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 Chennai.

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