Job Description – Sales Manager (Ethiopia/Lubumbashi/Cameroon)

Designation

Sales Manager – Ethiopia / Cameroon

Location

Ethiopia/Cameroon

Department

International Business / Exports

Reporting To

Export Head – Mumbai, India

Business Focus

Diesel Generator Sets (DG Sets), Kirloskar-branded gensets, and associated power generation products

Qualification

B.E. / B.Tech. in Electrical or Mechanical Engineering

Experience

7–12 years in sales and/or service of diesel generator sets, capital equipment, or power generation products

2. Job Objective

To establish, develop, and expand Goel Power Engineers LLP's business in Ethiopia, with a primary focus on marketing and selling Kirloskar-branded diesel generator sets and other power generation products.

The Sales Manager will be responsible for conducting a comprehensive market analysis, developing a strong distributor network across Ethiopia, identifying business opportunities, generating sales enquiries, and establishing a sustainable sales and after-sales service ecosystem.

The position requires a commercially driven professional with sound technical knowledge of diesel generator sets, strong business development capabilities, and the ability to establish and manage distributor relationships in a new market.

3. Key Roles and Responsibilities

A. Market Research and Business Development

1. Conduct a comprehensive market analysis of the diesel generator set industry in Ethiopia.
2. Assess the overall market size, demand, growth potential, competitive landscape, and key customer segments.
3. Identify major competitors, their brands, product ranges, pricing strategies, market positioning, distribution channels, and service capabilities.
4. Study customer preferences, prevailing market prices, technical requirements, import duties, applicable regulations, and relevant certification requirements.
5. Identify potential business opportunities across the following segments:

• Industrial and manufacturing units
• Construction and infrastructure projects
• Real estate and commercial buildings
• Hotels and hospitality projects
• Hospitals and healthcare facilities
• Banks and financial institutions
• Data centres and IT infrastructure
• Telecom and communication infrastructure
• Government and public-sector projects
• Agriculture, mining, and other power-intensive industries

1. Prepare a comprehensive Ethiopia market-entry report, including market potential, target customer segments, competitor analysis, pricing benchmarks, and recommended business strategies.
2. Develop an annual business plan with sales targets, product-wise sales projections, distributor development plans, and market expansion strategies.

B. Establishment and Development of the Distributor Network

1. Identify, evaluate, and appoint suitable distributors and business partners across Ethiopia for Goel Power products, particularly Kirloskar-branded diesel generator sets.
2. Develop a countrywide distributor network covering major commercial and industrial centres, including Addis Ababa and other strategically important regions.
3. Evaluate potential distributors based on:

• Financial strength and creditworthiness
• Existing customer base and market reputation
• Sales and marketing capabilities
• Technical expertise and experience
• Existing business in DG sets or capital equipment
• Geographical coverage
• Service infrastructure and manpower

1. Negotiate commercial terms and coordinate with the Export Head in Mumbai for distributor appointment and finalisation of agreements.
2. Develop separate but coordinated channel capabilities for:

• Sales distributors: Customer acquisition, enquiry generation, sales, order booking, and market development.
• Service distributors: Installation, commissioning, maintenance, warranty support, repairs, and spare-parts availability.

1. Establish clear sales territories, business targets, performance indicators, and reporting systems for distributors.
2. Continuously monitor distributor performance and take corrective action to improve sales, customer coverage, and market penetration.

C. Development of Distributor Sales Teams

1. Guide and support sales distributors in recruiting and developing their local sales teams.
2. Help distributors define sales-team structures, territories, customer segments, and individual sales responsibilities.
3. Train distributor sales personnel on:

• Goel Power and Kirloskar brand positioning
• Product range and technical specifications
• DG set sizing and application requirements
• Customer requirement identification and load assessment
• Competitor comparison and product differentiation
• Quotation preparation and commercial negotiation
• Enquiry follow-up and order conversion
• Customer relationship management

1. Develop sales strategies for generating enquiries from consultants, contractors, EPC companies, OEMs, industries, and institutional customers.
2. Conduct regular joint customer visits with distributor sales teams to develop major accounts and close business opportunities.
3. Establish a systematic sales pipeline management process, including enquiry tracking, quotation follow-up, order forecasting, and lost-order analysis.
4. Ensure that distributors maintain adequate product knowledge and actively promote Goel Power and Kirloskar products in their respective markets.

D. Development of After-Sales Service Infrastructure

1. Identify and develop suitable service distributors or service partners to provide countrywide after-sales support.
2. Guide service distributors in establishing a professional service organisation with adequate manpower, tools, equipment, and infrastructure.
3. Assist in setting up service workshops at strategically located centres to ensure timely customer support.
4. Guide distributors in recruiting and developing service engineers, technicians, and workshop personnel.
5. Develop service capabilities for:

• Installation and commissioning
• Preventive maintenance
• Breakdown maintenance and troubleshooting
• Warranty service and claim coordination
• Spare-parts identification and supply
• Customer complaint resolution
• DG set inspection and performance assessment

1. Ensure service personnel receive appropriate technical training on Kirloskar engines, DG set systems, and associated equipment.
2. Help establish service response procedures, escalation mechanisms, maintenance schedules, and customer complaint tracking systems.
3. Monitor service quality, response time, first-time resolution