Equipment Sales Representative (Agriculture)

Thursday, 3 July, 2025
Merieke Alberts     0233472647
Worcester  

The Equipment Sales Representative at Orchard Agri will be responsible for selling agricultural equipment and machinery directly to farmers and other end-users. This role requires a dynamic sales professional with in-depth knowledge of farming equipment and the ability to build strong relationships with customers. 

Key Responsibilities:

  1. Sales and Customer Engagement:
    • Engage with farmers and other end-users in the agricultural sector to identify their equipment needs.
    • Present and demonstrate farming equipment, explaining the features, benefits, and operational capabilities.
    • Provide customized solutions based on the customer’s specific farming operations and machinery requirements.
    • Negotiate and close sales deals to meet or exceed monthly sales targets.
  2. Lead Generation and Market Development:
    • Proactively generate new leads and develop a strong sales pipeline by visiting farms, attending agricultural events, and leveraging the company’s existing customer base.
    • Follow up on sales leads provided by the Spares Counter Sales Representative and workshop team.
    • Identify opportunities for upselling and cross-selling related equipment or services.
    • Provide Leads to Spares and Workshop: Identify opportunities for the spares and workshop teams during customer visits or sales discussions. Examples include potential maintenance work, part replacements, or after-sales service needs. Ensure that such leads are shared with the appropriate team members for follow-up.
    • Build long-term relationships with customers to encourage repeat business and referrals.
  3. Product Knowledge and Technical Expertise:
    • Maintain comprehensive knowledge of Orchard Agri’s full range of agricultural equipment, including tractors, harvesters, sprayers, pruners, cultivators, mowers, motorcycles and other machinery.
    • Keep up to date with the latest industry trends, new technologies, and competitor products.
    • Attend training sessions and equipment demonstrations to stay informed on product features and updates.
  4. Customer Support and After-Sales Service:
    • Provide customers with guidance on the operation, maintenance, and servicing of purchased equipment.
    • Coordinate with the workshop and service teams to ensure timely delivery, setup, and any required after-sales support.
    • Address customer concerns and resolve issues related to equipment performance, warranties, or service requirements.
  5. Sales Reporting and Administration:
    • Maintain accurate records of sales activities, customer interactions, and market feedback.
    • Prepare regular sales reports and updates for the Sales Manager, including forecasts and performance metrics.
    • Collaborate with internal teams to ensure customer orders are processed efficiently and equipment is delivered as promised.

Key Skills and Competencies:

  • Sales Skills: Proven track record in meeting or exceeding sales targets, with the ability to close high-value deals.
  • Customer Focus: Strong customer relationship management skills, with the ability to engage effectively with farmers and other end-users.
  • Product Knowledge: Deep understanding of agricultural equipment and its application in various farming operations.
  • Technical Aptitude: Ability to learn and explain the technical aspects of farming machinery.
  • Communication and Negotiation: Excellent verbal and written communication skills, with the ability to negotiate effectively.
  • Self-Motivation: Driven and proactive in pursuing new business opportunities and managing multiple sales tasks.

Qualifications and Experience:

  • Experience: Minimum of 3 years of experience in agricultural equipment sales, or related sales experience in the farming or heavy machinery industry.
  • Education: High school diploma or equivalent required; further qualifications in sales, agriculture, or mechanical engineering would be an advantage.
  • Industry Knowledge: Familiarity with the agricultural sector and the specific equipment needs of fruit, nut, grape, berry, and citrus farmers in the Western Cape region.
  • License: A valid driver’s license is essential, as the role will require regular travel to farming operations and customer sites.

Working Conditions:

  • Full-time position based in Worcester, Western Cape.
  • Requires frequent travel to farms and other customer sites within the region.
  • Some weekend and after-hours work may be required to accommodate customer schedules and events.