Order Taker: Meaning, Duties, and Responsibilities in Sales
An order taker (also called an order-taking sales rep or pre-sales rep) is a salesperson whose main job is to visit customer stores or outlets on a regular schedule to take and record orders. The rep does not carry stock during the visit; the goods are delivered later by the delivery team. In short, an order taker focuses on capturing orders, keeping outlet shelves stocked, and maintaining customer relationships.
In sales, every minute counts. That is why companies need an efficient order-taking process that lets the sales team record orders quickly and accurately, cuts the time needed to process them, and avoids mistakes that lead to delays or lost revenue.
So how does an order taker actually work, and what does the role involve? Here is a practical overview.
What Is an Order Taker?
An order taker is a salesperson who takes or receives orders. In more detail, order taking is the process a sales team follows to receive and record orders from customers. It is the first step in a sale, and the sales team is responsible for making sure each customer order is captured accurately and processed correctly.
According to Hadirr.com, the order-taking role matters because it is the starting point for meeting customer needs and generating revenue for the company. The main goal of an order taker is to sell as much product as possible.
Read also: What Is a Delivery Management System and How Does It Support Distribution?
Order Taker Duties and Responsibilities
Now that you know what an order taker is, it is clear that the job revolves around direct contact with customers. Here are the core duties and responsibilities:
1. Receiving orders
The main task of an order taker is to receive orders from customers. Orders can come in through many channels, including phone, email, the company website, or a mobile ordering app. When a customer places an order, the sales team must respond quickly so the customer feels valued and heard. The full workflow is covered in our guide to the order taking process.
2. Settling invoices
After receiving an order, the sales team must record it accurately, enter the order data into an integrated system, and then make sure the customer settles the invoice. This step ensures no order is missed or forgotten and keeps processing errors to a minimum. Many distributors now speed this up with on-site billing and mobile invoicing, so reps can issue invoices right at the outlet.
3. Monitoring product condition
Once the order is recorded and the invoice is settled, the next task is to make sure the goods are safe and in good condition. This helps prevent complaints about damaged or unsellable products.
4. Maintaining customer relationships
Customers are at the heart of any business. A company is far more profitable when it has many customers, especially loyal ones.
Here, the order taker is responsible for maintaining a good relationship between the company and its customers. This includes handling any complaints customers raise with the company.
The order taker role is essential because it is the starting point for meeting customer needs and generating revenue. The work becomes much easier with order-taking software such as MileApp.
Read also: Best Route Optimization Software for Logistics Operations
An Order Taker’s Daily Workflow
An order taker’s work usually follows the same pattern every day. Here is a typical workflow at a distribution company:
- Receive the visit plan. In the morning, the rep gets the list of outlets to visit and the order target for the day.
- Visit outlets along the route. The rep arrives at each store, checks in, and greets the owner or buyer.
- Check in-store stock. The rep looks for products that are running low, slow-moving items, and how products are placed on the shelf.
- Recommend and record the order. The rep suggests order quantities, shares current promotions, and records the order on a paper slip or in an app.
- Send the order to the office. The order goes to the admin team or warehouse for processing and delivery scheduling, and the delivery is later confirmed with proof of delivery (POD).
- Collect payment when needed. At some companies, order takers also collect overdue invoices from previous orders.
- Submit a daily report. At the end of the day, the rep reports the number of visits, orders, collections, and market conditions.
Our article on the order taking process in the field covers this workflow in more detail, including how to make sure every order is complete.
Order Taker vs. Canvasser vs. Motorcycle Sales Rep
FMCG distributors use several types of field sales reps. These three roles are often confused, but they work very differently.
| Aspect | Order taker | Canvasser (van sales) | Motorcycle sales rep |
|---|---|---|---|
| How it works | Takes orders; goods are delivered later | Carries stock and sells on the spot | Rides a motorcycle carrying stock, selling and delivering in one trip |
| Carries stock? | No | Yes, usually in a van | Yes, in limited quantities |
| Target outlets | Existing outlets, regular visits | New outlets and untapped areas | Small shops and neighborhood stores in narrow streets or dense areas |
| Payment | Often on credit terms or collected on the next visit | Usually cash on the spot | Usually cash on the spot |
| Focus | Keeping repeat orders flowing and nurturing customer relationships | Opening new markets and expanding distribution | Reaching small outlets quickly |
You can read more about the other methods in our articles on canvassing sales and the motorcycle sales rep model.
Skills an Order Taker Needs
- Communication and negotiation. An order taker needs to convince store owners to order more without coming across as pushy.
- Product knowledge. The rep must understand product variants, prices, promotions, and selling points.
- Time and route management. A rep may visit many outlets in a day, so the visit sequence has to be efficient.
- Accurate record-keeping. A wrong quantity or product code means a wrong delivery and an unhappy customer.
- Reading stock levels. The rep needs to know when an outlet will run out so they can recommend the right order quantity.
- Using mobile apps. Many companies already use apps for check-ins, order entry, and reporting.
Order Taker KPI Examples
Order taker performance is usually measured with the KPIs below. Targets vary by company, so the table only explains how each one is measured.
| KPI | What it measures | How to calculate |
|---|---|---|
| Sales target achievement | Sales value against target | (Actual sales / target) x 100% |
| Visit compliance | Outlets actually visited as planned | (Completed visits / planned visits) x 100% |
| Effective call | Visits that result in an order | (Visits with an order / total visits) x 100% |
| Active outlets | Outlets that ordered within a given period | Number of outlets with at least 1 order per month |
| Average order value | Order size per visit | Total order value / number of orders |
| Collection accuracy | Invoices paid on time | (Invoices paid on time / total invoices due) x 100% |
Example: in one day, an order taker visits 25 outlets and 20 of them place an order. The effective call rate is 20 / 25 x 100% = 80%. This figure is for illustration only. Another important KPI is the number of repeat orders from existing outlets.
Order Taker Pay and Career Path
An order taker’s income usually combines a base salary, incentives or commission for hitting targets, and allowances such as transport or fuel. The amount varies widely depending on the company, the minimum wage in the work area, the product category, and experience. Check current job listings and local wage standards in your market for an accurate picture.
A typical career path for an order taker looks like this:
- Order taker handling one route or territory.
- Senior sales rep or key account rep handling large outlets.
- Sales supervisor coaching several reps in one area.
- Area sales manager responsible for sales across several regions.
Apps for Order Takers
Recording orders on paper slips is prone to lost notes, handwriting errors, and late handover to the warehouse. An order-taking app lets reps record orders straight from their phones, so the data goes directly into the system. Key features include visit schedules and routes, location-based check-in, a product and price catalog, order forms, order history per outlet, and automatic daily reports. With this data, supervisors can also track team performance through a sales tracking system dashboard. To compare options, see our list of the best sales tracking apps, or learn the basics of sales force automation (SFA).
Order Taker FAQ
What is an order taker in sales?
An order taker is a salesperson who visits customer outlets regularly to take orders. Order takers do not carry stock during visits. The order is recorded, then the goods are delivered by the delivery team on schedule. The role is common at consumer goods distributors.
What is the difference between an order taker and a canvasser?
An order taker only takes orders, while a canvasser carries stock and sells on the spot. Order takers focus on existing outlets with regular visits and payments that are often on credit terms. Canvassers mostly open new outlets and usually collect cash at the time of sale.
What are the duties of an order taker?
An order taker’s main duties are visiting outlets on schedule, checking stock, offering products and promotions, and recording orders. They also pass orders to the office, collect payments when required, handle customer complaints, and submit a visit report every day.
What are the main KPIs for an order taker?
The main KPIs for an order taker are usually sales target achievement, visit compliance, and effective call, or the percentage of visits that result in an order. Companies also often track active outlets, average order value, repeat orders, and collection accuracy. Each company sets its own KPI targets.
That covers the essentials of the order taker role. When order takers do their job efficiently and effectively, the sales team creates a positive customer experience and helps the company win in a competitive market.
Field order takers can also be equipped with the MileApp sales force automation app. Reps can view their visit schedule, check in at outlets, record orders from their phones, and send daily reports, while supervisors monitor everything in real time. Book a free demo with MileApp by filling in the form below.
Sources:
- Glints.com
- Siker.id
- rederp.co.id
- hadirr.com
