We are seeking a motivated and results-driven Sales Representative to join our team in the Midlands/Birmingham region. The ideal candidate will have proven experience within the South Asian grocery sector, a strong background in sales, and the ability to build lasting relationships with store owners and managers. This role is centered around shop-to-shop sales, driving growth through creative sales tactics, and meeting ambitious performance targets.

• Conduct shop-to-shop sales visits across Birmingham and the wider Midlands region to actively generate new business and maintain strong relationships with existing customers.

• Achieve and exceed monthly and quarterly sales growth targets.

• Identify opportunities within the South Asian grocery sector to expand product visibility and sales volume. (Ideally in the Rice and Spices categories)

• Develop and execute creative sales strategies to increase brand awareness, product penetration, and customer retention.

• Maintain a structured sales pipeline and provide accurate weekly/monthly reports to management.

• Negotiate and close deals with independent retailers.

• Monitor competitor activity, market trends, and customer needs to adjust strategies accordingly.

• Ensure timely and professional delivery of promotional materials, product samples, and pricing information.

• Collaborate with the wider sales team to share insights and best practices for continuous improvement.

• Proven sales experience within the South Asian grocery sector (minimum 2–3 years).

• Strong knowledge of South Asian food products, consumer preferences, and retail dynamics.

• Demonstrated track record of meeting or exceeding sales growth targets.

• Excellent organizational and time management skills, with the ability to plan efficient sales routes.

• Strong negotiation and closing skills with confidence in dealing directly with business owners.

• Effective communication and interpersonal skills, capable of building long-term customer relationships.

• Ability to work independently and manage a field-based role with minimal supervision.

• Proficiency in Microsoft Office Suite (Excel, Word, Outlook) and CRM tools.

• A valid UK driving license and willingness to travel extensively within the Midlands.

• Highly motivated with a goal-oriented mindset.

• Creative thinker who can develop innovative sales tactics.

• Strong commercial awareness with the ability to identify market opportunities.

• Excellent organizational, reporting, and follow-up skills.

• Professional, approachable, and adaptable to dynamic sales environments.