Area Sales Manager - General Trade/Modern Trade - FMCG

From any institute

Area Sales Manager is responsible for the Sales performance of the assigned Area/State/Channel. He/She will deliver the overall Area sales objectives by

1. Implementing Monthly/Quarterly Operating Plans

2. Building robust Distributor(CP/Distributor) infrastructure

3. Driving Quantity/ Quality of Coverage and POP Execution

4. Managing Customer

5. Developing Team

Key Responsibilities/Work Areas:

1. Sales planning and Execution:

- Firm up sales plans for the month/quarter/annum with RSM/Head of Sales

- Ensuring right forecasting, volume/Value build up for the monthly numbers and clarity on Trade/marketing inputs

- Communicating and aligning the plans with the Sales Team

- Tracking and Monitoring of Sales plans on Daily/weekly basis

- Monitoring Promo effectiveness on the SKU/brand (both Consumer/Trade Promo)

- Identifying issues and the opportunities at Brand/Category level looking at internal and external trends.

2. Building Distributor Infrastructure:

- Closely monitoring Distributor infrastructure and its effectiveness

- Proactively building infrastructure blue print in line with sales growths and coverage objectives.

- Identifying gaps in terms of investment, infrastructure and work out corrective actions.

- Aligning large Distributors with JBP (Joint Business Plan) on all important business objectives for the City/Channel.

3. Driving Quantity, Quality of Coverage and POP Execution:

- Continuous focus on increasing availability of our Products

- Increasing Direct Coverage with right bench marks

- Increasing Numerical Distribution by leveraging Channels

- Driving sales efficiency metrics- ECO, TLS, Bills cut, LPB etc

- Understanding the new emerging trends in FMCG distributive Trade.

- Implementing Channel programmes and Visibility drives

- Monitoring all key brand Activities of the month/quarter at the POP

- DSR effectiveness in terms of key activities/programmes

- Continuous focus on width and depth of our Brands as per the Channel spread

4. Managing Customer

- Distributor:

a) Providing Excellent service to the trade : PDP, Line Fill

b) To manage his investments - Stock, Credit and Claims management as per agreed norms.

c) Quarterly ROI study and take corrective actions.

d) Building and developing AW/Distributor Crew.

e) Building relationship for a long term partnership.

- Trade:

- Provides best in class service through our AW/Distributor

- Damage/Expiry stock management

- Claim settlements as per the norms

5. Building and Developing Team

- People planning as per span and channel specifications

- Providing right directions on execution, sales and process orientation

- Regular Sales performance review and feedback

- Identifying skill/competency gaps and working out Development Action Plans

Key Skill and Competency required for an ASM:

1. Excellent communication

2. Objective analytical

3. Plan creation

4. Leadership

5. Customer Management

6. Market Orientation

7. Passion for Delivery