Area Sales Manager

A. Sales Target & Business Achievement

• Achieve monthly, quarterly and annual sales targets assigned by management.
• Drive primary sales, secondary sales, case volume and revenue growth.
• Prepare territory-wise and distributor-wise sales plans.
• Monitor daily sales performance against targets and take corrective action.
• Focus on the company's complete product portfolio, including applicable water pack sizes and beverage SKUs.
• Identify sales gaps and implement action plans to achieve business objectives.

B. Distributor Management

• Appoint distributors and develop an effective distribution network in the assigned territory, subject to company approval.
• Maintain strong working relationships with existing distributors.
• Review distributor sales, stock availability, outstanding payments and market coverage.
• Ensure distributors maintain adequate stock of fast-moving products.
• Monitor distributor performance and prepare improvement plans for underperforming distributors.
• Resolve distributor complaints and coordinate with management for commercial approvals.
• Ensure compliance with company policies regarding credit limits, pricing and schemes.

C. Secondary Sales & Market Development

• Ensure regular product sales from distributors to retailers and other approved outlets.
• Increase product availability across general trade, retail shops, grocery stores, restaurants, hotels, institutions and other relevant channels.
• Develop new outlets and reactivate inactive counters.
• Monitor retailer demand, competitor activities, market pricing and product movement.
• Identify new business opportunities and expand the company's presence in the assigned area.
• Ensure effective execution of approved sales schemes and promotional activities.

D. Sales Team Management

• Manage and guide Sales Officers, PSRs and other assigned sales personnel.
• Allocate territories, beat plans, daily targets and outlet coverage responsibilities.
• Conduct regular market visits with team members.
• Monitor attendance, punctuality, productivity and field performance.
• Review daily sales, productive calls, new outlets, collections and secondary sales.
• Provide coaching, product knowledge and selling-skills training.
• Evaluate employee performance and recommend incentives, training or corrective action as per company policy.

E. Market Visit & Retailer Relationship Management

• Conduct regular field visits with distributors and sales team members.
• Verify actual retail sales, stock availability, product visibility and retailer feedback.
• Ensure the sales team follows approved beat plans and market visit schedules.
• Build relationships with retailers, wholesalers, key accounts and distributors.
• Check competitor pricing, schemes, product placement and market activities.
• Report market issues and recommend practical solutions to management.

F. Primary Sales, Orders & Dispatch Coordination

• Prepare distributor-wise order plans based on sales targets and stock requirements.
• Coordinate with distributors, Stores, Dispatch and Accounts for order processing.
• Monitor order booking, invoicing, dispatches and delivery-related issues.
• Ensure primary sales are supported by genuine market demand and appropriate stock rotation.
• Avoid unnecessary channel loading and excessive distributor inventory.
• Coordinate with the concerned department to resolve shortages, delayed deliveries and damaged-stock complaints.

G. Payment Collection & Outstanding Control

• Monitor distributor outstanding balances and overdue payments.
• Prepare collection plans and follow up on pending invoices.
• Ensure payments are deposited through approved company channels.
• Coordinate with Accounts/Finance for ledger reconciliation and payment confirmation.
• Ensure sales and credit transactions remain within approved company limits.
• Escalate overdue accounts and potential credit risks to management.
• Do not promise unauthorized credit extensions, discounts or adjustments.

H. Target Planning & Performance Monitoring

• Prepare daily, weekly and monthly sales plans.
• Monitor target versus achievement for each distributor, Sales Officer and PSR.
• Review case sales, revenue, active distributors, productive outlets and market coverage.
• Identify low-performing territories and implement corrective measures.
• Prepare forecasts and communicate expected sales, stock and dispatch requirements.
• Track approved incentive slabs and recommend eligible payouts based on verified performance.

I. Product Availability, Stock & Market Hygiene

• Monitor distributor stock levels, expiry risks where applicable, damaged goods and slow-moving products.
• Coordinate stock replenishment based on realistic market demand.
• Ensure products are handled, stored and displayed appropriately.
• Report packaging defects, leakage, quality complaints or customer concerns immediately.
• Coordinate with Quality Control and management regarding product complaints and approved replacements or adjustments.
• Ensure only authorized product claims, prices and promotional material are communicated to the market.

J. Competitor Analysis & Market Intelligence

• Track competitor sales activities, prices, retailer schemes and product launches.
• Identify emerging markets, high-potential outlets and distribution gaps.
• Collect market feedback on pricing, product quality, packaging and customer preferences.
• Submit actionable competitor and market intelligence reports to management.
• Recommend strategies to improve sales volume, market share and distributor profitability.

K. Sales Administration & Reporting

• Maintain accurate sales records and distributor-wise performance data.
• Submit daily sales reports, secondary sales reports and collection updates.
• Maintain outlet coverage, beat plans, distributor records and market visit reports.
• Prepare monthly territory performance and target achievement summaries.
• Maintain records of schemes, approved expenses, stock issues and customer complaints.
• Ensure timely and accurate reporting through the company's prescribed systems, including FieldAssist where applicable.
• Ensure all sales orders, market visits and expense claims are genuine and properly documented.

L. Customer Service & Complaint Resolution

• Address retailer and distributor concerns promptly.
• Coordinate with Quality, Dispatch and Accounts to resolve product, delivery, billing and payment issues.
• Escalate product quality complaints and follow the approved complaint-handling procedure.
• Maintain professional relationships with channel partners.
• Protect the company's reputation and ensure ethical market practices.

4. KEY PERFORMANCE INDICATORS (KPI)Sr. No.KPIMeasurement1Sales Target AchievementActual sales versus assigned target2Secondary Sales GrowthVerified distributor-to-market sales3Distributor DevelopmentActive and productive distributors4Market ExpansionNew outlets and active retail counters5Sales Team ProductivityTarget achievement and field performance6Market CoveragePlanned versus actual outlet coverage7Collection PerformanceCollections against amounts due8Outstanding ControlOverdue balances and credit discipline9Product AvailabilityStock availability and reduced stock-outs10Reporting DisciplineTimely and accurate sales reports11Market DevelopmentGrowth in productive outlets and territory business12Customer ServiceTimely resolution of distributor and retailer issues5. DAILY, WEEKLY & MONTHLY RESPONSIBILITIESDaily Responsibilities

• Review sales targets and previous-day performance.
• Check sales team attendance and field activity.
• Monitor distributor orders, secondary sales and collections.
• Conduct market visits and review outlet coverage.
• Resolve urgent distributor, retailer and delivery issues.
• Submit daily sales and collection reports.

Weekly Responsibilities

• Review distributor-wise and employee-wise performance.
• Conduct joint market visits with sales team members.
• Review outstanding payments and collection commitments.
• Assess new outlet development and inactive distributor performance.
• Prepare corrective action plans for underperforming territories.

Monthly Responsibilities

• Achieve assigned monthly sales targets.
• Prepare monthly sales and territory performance reports.
• Review distributor productivity, secondary sales and outstanding balances.
• Evaluate team performance and incentive eligibility.
• Submit the next month's sales plan, forecast and market development strategy.
• Review competitor activities and recommend territory expansion.
• 6. QUALIFICATION & EXPERIENCEGraduate in any discipline; an MBA in Sales/Marketing is preferred.
• Relevant experience in FMCG, beverages, packaged drinking water or general trade sales.
• Experience in distributor handling, secondary sales, team management and collections.
• Strong communication, negotiation, planning and leadership skills.
• Working knowledge of MS Excel, sales reporting and field-sales applications.
• Ability to travel regularly within the assigned territory.

7. AUTHORITY & ACCOUNTABILITYThe ASM is accountable for assigned territory sales, distributor performance, team productivity, market coverage, collection follow-up and timely reporting.

The ASM may recommend distributor appointments, sales schemes, credit limits, market expenses and team incentives; all approvals must follow the company's delegated authority and policies.

The ASM must ensure accurate reporting, ethical sales practices, proper stock management and effective coordination with management and support departments.