Role Overview:

The ASM is responsible for driving area-level sales growth through active demand generation,

specifier engagement, and improvement in Kitchen Dealer and Brand Store productivity. The role focuses on generating leads from architects, interior designers, and modular kitchen partners, converting them through assigned channel partners, and ensuring commercial discipline and execution excellence across the area.

Duties and Responsibilities:

• Achieve assigned sales targets across Brand Stores and Kitchen Dealers within the area.

• Drive active lead generation through regular engagement with architects, interior designers, modular kitchen partners, and developers.

• Build and maintain a structured database of specifiers and generate monthly lead pipelines.

• Route qualified leads to assigned Brand Stores or Kitchen Dealers and track conversion.

• Increase sales throughput from existing Kitchen Dealers through focused account development.

• Identify underperforming dealers and implement structured corrective action plans.

• Support Kitchen Dealers in closing high-value projects through joint customer visits.

• Ensure Brand Stores effectively convert walk-ins into sales through structured follow-

up.

• Monitor average ticket size and drive premium product mix adoption.

• Conduct regular partner performance reviews and improvement planning sessions.

• Coordinate with warehouse teams to ensure timely order fulfilment.





• Track inventory gaps at partner outlets and recommend replenishment actions.

• Support onboarding of new Kitchen Dealers in identified growth pockets.

• Organise local specifier meets, product presentations, and networking initiatives.

• Maintain CRM discipline including lead tracking and conversion updates.

• Monitor receivables and coordinate follow-ups with Finance when required.

• Provide structured market intelligence on competition, pricing, and emerging opportunities.

Skill and Competence Requirement:

• 5–10 years of experience in area sales within premium home appliances, kitchen, bath,

lighting, or related sectors

• Solid network within architect, interior designer, and modular kitchen ecosystem preferred.

- Experience in Sales / Channel Sales / Dealer Management

• Experience in Home Appliances, Consumer Durable, Electronics, or related industries preferred • Strong knowledge of the Coimbatore market and surrounding areas

• Demonstrated experience in lead generation and project sales conversion

• Experience working with dealer and experience-centre-based distribution models

• Strong relationship management and negotiation capability

• Ability to drive dealer productivity and performance improvement

• Strong communication, presentation, and follow-up discipline

• High mobility and willingness to travel extensively within assigned area

📌 Area Sales Manager (Coimbatore)
🏢 Cheryl India
📍 Coimbatore