Field Sales Executives in the catering equipment sector are in the main being paid between £38,000 and £45,000.  The difference is created by:

• Tenure – for example, a salesperson who has been in post for years with one firm may receive annual increments.
• It is often the case that a salesperson who is one of a small team within a regional company will have achieved a higher salary than their counterpart in a larger business. This generally reflects their worth to the company.
• To contradict this, we have found that some long serving salespeople are underpaid in relation to new hires, which can result in friction within the sales team.
• New Business Content – high new business elements in the sales target attract higher commission payments.
• Industry/Customer Knowledge – most employers will stretch their packages to attract candidates with an in-depth knowledge of the industry and especially the customer base, with the view that they can “hit the ground running”.
• Location – a Field Sales Executive in Scotland may for example accept a salary 20% lower than a Field Sales Executive in London.

The averages are as follows (basic salary):

Manufacturers - £45,000 - OTE £55,000

Distrubutors - £40,000 - OTE £55,000

It can be difficult to attract salespeople at this level because:

• A company may be willing to offer a little above the market rate but in reality, an offer of £42,000 to a sales person currently earning £40,000 will not change their life and in isolation will not encourage a job move.
• Company Cars would usually be mid-range saloons or SUV style. Hybrid or Electric. Car Allowance ranges from £4,500 - £6,500.   

Senior Sales Executives:

(Including Dealer/Distribution Sales, Key Account Managers and National Business Development Managers).

The range we experienced was £45,000 to £60,000. Bonus and commissions varied with a general trend of higher commissions paid to those with lower basic salaries. The highest packages are available to skilled new business specialists, particularly in end-user direct sales.

A higher-grade car would be expected or if an allowance then a range of £5,000-£8,000 p/a would be normal.

Project Sales Managers:

These individuals may cover a regional territory but often travel nationally. They have experience of working on full kitchen schemes both replacement and refurbishment projects. Able to take accurate site surveys and compile designs, often having knowledge of CAD / Revit.

These individuals are in high demand and salaries in the last few years have significantly risen to reflect this.

The salary range for these in demand candidates varies from £45,000 to £60,000. Bonus and commission payments vary from annual bonus based on a yearly target or a percentage of the profit from new sales. The package would include a car to reflect the seniority of the role. Car Allowances of £6000+ p/a would be normal.

Field Sales Managers (National or Regional):

(Report to Sales Director or Senior Manager. With responsibility for a sales team which can include other junior sales managers. Often the Sales Manager has some element of personal business).

The salary range was £55,000 to £65,000 with a bonus of 10% - 40%. The rule is generally the larger the team, the greater the package. Package is also dependent on the total amount of sales value expected from the incumbent’s team.

At this level one of the biggest differences is that notice periods are lengthening. They are almost certainly three months plus. We are seeing more cases of candidates having their notice period enforced by their employer if they suspect that there is a competitive threat as a result of the candidate moving.

A higher grade of vehicle or allowance is usually expected and pension and healthcare (often personal and family) is expected.

National Account Managers:

(Managing a portfolio of large spend accounts).

In the main these are account management and development roles with an element of new business, occasionally pure new business.

National Account Managers generally earn between £55,000 and £70,000 and have the potential to earn between 15% and 20% of their salary. There is usually a three month notice period in the contract of employment which also generally includes an “executive” car, pension and healthcare. The wide range of salaries is largely because of account portfolio value. The account portfolio generally dictates that the role calls for skills in sales, logistics, category management, marketing and NPD.

The current market trends have meant that experienced NAM’s with a large base of contacts and a proven record of winning high-level new business are in high demand.

A higher grade of vehicle or allowance is expected plus strong pension scheme and healthcare provision (often personal and family).

Sales Directors:

(With full sales and P&L responsibility for sales and Account Managers and or NAM’s. Reports to the Managing Director/Chief Executive Officer).

The survey revealed salaries in the range of £70,000 and £90,000+. This wide range is usually related to the level of responsibility in terms of sales value of business managed and size of company. Annual bonus was between 10% and 40% and many have a profit share or share options. Seen as a key senior member of the business, the Sales Directors package and benefits would reflect this.

Managing Directors/General Managers:

Salary £90,000 + (Benefits will include share options, bonus, pension, healthcare etc).

Experienced line manager with P&L responsibility as well as being tasked with strategic management of operations, sales, marketing, recruitment, disciplining and dismissal. Generally, individuals in this position will have demonstrated a steady career progression through a specific route (such as Sales, Operations, Service, or Marketing etc.).

There is generally more scope at this level to move industries as many of the crucial skills can be transferred from different sectors or industries.

IN ADDITION:

Company Cars

60% of people surveyed had a company car although that figure is much higher amongst territory salespeople. A car allowance is often considered to be more attractive because:

• It is convenient and allows more choice in the selection of a vehicle.
• It can carry favorable tax implications and has significant financial value which is independent of basic salary limitations.
• An employee may already have a car purchased in a previous role and be making lease payments from a past allowance scheme.

Most Common Company Cars

This varies much more than it ever has, often companies have a longer list of cars to choose from rather than the standard saloon/estate cars of the past.

With Electric and plug in hybrids offering much greater tax benefits its rarer that a petrol or diesel car is offered. A diesel or petrol car with a high BIK could be seen as undesirable by a new employee, even a ‘showstopper’ at offer stage.

If you are interested in exploring salary benchmarking further, please contact

Craig Tindall on 01275 813009 or email craig@cavendishmaine.com