Wholesale Sales Rep

Position Summary

At Rival Bros, we believe in being approachable, authentic, and driven, and that being a great coffee partner means more than simply offering a great cup of coffee. Our Wholesale Team supports some of the region’s most talented chefs, restaurateurs, cafés, offices, hotels, and hospitality groups to help them execute consistent, high-quality coffee programs. The Sales Representative is primarily responsible for growing Rival Bros’ wholesale business through new client acquisition. This position will identify and develop prospective customers, build trusted relationships, understand their business needs, create thoughtful coffee programs, and convert qualified opportunities into long-term Rival Bros partners. The Sales Representative will own the new customer experience from initial prospecting and discovery through proposal, close, and successful onboarding. They will act as a consultant to prospective customers, helping them understand coffee selection, equipment, workflow, service, training, and the resources available through a partnership with Rival Bros. Success in this role requires strong collaboration. The Sales Representative will work closely with Account Management, Technical Service, Client Service, Marketing, and Roasting/Production to ensure new business is communicated clearly, operationally sound, and positioned for long-term success. Ultimately, the Sales Representative is responsible for consistently adding sustainable new business that helps the Wholesale Department achieve its quarterly and annual revenue targets.

Areas of Impact New Business Development & Sales

• Consistently identify, prospect, develop, and close new wholesale business within the assigned market and territory.
• Build and maintain a healthy pipeline of qualified prospects sufficient to achieve individual and department sales targets.
• Respond to inbound opportunities while proactively generating new business through outbound prospecting, networking, and relationship building.
• Conduct thoughtful discovery to understand each prospect’s business, concept, volume, equipment, service, and operational needs.
• Create customized proposals and coffee programs that clearly communicate the value of a Rival Bros partnership.
• Maintain consistent follow-up and move qualified opportunities through the sales process from initial conversation through close.
• Work with the Director of Sales to develop strategies for larger, more complex, and high-value opportunities.
• Contribute directly to individual sales goals and the Wholesale Department’s quarterly and annual revenue targets. Customer Experience & Relationship Building
• Deliver a high level of hospitality throughout every stage of the customer experience.
• Develop trusted relationships with chefs, owners, operators, beverage directors, managers, and other key decision-makers.
• Be responsive, reliable, approachable, and solutions-oriented in all customer interactions.
• Understand the customer’s business beyond simply their coffee needs and position Rival Bros as a trusted partner rather than just a supplier.
• Set clear expectations throughout the sales process and ensure commitments made to customers can be successfully supported by the company.
• Represent Rival Bros and its values professionally in all internal and external interactions.

Project Management & Internal Collaboration

• Own new-account projects from qualified opportunity through successful onboarding and transition to Account Management.

• Provide consultation on coffee selection, beverage programs, equipment, workflow, training, service, and other elements of a successful coffee program.

• Coordinate with Technical Service on equipment selection, site requirements, installations, filtration, and technical needs.

• Partner with Client Service to ensure new customers are properly established within Rival Bros’ systems and understand the ordering process.

• Communicate with Roasting/Production when new business may impact volume, inventory, production planning, or fulfillment.

• Collaborate with Marketing on customer-facing materials, partnerships, activations, and other opportunities when appropriate.

• Provide Account Management with a clear and organized handoff once a new customer transitions into ongoing account management.

• Proactively communicate the scope, expectations, timing, products, equipment, and commitments associated with new business to all relevant internal teams.

• Build strong, trusted relationships with coworkers and be considerate of other departments’ time, resources, and operational responsibilities. CRM, Pipeline Management & Accountability

• Maintain accurate and timely CRM records for leads, opportunities, communications, next steps, projected revenue, and expected close dates.

• Maintain clear next steps for active opportunities and consistently advance qualified prospects through the sales process.

• Provide regular pipeline updates and sales forecasts to the Director of Sales.

• Track and take ownership of progress toward individual quarterly and annual revenue targets.

Industry & Market Development

• Stay informed about new restaurants, cafés, hotels, hospitality concepts, offices, and other potential wholesale opportunities within the assigned market.
• Develop a strong network of chefs, restaurateurs, operators, managers, and other hospitality professionals.
• Represent Rival Bros at trade shows, tastings, industry events, activations, and other public-facing opportunities.
• Stay informed about coffee products, equipment, competitors, industry trends, and changes within the local market.
• Continuously develop knowledge of Rival Bros coffee, cold brew, tea, equipment, service capabilities, and wholesale programs.

Performance Expectations Success in this role will be evaluated through both measurable sales performance and the quality of the Sales Representative’s relationships, communication, and execution. Key areas of accountability include:

• New wholesale revenue generated and new accounts opened.

• Achievement of individual quarterly and annual sales targets.

• Contribution toward overall Wholesale Department revenue targets.

• Development and maintenance of a healthy, qualified sales pipeline.

• CRM accuracy, pipeline management, and forecasting.

• Quality and organization of new-account onboarding and handoff.

• Ability to build trusted relationships with customers and coworkers.

• Consistent and effective collaboration with internal departments.

• Ability to bring in sustainable business that aligns with Rival Bros’ brand, financial goals, and operational capabilities.

Minimum Qualifications

• 2–5 years of experience in sales, business development, hospitality, foodservice, specialty coffee, or a related customer-facing field preferred.
• Demonstrated ability to develop new business and build long-term customer relationships.
• Excellent written, verbal, interpersonal, and relationship-building skills.
• Self-motivated, organized, and comfortable independently managing prospecting, follow-up, multiple opportunities, and defined sales goals.
• Strong collaborative and solutions-oriented mindset with the ability to work effectively across departments.
• Ability to listen to customer needs and develop thoughtful solutions rather than relying on transactional sales tactics.
• Experience with CRM platforms and maintaining accurate sales records.
• Proficiency with standard business productivity tools, including Google Workspace or Microsoft Office.
• Willingness to travel throughout the assigned territory and occasionally work non-traditional hours for customer openings, events, trade shows, or other business needs.
• Passion for hospitality, coffee, and developing long-term customer relationships.

Preferred Qualifications

• Experience within specialty coffee, hospitality, restaurants, hotels, foodservice, or beverage sales.
• Existing relationships within the hospitality community.
• Experience selling to restaurants, cafés, hotels, offices, or multi-unit hospitality groups.
• Knowledge of commercial coffee equipment or a strong desire to learn.
• Coffee education, barista, training, or equipment experience.
• Experience developing proposals and managing complex sales opportunities involving multiple internal and external stakeholders.

Compensation & Benefits:

• Commission & bonus potential
• Medical, dental and vision (available 1st of the month following 60 days of employment)
• Generous PTO that increases with tenure
• 401(k) Savings Account (3% Matching)
• Free bag of coffee every week!
• Free personal drinks any time

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