Role Purpose The Area Sales Head (ASH) is responsible for franchise acquisition, territory expansion, and early-stage franchise business activation across the assigned territory.
The ASH is the primary growth driver responsible for identifying, converting, and activating new franchise partners.
The role owns the franchise lifecycle across two critical stages:
Stage 1 – Franchise Acquisition
Identifying potential franchise partners, presenting the business opportunity, and closing franchise registrations.
Stage 2 – Early Business Activation (First 6 Months)
Ensuring newly recruited franchise partners successfully open their stores and begin generating consistent purchase volumes within the first six months through FDM.
The Franchise Development Manager (FDM) reports directly to the ASH and is responsible for executing onboarding and shop opening.
After the first six months of operations, or once defined performance thresholds are achieved, the franchise is transitioned to the Franchise Relationship Manager (FRM) who reports to the Associate Vice President sales.
The ASH’s performance is directly linked to:
Franchise recruitment success
Territory expansion
Early-stage business performance of newly recruited franchises through FDM
Role Scope The ASH manages a defined territory consisting of:
A city
Multiple cities A district A cluster of districts The role includes responsibility for:
Franchise recruitment
Territory expansion planning
Lead generation and conversion
Franchise onboarding oversight
Managing FDM execution
Ensuring early-stage franchise performance through FDM
Key Roles & Responsibilities
1. Territory Mapping & Market Expansion The ASH must ensure that the assigned territory is systematically mapped and expansion opportunities are clearly identified.
Execution responsibilities include
Conduct detailed territory mapping covering:
o Cities o District headquarters o High population towns o Emerging residential clusters
Identify locations suitable for new franchise stores.
Assess pharmacy density and competitor presence.
Identify high-potential micro markets.
Create a territory expansion plan every quarter.
Track franchise presence across the territory and identify white-space markets.
The ASH must ensure that every major town in the assigned territory has franchise representation.
2.
Franchise Lead Generation The ASH must maintain a continuous pipeline of potential franchise partners.
Execution responsibilities include generating leads through:
A: Own Source
Chambers of Commerce
Local business associations
Trade exhibitions
Pharma distributor networks
Medical professional networks
Gym and wellness communities
Senior citizen associations
Real estate developers
WhatsApp business communities
Local entrepreneur networks
Daily discipline expected
Generate minimum 5–10 current leads per day
Maintain an updated lead database
Track leads through CRM or internal software
B Work on Leads Provided by GMPL The ASH should maintain 30–40 active prospects in the pipeline at all times.
3. Lead Qualification & Screening The ASH must ensure that only qualified prospects move forward in the franchise process.
Execution responsibilities include
Evaluate prospects using BOP qualification parameters
Assess: SOP/ TRAINING o Location viability o Financial capability o Business intent o Market potential
Conduct initial qualification calls using approved scripts
Verify readiness for business investment
Only prospects meeting the company’s qualification criteria should proceed to the next stage.
4. Business Opportunity Presentation (BOP)
The ASH must conduct structured presentations explaining the franchise opportunity.
Execution responsibilities include
Schedule face-to-face meetings with qualified prospects
Deliver structured BOP presentations covering:
o Business model o Investment requirements o Revenue potential o Product portfolio o Operational model o Franchise support systems
Clearly explain
o How the business operates o When revenue generation begins o What the expected returns are
Demonstrate company digital platforms and encourage prospects to download the D2C mobile application.
5. Objection Handling & Franchise Closure SOP AND GUIDEELINE The ASH is responsible for converting qualified prospects into franchise partners.
Execution responsibilities include
Address objections related to
o Investment risk o Market competition o Revenue potential
Conduct structured follow-up meetings and calls.
Build credibility and trust with the prospect.
Guide the prospect through the franchise registration process.
Closure process includes
Sharing payment link
Code generation
Confirmation of payment
Documentation verification
6. Franchise Onboarding Oversight SOP
Once a franchise is registered, the ASH must ensure smooth onboarding and store launch through FDM.
Execution responsibilities include
Conduct welcome call on the same day of registration.
Schedule personal meeting within 24 hours.
Introduce the franchise owner to the FDM responsible for onboarding.
Conduct a joint meeting explaining the shop opening roadmap.
Participate in shop opening preparation and launch activities.
The ASH must ensure shop opening within the defined timeline (typically within 60 days).
7. Early Business Activation (First 6 Months Or Average sales as per category )
The ASH is responsible for ensuring that newly recruited franchises begin generating consistent purchase volumes during the first six months through FDM.
Execution responsibilities include
Ensure placement of welcome stock orders.
Guide franchise partners on product category selection.
Monitor monthly purchase performance.
Work with FDM to implement customer connect initiatives.
Identify underperforming stores and implement corrective actions.
The franchise remains under the ASH’s responsibility until:
Completion of six months of operations, or
Achievement of stable purchase volumes (Average sales as per category)
After stabilization, the franchise is transitioned to the FRM for long-term growth management.
8. FDM Team Management The Franchise Development Manager reports directly to the ASH.
Execution responsibilities include
Assign onboarding responsibilities to FDMs.
Monitor FDM execution on
o Shop opening readiness o Documentation completion o Welcome stock placement o Customer connect implementation
Conduct weekly review meetings with FDMs.
Conduct joint field visits to guide franchise owners.
9. Coordination with FRM (Post 6 Month Transition)
The ASH must ensure smooth transition of stabilized franchises to the FRM team.
Execution responsibilities include
Conduct franchise performance review before transition.
Share franchise performance insights with the FRM.
Conduct joint meeting between franchise owner and FRM.
Ensure smooth transfer of operational responsibilities.
10. Reporting & Governance The ASH must maintain strong reporting discipline.