Farmer Brothers Company

  • Area Sales Manager

    Job Locations US-WI-MADISON
    Job ID
  • Overview

    Farmer Brothers has an exciting opportunity for an Area Sales Manager.  The Area Sales Manager (ASM) is responsible for overseeing a route sales team for an assigned area covering one or more markets. This would include leading 8 or more Route Sales Reps (RSRs) and assigned Route Sales Managers (RSMs) within the area. This role is responsible for delivering revenue growth for the area by: securing new customers, growing the base business, retaining existing customers, and executing pricing actions. The ASM is responsible for the development and execution of the annual business plan and budget. This role ensures Farmer Brothers Route Management Process is executed and that Farmer Brothers customers receive great service. This is responsible for managing company assets including commercial brewing equipment. The ASM drives adherence to food safety best practices and compliance to regulations. The ASM is responsible for managing costs to plan and growing operating income for the assigned area.


    • Gain new customers.The ASM is responsible for identifying potential new customers within his/her service area. The ASM will develop and maintain a prospect list of potential new customers and target one day each week on securing new business. The ASM will act on any leads provided from the lead generation program, following the process from lead to close. The ASM will ensure the RSRs and RSMs are securing leads and gaining new business.
    • Coach and train Route Sales Representatives and Route Sales Managers. The ASM is responsible for executing minimum one route-ride per week. While on these coaching days, the RSM will reinforce our customer call process (The Farmer Brothers Way to Sell), and ensure our customers receive great service. During these customer visits the ASM will assist the RSRs in upselling customers and closing product distribution voids. At the end of the coaching day, the RSM will provide verbal and written feedback (via the Coaching Day form) to the RSR. The ASM will plan to be in each of his/her assigned markets once per month, providing coaching to assigned RSMs and reviewing market execution.
    • Planning and administration.Each week, the ASM will prepare and lead a meeting to discuss key activities for the upcoming week with the RSRs, review selling objectives, progress vs. plan, and other Route KPIs. The ASM is responsible for implementing and maintaining a delivery schedule for each route to ensure customers are in-stock and “no-sales” are minimized. The ASM will execute daily check-ins with assigned RSRs to ensure all planned stops were delivered, discuss any customer issues, and provide updates on priorities. The ASM will follow up with customers as needed to resolve issues quickly and drive customer satisfaction. The ASM will ensure compliance to company policies (e.g. Safety) and ensure required administrative duties (e.g. DOT compliance) are carried out in a timely manner.
    • Have P & L oversight and responsibilities for assigned market and manage to the assigned expense budget.


    Location:  Madison or Pewaukee, WI 

    Managed territory is Wisconsin, requires travel up to 50% of the time.


    • Bachelor’s degree and/or 8+ years of related experience
    • Willingness to travel up to 4 days per week
    • Demonstrated written and verbal communications skills
    • Demonstrated knowledge with Finance, Pricing, and Analysis
    • Coffee and/or beverage experience a plus
    • Project Management experience a plus
    • Proficiency in computer skills including, but not limited to: Microsoft Office (i.e., Word, Outlook, PowerPoint, Excel), current business software, and internet research
    • Successful experience in training and development of managers in a multi-unit environment
    • Strong track-record of effectively leading teams to obtain desired business results
    • History of developing others into leadership positions
    • Must possess strong work ethic, ability to work flexible hours, and be available via email and cell phone after normal working hours
    • Experience and comfort in leading change management
    • Lean/Continuous improvement experience a plus

    $1000 sign-on bonus available for hired candidate – ask recruiter for additional details


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