingDaily sales tracker and visit log submitted on time with complete and accurate dataCompetitor intelligence reported dailyRequired Experience and QualificationsMinimum QualificationsBachelor’s degree in Business, Marketing, or a related field.Valid local driving licence is mandatory.Minimum Experience1–3 years of experience in FMCG sales, specifically within the Modern Trade or Key Accounts channel.Familiarity with planogram execution, promotional activation, and on-shelf availability management in a modern trade environment.Experience using handheld sales systems (SFA or equivalent) and basic data tracking tools.Knowledge and SkillsCommercial acumen – understanding of how promotions, margins, and stock rotation impact both ACCBC and the retailer.Strong negotiation, relationship-building, and communication skills with store-level stakeholders.Attention to detail in checking expiry dates, price tags, and shelf execution against planograms.Resilience and problem-solving ability to handle shelf space disputes and operational friction at the receiving dock.Goal-oriented, self-driven, and able to manage time efficiently across a structured account route.