Key Responsibilities and Required Skills for Roadshow Sales Representative

🎯 Role Definition

We are seeking an energetic, travel-ready Roadshow Sales Representative to plan, execute and drive revenue through on-site product demonstrations, pop-up activations, trade shows and branded roadshow events. The ideal candidate combines territory management, experiential selling, and event logistics experience to create memorable customer interactions, generate qualified leads, convert on-premise sales, and deliver measurable ROI for marketing and sales programs. This role requires deep customer-facing selling, exceptional communication, strong organizational skills, and proficiency with CRM and event reporting.

Keywords: roadshow sales representative, field sales, event sales, experiential marketing, trade show representative, territory manager, on-site demos, product sampling, CRM, Salesforce.

📈 Career Progression

Typical Career Path

Entry Point From:

Retail Sales Representative or Customer Service Associate
Event Coordinator or Trade Show Assistant
Inside Sales or Business Development Representative

Advancement To:

Regional Roadshow Manager / Area Sales Manager
Trade Show & Experiential Marketing Manager
Key Account Manager or National Account Executive

Lateral Moves:

Field Marketing Specialist
Events Manager
Merchandising or Retail Activation Lead

Core Responsibilities

Primary Functions

Plan, coordinate and execute multi-city roadshow schedules and event calendars to maximize brand exposure and achieve weekly and monthly sales targets across assigned territories.
Prospect, qualify and convert on-site leads by delivering compelling product demonstrations, conducting needs discovery, and closing both immediate purchases and future business opportunities.
Manage all event logistics including venue coordination, booth setup and teardown, inventory of demo units and samples, equipment transport, and on-site troubleshooting to ensure seamless activations.
Build and maintain high-quality relationships with venue managers, event promoters, retail partners and local vendors to secure premium placement and favorable terms for roadshow activations.
Execute persuasive, audience-tailored product presentations and live demonstrations that clearly communicate value propositions and key differentiators to diverse customer groups.
Meet or exceed individual sales quotas and KPI targets (leads captured, conversions, revenue per event, average order value) while proactively reporting performance to regional managers.
Create daily and post-event reports that capture sales results, customer feedback, lead quality, competitor insights and recommendations for activation improvements using CRM tools.
Enter and maintain accurate customer, lead and opportunity data in the CRM (Salesforce, HubSpot or equivalent) within 24–48 hours of each interaction to enable timely follow-up and pipeline management.
Negotiate on-site promotions, pricing exceptions and dealer or retail placement agreements within delegated authority to close deals and drive volume.
Manage product samples, promotional materials and POS inventory; forecast replenishment needs, conduct cycle counts and coordinate returns or replacements.
Train, mentor and, when required, supervise temporary event staff, brand ambassadors and merchandising contractors to ensure consistent brand experience and sales technique.
Coordinate pre-event marketing and outreach with the digital and field marketing teams — including email invites, paid social campaigns and local PR — to drive event attendance and qualified lead flow.
Facilitate follow-up workflows with inside sales, account managers and distribution partners to convert event leads into pipeline opportunities and long-term accounts.
Monitor event and territory budgets, reconcile expenses and provide timely expense reports and receipts to ensure adherence to company travel and spending policies.
Implement merchandising standards and ensure consistent brand presentation across all activations, including signage, product placement and demonstration protocols.
Conduct competitive benchmarking at events, collect market intelligence and report trends in pricing, product features and customer preferences to inform product and marketing strategy.
Ensure full compliance with health, safety and venue-specific regulations, including insurance, licensing, permit requirements, product handling and food/sample safety when applicable.
Represent the company professionally at industry trade shows, conferences, community events and retailer showcases to raise brand awareness and build strategic relationships.
Prepare and deliver post-event presentations to regional leadership summarizing results, insights and recommendations for optimizing future roadshow investments.
Coordinate with sales operations and finance on order processing, invoicing, refunds, and fulfillment to ensure smooth conversion of roadshow sales into revenue.
Act as the voice of the customer by documenting recurring questions, objections and feature requests to the product and marketing teams to influence roadmap priorities.
Maintain a high level of product knowledge across the full portfolio and stay current on promotions, pricing, and new launches to effectively position the offering at every activation.

Secondary Functions

Assist in the development of roadshow playbooks, demo scripts, FAQs and standard operating procedures to standardize successful practices and accelerate onboarding of new reps.
Support ad-hoc market research and localized testing of retail concepts, promotions, and sampling strategies to inform regional rollouts.
Contribute to the organization’s roadshow strategy by recommending optimal markets, venues, and event formats based on field data and ROI analysis.
Collaborate with cross-functional teams—marketing, product, operations, and customer success—to translate field feedback into prioritized action items.
Participate in sprint or planning sessions with marketing and sales enablement to coordinate product launches and seasonal campaigns tied to on-site activations.
Provide mentoring and feedback to peers and new hires on selling techniques, CRM best practices and event logistics.
Help maintain digital assets for field teams, including presentation decks, demo videos and lead capture forms, ensuring the latest materials are available.
Support special projects such as pop-up pilots, retailer merchandising resets, or product sampling research studies as assigned by leadership.

Required Skills & Competencies

Hard Skills (Technical)

Proficiency with CRM systems (Salesforce preferred), including opportunity creation, lead management and reporting.
Experience using lead capture tools, mobile POS systems and order entry platforms for on-site transactions.
Strong event planning and logistics coordination skills: venue booking, permits, freight and travel arrangements.
Ability to produce clear post-event reports and dashboards using Excel, Google Sheets, or reporting tools (pivot tables, formulas, basic data visualization).
Familiarity with POS hardware and peripherals (card readers, barcode scanners, tablet mounts) and basic troubleshooting.
Experience with territory planning, routing and schedule optimization tools to maximize face-to-face customer interactions.
Knowledge of merchandising standards, visual presentation and retail compliance best practices.
Basic sales analytics competency: tracking KPIs such as conversion rate, lead-to-opportunity ratio, average order value and cost per lead.
Comfortable with digital marketing coordination: leveraging social, email and event landing pages to increase attendance.
Demonstrated ability to manage budgets, expense reporting and reconciliation for field programs.

Soft Skills

Outstanding verbal presentation and public-speaking skills; able to deliver engaging demos to groups and individuals.
Strong consultative selling and negotiation abilities with a customer-centric approach.
High-energy, resilient personality with the ability to work independently while traveling extensively.
Exceptional organizational and time-management skills with a strong attention to detail.
Adaptability and problem-solving under pressure during live events and unexpected logistical challenges.
Collaborative team player who builds strong relationships with internal and external stakeholders.
Empathy and active listening to understand customer pain points and tailor recommendations.
Self-motivated and goal-oriented with a competitive drive to exceed targets.
Cultural sensitivity and professionalism when representing the brand in diverse markets.
Reliable and accountable, with a strong work ethic and commitment to safety and compliance.

Education & Experience

Educational Background

Minimum Education:

High school diploma or equivalent; demonstrated track record in retail, hospitality or customer-facing roles.

Preferred Education:

Bachelor’s degree in Business, Marketing, Communications, Hospitality Management, or a related field.

Relevant Fields of Study:

Business Administration
Marketing or Advertising
Communications
Hospitality or Event Management
Supply Chain or Logistics

Experience Requirements

Typical Experience Range:

1–5 years of direct field sales, trade show representation, door-to-door, sampling/merchandising, or experiential marketing experience.

Preferred:

3+ years of roadshow, field marketing, or territory sales experience with documented quota attainment.
Demonstrated experience working with CRM systems (Salesforce preferred), mobile POS, and event logistics.
History of travel-intensive roles (regional or national), comfortable with frequent overnight travel (up to 70% travel).
Experience in relevant verticals such as CPG, consumer electronics, software demos, hospitality, or professional services is a plus.

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