Sales Executive

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Role: Sales Executive
Employer: CFAO MOBILITY Toyota Sierra Leone
Deadline: 3rd July 2026
Location: Freetown, Sierra Leone

 

Application Instructions: Submit CV and Cover Letter to info@afriqia-solutions.com with “Sales Executive” in Subject Line.

 

About the Company

CFAO MOBILITY Toyota Sierra Leone is the only authorized Toyota dealership serving Sierra Leone. We are committed to delivering world-class vehicles, after-sales services, and customer solutions while building long-term relationships with our customers, corporate clients, and wider community.

As we continue to grow, we are seeking a driven, commercially minded, and customer-focused Sales Executive to join our team. This is an important role within the sales function, reporting to the Sales Manager, and will require a proactive individual who can generate leads, build relationships, convert opportunities, and contribute directly to business growth.

 

Role Summary

The Sales Executive will be responsible for managing the full vehicle sales cycle, from initial customer engagement through to deal closing, delivery, and post-sale follow-up. The role will involve attending to showroom walk-in customers, managing telephone and email enquiries, conducting proactive customer outreach, developing corporate and institutional relationships, and identifying new business opportunities.

This is a high-visibility, target-driven, and client-facing role requiring strong interpersonal skills, commercial awareness, resilience, initiative, and disciplined follow-through. The successful candidate must be able to balance relationship-building with sales administration and must demonstrate the motivation to continuously improve their product knowledge, sales techniques, and overall performance.

The role includes a fixed salary and performance/commission-based incentives linked to achievement of sales targets and agreed performance indicators.

 

Key Purpose of the Role

The Sales Executive will play a key role in filling an important business development gap by actively going out to the market, identifying customers, building relationships, developing leads, and converting sales opportunities. The role requires someone who is comfortable with both structured showroom-based sales and proactive field-based engagement with individual, corporate, and institutional clients.

 

Key Responsibilities

Sales and Business Development

The Sales Executive will be responsible for:

  • Attending to walk-in customers and telephone/email enquiries promptly, professionally, and efficiently.
  • Managing the full customer journey from enquiry to sale, delivery, and post-sale follow-up.
  • Actively prospecting for new customers through calls, visits, referrals, networking, and direct outreach.
  • Developing and maintaining relationships with corporate clients, institutions, fleet customers, and other potential high-value customers.
  • Establishing and maintaining a daily call scheduling and customer follow-up system.
  • Following up on prospective leads consistently and converting qualified opportunities into sales.
  • Building and maintaining a “spotters” or referral network to identify potential customers and generate leads.
  • Inviting customers to participate in demonstration drives and ensuring a professional demonstration experience.
  • Achieving agreed vehicle unit sales, accessory sales, gross profit, and customer engagement targets.
  • Supporting dealership and franchise sales requirements through active promotion of Toyota vehicles, accessories, and related services.
  • Identifying new market opportunities, customer segments, and innovative approaches to increasing sales.
  • Providing market feedback to the Sales Manager on customer needs, competitor activity, pricing concerns, and emerging opportunities.

 

Customer Care and Relationship Management

The Sales Executive will be responsible for:

  • Building strong, trust-based relationships with customers before, during, and after the sales process.
  • Ensuring that customers are introduced to relevant accessories, warranties, service packages, insurance, and additional services.
  • Providing accurate product information and helping customers make informed purchasing decisions.
  • Ensuring that customers receive timely updates throughout the sales and delivery process.
  • Following the correct vehicle handover procedure once the vehicle is prepared and ready for delivery.
  • Conducting post-sale follow-up to ensure customer satisfaction and identify future sales or referral opportunities.
  • Maintaining customer experience standards in line with company and manufacturer expectations.
  • Contributing to satisfactory Customer Experience/Customer Engagement levels as required by the company and manufacturer.

 

Administration and Sales Documentation

The Sales Executive will be responsible for:

  • Completing all required sales documentation accurately, fully, and in line with company procedures.
  • Maintaining up-to-date records of leads, prospects, customer interactions, quotations, sales progress, and closed deals.
  • Ensuring that all monies due to the company are collected in accordance with company procedures before or upon vehicle delivery.
  • Complying with all applicable Group, Dealer, OEM, and company policies and procedures.
  • Maintaining accurate transaction records and supporting internal reporting requirements.
  • Ensuring that any assigned demonstrator or company vehicle is kept in showroom condition.
  • Managing administrative tasks efficiently while maintaining strong customer engagement and sales follow-through.
  • Carrying out ad hoc administrative or other duties as required by management.

 

Product, Market, and Industry Knowledge

The Sales Executive will be responsible for:

  • Attending all sales meetings, product updates, business updates, and training sessions required by management.
  • Actively completing assigned online and in-person training and applying learning to improve sales performance.
  • Keeping up to date with Toyota products, vehicle specifications, accessories, after-sales services, and customer value propositions.
  • Monitoring trends in the motor industry, customer behaviour, competitor offerings, and related sectors.
  • Undertaking self-study through relevant reading, product materials, market information, and sales development resources.
  • Demonstrating continuous improvement in product knowledge, customer engagement, and sales conversion.

The Sales Executive will report directly to the Sales Manager and will work closely with the wider sales, finance, administration, and after-sales teams to ensure a professional and seamless customer experience.

 

Minimum Requirements

The successful candidate should have:

  • Grade 12 qualification or equivalent.
  • A tertiary qualification in Sales, Marketing, Business, or a related field would be an advantage.
  • A minimum of 2 years’ proven sales experience. Experience in the motor industry is preferred, but strong sales experience from adjacent sectors such as corporate sales, services, banking, insurance, telecommunications, FMCG, hospitality, or other highly competitive sales environments will also be considered.
  • Demonstrated experience in customer prospecting, relationship development, lead follow-up, and closing sales.
  • Good verbal and written professional communication skills in English and Krio. French and/or Chinese would be an added advantage.
  • Computer literacy, including Microsoft Office and the ability to use digital tools, sales platforms, or customer tracking systems.
  • A clean criminal record.
  • A valid and unendorsed Sierra Leone driver’s licence.

 

Ideal Candidate Profile

The ideal candidate is ambitious, disciplined, proactive, and commercially driven. They are comfortable approaching customers, building relationships, following up consistently, and working towards challenging sales targets. They do not wait for customers to come to them; they actively seek opportunities, develop networks, and take ownership of their performance.

They should have the attitude, energy, and growth mindset to succeed in a competitive sales environment, with the ability to learn quickly, represent the Toyota brand professionally, and contribute meaningfully to the growth of CFAO MOBILITY Toyota Sierra Leone.

 

Practical Knowledge Required

The successful candidate should have practical knowledge or the ability to quickly develop knowledge of:

  • The sales cycle, including prospecting, lead qualification, customer engagement, negotiation, closing, and follow-up.
  • Customer relationship management and business development.
  • Vehicle sales, related products, accessories, warranties, service options, insurance, and supplementary items.
  • Retail, corporate, and service-based sales environments.
  • Sales targets, performance tracking, and commission-based performance expectations.
  • Market trends, customer preferences, and competitor activity.

 

Required Experience, Skills, and Attributes

The successful candidate must demonstrate:

  • A strong sales mindset with the confidence to pursue targets and convert opportunities.
  • Ability to engage different types of customers, including walk-in clients, individual buyers, corporate clients, and institutional customers.
  • Strong relationship-building skills and the ability to maintain long-term customer connections.
  • Effective negotiation, persuasive communication, and influencing skills.
  • Initiative and the ability to generate new leads through calls, visits, referrals, networking, and follow-up.
  • Resilience, persistence, and the ability to work under pressure in a competitive sales environment.
  • Strong administrative discipline and the ability to complete documentation accurately and on time.
  • A neat and professional appearance and behaviour at all times.
  • Honesty, integrity, reliability, and a disciplined work ethic.
  • Ability to work independently with limited supervision while remaining accountable to the Sales Manager.
  • A growth mindset and commitment to continuous learning, including active participation in online training, product updates, and self-study.
  • Innovative thinking and willingness to explore new ways of reaching customers and improving sales performance.