JOB DESCRIPTION – AREA SALES EXECUTIVE
Department: Sales & Marketing
Industry: Electrical Switches / Switches & Accessories / Electrical Products
Designation: Area Sales Executive (ASE)
Reporting To: Area Sales Manager / Regional Sales Manager
Location: [Location]
Experience: 2–5 Years
Employment Type: Full-Time
Job Purpose
The Area Sales Executive will be responsible for driving sales of electrical switches, sockets, accessories and related electrical products within the assigned territory. The role involves developing the dealer/distributor network, generating secondary sales, appointing new channel partners, conducting regular market visits, and achieving monthly sales and collection targets.
Key Responsibilities
- Achieve assigned monthly and annual sales targets for the territory.
- Develop and maintain a strong network of Distributors, Dealers, Retailers and Electrical Shops.
- Identify and appoint new dealers/distributors in uncovered or high-potential markets.
- Generate primary and secondary sales through regular market visits.
- Conduct regular dealer and retailer visits as per the approved beat plan.
- Generate orders from existing and new channel partners.
- Promote electrical switches, sockets, plates, accessories and newly launched products.
- Improve product visibility, display and availability at dealer and retailer outlets.
- Build relationships with Electricians, Contractors, Builders, Architects and other influencers to generate business opportunities.
- Conduct electrician/dealer meets and product demonstrations whenever required.
- Monitor competitor activities including pricing, schemes, new products, dealer margins and market presence.
- Provide regular market intelligence and competitor updates to management.
- Ensure timely payment collection and outstanding follow-up from customers.
- Coordinate with distributors/dealers for stock availability and movement.
- Identify slow-moving products and support initiatives to improve secondary movement.
- Prepare and submit Daily Sales Reports (DSR), Beat Plans, Tour Plans and Monthly Sales Reports.
- Maintain accurate records of dealer visits, orders, collections and market development activities.
- Coordinate with the Sales Manager, Sales Coordinator, Dispatch and Accounts teams for smooth order execution.
- Handle dealer/customer concerns and ensure timely resolution.
- Travel extensively within the assigned territory as required.
Key Performance Indicators (KPIs)
- Monthly Sales Target Achievement
- Collection Target Achievement
- Primary & Secondary Sales Growth
- New Dealer/Distributor Appointments
- Active Dealer & Retailer Count
- Product Range / SKU Penetration
- Market Coverage & Beat Productivity
- Outstanding / Overdue Control
- New Market Development
- Dealer & Electrician Engagement
Candidate Profile
- Education: Graduate / Diploma / MBA preferred.
- Experience: 2–5 years of field sales experience.
- Candidate should preferably have experience in Electrical Switches, Modular Switches, Switchgear, Wires & Cables, Lighting, Fans or other electrical products.
- Strong understanding of dealer-distributor-retailer sales channels.
- Good knowledge of the assigned territory and local electrical market.
- Strong negotiation, relationship-building and sales closing skills.
- Should be comfortable with extensive field travel.
- Basic knowledge of Excel, WhatsApp reporting and sales/attendance applications.
- Two-wheeler and valid driving licence preferred.
Preferred Industry Background
Candidates currently working with companies dealing in modular switches, electrical accessories, switchgear, wires & cables, lighting, fans, MCBs or other building electrical products will be preferred.
Skills Required
Channel Sales | Dealer Development | Distributor Management | Secondary Sales | Territory Sales | Market Development | Electrical Products | Collection Management | Retailer Development | Beat Planning | B2B Sales | Field Sales
Pay: ₹12,527.17 - ₹42,476.74 per month
Benefits:
Work Location: In person
