Area Sales Manager

Principal Accountability (Purpose of the Role)

• Drive readiness and expansion of the distributor and dealer network for the kitchen appliances category in Gujarat.

• Support channel setup across multibrand outlets and regional retail formats.

• Strengthen presence in the region through systematic subdealer expansion.

• Deliver primary sales targets (overall and categorywise).

• Ensure deployment of marketing collaterals and conduct training for channel partners.

• Lead overall category development across General Trade, Regional Retail, and the Kitchen Dealer channel.

2. Key Responsibilities

A. Channel Management

• Scan markets, conduct research, and identify/appoint potential distributors.

• Ensure availability and setup of marketing displays and collaterals before launch.

• Execute sales activation plans, BTL activities, channel partner meets, and brandbuilding initiatives.

• Maximize reach through improved Numeric and Weighted Distribution.

• Continuously track and improve distributor and dealer health metrics.

B. Sales & Collections

• Conduct frequent market visits ensuring visibility and availability of Crompton kitchen appliances.

• Achieve annual budgets and collection targets; implement ROD (Reduction of Outstanding Debts).

• Manage channel partners across GT, Modern Retail, Exclusive Brand Outlets, etc.

• Deliver monthly productwise and channelwise sales targets.

• • Improve premium product contribution within the category.
• • Drive business development with architects, builders, and interior contractors.

C. Operations

• Coordinate with Commercial teams, C&F partners, and warehousing for seamless operations.

• Ensure timely stock liquidation and maintain minimum stock levels as per forecast.

• Lead process improvement initiatives and ensure adoption of digital tools (Field Assist, Dealer Portal, Leaderboard, Training Portal).

• Address retailer service requirements, SLA escalations, customer issues, and sales staff training needs.

• Prepare and publish daily, weekly, and monthly MIS on assigned vs. achieved targets.

• Facilitate strong crossfunctional collaboration with Sales, Service, Finance, Logistics, etc.

D. People & Partner Engagement

• Motivate and engage dealers/retailers to achieve sales quotas; evaluate their performance.

• Train and monitor offrole employees (e.g., instore promoters) within the city.

E. Market Development

• Consolidate and share monthly and quarterly market feedback on products.

• Provide insights on new product opportunities, competition mapping, and forecasting analytics to management.

3. Key Performance Indicators (KPIs)

• Channelwise sales achievement (%)

• Sales growth in the assigned territory

• Dealer activation (%)

• ROD reduction and collection efficiency

• Market activation reach vs. plan (%)

• Focus product target achievements (%)

• Engagement scores (offrole teams and retailers)

4. Key Stakeholders

Internal

• Branch Sales Teams (RSMs)

• Regional Support Functions – Service, Finance, Logistics

External

• Channel Partners

• Channel Financier PointofContact

5. Desired Personal Attributes

• Execution excellence

• Strong communication & negotiation skills

• Relationship & stakeholder management

• Personal leadership

• Innovation mindset

• Analytical thinking & problemsolving abilities