Area Sales Manager

Role Definition

The Area Sales Manager (ASM) is responsible for driving sales growth, managing distributors, and leading a sales team within an assigned geographic area. The role involves developing sales strategies, increasing market share, ensuring strong brand presence, and achieving revenue targets.

Key Responsibilities:

Sales and Revenue Growth-

- Develop and implement sales strategies to achieve regional sales targets.

- Drive primary and secondary sales through effective distributor management.

- Ensure consistent growth in market share and brand penetration.

- Identify new business opportunities and expand the customer base.

Distributor & Channel Management-

- Appoint, monitor, and manage distributors, wholesalers, and retailers.

- Ensure distributor ROI (Return on Investment) through efficient stock management.

- Address distributor concerns and resolve supply chain issues.

- Ensure timely payments and credit control adherence.

- Control costs of supply and sales

Market Development & Brand Visibility-

- Increase brand visibility and market share by executing promotional activities.

- Ensure product availability and proper merchandising at retail outlets.

- Work with the marketing team to implement trade promotions and consumer engagement programs.

Team Management & Training-

- Recruit, train, and lead a team of Sales Officers / Executives.

- Monitor team performance and provide coaching for improvement.

- Set clear sales targets and review progress regularly.

Market Intelligence & Reporting-

- Conduct market research to track competitor activities and consumer trends.

- Analyze sales data and generate reports for management.

- Provide insights for new product launches and marketing initiatives.

Qualifications & Experience:

- Education: Bachelors/Masters degree in Business Administration, Marketing, or a related field.

- Experience: 7+ years of sales experience in the FMCG sector, with at least 2 years in a managerial role.

- Preferred Industry: FMCG (Food, Beverages, Personal Care, Household Products, etc.).

Working Conditions:

- Field work i.e. personal visit to retailers and distributors in own vehicle

- Document the work done in the sales force automation app

- Work with team members to enable them to cover outlets onboarded

- Report to Managing Director

Required Knowledge:

- FMCG Industry & Market Dynamics Understanding consumer behavior, competition, and demand-supply factors.

- Sales & Distribution Management Channel sales, primary & secondary sales, GT (General Trade), MT (Modern Trade).

- Retailer & Distributor Management Knowledge of distributor operations, margin structures, and inventory management.

- Sales Planning & Target Setting Ability to forecast and set achievable sales goals.

- Trade Marketing & Promotions Understanding consumer promotions, trade schemes, and merchandising.

- Basic Financial Knowledge Profit & loss, credit management, and ROI calculations.

- Legal & Compliance Knowledge of GST, invoicing, and regulatory norms in FMCG sales.

- Technology & Data Analytics Using CRM, DMS (Distributor Management System), Spreadsheets and sales dashboards.

Required Skills

- Sales & Negotiation Skills Closing deals, handling objections, and improving margins.

- Leadership & Team Management Motivating, training, and managing sales executives.

- Problem-Solving & Decision-Making Handling distributor issues, stock shortages, and competitor actions.

- Communication & Interpersonal Skills Engaging with distributors, retailers, and internal teams. Analytical & Strategic Thinking Interpreting sales data and making informed decisions.

- Time & Territory Management Prioritizing tasks and covering assigned regions effectively.

- Customer Relationship Management Building and maintaining strong relations with channel partners.

- Execution & Follow-Up Ensuring timely implementation of sales strategies and schemes.