JOB DESCRIPTION & R&R
SALES EXECUTIVE (SALES, CONVERSION & COLLECTION)
Department: Sales
Position: Sales Executive
Reporting To: Sales Head
Functional Coordination: MIS / Cashier
Location: Field (Market) & Office – RS Roasted Gram Mills
1. JOB PURPOSE
The Sales Executive is responsible for converting assigned customers into regular buyers, achieving sales targets, collecting payments on time, maintaining customer relationships, and ensuring strict reporting discipline.
This role directly owns revenue generation and cash flow in the assigned territory.
Excuses do not matter. Numbers do.
2. WORKING HOURS & DISCIPLINE
Field Time: From 10:00 AM (Monday to Saturday)
Office Review: Till completion of end-of-day review (approx. 7:30 PM)
Additional hours: As required to meet sales & collection goals
Daily Discipline (Non-Negotiable)
- Must wear ID card & badge
- Must carry collection bag, rate pad, receipt roll, samples, notebook
- Mobile phone & printer must be fully charged
- Two-wheeler documents mandatory: DL, RC, Insurance, Helmet
- Mandatory CRM check-in & check-out:
- From home
- Every valid shop visit
- Office
- Post first shop selfie with daily goals (bags & collection)
- Post last shop selfie before leaving market
- Must attend end-of-day office review
Failure = performance issue.
3. ROLE BOUNDARY (STRICT)
SALES EXECUTIVE CAN DO
- Convert assigned customers into orders
- Take repeat orders from existing customers
- Negotiate only within approved rate structure
- Discuss and follow approved credit terms
- Collect cash and cheques
- Maintain customer relationships
- Handle repeat and growth orders
- Provide reference-based enquiries from existing customers
SALES EXECUTIVE CANNOT DO
- Cold prospecting without assignment
- Independent marketing lead generation
- Duplicate Marketing team visits
- Change price or credit terms
- Hold cash or cheques overnight
- Hide complaints, shortages, or issues
4. KEY ROLES & RESPONSIBILITIES
A. SALES & CONVERSION
- Visit customers strictly as per assigned route
- Convert customers into regular billing parties
- Follow company pricing & discount policy
- Record all orders accurately in CRM
- If no order is taken, mandatory reason entry in CRM (price/quality/service/timing)
Minimum weekly conversion ratio: 60%
(Orders ÷ Valid shop visits)
B. CUSTOMER VISIT PROCESS
- Greet customers professionally
- Update shop details, outstanding balance
- Collect market feedback
- Observe competitor activity
- Handle cash carefully; verify notes
C. COLLECTION & CREDIT DISCIPLINE (CRITICAL)
- Achieve assigned collection target
- Visit all shops as per CRM list (not only collection list)
- Complete maximum collections before lunch
- Collect cash & cheques responsibly
- Verify cheques:
- Date (max 2 days)
- Amount
- Party name
- Signature
- Hand over:
- Cash → Cashier
- Cheques → Authorized staff
- Never hold cash or cheques overnight
Rule:
Sales without collection = failure
D. PARTY MANAGEMENT & RECOVERY
- Work on Red / Yellow / Green party classification
- Focus on:
- High overdue value parties
- Inactive / lost customers (30 / 60 / 90 days)
- Stop supply to defaulters only as per Sales Head instruction
- Follow credit policy strictly
E. CUSTOMER SERVICE & ISSUE HANDLING
- Handle and report immediately:
- Quality complaints
- Delivery delays
- Bill cancellations
- Receipt differences
- Goods returns
- Escalate via:
- CRM
- WhatsApp Complaints Group (with photos if required)
Hiding issues is a serious violation.
F. CRM & REPORTING DISCIPLINE
- Daily CRM update without fail
- Maintain accurate customer master data (address/phoneno/gst)
- Submit Day-End Report:
- Sales target vs achievement
- Collection target vs achievement
- Conversion %
- Issues & feedback
- Respond promptly to tagged instructions
5. DAILY / WEEKLY / MONTHLY RESPONSIBILITIES
Daily
- Submit Daily KPI
- Submit KPI via WhatsApp Group.
- Submit Day End Report (Sales Goal vs Achieved, Collection Goal vs Achieved, Conversions, References, Feedback, Complaints).
- Respond properly to WhatsApp messages tagged to you.
- Post marketing posters via WhatsApp broadcast
Weekly
- Attend Sales review meeting
- Submit:
- Weekly sales vs target
- Weekly collection vs target
- Conversion ratio
- Overdue movement
Monthly
- Monthly sales & collection achievement
- Monthly KPI submission
- Performance review
- Incentive eligibility only if:
- Sales target achieved
- Collection discipline maintained
- Reporting compliance = 100%
6. KEY PERFORMANCE INDICATORS (KPIs)
- Sales achievement %
- Collection achievement %
- Conversion ratio %
- Credit days adherence
- Overdue reduction
- Cash vs credit mix
- CRM & reporting compliance
- Discipline & attendance
- Route adherence
7. AUTHORITY & LIMITATIONS
Sales Executive CAN
- Take orders within approved limits
- Collect payments
- Follow up assigned customers
Sales Executive CANNOT
- Approve credit independently
- Change rates or terms
- Bypass Sales Head / Cashier
- Retain cash, cheques, or information
8. NOTICE PERIOD
- Within 1 year of joining: 1 month
- After completing 1 year: 3 months
9. FINAL OWNER RULE
The Sales Executive is fully accountable for:
- Conversion
- Collection
- Discipline
- Reporting
Pay: ₹12,000.00 - ₹18,000.00 per month
Willingness to travel:
Work Location: In person
