National Equipment Sales Representative

Duties and Responsibilities

The National Equipment Sales Representative is responsible for developing, growing and supporting agricultural equipment sales throughout South Africa, primarily through Orchard Agri’s existing and new independent dealer network.

The representative will strengthen dealer capabilities, generate market demand and assist dealers in converting sales opportunities. Where Orchard Agri does not have an appointed dealer, the representative may sell equipment directly to farmers. Direct sales in these areas should also be used to assess market potential and identify suitable independent dealers who can provide long-term local sales and after-sales support.

The position requires extensive national travel and a strong mechanical, technical and practical understanding of agricultural equipment.

Key Responsibilities:

1. Independent Dealer Development and Growth:

• Develop, support and grow equipment sales through Orchard Agri’s existing independent dealers.
• Identify, evaluate and recruit new independent dealers in underrepresented or strategically important areas.
• Develop practical sales plans, targets and territory priorities with each dealer.
• Build strong, sustainable relationships with dealer owners, sales teams, technicians and parts personnel.
• Monitor dealer activity and performance and provide additional support where required.
• Protect existing dealer relationships and operate according to Orchard Agri’s agreed dealer and territory strategy.

2*. Dealer Support:*

• Assist dealers with prospecting, customer visits, quotations, equipment demonstrations, negotiations and closing sales.
• Train dealer sales and technical teams on product features, applications, setup, operation and maintenance.
• Provide dealers with accurate product, pricing, promotional and technical information.
• Coordinate field demonstrations, product launches, farmer days and agricultural events with dealers.
• Ensure customer enquiries are directed to and followed up by the appropriate appointed dealer.
• Promote cooperation between dealers and Orchard Agri’s sales, spares, workshop, logistics and technical teams.

3. Market Development and Direct Sales:

• Develop new markets and generate a strong national sales pipeline by visiting farms, agricultural businesses, dealers and industry events.
• Sell equipment directly to farmers where Orchard Agri does not have an appointed dealer or where specifically authorised by management.
• Use direct farmer engagement to assess regional demand and identify potential independent dealers in the area.
• Work towards establishing suitable dealer representation in areas where sufficient market demand exists.
• Identify opportunities to sell additional equipment, spares, workshop services and related solutions.
• Gather and report market information on customer needs, competitor activity, pricing and regional opportunities.

4. Product Demonstrations and Technical Sales:

• Present and demonstrate agricultural equipment under practical farming conditions.
• Clearly explain equipment features, benefits, limitations and operating capabilities.
• Assess customers’ farming operations and recommend practical equipment solutions suited to their crops, terrain and requirements.
• Assist with equipment setup, calibration, commissioning and operator training where required.
• Apply sound mechanical and technical judgement when identifying equipment requirements or resolving basic field issues.
• Maintain comprehensive knowledge of Orchard Agri’s equipment range, new technologies and competing products.
• Attend technical and product training as required.

5. Customer and After-Sales Support:

• Support dealers in providing a professional customer experience from the initial enquiry through delivery, commissioning and after-sales support.
• Coordinate with dealer and Orchard Agri technical teams to resolve equipment, warranty, parts and service matters.
• Follow up with dealers and customers after delivery to confirm satisfaction and identify further requirements.
• Build long-term relationships that encourage repeat sales, referrals and confidence in Orchard Agri and its dealer network.

6. Sales Planning, Reporting and Administration:

• Prepare national sales plans, dealer visit schedules, sales forecasts and pipeline reports.
• Maintain accurate records of dealer engagements, customer opportunities, quotations, demonstrations and others.
• Meet or exceed agreed national, regional and dealer sales targets.
• Ensure quotations, orders and delivery commitments are accurate and completed on time.
• Provide regular market and performance updates to the Sales Manager.

Key Skills and Competencies:

• Dealer Development: Ability Average time taken to complete repairs and maintenance tasks.
• Sales ability: Strong prospecting, solute-selling, demonstration, negotiation and closing skills.
• Mechanical and technical aptitude: Strong mechanical, technical and practical skills, with the ability to operate, demonstrate and explain agricultural equipment.
• Agricultural knowledge: Practical understanding of farming operations and agricultural machinery.
• Communication: Ability to communicate confidently with farmers, dealer principles, sales teams and technicians.
• Commercial judgment: Ability to balance direct-sales opportunities with Orchard Agri’s long-term independent dealer strategy.
• Self-Management: Highly organised, proactive and capable of managing a national territory and extensive travel independently.
• Problem-solving: practical and resourceful when responding to technical or customer challenges.
• Integrity and teamwork: committed to protecting dealer relationships and working collaboratively across departments.

Qualifications:

• Education:

o Relevant qualification in agriculture, agricultural mechanisation, mechanical engineering, sales or business will be advantageous.

• Experience:

o Minimum of 3 years of experience in a agricultural sales, dealer development, farming, mechanical equipment or related field.

o Experience working with an independent dealer network will be a strong advantage.

• Skills:

o Strong practical experience with agricultural mechanisation, mechanical systems or equipment demonstrations is essential.

o Must be proficient in English and Afrikaans

o Must be computer literate with experience with quotations, reporting and customer-management systems.

o Must have a valid driver’s license.

Work Environment:

• Full-time national position based in Worcester, Western Cape.
• The successful candidate must be willing and able to travel extensively throughout South Africa.
• Frequent overnight travel and extended periods away from the office will be required.
• Regular work on farms, at dealer premises, demonstrations, agricultural shows and customer sites is required.
• Some weekend and after-hours work may be necessary to accommodate travel, demonstrations, events and customer schedules.
• The position involves outdoor work and the practical operation and demonstration of agricultural equipment under varying conditions.

Work Location: In person