Area Sales Representative Job Opening in Eldoret – CFAO Agri Limited

CFAO Agri Limited

Position Title: Area Sales Representative

Location: Eldoret

1 Position 

Reports to: Sales & Marketing Manager

Work station: Eldoret- North Rift Region

JOB PURPOSE: The job holder will be responsible for managing and servicing existing Hub Agrodealers (AGD) while prospecting and developing new customers with a focus on building long term customer relationships and increasing sales revenue in the assigned Area.


Area 1: Sales Revenue Growth

  • Prepare and submit accurate sales forecast and timely reports to the line manager to facilitate proper planning.
  • Achieve targeted numbers of AGD customers served against budget by managing SP and FA team in the area to achieve full cluster development in the Area assigned.
  • Achieve sales volume as per the budget committed in the Area,
  • Develop Baraka brand awareness and benefits to all customers and stakeholders in the Area.
  • Pro-actively manage credit limit of the customer to support the sales growth.
  • Ensure a balance of blends and straight sales (blends should be more than 70% of total sales).

Area 2: Market Development

  • Continuously identify, recruit and serve new customers in mandated Area as per the set target for business growth and sustainability.
  • Identify potential new prospects and propose to management.
  • Identify, negotiate, plan and execute activation opportunities such as demo trials/strategic sampling, shop branding in line with customer’s agreement for purposes creating and maintaining sales for business growth and sustainability as well as Baraka brand awareness.

Area 3: Debt Management

  • Ensure Account payment and Reconciliations are done on Time.
  • Ensure Accounts operates within the stated credit limits.

Area 4: Relationship Management.

  • Build, Manage and Maintain good strong long term customer Relationship with CFAO Agri Ltd.
  • Ensure Timely address of Customers queries.
  • Ensuring Immediate Customer Feedback.

Area 5: Timely Reporting and Feedback.

  • The ASR should give feedback on time for purposes of planning and forecasting. Weekly PDCA reports are expected by end of every Saturday.
  • Gather and Report market intelligence (reporting competitor activities).


(Minimum level of academic and professional qualification required to perform effectively in the role)

  • Bachelors Degree in Business/ Agricultural with at least 4 years’ experience in sales (3 in a supervisory position)
  • Diploma in Business and Agriculture with 6 years experience.



  • Project planning, implementation and monitoring


  • Report writing.
  • Proactivity.
  • Innovation.
  • Strong Interpersonal skills.
  • Effective communication skill with both internal and external customers.
  • Robust organizational and planning skills.
  • Aligned with CFAO Agri key values: Teamwork, Respect, Integrity, Communication, Innovation, and Brilliant at the Basics.


  • Business acumen- knows how business works; knowledgeable in current and possible future policies, practices, trends, technology and information affecting the business; knows the competition; is aware of how strategies and tactics work in the marketplace.
  • Strategic agility – Sees ahead clearly; can anticipate future consequences and trends accurately; has broad knowledge and perspective; is future oriented; can create competitive and breakthrough strategies and plans; can articulately paint credible pictures and visions of possibilities and likelihoods.
  • Perspective – Looks toward the broadest possible view of an issue/challenge; has broad-ranging personal and business interests and pursuits; can easily pose future scenarios; can discuss multiple aspects and impacts of issues and project them into the future.
  • Technical learning – Is good at learning new industry, company, product or technical knowledge.
  • Quality decisions – Makes good decisions (without considering how much time it takes) based upon a mixture of analysis, wisdom, experience, and judgment; most of your solutions turn out to be correct and accurate when judged over time.
  • Problem solving – Uses rigorous logic and methods to solve difficult problems with effective solutions; is excellent at honest feedback; looks beyond the obvious and doesn’t stop at the first answers; probes all fruitful sources for answers.
  • Interpersonal skills – Is self-aware, and has ability to relate with people across all levels of seniority as appropriate, to ensure achievement of personal targets.
  • Organizational positioning skills – Understanding of organization structure both formal and informal, is sensitive to how people and organization’s function; anticipates where the landmines are and plans his/her approach accordingly; views politics as a necessary part of organizational life and works to adjust to that reality.
  • Energy and drive – Has speed and agility: taking quick and timely action; seizes more opportunities than others, pursues everything with energy, drive and a need to finish; seldom gives up before finishing especially in the face of resistance or setbacks.
  • Integrity and trust – Trusted individuals who can present the unvarnished truth in an appropriate and helpful manner, keeps confidence, admits mistakes, and doesn’t misrepresent themselves for personal gain.

Applications close on 13th May 2022.

Only shortlisted candidates will be contacted.

Submit Your Application Form HERE.