Mass Market Sales - Cut Flower Industry

Job Description

Job Description

Kendall Farms is a family-owned, California-based flower farm known for cultivating and supplying premium cut flowers across North America. We take pride in our innovation, craftsmanship, and customer care, and we’re looking for an experienced sales leader to help us grow our mass market channel and deepen our retail partnerships.

Position Summary:
The Mass Market Sales Representative is responsible for driving growth in the mass market channel by prospecting new customers, expanding existing accounts, and ensuring the highest level of customer satisfaction. This role focuses on developing long-term partnerships, increasing sales volume and transaction size, and supporting the company’s overall revenue objectives.

Key Responsibilities:

• Identify and qualify new accounts within the mass market channel.
• Manage and grow existing customer relationships by providing proactive account service, order facilitation, and timely solutions.
• Monitor customer purchasing cycles and present programs, promotions, and new product opportunities.
• Serve as the primary liaison between customers and internal departments, ensuring seamless communication and order execution.
• Represent the company at trade shows and customer events.
• Contribute to achieving and exceeding sales targets through consistent prospecting, upselling, and cross-selling.
• Customer Acquisition & Prospecting
• Develop and execute a new business customer focus plan.
• Prospect daily through calls, referrals, events, and trade shows.
• Qualify and prioritize prospects based on potential fit and revenue.
• Prepare proposals, pricing programs, and presentations tailored to customer needs.
• Support customer onboarding, including vendor set-up and credit applications.

Account Management & Growth

• Create annual sales forecasts by customer and territory.
• Facilitate order entry and proactively manage prebooks, estimates, and replenishment cycles.
• Ensure accurate set-up of new items, SKUs, and vendor forms through customer systems.
• Conduct regular business reviews to track performance and introduce new programs.
• Monitor product quality, delivery, and satisfaction; address issues promptly and effectively.
• Increase sales dollars per customer year-over-year and transaction size month-over-month.

Sales Execution & Communication

• Provide internal teams with customer forecasts, product needs, and order details.
• Communicate shortages, changes, ship dates, and credits quickly and accurately.
• Ensure accurate processing of credits and RMAs while minimizing financial exposure.
• Collaborate with accounting on collections and customer creditworthiness.
• Update customer portals, EDI systems, or iTrade platforms as required.

Industry Engagement

• Stay informed on mass market and floral industry trends.
• Share insights and knowledge with customers to strengthen partnerships.
• Attend trade shows, trial gardens, and farm visits to promote new products and build relationships.

Qualifications:

• Minimum 5 years of sales experience in the cut flower, floral, or perishable goods industry.
• Proven track record of growing key accounts and exceeding sales targets.
• Strong relationships with major retailers, grocery chains, or mass market accounts.
• Excellent negotiation, presentation, and communication skills.
• Highly organized with the ability to manage multiple accounts and deadlines.
• Bachelor’s degree preferred but not required if experience is substantial.
• Willingness to travel as needed (approximately 20%).

Benefits:

• Competitive base salary + commission
• Medical insurance
• 401(k) with employer match
• Paid time off and holidays
• A chance to work with a passionate team in a growing, innovative company

How to Apply:
Please submit your resume and a cover letter outlining your relevant experience and relationships in the mass market or floral industry.

Kendall Farms is a family-owned and operated business that is obsessed with growing the finest flowers and greens in the most conscientious way.

Company Description

Kendall Farms is a family-owned and operated business that is obsessed with growing the finest flowers and greens in the most conscientious way.