Great Lakes Wine and Spirits
  • Highland Park, MI, USA
  • Base + Commission
  • Full Time

Sales Consultant - Retail Spirts



The Retail Spirit Sales Consultant is responsible for servicing a specified group of accounts on behalf of Great Lakes Wine and Spirits.  The focus is maximizing sales performance and providing exceptional service by selling new distributions, displays, cold box facings, promotions, features, cross merchandising opportunities, and generating sales.  Merchandising functions include, but are not limited to, packing out all orders, posting pricing and promotional signage, building displays, resetting and maintaining shelf and/or cold box schematics, and managing on-hand inventory of GLWAS products.



Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.


Sales Performance

  • Grow total territory volume and revenue versus the prior year and achieve the company growth objectives.
  • Achieve monthly objectives on priority brands, specified programs and qualitative initiatives.
  • Maintain standard for display percentage, distributions, cold box share, cross merchandising, promotions, and programs in assigned territory.
  • Generate positive business relationships with decision makers in assigned accounts.
  • Present prepared, professional, persuasive, fact-based, personalized sales presentations.
  • Develop and maintain good product knowledge on relative GLWAS products.
  • Demonstrate initiative to grow overall spirits, beverage, and category knowledge.


Merchandising and Store Conditions

  • Demonstrate competency of account 'Standards of Performance' through account conditions.
  • Enhances pull through with proper use of promotional materials and services.
  • Maintain product so that it is clean, rotated, and saleable.
  • Post retail pricing in a timely manner, while ensuring accuracy.
  • Ensure point-of-sale is accurate, relevant, up-to-date, and advantageously placed.


Territory Management

  • Correctly runs route on a daily basis according to master route.
  • Maintains and uses control books, display installation forms, distribution targets, and pre-plans to execute priorities.


Administrative Performance

  • Consistently services accounts as outlined on Master Route.
  • Utilizes control book, planners, and tracking forms as instructed to execute priorities.
  • Communicates proactively with customers and management.
  • Aligns daily activities to the needs and priorities of the company, as directed.
  • Collaborates with sales team and division by being a contributor.
  • Utilizes samples efficiently and effectively.
  • Ensures vehicle is clean, organized, properly stocked with adequate point-of-sale materials and work-with ready.




  • Communication Proficiency
  • Consultation
  • Organizational Skills
  • Presentation Skills
  • Relationship Management
  • Results Driven


Technical Proficiencies:

  • Basic competency with basic iOS devices


Education and Experience:

  • High School Diploma/GED
  • Prefer Bachelor degree or 2 years sales experience


Additional Requirements:

  • Pass a pre-employment background check
  • Pass a drug test at any time during employment.
  • Adhere to the policies and procedures outlined in the employee policy manual and any applicable contracts, signed agreements, and work rules.
  • Cooperates with all management and staff of GLWAS.
  • Follows all MLCC rules and regulations, as they apply to the position.
  • Use alcohol in a responsible manner when related to business activities.
  • Maintain a safe driving record.



Classification: Salary/Exempt

Direct Report: District Manager


Supervisory Responsibilities:

This position has no supervisory responsibilities.


Work Environment:

This position operates in the field, with daily travel, driving in all types of weather.  Time is also spent in a professional office environment, using standard office equipment. Work environment will vary based on account stops.


Physical Demands:

  • This is a very active position. The employee must frequently stand, walk, bend, kneel, crouch, stoop and climb throughout the day.
  • The employee must frequently lift, carry, and/or move up to 55 pounds and push or pull up to 100 pounds of force on a cart; frequently ascend and descend stairs.
  • The employee is regularly required to read and communicate in English. Specific vision abilities required by this job include close vision, distance vision, peripheral vision, depth perception and ability to adjust focus.


Expected Hours of Work:

This is a full-time position. Days and hours of work vary by schedule. Evening and weekend work may be required as schedule demands.



This is a field position; daily travel in a local, defined geographic area is required.


Other Duties:

This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.


Great Lakes Wine & Spirits provides equal employment opportunity to all individuals regardless of their race, color, creed, religion, gender, age, sexual orientation, national origin, disability, veteran status, or any other characteristic protected by state, federal, or local law.


Pursuant to the Americans with Disabilities Act (ADA), Great Lakes Wine & Spirits will not discriminate against any employee, applicant for employment, or student, because of a physical or mental impairment with regard to any position or program for which that person is qualified. 



Great Lakes Wine and Spirits
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