Area Sales Manager

Area Sales Manager (ASM) – General Trade (GT)

Department: Sales – General Trade (GT)

Reporting To: Regional Sales Manager (RSM) / State Sales Manager

Location: Assigned Territory

Job Purpose

Drive sales growth, strengthen the distribution network, and achieve primary and secondary sales targets by effectively managing distributors, retailers, and the frontline sales team within the assigned territory.

Key Responsibilities

• Achieve monthly, quarterly, and annual sales targets.
• Manage primary, secondary, and tertiary sales.
• Appoint, develop, and monitor distributors.
• Expand numeric and weighted distribution.
• Increase product availability and visibility across GT outlets.
• Lead, coach, and monitor Sales Officers/Territory Sales Executives.
• Conduct regular market visits and joint working with the sales team.
• Execute trade schemes, promotions, and new product launches.
• Monitor competitor activities and recommend corrective actions.
• Ensure distributor stock norms, claim settlements, and collections.
• Prepare sales forecasts, market reports, and business reviews.
• Maintain discipline in beat planning and route productivity.
• Build strong relationships with key retailers and wholesalers.
• Ensure compliance with company policies and reporting systems.

Key Performance Indicators (KPIs)

• Sales target achievement
• Distribution expansion
• Outlet coverage
• Market share growth
• Team productivity
• Distributor ROI
• Collections and outstanding control
• New product distribution
• Retail visibility and merchandising

Qualifications

• Graduate (MBA preferred)
• 5–8 years of FMCG General Trade sales experience
• Experience handling distributors and sales teams
• Strong communication, negotiation, and leadership skills
• Proficiency in Excel and sales automation/DMS tools.

Skills Required

• Distributor Management
• Team Leadership
• Territory Management
• Sales Planning & Forecasting
• Channel Development
• Retail Execution
• Negotiation Skills
• Analytical & Problem-Solving Ability
• Relationship Management