Evergrow (our flagship fertilizer brand) reaches smallholder farmers through promoters at retail outlets - NCPB depots, agrovets, and cooperatives. But a single encounter at a depot is rarely enough to convince a farmer to try a new fertilizer. Most farmers need repeated, trust building contact before they are ready to buy and they need support after they buy to ensure correct application and good results. The Digital Sales Associate (DSA) is the person who owns that middle ground: the sustained, personal relationship between a first exposure and a purchase (whether first time or repeat).

This role combines digital outreach with physical presence. On a daily basis, the DSA manages a lead database provided to them by their Area Sales Manager (ASM), calls farmers to build relationships, convert and follow up, and collaborates tightly with the promoter covering the same territory. In peak season, the DSA steps into depots directly to sell alongside the promoter. In the community, the DSA attends local events and runs an information centre that keeps Evergrow visible between purchase moments. The result, when the role is working well, is a pipeline of farmers moving steadily from awareness to first purchase to repeat buying.

• Convert leads into first time Evergrow buyers through consistent, trust building digital and at times in-person engagement

• Retain first time buyers by supporting correct application and following up on results, creating the conditions for repeat purchase

• Maintain a high quality, current lead database so every farmer interaction is informed and well targeted

• Collaborate daily with the area promoter to ensure digital and physical touchpoints reinforce each other for the same farmers

• Provide ground-level intelligence on crop conditions, local events, and farmer priorities to the central advisory team, keeping digital content relevant to actual farming conditions

Key Duties and Responsibilities:

Lead Database Management

• Maintain a lead list of up to 1,000 farmers: ensuring contact details are complete, accurate, and up to date at all times

• Validate and enrich new leads provided by the promoters you are collaborating with by confirming farmer identity, crop type, location, and current purchasing status through a follow-up call before adding to the active list

• With the help of your manager, segment and prioritise the lead list so that calling effort is directed at the farmers most likely to convert

• Flag and resolve data quality issues proactively - do not allow the database to degrade through inaction

Farmer Calling & Conversion

• Make a minimum of 150 farmer calls per week, covering new leads, active prospects, first-time buyers, and repeat follow-ups

• Use calls purposefully: convert hesitant leads, support farmers through the purchase decision, follow up on application after buying, and collect feedback on results

• Keep call records accurate and current in the database immediately after each call

• Identify farmers showing strong sales intent and escalate or act on them quickly, in coordination with the promoter if buying from the NCPB, an agrovet or cooperatives.

Promoter Collaboration

• Ensure that what you are saying to farmers by phone is consistent with what the promoter is saying in person - a unified message builds trust

• Verify new leads passed by the promoter through a call within 48 hours and confirm the outcome back to the promoter

Local Events & Information Centre

• Attend and actively participate in 1-2 local farmer events per month to promote Evergrow, generate new leads, and maintain community visibility for the brand

• Run the Evergrow information centre as a point of contact for farmers seeking advice on Evergrow products, application, and results - keeping it stocked, organised, and welcoming

• Use events and the information centre proactively as lead generation opportunities: capture contact details, crop type, and current fertiliser use from every new farmer interaction

Local Intelligence & Advisory Support

• Provide the central advisory associate with weekly input on local crop conditions, planting and harvesting stages, and any local events or priorities that should influence advisory content

• Flag anything on the ground that the central team needs to know - unusual weather impacts, supply issues at the depot, farmer complaints about product performance - promptly and clearly

In-Season Depot Selling

• During peak selling season (2 months long rains, 1 month short rains), step into priority depots to sell directly to farmers alongside the promoter

• Operate at the depot with the same energy and product knowledge as a trained promoter - know the product, know the price, know the objections, and know how to close

• Use depot time to identify and capture new leads for the digital follow-up pipeline

• Come from the region

• Fluent Swahili and the local language of the territory they're covering

• Comfortable making high volume outbound calls to strangers and handling rejection without losing energy - 150 calls/week is a lot, and people who haven't done something like this before often underestimate how hard it is to sustain

• Basic smartphone and data literacy - they need to manage a database, update records, and communicate digitally without hand holding

• Some prior exposure to agriculture, either growing up farming, working in agri-inputs, or selling to farmers - they need to be able to have a credible conversation about crops without sounding like they're reading from a script