Route Sales Manager (RSM)

Farmer Brothers   •  

Madison, WI

Industry: Food & Beverages


5 - 7 years

Posted 64 days ago

This job is no longer available.


Farmer Brothers has an exciting opportunity for a Route Sales Manager (RSM) responsible for overseeing a team of Route Sales Representatives (RSR) in an assigned market. This role will deliver revenue growth for the assigned market by: securing new customers, growing the base business, retaining existing customers, and executing pricing actions. The RSM is responsible for the development and execution of annual business plan and budget. This role ensures Farmer Brothers Route Management Process is executed and that our customers receive great service. The RSM drives adherence to food safety best practices and compliance to regulations. The RSM is responsible for managing costs to plan and growing operating income for the branch.


  • Maintaining direct relationships with key accounts within the assigned market.
  • Develop a Key Account Plan for new customers, outlining a sales plan to grow the business.
  • Develop ongoing Top 20 customers in the assigned market, frequent customer action plan and appointment schedule.
  • Represent Farmer Brothers new product portfolios to gain business opportunities, develop price changes, and provide consumer incentives.
  • Ensures execution of marketing calendar activity including new product launches and seasonal promotions.
  • Maintaining direct relationships with key accounts within the assigned market.
  • Drive customer retention, ensures the team provides consistent great service and quick issue resolution to our customers.
  • Develop and respond to leads provided from the lead generation program, following the process from lead to close.
  • Partner with Route Sales Representatives (RSR) 2 route-rides per week to generating leads and gain new business.
  • Coach and train RSRs around selling stories, reinforce our customer call process and product features.
  • During these customer visits the RSM will assist the RSR in up-selling customers and closing product distribution voids. Provide verbal and written feedback (via the Coaching Day form) to the RSR.
  • Facilitate team meetings to discuss key activities for the upcoming week with the RSRs, review selling objectives, progress vs. plan, and other Route KPIs.
  • Maintain and implement delivery schedule for each route to ensure customers inventory and “no-sales” are minimized.
  • Execute daily check-ins with the RSRs to ensure all planned stops were delivered, discuss any customer issues, and provide updates on priorities.
  • Provide escalation to customers to resolve issues quickly and drive customer satisfaction.
  • Adhere and govern compliance around company policies (e.g. Safety) and ensure required administrative duties (e.g. DOT compliance) are carried out in a timely manner.
  • P & L oversight for assigned market and parther with leadership to manage expense budgets.
  • Market Definition: Typically: ? Less than $6M in revenue ? One (1) market ? Less than 8 routes.


• Bachelor Degree preferred, High School graduate or GEDrequired.

• 6+ years of experience in Food & Beverage Sales, Consumer Product Sales, Coffee/Team or related customer service business-to-business field
• Previous supervisory experience and/or demonstrated leadership skills
• Proficient in assessing customer needs
• Possess a valid driver's license and a safe driving record
• Must comply with State and Federal mandated requirements of controlled substances & alcohol testing
• Must be knowledgeable about and understand current Department of Transportation regulations
• Must possess strong PC skills including spreadsheet and word processing software
• Demonstrated ability to effectively interface with multi-functional groups/personnel within an organization
• Well-developed interpersonal, communication and leadership skills
• Ability to lift and carry products weighing up to 50 lbs.
• Provides timely feedback and coaching for direct reports
• Gathers sufficient information from a variety of sources before making decisions
• Uses sound business judgment
• Strives for continuous improvement
• Generates original, creative ideas to improve processes
• Expresses ideas clearly and logically

• Must be able to complete a successful DOT physical, including a clean driving record.

• Willing to travel up to 10%

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Farmer Brothers Company not only prides itself on our products, but we take pride in our employees. We are able to offer competitive wages and benefits. By doing this we ensure that we are able to attract and retain the best talent. We offer competitive benefits which include:

  • Medical, Dental and Vision insurance plans
  • 401(k) Plan
  • ESOP Plan ( Employee Stock Ownership Plan)