Area Sales Manager

Responsibilities & Key Deliverables

As an Area Sales Manager at Mahindra & Mahindra Ltd, you will spearhead retail sales efforts encompassing the entire E-T-B-R cycle (Enquiry, Test Drive, Booking, Retail). You will strategically plan and execute marketing activations aimed at generating high-quality enquiries from diverse channels, ensuring the test drive process delivers an exceptional experience while maximizing quantity and conversion outcomes.

You will oversee the accuracy and authenticity of booking and DMS (Dealer Management System) data, guaranteeing reliable sales metrics and inventory tracking. Achieving retail sales targets is fundamental, alongside optimizing the Vehicle Delivery Note (VDN) to retail ratio and continuously enhancing conversion ratios through refined process improvements.

Effective manpower productivity is a key focus; you will identify team training needs, coordinate impactful training programs, and drive motivation through tailored rewards and incentives to foster retention and performance excellence. Ensuring adherence to the established sales story and methodology across all customer interactions is imperative.

In the digital transformation space, you will champion the adoption of innovative digital tools such as Test Drive Anytime Anywhere (TDAA), Personal Voice Assistant (PVA), Bring Showroom Home (BSH), Virtual Reality (VR) technologies, and tablet usage by sales teams, driving superior customer engagement and boosting conversion rates. You will also guarantee adequate staffing and quality of Digital Engagement Managers to support these initiatives.

Inventory management and financial stewardship are critical; responsibilities include managing dealer working capital turnover effectively, reducing dealer market outstanding balances, liquidating aging stock, and forecasting sales and inventory needs for the upcoming months. Collaborating with cross-functional teams, you will regularly analyze data trends to inform strategy and maintain optimal stock levels.

Overall, you will drive business growth within the West Bengal & Sikkim region by delivering superior sales performance, fostering a high-energy sales culture, and cultivating strong relationships with dealers and customers.

Preferred Industries
Consumer FMCG / Food Automotive Industry Education Qualification

The ideal candidate will possess an MBA or a Post Graduate Diploma in Management from a recognized institution, reflecting a strong foundational understanding of business principles, marketing, and strategic management in competitive environments. Preference will be given to individuals with formal education complemented by specialized courses or certifications related to sales management, automotive marketing, or digital sales technologies.

Additional training or certification in leadership, project management, or data analytics would be considered advantageous, given the role's focus on data-driven decision making, team leadership, and process optimization. Continuous learning and professional development are encouraged to stay abreast of evolving industry trends and digital tools that enhance customer engagement and sales effectiveness.

General Experience

Candidates should bring 3 to 8 years of progressive professional experience, predominantly within core automotive sales or related segments such as Fast-Moving Consumer Goods (FMCG). Experience in managing multi-channel sales operations, dealership networks, or retail environments where customer engagement and conversion are paramount will provide a strong foundation for success in this role.

Demonstrated success in meeting or exceeding sales targets, implementing process improvements, and leading teams in fast-paced, performance-driven environments is essential. Experience in handling digital sales tools, customer relationship management (CRM) systems, and dealer management software will support efficient daily operations and strategic initiatives.

Exposure to financial management concepts such as working capital rotation, stock ageing, and sales forecasting will further enhance the candidate's ability to deliver results within the automotive division.

Critical Experience

The critical experience required for this role includes a robust track record of managing automotive retail sales operations, ideally in a leadership capacity overseeing multiple locations or regions. Proven expertise in driving end-to-end sales funnels—from enquiry generation and test drives to booking and retail conversions—is essential to maximize market share and profitability.

Strong capabilities in deploying and leveraging digital sales enablement tools like Virtual Reality, Personal Voice Assistants, and mobile applications to enhance customer interaction will distinguish successful candidates. You should possess deep experience in manpower planning, training, and motivation strategies to nurture high-performing sales teams aligned with company goals.

Familiarity with dealer relationship management, especially around working capital optimization, stock management, and financial forecasting, is crucial to maintain dealer satisfaction and operational efficiency. Candidates must also demonstrate strategic foresight, analytical skills, and the agility to adapt tactics in dynamic market conditions.

Additionally, a sound understanding of the automotive industry's competitive landscape, regulatory environment, and customer expectations will enable you to contribute insightfully to Mahindra & Mahindra Ltd's continued growth and innovation.

System Generated Core Skills
Credit Management Consumer Focus Manpower Management Dealer Relationship Management Manpower Planning Market Acumen Sales Planning Capability Building System Generated Secondary Skills
Capability Building Change Management Consultative Selling Statutory Compliance Designing Customer Experience Financial Management Identifying Customer Needs Market Intelligence Order Management Performance Management Product Knowledge & Application Product Knowledge - Hybrid Vehicle Territory Coverage Optimization Working Capital Management

---