FOOD PRODUCT SALES REPRESENTATIVES California Occupational Guide Number 285 Interest Area 8 1995
THE JOB
FOOD PRODUCT SALES REPRESENTATIVES sell products such as bakery goods, meat, poultry, seafood, coffee, soft drinks, snack products, spices, and canned goods to wholesale and retail grocers, restaurants, hotels, and institutions such as schools, hospitals, correctional facilities, and senior citizens' residential centers. They work primarily for food processors, wholesale houses, and food beverage firms, and their primary goals are to interest wholesale and retail buyers and purchasing agents in buying their products and to provide their regular clients with a high level of service on orders, product advice, displays, and advertising and promotional activities. Many Food Product Sales Representatives work directly for food processing firms, selling the company's products to wholesale grocers and suppliers for distribution to their retail customers. Others work for food brokerage firms, as more and more manufacturers now use food brokers, instead of their own sales forces. These Sales Representatives efficiently handle a large volume of sales, while representing many different companies. Food Product Sales Representatives in wholesale trade buy products from the manufacturers or brokerage firms and distribute them to their wholesale and retail clients. Instead of urging customers to buy a particular brand, they offer prompt, convenient service so buyers will not have to deal with many different manufacturers.
Depending on their experience and level of responsibility, Food Product Sales Representatives may call on companies, organizations, and institutions of all sizes, ranging from small, independent grocery stores to large regional supermarket chains. Those who are experienced may specialize in restaurant and airline sales or institutional sales. Usually experienced or supervisory Sales Representatives are selected to expand product distribution. These individuals prepare lists of prospective customers for sales leads, then travel through their assigned territories to solicit orders from new customers. They may use samples or catalogs to demonstrate their product. They quote prices, prepare sales contracts, and estimate dates of delivery. Other Sales Representatives service existing accounts. They normally check existing stock, reorder merchandise, and set up advertising displays for their customers. Some Food Product Sales Representatives contact customers and make their sales primarily over the telephone.
Sales Representatives also prepare sales reports and expense accounts, plan work schedules, make appointments, study literature concerning their product and new products coming into the marketplace, and monitor the sales, prices, and products of their competitors.
WORKING CONDITIONS
To represent the manufacturer or distributor, Food Product Sales Representatives usually travel to the customer's place of business, which could be a grocery store, warehouse, or office building. They may spend much of their time traveling between customer locations by automobile and stay overnight if necessary because of the size of their territory or because of customer appointments. Sales Representatives may need to analyze sales statistics and check stock on grocery shelves, walk-in freezers, warehouses, and stockrooms. They may also have to carry bulky displays and sample cases. Some Sales Representatives who deal with brokers and large retail outlets are generally not required to travel. They usually stay in the office, contacting customers by telephone, and only occasionally leave the office to attend conventions and sales meetings.
The occupation provides for some very rewarding experiences, but it can also be highly stressful as competition may come from Sales Representatives from other companies as well as one's own organization.
EMPLOYMENT OUTLOOK
The following information is from the California Projections of Employment published by the Labor Market Information Division. These figures represent the broad occupational group Sales Representatives-Except Scientific and Related Products and Services and Retail. Included in this group are occupations such as Sales Representatives for food products, tobacco products, motor vehicles, office machines, publications, sporting goods, paper products, and general merchandise.
Estimated number of workers in 1990 141,060 Estimated number of workers in 2005 177,380 Projected Growth Percentage 26% Estimated openings due to separations by 2005 52,450
(These figures do not include self-employment nor openings due to turnover.)
Nationally, the U.S. Department of Labor expects the employment of manufacturers' and wholesale sales representatives, in general, will grow more slowly than the average of all occupations through the year 2005 due to technological advances and changing business practices. Most job openings will result from workers leaving this occupation or leaving the labor force entirely.
WAGES, HOURS, AND FRINGE BENEFITS
Most companies pay their Sales Representatives by salary and commission or salary plus bonus. Employers may provide a company car and pay expenses for travel, lodging, meals and customer entertainment. In addition to a salary. Beginning Food Product Sales Representatives usually earn between $13,000 and $31,000 a year, while experienced workers earn up to $62,000 a year. A Department of Labor survey taken in 1992 indicated that the bottom 10 percent of Sales Representative earned less than $16,400 a year while the top 10 percent earned more than $62,000 a year. Some companies indicate that "the sky's the limit." Earnings will vary greatly depending upon the experience of the Sales Representative and the type of food products sold.
Sales Representatives frequently work over 40 hours a week. Time away from sales include spending evenings to prepare sales and expense reports, making appointment schedules, and traveling. Fringe benefits are generally good, including vacation, holiday, retirement, and medical benefits.
ENTRANCE REQUIREMENTS AND TRAINING
When filling trainee positions, some employers look for high school graduates, while others require a minimum of two years of college. However, there are few employers who will provide basic sales training to newly hired staff or those who have come up through the ranks.
Because of the rapidly increasing number of job seekers in the labor market who are college graduates and jobs that require more analytical and technical abilities, most employers are requiring applicants to possess a Bachelor's degree, including marketing and business administration courses. Employers who require previous food product sales experience look for a person with a successful sales record at another company. As for any other sales position, sales ability is the key requirement. Sales Representatives should be confident, assertive, organized, well-groomed, and able to communicate effectively to be successful.
Beginning Sales Representatives usually receive their training in an on-the-job program, while working with a sales manager or senior sales representative. The training period varies with the complexity of the job and the learning ability of the trainee; it may be a few weeks to several months long.
After the formal training period is over, Food Product Sales Representatives are assigned a territory. They are closely supervised for the first few months until they gain experience and are able to function independently.
ADVANCEMENT
The extent of promotional opportunities depends on the size and type of organization, with large firms often providing the best opportunities for advancement. Promotion may take the form of reassignment to a larger account or territory where opportunities are greater for larger sales commissions.
Experienced Food Product Sales Representatives may advance to institutional, industrial, or chain store sales. A college degree may be required for promotion to sales trainer or to management positions, such as account executive, sales supervisor, or sales manager. Promotion to district or regional manager may also require that a person relocate to another community.
FINDING THE JOB
Applicants should apply directly to manufacturers, food brokers, and wholesalers of food products. Applications should also be filed with college placement offices. Frequently, Sales Representatives, customers, and others working within the trade will recommend an interested candidate for the job. The California Employment Development Department, private employment agencies, and newspaper classified advertisements offer additional sources of job referrals.
ADDITIONAL SOURCES OF INFORMATION
National Food Brokers Association 1010 Massachusetts Avenue, NW Washington, D.C. 20001 (202) 789-2844
National Association of General Merchandise Representatives 401 N. Michigan Avenue Chicago, IL 60611-4267 (312) 644-6610
Manufacturers Agents National Association P.O. Box 3467 Laguna Hills, CA 92654-3467 (714) 859-4040
RELATED OCCUPATIONAL GUIDES
Manufacturers Sales Representatives No. 542
OCCUPATIONAL CODE REFERENCES
DOT (Dictionary of Occupational Titles, 4th ed., Rev. 1) Sales Representative, Food Products (wholesale trade) 260.357-014
OES (Occupational Employment Statistics) System Sales Representative (Non-Scientific-Excluding Retail) 490080
Source: State of California, Employment Development Department,
Labor Market Information Division, Information Services Group,
(916) 262-2162.
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