Area Sales Manager Franke-Faber

About the Company:

Bestsellers Cochin Private Limited is South India's largest and most trusted distributor for premium kitchen appliance brands including Franke and Faber. With a strong dealer network, modern supply chain systems, and a legacy of excellence, we specialize in delivering cutting-edge built-in kitchen appliances to the Indian consumer. Our teams work across multiple cities, ensuring quality sales execution, service delivery, and customer satisfaction.

Role Objective:

The Area Sales Manager (ASM) is responsible for leading and managing the business operations within a defined territory, ensuring the achievement of sales targets, effective dealer management, market expansion, and brand visibility for Franke and Faber products. The ASM will also manage a team of sales executives and in-store promoters (ISDs), playing a key role in driving sales, ensuring execution excellence, and managing end-to-end channel relationships.

Key Responsibilities:

1. Sales Strategy & Target Achievement

• Develop and execute territory-wise sales plans aligned with business objectives.
• Achieve primary and secondary sales targets across all product categories (chimneys, hobs, built-in appliances, sinks, etc.).
• Monitor sales performance and implement corrective measures to address shortfalls.
• Drive monthly and quarterly sales planning, forecasting, and revenue growth.

2. Dealer & Channel Partner Management

• Identify, onboard, and nurture high-potential dealers and channel partners.
• Strengthen existing dealer relationships through regular engagement, timely supply, and credit management.
• Ensure partner profitability through schemes, incentives, and promotional support.
• Monitor dealer stock levels and coordinate with logistics to maintain optimal inventory.

3. Retail Execution & Market Development

• Expand retail footprint in under-penetrated markets and drive market share.
• Conduct competitor analysis and gather market intelligence to stay ahead of market trends.
• Ensure best-in-class in-store execution, brand presence, and planogram adherence.
• Coordinate and implement retail schemes, product launches, and marketing activations.

4. Team Management

• Lead, motivate, and monitor a team of Territory Sales Executives and Officers.
• Define roles, set individual and team targets, and conduct periodic performance reviews.
• Support the team with field accompaniment, on-the-job training, and mentoring.
• Foster a high-performance culture by setting accountability and providing growth opportunities.

5. ISD (In-Store Demonstrator) Management

• Recruit, train, and manage ISDs for key multi-brand outlets and modern trade counters.
• Ensure ISDs are equipped with product knowledge, soft skills, and selling techniques.
• Track ISD performance, footfall conversion ratios, and consumer feedback.
• Conduct regular store visits and audits to maintain high levels of customer experience.

6. Reporting & Data Management

• Maintain and submit detailed daily, weekly, and monthly sales reports (DSR, secondary sales, stock, competitor analysis).
• Track KPIs like sales productivity, outlet coverage, scheme effectiveness, etc.
• Leverage CRM tools and sales dashboards for real-time tracking and review.

7. Cross-functional Coordination

• Liaise with logistics, commercial, accounts, and service teams to ensure smooth order-to-delivery cycle.
• Collaborate with brand teams for promotional campaigns, training sessions, and new product launches.
• Coordinate with service teams to ensure customer satisfaction post-installation or service requests.

Key Performance Indicators (KPIs):

• Achievement of primary and secondary sales targets
• Growth in active dealer base and market coverage
• Team performance (sales officers & ISDs)
• ISD productivity and in-store conversion rates
• Scheme execution and ROI
• Customer and dealer satisfaction scores

Candidate Requirements:

Education:

• Graduation (Any discipline must)
• MBA/PGDM in Marketing, Sales, or Business Administration (preferred)

Experience:

• 8–12 years of relevant experience in:

• Dealer/Channel sales in consumer durables or kitchen appliances

• Team management and market development

• Managing ISDs/promoters and retail activations

• Experience with premium or built-in appliance brands (Franke, Faber, Kaff, Elica, etc.) is a strong advantage.

• Proven track record in achieving sales targets and developing dealer networks in South India.

Skills & Competencies:

• Strong leadership and team-building skills
• Excellent interpersonal and negotiation skills
• Ability to analyze data and derive insights
• High energy, self-motivated, and results-driven
• Familiarity with MS Excel, PowerPoint, CRM systems
• Fluent in English and regional language(s)

Compensation & Benefits:

• CTC Range: 10–14 LPA (depending on experience and location)
• Incentives linked to performance
• Travel reimbursement + mobile & communication allowance
• Provident Fund, Insurance & other statutory benefits

Work Environment & Travel:

• Field-intensive role – up to 70% local travel within the assigned area
• Coordination with HO and warehouse teams for logistics and billing
• Regular market visits, retailer audits, and customer interactions

Why Join Us?

• Be part of a fast-growing distribution network with a strong legacy
• Opportunity to represent premium global kitchen brands – Franke & Faber
• Empowered work culture with performance-based growth
• Exposure to modern retail, dealer development, and channel excellence