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Position Summary
The Area Sales Manager (ASM) is responsible for driving sales growth, market share, and distribution performance within the assigned territory by leading and developing the Sales Executive team. The role ensures effective execution of sales strategies, excellent outlet coverage, strong customer relationships, merchandising excellence, and achievement of business targets while maintaining company standards and policies.
Key Responsibilities
1. Sales Execution & Territory Management
- Lead daily field visits with Sales Executives to ensure effective execution of the 8-Step Sales Call process.
- Maximize sales opportunities through effective order taking, merchandising, negotiation, and outlet servicing.
- Ensure all assigned outlets receive proper sales coverage according to the route plan.
- Monitor territory performance and identify opportunities to improve distribution and sales productivity.
- Ensure product availability and visibility in all assigned outlets.
2. Sales Performance Management
- Deliver monthly, quarterly, and annual sales volume, revenue, and market share targets.
- Monitor daily sales performance and implement corrective actions where necessary.
- Analyze sales reports and identify growth opportunities.
- Develop action plans to improve underperforming territories.
- Conduct regular sales meetings to review team performance.
3. Team Leadership & People Development
- Lead, coach, and develop Sales Executives to achieve high performance.
- Conduct field coaching and provide regular performance feedback.
- Evaluate team performance and recommend promotions, transfers, disciplinary actions, or development plans.
- Build a high-performance sales culture focused on accountability and continuous improvement.
- Ensure compliance with company policies and sales procedures.
4. Distribution & Outlet Management
- Expand product distribution and improve outlet coverage.
- Ensure all key outlets maintain adequate stock levels.
- Develop strong relationships with distributors, agents, wholesalers, retailers, and key customers.
- Resolve customer issues promptly to maintain high service standards.
- Identify new business opportunities within assigned territories.
5. Trade Marketing & Brand Execution
- Execute trade marketing campaigns according to company standards.
- Ensure merchandising materials are properly displayed and maintained.
- Negotiate outlet visibility, branding, displays, and promotional activities.
- Monitor execution quality of all marketing campaigns.
- Manage Brand Promoter deployment effectively to maximize sales performance.
6. Distributor & Agent Management
- Monitor distributor sales performance and ensure achievement of assigned targets.
- Support distributors in route planning and order management.
- Review distributor inventory levels regularly.
- Verify promotional claims, free goods (gratis), rebates, and incentive claims according to company policy.
- Strengthen long-term business partnerships with distributors and agents.
7. Market Intelligence
- Monitor competitor activities, pricing, promotions, and new product launches.
- Gather customer insights and market trends.
- Provide recommendations to improve competitive advantage.
- Report market opportunities and risks to management.
8. Reporting & Business Planning
- Prepare daily, weekly, and monthly sales reports.
- Submit accurate sales forecasts.
- Analyze territory performance using sales data.
- Present business updates and improvement plans to management.
- Ensure timely submission of all required reports.
9. Customer Relationship Management
- Build strong relationships with key customers, distributors, and business partners.
- Maintain excellent customer service standards.
- Resolve customer complaints effectively.
- Ensure long-term customer satisfaction and loyalty.
10. Compliance & Operational Excellence
- Ensure compliance with company policies and Standard Operating Procedures (SOPs).
- Maintain accurate documentation and sales records.
- Support internal audits and compliance activities.
- Perform additional duties assigned by management.