Area Sales Manager

4 weeks ago

new delhi, India Relaxo Full time

Job Description

Position Title: ASM

Department:Sales

Work Location:Delhi

Grade:M1

Travel Required:Yes

Reporting to:Administrative:Regional Manager (RM)

Reported by:Sales Officer / Sales Representative (SO / SR)

Functional:Regional Sales Manager (RSM)

Educational Qualification: Graduate

Experience:8-13 years

  • «Purpose_of_the_Position_Job_Summary» with sustained growth

Key Roles and ResponsibilitiesFinancial

  • Sales planning: Translating the annual sales plan into quarterly, monthly, weekly and daily operational plans and developing sales targets (volume and value) for each sub-category of products for distributors in his area (to be done in consultation with the Regional Sales Manager)

  • Distributor management: Managing distributors to ensure primary sales plan is achieved as per defined category wise sales plan

  • Collections: Ensure timely clearance of outstanding payments from distributors

Customer Orientation

  • Product launches: Positioning new product line/brand/SKU in the assigned sales zone/markets by direct interaction with key retailers and through SOs

  • Product feedback: Collecting and synthesizing feedback on Relaxo’s product portfolio in the context of competitor products and providing appropriate recommendations

  • Secondary feedback: Capturing feedback of retailers on secondary scheme, NPD and distribution

  • Distributor appointment: Scouting and appointing new distributors as per defined norms

  • Distributor onboarding: Ensuring distributor gets all relevant post appointment support

  • Distributor account management: Being the point of contact for distributors; monitoring product movement at distributors by taking weekly updates from SOs of stock and credit limits

  • Complaints management: Resolving complaints of channel partners inc. issues related to returns

People Orientation

  • Effective leadership: Defining daily tasks (Target, Focus / NPD article, Scheme Comm. Etc.) for each Sales Officer

  • Mentorship and supervision: Mentoring, coaching and supervising company SOs

  • Evaluation: Evaluating SO performance and creating customised action plan for each SO

Internal Business Process

  • Outlet mapping: Leveraging the SO to build and periodically refresh the universe of footwear outlets the assigned territories

  • Coverage improvement: Based on market visits, highlighting gaps in market and developing an action plan with SO.

  • Retailer engagement: Conducting Retailer visits to observe and improve product visibility, availability of NPD/focus articles, brand investments and merchandising

  • Orders and credit management: Receiving distributor orders, checking credit limit and ensuring order details are shared with billing team

  • Journey plan: Compiling market working reports from SOs and sharing then with the admin team

  • Competitive analysis: Analyzing competitor initiatives and preparing action plans to counter competition

  • Competitor schemes: Being up-to-date with latest competitor trade scheme and giving scheme recommendations to augment sales; communicating trade promotion schemes to SOs and Distributors

  • Distributor exclusivity: Sharing intelligence on exclusive distributors who add/ are bound to add competitor brands in their portfolio

  • MIS reports: Preparing MIS reports for target vs actual sales and other objectives

  • Reviews: Timely review of monthly/quarterly performance with RSMs, SOs and distributors

  • Sales forecasting: Providing sales forecast support to RSM

  • Other strategic interventions: Focus on implementation of company’s strategic objectives for assigned sales area

CompetenciesTechnical/FunctionalBehavioral

  • Business Acumen

  • Selling skills

  • Market Knowledge

  • Analytical skills

  • Customer Focus

  • Collaboration

  • Adaptability

  • Result Orientation

  • Negotiation skills

Key Result AreasQuantitativeQualitative

  • Sales Volume/Value Achievement

  • % Revenue Contribution from NPDs

  • Rs. Cr business from new Distr-Div. vs. target

  • PJP adherence

  • Average outstanding at end of each month as % of month's sales

  • «KRA_Qualitative» improvement

Key Stakeholder ManagementInternalExternal«KSM_Internal»

  • «KSM_External»

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