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JOB PURPOSE
The MICASSO Dealer Sales Representative is responsible for managing and developing relationships with MICASSO dealers across the Mombasa region, with the primary objective of increasing dealer sales, improving product visibility, and ensuring effective execution of company policies and standards at the retail level.
The role requires frequent dealer visits, strong relationship management, sales support, merchandising execution, order follow-up, competitor monitoring, and problem-solving.
The successful candidate will act as the key link between MICASSO and its dealer network, ensuring dealers receive the support required to achieve their sales targets while maintaining high standards of product presentation and brand visibility.
CORE OWNERSHIP
KEY RESPONSIBILITIES
DEALER RELATIONSHIP MANAGEMENT
Manage and maintain strong day-to-day relationships with assigned MICASSO dealers.
Conduct regular and planned visits to dealer outlets across Mombasa and surrounding areas.
Understand each dealer's business, customer base, sales performance, stock position, and business needs.
Build strong relationships with dealer owners, managers, sales teams, and other key contacts.
Identify opportunities to increase MICASSO's product penetration and sales within each dealer outlet.
Act as the first point of contact for routine dealer support and operational matters.
Maintain accurate records of dealer visits, discussions, issues, opportunities, and agreed actions.
DEALER SALES & SELL-OUT GROWTH
Support dealers in achieving agreed monthly, quarterly, and annual MICASSO sales targets.
Monitor dealer sales performance and identify outlets requiring additional support.
Encourage effective product selling and customer engagement at dealer outlets.
Identify slow-moving products and recommend appropriate sales-support actions.
Identify opportunities for additional product placement and product range expansion.
Follow up on dealer orders and ensure timely order execution.
Support dealers with product information, product availability, pricing, and promotions.
Provide feedback to the Sales team on dealer requirements and market opportunities.
Develop practical actions to improve dealer sell-out performance.
SHOWROOM & PRODUCT DISPLAY MANAGEMENT
Conduct regular checks of MICASSO displays within dealer outlets.
Ensure:
Product samples are clean and properly presented.
Products are correctly positioned.
Price tags are visible and accurate.
Product information is available.
Promotional materials are properly displayed.
MICASSO branding is maintained according to company standards.
Identify outdated, damaged, missing, or poorly positioned display materials.
Coordinate with dealers to correct display and merchandising gaps.
Take photographic evidence of displays where required.
Support the implementation of new MICASSO display standards and promotional campaigns.
Ensure priority and newly launched products receive appropriate visibility.
ORDER & DELIVERY FOLLOW-UP
Follow up on dealer orders from placement through fulfilment and delivery.
Coordinate with Sales, Warehouse, Logistics, and Customer Care to resolve order-related issues.
Monitor pending orders and outstanding quantities.
Keep dealers informed of relevant order and delivery updates.
Identify potential delays and escalate them before they negatively affect dealer relationships.
Follow up on stock availability and communicate accurate information to dealers.
Ensure customer concerns regarding orders and deliveries are properly followed through to closure.
PAYMENT & DOCUMENTATION SUPPORT
Deliver invoices, statements, and other approved business documents to dealer customers when required.
Follow up with dealers on outstanding documentation and account-related matters.
Support the Sales and Finance teams in monitoring outstanding dealer payments.
Maintain accurate records of relevant dealer account follow-ups.
Escalate overdue or sensitive payment matters to the appropriate Sales/Finance team.
Note: The role supports payment follow-up and coordination but does not independently approve credit arrangements or payment terms outside company policy.
COMPETITOR & MARKET INTELLIGENCE
Conduct regular market visits to monitor competitor activities.
Collect information on:
Competitor products
Pricing
Promotions
New product launches
Dealer displays
Customer preferences
Market trends
Competitor presence
Monitor competitor brands within the Mombasa market and surrounding areas.
Identify changes in customer demand and dealer purchasing behaviour.
Provide timely and accurate market intelligence to the Sales and Marketing teams.
Highlight opportunities and threats that may affect MICASSO's market position.
FIELD TASKS & MANAGEMENT ASSIGNMENTS
Execute field activities assigned by management in a timely and professional manner.
Support dealer store opening, renovation, relocation, and display setup activities.
Follow up on damaged products and coordinate the appropriate resolution.
Support product launches and promotional activities at dealer outlets.
Conduct market surveys and dealer audits when required.
Support special sales campaigns, dealer meetings, and promotional events.
Provide photographic and written evidence of completed field activities where required.
DEALER PROBLEM SOLVING
Identify and address routine dealer concerns promptly.
Coordinate with relevant internal departments to resolve issues relating to:
Orders
Stock
Deliveries
Damaged products
Product information
Displays
Promotional materials
Invoices and statements
Maintain ownership of issues until they are resolved.
Keep dealers informed of progress on outstanding matters.
Escalate issues that require management intervention.
REPORTING
Prepare regular reports covering:
Dealer visits
Dealer sales performance
Dealer orders
Pending orders
Stock observations
Display compliance
Competitor activities
Customer feedback
Damaged products
Outstanding issues
Payment follow-up
New business opportunities
Dealer-specific action plans
DEALER DATABASE & RECORD MANAGEMENT
Maintain an updated database of assigned MICASSO dealers.
Record dealer contact details, location, business profile, sales performance, product range, display status, and key observations.
Maintain visit records and follow-up actions.
Track dealer-specific opportunities and challenges.
Ensure all field information is entered into the approved company system or tracker.
Provide accurate information to Sales Management for decision-making.
QUALIFICATIONS & EXPERIENCE
Education
Bachelor's Degree or Diploma in Sales, Marketing, Business Administration, Commerce, or a related field.
Additional training in Sales, Channel Management, Customer Relationship Management, or Merchandising is an advantage.
Experience
Experience in dealer/channel sales, field sales, territory management, or building-material sales is preferred.
Experience in tiles, ceramics, sanitaryware, construction materials, interiors, or related industries is an advantage.
Candidates with strong sales and customer relationship skills but limited industry experience may also be considered.
Fresh graduates with strong communication, sales potential, and willingness to work in the field may be considered.
Experience managing multiple customer accounts and conducting frequent field visits is desirable.
LOCATION & MOBILITY
The position is based in Mombasa.
The successful candidate must be resident in Mombasa or willing to relocate.
The role requires extensive daily travel to dealer outlets and customer locations within Mombasa and surrounding areas.
A valid Kenyan driving licence is an advantage.