Role Overview
The field sales representative (or sales delegate, commercial representative) is the company's mobile face with customers. They spend the majority of their time on the road: visiting customers, prospects, retail points or attending professional events. Their main mission: maximize sales and company presence in their territory by being closest to customers and the market.
Territory prospecting and development
Identify and contact new prospects in geographic area. Conduct regular sales rounds. Map territory potential and detect opportunities. Attend local professional events.
Customer visits and product presentation
Organize and conduct customer meetings (shops, companies, retail points). Present new products and services. Perform real-life demonstrations. Negotiate references and volumes.
Negotiation and order taking
Negotiate commercial terms (price, volumes, discounts, payment terms). Close sales and record orders. Handle objections in the field.
Merchandising and retailer support
Ensure product placement at retail points (merchandising). Train local sales teams on products. Organize commercial events and promotional campaigns.
Customer tracking and retention
Conduct regular follow-up of portfolio customers. Detect and quickly resolve problems. Develop additional sales (upsell/cross-sell).
Territory reporting and analysis
Update CRM daily with visits and orders. Produce weekly activity reports. Analyze performance by customer, sector, product.
Hard skills vs soft skills
- Mastery of field sales techniques (SONCAS, CAP, BEBEDC)
- Deep product and market knowledge
- Mastery of mobile CRM tools (Salesforce Mobile, field apps)
- Face-to-face commercial negotiation competencies
- Merchandising and promotional techniques
- Driving licence required and comfortable driving
- Excellent interpersonal and field skills
- Autonomy and organization sense
- Resilience and pressure resistance
- Adaptability to different people
- Perseverance and determination
- Physical stamina for frequent travel
Salary scale 2026 (annual gross)
| Experience | Base salary | Variable | Total package | London |
|---|---|---|---|---|
| Junior (0-2 years) | £18-22K | £4-6K | £22-28K | +8-10% |
| Confirmed (2-5 years) | £22-28K | £6-12K | £28-40K | +8-10% |
| Senior (5-10 years) | £28-33K | £9-15K | £37-48K | +10-12% |
| Manager (10+ years) | £33-43K | £12-23K | £45-66K | +12-15% |
Essential requirements
What is the difference between field sales and inside sales?
Is a driving licence really mandatory?
How many kilometres does a field sales rep drive annually?
Is remote work possible for field sales?
How are field sales objectives set?
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