Position Overview:

We are seeking a dynamic and result-oriented General Manager - Sales to lead and scale both Machinery Sales and Silage Business operations. The role requires strong expertise in dealer development, distribution expansion, institutional sales, rural market penetration, team leadership, and P&L accountability.

The ideal candidate will have 15 - 25 years of experience in Agri-machinery, tractors, farm equipment, cattle feed, silage, agri-inputs, or allied sectors, with proven leadership experience at regional/national level.

Key Responsibilities:

1. Sales Strategy & Business Growth:

- Develop and execute national sales strategy for agricultural machinery and silage products.

- Drive volume growth, revenue expansion, and profitability.

- Identify new business opportunities including institutional sales (dairy farms, contractors, FPOs, large farmers).

- Lead product positioning, pricing strategy, and go-to-market planning.

2. Channel & Dealer Network Development:

- Appoint, expand, and manage distributor and dealer network across territories.

- Strengthen channel profitability and ensure dealer financial discipline.

- Implement structured dealer performance review systems.

- Ensure effective inventory management and secondary sales tracking.

3. Silage Business Expansion:

- Develop silage demand in dairy clusters and livestock-dense regions.

- Drive contractor model development for silage harvesting & supply.

- Promote mechanized silage solutions integrated with machinery sales.

- Manage seasonal planning and demand forecasting.

4. Team Leadership & Performance Managementr

:- Lead Regional Sales Managers, Territory Managers, and field sales teams.

- Set monthly/quarterly targets and monitor achievement.

- Build high-performance sales culture with strong review mechanisms.

- Conduct training programs for product knowledge and sales effectiveness.

5. Sales Planning, Forecasting & P&L Management:

- Prepare annual business plans, territory budgets, and sales forecasts.

- Monitor sales collection and receivables management.

- Drive working capital efficiency and ensure timely collections.

- Analyze market trends, competitor strategies, and pricing dynamics.

6. Branding & Market Development:

- Lead promotional campaigns, dealer meets, farmer meetings, and demonstrations.

- Organize melas, field demos, and product launches.

- Strengthen brand visibility in rural and semi-urban markets.

Key Performance Indicators (KPIs):

- Revenue growth (Machinery & Silage separately and combined)

- Dealer network expansion

- Market share growth in key states

- Collection efficiency & reduction in overdue receivables

- EBITDA improvement

- Institutional sales growth

Eligibility:

Education:

- MBA in Sales/Marketing / Agri Business Management preferred

- B.Sc. Agriculture / B.Tech Agri / Engineering preferred

Experience:

15 - 25 years of experience in:

- Agricultural machinery / tractors / farm implements

- Silage / cattle feed / agri-inputs

- Rural sales & distribution

- Minimum 5-8 years in senior leadership role (GM / DGM / Regional Head).

- Proven track record of dealer appointment & network scaling.

- Experience in P&L ownership and multi-state sales management.

Key Competencies:

- Strategic Sales Planning

- Channel & Distribution Management

- Rural Market Expertise

- Institutional & Key Account Management

- Budgeting & Forecasting

- Team Leadership & Coaching

- Negotiation & Commercial Acumen

- Product Launch & Market Development

Preferred Background:

Candidates with experience in companies dealing with:

- Farm equipment & tractors

- Silage / dairy feed / fodder solutions

- Agri business & rural distribution networks