Reliance - Area Sales Representative - PetroRetail

JOB DESCRIPTION :

AREA SALES REPRESENTATIVE - Petroleum Retail - RIL

1. JOB PURPOSE :

- To achieve set sales targets for MS/HSD/ALPG assigned for the Retail outlets (ROs) /Lube Distributors, Lube Carrying & Forwarding agents ( CFA) /Trans connect centres ( TCCs ) within his geographical area and thereby ensure attainment of overall top-line of the company by ensuring quality service and timely delivery.

2. PRINCIPLE ACCOUNTABILITIES :

EXPECTED END RESULTS :

1. To achieve set targets for MS/HSD/ALPG/ Lubes/TCC

2. CRM ( Customer relationship management ) and customer retention

3. RO Operations and marketing

4. Business development and Demand generation(DG) activities

5. Ensuring implementation of RIL fuel proposition to the customer, primary focus on Quality and quantity

6. Conducting regular audits of all ROs within his geographical area; follow up the audits with corrective action wherever required.

7. Understanding, dissemination and training of relevant RO staff on all fuel / non fuel SOPs related to ROs

MAJOR ACTIVITIES :

- Responsible for sales volume for all businesses (MS / HSD / ALPG / Lubricants / Mobile Dispensing Units [ MDU ] & Packed fuel container business [ PFC ]) within his geographical area.

- Responsible for profitable operation of Plaza at company flag ship retail outlets (Truck Stops) through Minimum Franchisee Fee ( MFF ) model.

- Responsible for established norms for customer service/ retention.

- Coordinate with Trans connect Agents (TCAs), Product Promoters for customer acquisition and activation / relationship management of Trans connect customers for fuel and non-fuel products, in his sales area.

- Responsible for collection, remittance and re-conciliation of cash collected at Company owned outlets by operators & Minimum franchisee fees paid by Plaza franchisee/s as per laid down commercial policies/ processes.

- Assist Retail outlet(RO) dealers in obtaining statutory licenses, approvals etc.

- Responsible for company owned retail outlets (COCO) related MIS reports and closing all system generated exception reports at Retail outlets (ROs) as per guidelines issued from time to time.

- Responsible for obtaining competitor sales / other marketing intelligence data in pursuance of better business opportunities for ROs/TCCs/Lube distribution/MDU & PFC business in his sales area.

- Conduct field visits and trading area surveys; identify potential sites for setting up new retail outlets ; conduct interviews and enrol dealers / operators / lube distributors / Lube CFA / Product promoters ( Lube & MDU/PFC business ) / TCA & Plaza franchisees.

- Responsible for marketing events and promotions as directed by State Head/state sales & operations manager /State Business Development manager.

- Conduct DG activities and ensure mechanic loyalty programme (MLP) implementation for Lubes in coordination with Lube Distributors/TCAs.

- In time communication of all SOPs and their updates to channel partners and RO staff.

- To coordinate between dealers and supply points for timely placement of indents and their execution so that there are no stock outs.

- Critical analysis of ROs showing excess product loss or gains.

- Ensuring all automation devices remain functional

- Upkeep maintenance and health of back up devices like UPS batteries, generator(DG) set etc. at Dealer ROs.

- Manpower deployment at ROs as per manning norms.

- All complaints, especially related to Quality & Quantity ( Q&Q ) from customers to be promptly investigated.

- To ensure All ROs adhere to meet statutory norms on nozzle delivery, density variations and retention samples of Tank Trucks ( TT).

- To draw random samples from ROs for quality / batch formation tests.

- To carry out all types of RO/Plaza audits as per the frequency notified in the guidelines

- To investigate any major irregularity and assist HO fuel services in fixing responsibility / ensuring resolution

- To act on Petroleum Network Operations Centre ( PNOC ) generated alerts/exceptions as per guidelines

- To close Key Management System (KMS) exceptions generated by PNOC and bridge the gaps in training of RO staff, if any, to prevent their recurrence.

- To expedite liquidation of audit points where action is required from channel partners/tracks/state office.

- To clarify all doubts on SOPs and their updates from the Subject Matter Experts (SMEs) at Head office.

- To observe adherence of SOPs at ROs and discus deviations with channel partners & RO staff.

- To test RO staff on their knowledge on SOPs and cross check through automation reports / RO registers / PNOC reports.

- To train all staff and channel partners / key persons of dealers on SOPs using all available tools of training.

- To institute buddy system at all ROs for them to handhold new staff till he gets trained.

- To seek feedback about progress in learning of SOPs by new staff on telephone / personal visits regularly.

- To ensure that all SOPs in soft and hard copies and their updates are always available at all ROs for quick reference.

- To conduct OJT (On the Job Training) type training for RO staff on regular basis and to share best practices in the area.

- Imparting Training to DSR- s, Dealers, Distributors on Product knowledge / competitor and own schemes.

4. MAJOR CHALLENGES :

- Achieve MS/HSD/Lubes/MDU & PFC sales targets in a highly competitive environment

- Keeping all Channel Partners motivated.

- Implementing Mechanic Loyalty Program ( MLP ) in the assigned sales area.

- Keeping Distributor/TCC Operations / Product promoters operations viable.

5. KEY DECISIONS :

- Provide Sales Plan for Placing of Indents of Lubricants, Monthly dispatch plan for MS & HSD.

- Retail outlet Dealer appointments, Operator appointments, Managing of Product Promoter (Lubricant & MDU/PFC business) / Lube Distributor & CFA appointments in Sales areas.

- Recommendation of Trade Discount & additional schemes to Lube Distributors & CFAs .

- Decide on the inventory levels of lubes to be maintained at COCO/TCC to avoid stock outs and non moving SKUs.

- Proposing termination/replacement of non performing channel partners to state head.

- Recommend for price support for key customers to gain the volume along with ensuring profitability.

6. DIMENSIONS :

- Annual Sales Volume ( MS / HSD / ALPG ) : KL

- Total No. of Retail Outlets under the AM( Nos.) : COCO - Nos, CODO - Nos, DODO - Nos.( Includes No.Under Constr. RO)

- Nos of Distributors handled

- Nof of CFAs handled

- No of Active Dealers Handled : ( Subject to ratification from Lube Team, HO)

- No of Active Mechanics

- No of Direct Customer handled

- MFF model Plaza handled

- Annual Lube sale Volume

- Annual MDU / PFC sales Volumes

- Annual Trans connect sales volumes

- No of active transconnect customers

- No. of product promoters ( MDU & PFC business ) handled : Nos.

7. SKILLS AND KNOWLEDGE :

PERSONAL CHARACTERISTICS & BEHAVIOURS :

- Excellent communication, Objection Handling & Negotiation, Multi Tasking Skills.

- Managerial, organizing and co-ordinaton skill.

- Analytical thinking and problem solving ability.

- Self-motivated and strong organizational skill.

- Strong interpersonal skill.

- Energy& passion to travel minimum 15 to 20 days in a month to increase the volume of sales of all products in the respective area.

- Interested candidates should have 60% & above in their academics