How to apply for Field Sales Manager:in - Ruhrgebiet (#Außendienst #LEH)

About vly

vly is a Berlin-based FoodTech startup that has developed plant-based milk alternatives from pea protein and the first yogurt from faba bean protein, with significantly less sugar and more protein than conventional products. They are on a mission to revolutionize the food industry and reduce environmental impact, and their products are already available nationwide in Germany. Working here means joining a fast-growing, purpose-driven team at the forefront of sustainable nutrition.

About the role

As a Field Sales Manager for the Ruhrgebiet region, you will be the face of vly in the food retail sector, primarily managing key accounts like Rewe and Edeka. You will be responsible for acquiring new supermarkets, ensuring optimal product placement, and driving sales growth in your territory. This role is crucial for expanding vly's market presence and directly contributing to the company's mission of making plant-based products mainstream.

A typical day

A typical day might involve visiting multiple Rewe and Edeka stores across the Ruhrgebiet, checking product placement, negotiating with store managers for better shelf space, and securing new listings. You might also spend time planning your route, analyzing sales data, and reporting back to the Berlin team. Occasionally, you'll attend trade shows or meetings with key decision-makers to strengthen relationships.

Who vly is looking for

• Proven field sales experience in the German food retail industry (LEH), ideally with existing relationships with Rewe and Edeka decision-makers in the Ruhrgebiet.
• Strong negotiation and communication skills, with the ability to persuade store managers and buyers to stock and promote vly products.
• Self-motivated and organized, capable of working independently in a remote setting while managing a demanding territory.
• Passion for sustainability and plant-based nutrition, aligning with vly's mission and able to convey that enthusiasm to customers.

Tips for this application

• Highlight any specific experience you have with Rewe and Edeka in the Ruhrgebiet, including names of stores or districts you've managed, to show you know the territory.
• Quantify your sales achievements in previous field sales roles, such as percentage increase in sales or number of new accounts acquired, to demonstrate impact.
• Show your passion for vly's mission by mentioning their specific products (pea protein milk, faba bean yogurt) and why you believe in them.
• Since the role is remote, emphasize your ability to self-manage and stay motivated without direct supervision, perhaps giving examples of how you've done this before.
• Use the application to demonstrate your understanding of the LEH landscape in Germany, including current trends in plant-based products and challenges in getting shelf space.

What to cover in your cover letter

['Your direct experience and success in field sales within the German food retail sector, particularly with Rewe and Edeka.', 'Your connection to the Ruhrgebiet region and your network of contacts in the local retail market.', 'Your motivation to work for a mission-driven company like vly and how you align with their sustainability goals.', "Specific examples of how you've acquired new retail partners and increased product visibility in stores."]

Research before applying

• Study vly's product range, including their pea protein milk and faba bean yogurt, and be prepared to discuss their unique selling points (less sugar, more protein, sustainability).
• Research the current plant-based milk market in Germany, including key competitors like Oatly, Alpro, and others, and understand vly's positioning.
• Familiarize yourself with the Ruhrgebiet's retail landscape, including major Rewe and Edeka locations and any regional trends.
• Look into vly's recent news, such as funding rounds, product launches, or awards, to show you're up-to-date and genuinely interested.

Likely interview topics

Based on the job description, expect questions about:

• Your strategy for approaching a Rewe or Edeka store manager who is not familiar with vly and convincing them to stock the products.
• How you would handle a situation where a store is reluctant to give more shelf space despite good sales data.
• Your understanding of the plant-based milk market in Germany and vly's competitive advantage.
• How you prioritize your time when managing a large territory like the Ruhrgebiet, including planning routes and scheduling visits.
• A time when you had to adapt your sales pitch to different types of customers or stores, and what you learned.

Common mistakes to avoid

• Avoid generic cover letters that don't mention vly's specific products or the Ruhrgebiet territory; tailor your application to show you've done your homework.
• Don't downplay the importance of existing relationships with Rewe and Edeka; if you have them, highlight them; if not, explain how you'll build them quickly.
• Avoid focusing only on your sales skills without connecting to vly's mission; they want someone who is passionate about sustainability and plant-based nutrition.