Field Sales Executive - Nice London Limited - London

Overview

We are seeking a motivated and commercially driven Business Development Executive to grow our café and retail customer base across London. This is a field-based sales and relationship management role, ideal for someone who enjoys meeting people, discovering new products, identifying market trends and building long-term customer relationships. You will be responsible for introducing Nice Wholesale to cafés, independent retailers and hospitality businesses, opening new accounts, increasing customer engagement, and ensuring customers order consistently and remain active. You will become the main point of contact for your accounts and act as a bridge between customers and our purchasing team, sharing market insights, emerging trends and product opportunities. This is an excellent opportunity for someone who wants to grow within a fast‑moving wholesale business and play a direct role in shaping our catalogue and future expansion.

Responsibilities

• Business Development: Identify and research prospective cafés, coffee shops, retailers and hospitality businesses across London; build and maintain a pipeline of target accounts; visit businesses in person to introduce Nice Wholesale and our product range; present our catalogue and communicate the value of our products and services; open new customer accounts and onboard new clients; convert prospects into regular ordering customers.
• Account Management: Develop strong relationships with customers; become the primary contact for assigned accounts; maintain regular communication through visits, phone calls and messaging; encourage repeat orders and improve customer retention; support customers with product recommendations and new launches; ensure customers remain active and engaged.
• Sales & Telesales: Conduct follow‑up calls with prospects; carry out telesales activities when required; contact leads before visits where appropriate; follow up quotations and close opportunities; reactivate dormant customers.
• Market Intelligence: Monitor trends within cafés, convenience retail and foodservice; identify emerging brands, products and concepts; provide feedback on customer preferences and market developments; suggest new products that should be considered for our catalogue; share competitor insights and pricing observations.
• Reporting: Report regularly on sales activity and progress; provide updates on challenges encountered in the field; work collaboratively with management to identify solutions; track prospecting efforts, conversions and customer growth.
• Skills: Strong communication and interpersonal skills; confidence approaching and engaging with businesses; relationship‑focused mindset; ambitious, proactive and self‑motivated attitude; commercial awareness; organised and capable of managing multiple accounts; willingness to learn about products, trends and the wholesale industry; ability to understand products, internalise their value and effectively communicate benefits to customers; performance‑driven mentality with a desire to grow professionally.
• Desirable Qualifications: Previous experience in foodservice, wholesale, FMCG or hospitality sales; existing relationships within cafés, retailers or hospitality businesses; experience in field sales or account management; knowledge of beverages, snacks, impulse products or café operations; driving licence.

About the Company

Nice Wholesale began in London's ice manufacturing industry and has grown to become one of the city's leading ice suppliers. Building on this foundation, we expanded into ice cream distribution and are now developing a broader wholesale offering for cafés, retailers and hospitality businesses. Our catalogue continues to grow with innovative and trending products, including ice cream, functional drinks, soft drinks, frozen smoothies, snacks, impulse lines and complementary food and beverage products. We are now looking for an ambitious individual to help us expand our presence across London and become the key link between our business and our customers.

Benefits

• Competitive base salary
• Commission structure based on performance
• Opportunity to grow alongside an expanding wholesale business
• Exposure to innovative and trending products
• Direct involvement in shaping our product catalogue
• Support, guidance and product training
• Opportunity to make a meaningful impact on the growth of Nice Wholesale