Sales Representative Panama, Colombia, CA and Caribe

Job Summary

The Sales Representative position is essential for the efficient and effective operation of the sales department, reporting directly to the Managing Director/Head of Sales for Panama, Colombia, Central America and Caribe. We are seeking an individual who is highly organized, meticulous, and detail-oriented, with skills in problem-solving and decision-making.  

The ideal candidate for the Sales Representative position must have experience in formwork and scaffolding, the ability to work in a team, effective communication skills and the ability to work under pressure to meet established deadlines. Must live in Panama City and should have willingness to travel.

Key Responsibilities

1. Strategy & Sales Planning

• Contribute to the development of the country and regional sales strategy by providing market intelligence, sector insights, and competitor information.
• Develop and execute an annual territory sales plan aligned with Central America strategy, including revenue, margin, and market penetration targets.
• Identify and qualify new business opportunities, projects, and customers within assigned sectors and territory.
• Participate actively in regular sales meetings and structured sales dialogs with the Sales Manager, providing accurate updates on pipeline, forecast, and risks.

2. Market Development & Customer Management

• Execute market development initiatives in line with the defined marketing mix (product portfolio, pricing, sector focus, and promotion).
• Build, manage, and expand long-term relationships with contractors, developers, engineers, and decision-makers.
• Manage key accounts through structured account plans, ensuring customer retention and repeat business.
• Proactively acquire new customers and projects, maintaining regular customer visits and documented interactions in the CRM system.
• Act as the main commercial contact for assigned customers and projects, ensuring appropriate involvement in key negotiations and decision-making processes.

3. Offer Management & Value-Based Selling

• Define the commercial and technical scope of services for each project in coordination with Engineering and Operations.
• Prepare and submit accurate, timely, and compliant technical and commercial offers.
• Apply value-based pricing principles, highlighting productivity, safety, and lifecycle cost advantages of formwork and scaffolding solutions.
• Ensure full adherence to sales policies, pricing guidelines, approval matrices, and contractual requirements.
• Monitor competitor activities and pricing, preparing regular competitor and market analysis.

4. Project, Financial & Risk Management

• Support project monitoring throughout execution, including service delivery, claim management, and margin control.
• Ensure proper handover from Sales to Operations, with clear documentation of scope, assumptions, and responsibilities.
• Maintain accurate and up-to-date sales pipeline and forecasts, ensuring high data quality and forecast reliability.
• Support complaint management by responding promptly to customer issues and coordinating resolution with internal stakeholders.
• Actively manage customer credit exposure in coordination with Finance, ensuring timely collection of receivables and compliance with credit policies.

5. Cross-Functional Collaboration

• Promote effective information flow and collaboration between Sales, Engineering, Operations, Finance, and other business areas.
• Participate in project kick-off meetings and internal coordination meetings to ensure alignment and risk mitigation.
• Contribute to a culture of teamwork, transparency, and shared accountability.

6. Compliance, Development & Innovation

• Ensure full compliance with internal policies, legal requirements, and ethical standards.
• Participate in sales training, development programs, and continuous learning initiatives.
• Support market price evaluations and sector mapping activities.
• Promote innovation by introducing new systems, products, and digital solutions to customers and providing structured market feedback.