Role

Sales Manager HORECA

Job Level

Department: Sales & Business Development | Reports To: General Manager / Head of Sales / Management

Function (Fn)

Sales & Business Development

Location

Bareilly, Uttar Pradesh

Job Purpose The Sales Manager – HORECA is responsible for developing and expanding Bun Makkhan Chai's business in the Hotel, Restaurant and Catering (HORECA) segment. This field-oriented role focuses on acquiring new B2B customers, building strong relationships with hotels, restaurants, cafs, caterers and institutional clients, generating bulk orders and achieving revenue targets.

The Sales

Manager will drive market expansion, develop strategic accounts, negotiate commercial terms and coordinate with internal teams to ensure timely order fulfilment, customer satisfaction and sustainable business growth.

KRA / Accountabilities

- Develop and execute sales strategies to expand BMC's presence in the HORECA and institutional business segments.
- Identify and acquire current customers, including hotels, restaurants, cafs, bakeries, caterers, banquet halls and corporate clients.
- Conduct regular field visits, client meetings, product presentations and business development activities.
- Generate leads through market research, networking, referrals, cold calling and direct customer visits.
- Build and maintain strong relationships with key accounts to generate repeat business and long-term partnerships.
- Achieve assigned monthly, quarterly and annual sales targets and revenue objectives.
- Develop account-wise sales plans, revenue forecasts and customer acquisition strategies.
- Identify opportunities for bulk orders, regular supply contracts, corporate tie-ups and institutional partnerships.
- Conduct product sampling, tasting sessions and presentations to prospective HORECA customers.
- Understand customer requirements and recommend suitable BMC products, pricing and supply solutions.
- Negotiate product pricing, order quantities, payment terms and commercial agreements within approved company guidelines.
- Monitor competitor pricing, product offerings, market trends and customer preferences.




- Identify new market opportunities across Bareilly and nearby cities to expand the HORECA customer base.
- Coordinate with the Base Kitchen, Purchase, Production, Logistics and Operations teams to ensure timely order fulfilment.
- Ensure customer orders are processed accurately and delivered as per agreed specifications and schedules.
- Coordinate with the Accounts team for invoicing, outstanding payments, credit limits and collection follow-ups.
- Monitor account-wise sales performance, customer profitability and repeat-order trends.
- Handle customer complaints, service issues and commercial queries to maintain strong business relationships.
- Maintain an updated database of prospective customers, active accounts, leads and sales opportunities.
- Prepare daily sales reports, weekly market visit reports and monthly business performance MIS.
- Review sales performance against targets and implement corrective strategies for underperforming accounts.
- Provide market feedback and product improvement suggestions to management.
- Ensure all sales activities, pricing commitments and customer agreements comply with company policies.

Core Competencies / Known Exp Required Skills & Experience

HORECA Business Development

Proven experience in developing B2B business with hotels, restaurants, cafs, caterers and institutional customers.

B2B Sales & Client Acquisition

Strong ability to generate leads, convert prospects into customers and develop new business accounts.

Sales Target & Revenue Management

Experience in achieving monthly and quarterly sales targets, revenue growth and account-wise business objectives.

Key Account Management

Ability to build long-term relationships, manage strategic customers and generate repeat business.





Commercial Negotiation

Strong understanding of pricing, quotations, bulk orders, payment terms, credit limits and commercial agreements.

Market Research & Expansion

Knowledge of local market potential, competitor activities, customer preferences and business development opportunities.

Order & Supply Coordination

Ability to coordinate with production, base kitchen, purchase, logistics and operations teams for timely order fulfilment.

Payment & Receivables Management

Experience in payment follow-ups, outstanding collections and customer credit management.

Systems & Analytics

Proficiency in MS Excel, MS Office, customer databases and sales MIS reporting.

Communication & Relationship Management

Strong presentation, negotiation, networking and interpersonal skills with a target-oriented approach.

Must have / Tech / Pref. Qualifications

Education & Experience:

Education

Bachelor's Degree in Business Administration, Sales, Marketing or any relevant discipline. MBA in Sales & Marketing will be an added advantage.

Experience

3 to 5 years of overall experience in B2B sales, preferably with 2 to 3 years in HORECA, food service or institutional sales.

Technical Requirements

Practical knowledge of B2B sales processes, lead generation, customer acquisition, commercial negotiations, sales forecasting, payment collection and Excel-based MIS reporting.

Preferred Industry Experience

Experience in selling food products, beverages, bakery products, dairy products, FMCG products or restaurant supplies to HORECA and institutional customers.

Preferred Industry Experience

- HORECA – Hotels, Restaurants & Catering
- Food & Beverage / Food Service Distribution
- FMCG & Institutional Sales
- Bakery, Dairy & Beverage Products
- Caf, QSR & Restaurant Supply Chains
- Corporate Catering & Institutional Business

Key Hiring Preference: Candidates with an existing network of hotels, restaurants, cafs and caterers in Bareilly and nearby markets, along with a proven record of new client acquisition and repeat B2B business are priortized.

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