Area Sales Manager

3 weeks ago

Cochin, Kerala, India Kaleesuwari Refinery Private Limited Full time

Responsibilities

Business Objectives:

  1. Responsible for achieving Primary and Secondary Sales targets for the assigned territory through effectively driving KPIs – distribution, visibility, freshness and In-store execution, in line with Sales Strategy and Policy.
  2. Effectively motivate and manage the teams – driving productivity and ensure attrition within norms.
  3. Coach and develop his/her team to deliver on the business objectives.
  4. Optimal deployment of manpower and coaching and onboarding new joinees effectively.
  5. Relationship management with his/her distributors and key customers.
  6. Market mapping, territory planning and appointment of distributors as per business requirement.
  7. Ensuring distributor investment as per plan and managing the distributor's business health and hygiene as per company norms.

Role:

Sales Planning

  1. Defining the Monthly, Quarterly and Annual Business Plan for the assigned area.
  2. Detailing the Annual Business Plan in terms of Volume, Distribution, New Initiatives, Market Expansions and Distributor Investment at the route level.
  3. Converting the objectives/targets SO-wise, distributor-wise, DSM-wise and beat-wise in coordination with the SO team.
  4. Develop brand pack, sales and distribution plan for existing and new products by analysing the sales data.
  5. Weak Area Market Development Plan.
  6. Develop plans for secondary schemes in line with market requirements.
  7. Forecasting and trend analysis.

Customer Management

  1. Outlet Growth Mapping of customers to deliver to potential – Identify, Evaluate, prioritize opportunities and execute.
  2. Building close relationship with top 30 - 35% of the customers contributing to 60 - 80% of the volumes.

Distributor Management

  1. Plan and appoint right quality of distributors as per approved investment norms.
  2. Ensure selection and appointment of right quality of salesman at the distributor points.
  3. Ensure infrastructure and investment – stock/credit/vehicle – as per agreed norms.
  4. Coach and engage the distributor team to be closely aligned with the company objectives.
  5. Perform a distributor health check on a quarterly basis.

Territory Operations and Sales Management

  1. Review, track and monitor sales performance across the territory.
  2. Conduct weekly review meetings with the team on the admin day.
  3. Plan and execute service levels through proper coverage and route-beat frequency as per the market needs.
  4. Ensure proper working capital management (Credit Management) for the distributor.
  5. Ensure BG (Bank Guarantee) renewals and Full and Final settlement closure of distributors within a week of ceasing operations.
  6. Ensure 100% AOG adherence, Botree Billing and SFA Usage.
  7. Ensure pricing as per company norms.

People Management

  1. Ensure selection, recruitment and onboarding of new sales officers.
  2. Management of attrition within the prescribed norms.
  3. Build a high-performance team by motivating, coaching and training the team.
  4. Ensure that the field team deliver the business objectives, thereby earning their variable incentive pay-outs.
  5. Build an aligned relationship with his/her distributors.
  6. Ensure team discipline on on-time to market, reporting, submission of claims and ensuring professional conduct at the workplace.
  7. Micro management and hand holding the team during times of crisis.

Business Analysis

  1. Review and analyse business performance of his/her territories
  • Primary, secondary volume and WOD report
  • One-sheeter report – range selling (brand & pack), channel contribution, discount analysis, unbilled retailers
  • SFA Usage report
  • Review and update retailer master database

Market Intelligence

  1. Report competition activities on a daily and weekly basis.
  2. Monitor pricing of competitor brands and create an effective selling story for the team.

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