Position: Area Sales Manager – Channel Sales
Industry: FMEG / Electrical Products
Experience: 4–5 Years
Salary: ₹40,000 – ₹60,000 per Month + Performance Incentives + TA-DA
Location: Bengaluru, Karnataka
Department: Sales & Marketing
Reporting To: Sales Head / Regional Sales Manager
Job Purpose
The Area Sales Manager will be responsible for developing the assigned market, appointing and managing Dealers & Distributors, increasing retail sales, generating new business, strengthening channel relationships, and driving brand visibility in the territory.
The candidate will be expected to independently manage the territory through market visits, dealer/distributor development, retailer engagement, electrician meets, Nukkad Meets, product demonstrations and promotional activities.
Key Responsibilities1. Dealer & Distributor Development
- Identify potential Dealers and Distributors in the assigned territory.
- Conduct market mapping and identify untapped markets and business opportunities.
- Appoint new Dealers/Distributors as per company policy and business requirements.
- Develop and maintain strong relationships with existing Dealers and Distributors.
- Regularly visit channel partners to understand their requirements and business potential.
- Ensure adequate product availability, stock rotation and product range at the distributor/dealer level.
- Drive primary and secondary sales through the channel network.
- Support channel partners in achieving their monthly/annual sales targets.
- Resolve dealer/distributor issues related to orders, pricing, schemes, stock, delivery and payments in coordination with the concerned departments.
2. Retailer & Market Development
- Develop and strengthen the retail network in the assigned territory.
- Regularly visit electrical retail counters and understand market demand.
- Ensure proper product placement, visibility and display at retail outlets.
- Identify new retailers and convert them into active business partners.
- Monitor product movement, competitor presence, pricing and market trends.
- Ensure effective implementation of company schemes, offers and promotional activities at retail level.
3. Electrician & Influencer Engagement
- Identify and develop relationships with Electricians, Electrical Contractors, Technicians and other market influencers.
- Organise regular Electrician Meets / Contractor Meets.
- Conduct Nukkad Meets, product demonstrations and awareness activities.
- Explain product features, applications, benefits and competitive advantages.
- Encourage electricians and influencers to recommend and use company products.
- Build a strong Electrician/Influencer network for long-term brand growth.
4. Product Demonstration & Company Presentation
- Conduct product demonstrations for Dealers, Distributors, Retailers, Electricians and Contractors.
- Present the company's profile, product portfolio, quality standards, product benefits and business opportunities to channel partners.
- Communicate new product launches, schemes and promotional initiatives effectively.
- Collect market feedback regarding product quality, pricing, packaging, demand and competitor products.
- Share customer and market feedback with the Sales & Marketing team.
5. Sales & Business Development
- Achieve assigned monthly, quarterly and annual sales targets.
- Generate new business through regular market visits and relationship building.
- Develop territory-wise sales plans and execute them effectively.
- Increase sales through new dealer appointments, retailer expansion and secondary sales.
- Follow up on quotations, orders, outstanding payments and repeat business.
- Maintain healthy sales growth and customer relationships within the assigned territory.
6. Market Intelligence & Competition
- Monitor competitor products, prices, schemes, promotions and market activities.
- Track competitor dealer/distributor appointments and market expansion.
- Identify changing customer preferences and emerging market opportunities.
- Provide regular market intelligence reports to management.
- Suggest new products, schemes and promotional activities based on market requirements.
7. Reporting & PMS / CRM
- Maintain updated Dealer, Distributor, Retailer and Customer databases.
- Regularly update sales activities, customer visits, leads and follow-ups in PMS / CRM.
- Prepare daily/weekly/monthly sales and market visit reports.
- Maintain territory-wise sales pipeline and business development plans.
- Track dealer/distributor performance and target achievement.
- Ensure timely submission of all required reports to the reporting manager.
Key Performance Areas (KRA)
- Sales Target Achievement
- New Dealer & Distributor Appointment
- Retailer Network Development
- Primary & Secondary Sales Growth
- Territory Expansion
- Electrician / Contractor Meets
- Nukkad Meets & Product Demonstrations
- Product Placement & Retail Visibility
- Dealer / Distributor Relationship Management
- Collection & Outstanding Follow-up
- New Customer Acquisition
- Market & Competitor Intelligence
- PMS / CRM Reporting & Data Management
- Brand Promotion & Market Development
Required Skills & Qualifications
- Graduate / MBA in Sales, Marketing, Business Management preferred.
- 4–5 years of relevant experience in FMEG / Electrical / Lighting / Switchgear / Consumer Durables / Building Material or related industries.
- Proven experience in Dealer & Distributor Sales / Channel Sales.
- Good understanding of electrical retail and distribution markets.
- Existing market contacts with Dealers, Distributors, Retailers, Electricians and Contractors will be an advantage.
- Ability to conduct product demonstrations and market meetings.
- Good knowledge of MS Excel, MS Office and PMS/CRM.
- Strong market development and relationship-building skills.
- Willingness to undertake extensive travelling within the assigned territory.
- Self-driven, target-oriented and capable of working independently.
Preferred Candidate: A result-oriented FMEG/Channel Sales professional with strong dealer-distributor network, market development capability and field-sales experience, who can take ownership of the assigned territory and deliver sustainable sales growth.
Pay: ₹40,000.00 - ₹60,000.00 per month
Work Location: Remote
