Field Sales Executive in London

Nice Wholesale, part of Nice London, is a London-based hospitality and wholesale supplier serving cafés, restaurants, bars, retailers, and other foodservice businesses across the capital.

Originally established as one of London's leading ice suppliers, we have expanded into a growing wholesale business offering beverages, ice cream, dessert ingredients, syrups, smoothie and milkshake mixes, snacks, cleaning products and many more.

Through our close involvement with the hospitality industry, we understand our customers' needs and are committed to providing quality products, reliable service, and long-term partnerships.

Role Description

The Field Sales Executive is a full-time, on-site role based in the London Area, England.

This role is responsible for developing new business opportunities while maintaining strong relationships with existing hospitality customers.

You will visit cafés, restaurants, bars, retailers, and other foodservice businesses across London, presenting Nice Wholesale's growing product range and identifying opportunities to increase sales within your assigned territory.

The successful candidate will build long-term customer relationships, manage accounts, coordinate orders with internal teams, and ensure excellent customer service from initial contact through to delivery.

You will also gather valuable market intelligence, identify emerging trends and customer needs, and share insights that help shape our expanding product catalogue.

Daily responsibilities include prospecting new accounts, conducting customer visits and product presentations, negotiating pricing within company guidelines, following up quotations, reactivating dormant customers, maintaining accurate CRM records, preparing sales reports.

Key Responsibilities

• Business Development
• Identify and research prospective cafés, restaurants, bars, retailers, and hospitality businesses across London.
• Generate new business opportunities through field visits, networking, referrals, and lead generation.
• Present Nice Wholesale's products and services to prospective customers.
• Open new customer accounts and successfully onboard new clients.
• Build and manage a healthy sales pipeline.
• Convert prospects into regular ordering customers.
• Account Management
• Develop and maintain strong long-term customer relationships.
• Become the primary contact for assigned customer accounts.
• Conduct regular customer visits and follow-up calls.
• Support customers with product recommendations and new product launches.
• Encourage repeat business and improve customer retention.
• Coordinate with internal teams to ensure timely deliveries and excellent customer service.
• Achieve agreed sales and growth targets.
• Identify opportunities to increase spend within existing accounts.
• Prepare quotations and negotiate pricing within company guidelines.
• Follow up opportunities and close sales.
• Reactivate inactive customers and increase account activity.
• Monitor customer trends, competitor activity, pricing, and market developments.
• Identify innovative products and emerging brands suitable for our customer base.
• Share customer feedback and market insights with the purchasing and management teams.
• Recommend products that could strengthen our wholesale catalogue.
• Reporting & Administration
• Maintain accurate CRM records of customer visits, quotations, orders, and communications.
• Prepare regular sales and performance reports.
• Track pipeline activity, conversions, and customer growth.
• Collaborate with management to identify opportunities and overcome challenges.

Qualifications

• Strong communication and relationship-building skills, with previous field sales, business development, or account management experience, or a genuine desire to develop in these areas.
• Excellent communication, negotiation, and relationship-building abilities.
• Strong organisational and time management skills.
• Comfortable using CRM systems and digital tools to manage customer interactions.
• Proactive, self-motivated, and target-driven approach.
• Commercial awareness and problem-solving mindset.
• Ability to work independently while managing a busy territory.
• Valid right to work in the UK.
• Willingness to travel frequently across the London Area.

Full UK driving licence (essential).

• Previous experience within hospitality, wholesale, FMCG, foodservice, or beverage sales.
• Understanding of café, restaurant, bar, or retail operations.
• Existing relationships within the hospitality or retail sector.
• Previous field sales or account management experience.
• Formal education in Business, Sales, Marketing, or a related discipline.

We welcome applications from candidates with varying levels of experience. Every application will be considered based on its overall strengths, attitude, and potential.

What We Offer

• Performance-based commission structure.
• Opportunity to join a fast-growing London wholesale business.
• Ongoing product and sales training.
• Exposure to innovative and trending products.
• Career development opportunities within the business.
• A supportive and collaborative team environment.
• The opportunity to make a genuine impact on the continued growth of Nice Wholesale.
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