Sales Representative

About the Role

Sales representatives solicit orders for all products listed in their book from each of their retail accounts. They also sell business-building ideas for these products to retailers. Responsibilities include understanding in-store and on-premise merchandising principles and suggesting their application in retail accounts. The goal is to manage the territory to maximize sales for suppliers, the distributor, and retail accounts.

Responsibilities

• Customer Relations: Establish and develop rapport with all customers. Handle complaints, delinquent payments, and similar activities.
• Business Development: Identify and pursue new opportunities and customers. Present fact-based, profit-centered presentations, overcome objections, and answer questions. Sell new items, brand extensions, ad features, displays, and promotions to both on- and off-premise accounts. Communicate problems, issues, or opportunities within the sales territory to the Team Leader and drivers.
• Communication: Check company email and voicemail regularly and respond appropriately.
• Account Maintenance: Ensure account shelves and back rooms are orderly and organized; maintain proper inventory levels.
• Ordering: Submit orders on time, accurately, and completely.
• Quality Assurance: Maintain acceptable quality ratings. Use dot rotation and “move” policy correctly. Stay within the unsalable pick-up budget while managing damaged product.
• Distribution: Follow and maintain quality distribution per company standards with product properly faced up and clean.
• Monthly Market Plan: Pre-plan the upcoming month, monitor, and adjust to meet quarterly goals. Update all company goals and display tracking daily.
• Displays: Place and maintain an appropriate number, position, and size of displays; include in product mix according to standards; use creative and current POS.
• Pricing/Promotion: Achieve proper price points in relation to competitive and promotional situations.
• Point of Sale: Promote products clearly and accurately through the use of current, fresh POS material; effectively communicate the selling message to consumers.
• Professional Development: Expand knowledge of products, selling skills, and industry. Adhere to and uphold all company policies and procedures.

This list is not complete and will be updated or revised as needed.

Requirements

• Computer literate.
• Four-year college or university program certificate; or two to four years of related experience and/or training; or equivalent combination of education and experience.
• Ability to calculate figures and amounts such as discounts, profit margins, and percentages.
• Ability to effectively present information and respond to questions from managers, customers, and the public.
• Ability to work and make decisions effectively in an environment where situations can arise and change quickly.
• Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists.
• Ability to receive a Michigan Liquor Control Card, a valid Michigan driver’s license, and adequate auto insurance.

Benefits

• Competitive Pay
• Health Benefits:
  • Three low-premium medical plans to choose from:
    • A completely free plan for you and your entire family with a generous company HSA contribution.
    • A low-cost plan with an HSA contribution.
    • A low-deductible plan with an FSA option.
  • Low-cost Dental plan.
  • Low-cost Vision plan.
• Other Ancillary Benefits:
  • 401(k) plan with company match.
  • Company Paid Life Insurance.
  • Company Paid Accidental Death and Dismemberment.
  • Company Paid Short Term Disability.
  • Voluntary Short-Term Disability.
  • Voluntary Long-Term Disability.
  • Accident Insurance.
  • Critical Illness Insurance.
  • Hospital Insurance.
• Paid Leave:
  • Paid Parental Leave.
  • Paid Time Off.
  • Paid Sick Time.
• Discounted Product.
• Mileage Reimbursement (compensated per mile for the use of your own car).
• Cell Reimbursement (option of a company phone or reimbursement for the use of your own cell phone).
• Opportunity for advancement (internal promotions).
• Generous employee discounts on product purchases.

Physical Demands

• Ability to bend and lift products weighing up to 165 lbs.
• Ability to see products and discern dissimilar colors and numbers.
• Must be able to communicate effectively with customers, supervisors, and co-workers.
• Ability to stand, walk, and move in and out of a vehicle throughout the day.

Work Environment

The job is performed seated in a vehicle and in customer locations where product is sold.

About Alliance Beverage

Chicago native Larry Gary settled in Hastings, MI, where he owned and operated a bowling alley. In 1963, Larry and his wife, Joan, moved to the Grand Rapids area, where Larry founded Kent Beverage. Detroit native Tim Sullivan, along with his brother Mike, founded Sullivan Brothers Construction on the east side of the state. However, after seeing his friends thrive in the beer distribution business, Tim purchased Grand Rapids' B&B Beer in 1977. Both companies grew and flourished, passing from one generation to the next, each strengthening its roots in Michigan.

Eventually, over a shared pint, the Gary and Sullivan families envisioned a stronger future together. On May 13, 2013, Kent Beverage and B&B Beer merged, forming Alliance Beverage—a company committed to being the “Preferred Distributor” for everyone it interacts with. From day one, Alliance has prioritized recruiting top talent and upholding the highest standards of integrity, teamwork, and respect, aiming to enrich the lives of associates, customers, suppliers, and the community. By offering a diverse range of quality products and a supportive, accountable environment, Alliance continually seeks to create positive and lasting relationships.

Today, Alliance Beverage is a team of over 550, proudly serving more than 6,000 customers across Western Michigan. With three distribution centers and six sales offices, team members are not just employees—they’re neighbors who are actively involved in the communities they serve.