Sales Manager

Sales Target Achievement

• Achieve monthly, quarterly and annual sales targets for ghee products.
• Develop territory-wise sales plans to achieve volume and revenue objectives.
• Monitor actual sales against targets and take corrective action wherever required.
• Drive both primary and secondary sales.

Distributor & Dealer Management

• Appoint and develop distributors/dealers in assigned territories.
• Maintain strong relationships with distributors and channel partners.
• Monitor distributor stock, sales, outstanding payments and order cycles.
• Ensure adequate stock availability and timely replenishment.
• Resolve distributor-related issues and commercial queries.

Market Expansion

• Identify new markets, territories and business opportunities for ghee products.
• Expand the distributor and retailer network.
• Increase product reach across general trade, wholesale and other relevant channels.
• Identify high-potential markets and develop territory-specific sales strategies.

Retail & General Trade Sales

• Increase availability of ghee products across retail outlets.
• Ensure proper product placement, visibility and merchandising.
• Develop relationships with key retailers and wholesalers.
• Monitor outlet-wise sales and improve productive outlet coverage.
• Ensure regular market visits and effective sales execution.

Team Management

• Lead and manage Sales Officers, Sales Executives and field sales staff.
• Allocate territories and targets to team members.
• Monitor daily field activity, outlet coverage and sales productivity.
• Conduct regular sales review meetings.
• Train and motivate the sales team to improve performance.
• Take corrective action in case of continuous underperformance.

Market & Competitor Analysis

• Monitor competitor ghee brands, pricing, pack sizes, schemes and promotions.
• Track market trends, customer preferences and competitor activities.
• Provide regular market intelligence and recommendations to management.
• Identify opportunities for improving the company's market position.

Product & Brand Promotion

• Drive sales of all approved ghee SKUs and pack sizes.
• Ensure effective execution of promotional campaigns and trade schemes.
• Support new product/pack-size launches.
• Ensure proper communication of product benefits and pricing to the sales team and channel partners.

Sales Collection & Outstanding Management

• Monitor distributor and customer outstanding.
• Ensure timely collection of payments.
• Control overdue accounts and coordinate with Finance where required.
• Ensure sales are generated within approved credit limits and commercial policies.
• Stock & Expiry ManagementMonitor distributor and market stock levels.
• Ensure proper stock rotation using FIFO/FEFO principles where applicable.
• Minimize expiry, damage and product returns.
• Coordinate with the supply chain/dispatch team to maintain optimum stock availability.
• MIS & ReportingPrepare daily, weekly and monthly sales reports.
• Submit target vs. achievement reports.
• Prepare distributor-wise and territory-wise sales reports.
• Track primary and secondary sales.
• Report market coverage and new outlet additions.
• Submit competitor activity and market feedback reports.
• Provide regular sales forecasts to management.
• Customer Relationship ManagementDevelop and maintain relationships with distributors, wholesalers, retailers and key customers.
• Address customer complaints and coordinate with relevant departments for timely resolution.
• Collect market feedback regarding product quality, packaging, pricing and customer preferences.
• Cross-Functional CoordinationCoordinate with Production and Supply Chain teams for product availability.
• Coordinate with Finance regarding collections and outstanding.
• Coordinate with Marketing for promotional activities and brand visibility.
• Coordinate with Quality/Plant teams regarding product-related market feedback or complaints.

Key Performance Indicators (KPIs)Monthly sales target achievement %

• Revenue growth
• Ghee sales volume growth
• Primary vs. secondary sales
• Distributor productivity
• New distributor additions
• New outlet additions
• Market coverage %
• Collection efficiency
• Outstanding control
• Product availability
• Expiry/return percentage
• Sales team productivity
• Territory-wise growth
• Customer/distributor retention