Job Title: Area Sales Manager (ASM)

Department: Sales & Distribution

Industry: FMCG / Agarbatti / Consumer Products

Location: Chennai (Tamil Nadu)

Reporting To: Regional Sales Manager / State Sales Head / Sales Head

Employment Type: Full-Time

1. Job Purpose

The Area Sales Manager will be responsible for driving sales growth and market development within the assigned territory. The role involves managing distributors, super stockists, retailers and sales representatives, achieving primary and secondary sales targets, expanding market coverage, ensuring product availability, and strengthening the company's distribution network. The ASM will be responsible for developing the assigned market in accordance with the company's sales strategy, pricing policy, distribution policy and monthly/annual business targets.
1. Key ResponsibilitiesA. Sales & Business Development

- Achieve monthly, quarterly and annual sales targets for the assigned territory.
- Drive primary sales from the company to distributors/super stockists.
- Drive secondary sales from distributors to retailers and other trade channels.
- Develop new markets, territories, distributors and retail outlets.
- Increase product penetration and market share in the assigned area.
- Identify new business opportunities and potential customers.
- Ensure regular availability and visibility of all key SKUs.
- Implement company sales strategies and promotional schemes.

B. Distributor & Super Stockist Management
- Identify, appoint and develop suitable distributors/super stockists as per company policy.
- Maintain healthy business relationships with distributors and channel partners.
- Monitor distributor-wise sales, stock, outstanding payments and order cycles.
- Ensure distributors maintain adequate inventory of quick-moving products.
- Monitor distributor performance against assigned targets.
- Ensure adherence to company commercial, pricing and credit policies.
- Support distributors in expanding their retailer network.
- Review distributor ROI, productivity and territory coverage.

C. Retail & Market Expansion
- Develop and maintain strong relationships with retailers, wholesalers and key outlets.
- Increase the number of active retail outlets in the assigned territory.
- Ensure effective product placement, visibility and merchandising.
- Identify high-potential markets and retail clusters.
- Conduct regular market visits and competitor surveys.
- Monitor competitor pricing, schemes, products and market activities.
- Develop plans to improve numeric distribution and product penetration.

D. Team Management
- Lead, guide and monitor Sales Officers, Sales Executives and Sales Representatives working in the assigned area.
- Set daily, weekly and monthly targets for the sales team.
- Conduct regular review meetings with the team.
- Monitor field productivity and market coverage.
- Ensure proper route planning and beat coverage.




- Train team members on products, selling techniques and company policies.
- Accompany team members on market visits when required.
- Evaluate team performance and provide regular feedback.

E. Sales Planning & Reporting
- Prepare monthly and quarterly sales plans for the assigned territory.
- Prepare distributor-wise and territory-wise sales forecasts.
- Monitor achievement against target on a daily/weekly/monthly basis.
- Submit daily/weekly/monthly sales reports to the reporting manager.
- Track primary sales, secondary sales, stock and outlet coverage.
- Maintain accurate records of market visits, orders and competitor activities.
- Use CRM/Sales Application/ERP systems for reporting and tracking.

F. Collection & Outstanding Management
- Monitor distributor and channel partner outstanding payments.
- Ensure collections are made within approved credit terms.
- Follow up on overdue payments.
- Coordinate with the Accounts/Finance team regarding outstanding balances.
- Ensure sales are made in accordance with the company's approved credit policy.

G. Marketing & Promotional Activities
- Implement company-approved promotional schemes in the assigned territory.
- Ensure proper communication of schemes to distributors and retailers.
- Monitor scheme implementation and effectiveness.
- Support product launches and new SKU introductions.
- Coordinate with the marketing team for local promotional activities.
- Ensure proper merchandising and visibility of company products.

1. Key Performance Indicators (KPIs)

The ASM will be evaluated based on the following parameters: KPIKey MeasurementSales Target AchievementMonthly / Quarterly / AnnualPrimary SalesDistributor billingSecondary SalesRetailer / Market salesNew Distributor AdditionTerritory expansionNew Outlet AdditionNumeric distributionActive Outlet CoverageProductive outletsSKU AvailabilityStock & product availabilityCollection EfficiencyOutstanding / overdue controlTeam ProductivitySales per salespersonMarket CoverageBeat / route coverageProductive CallsDaily / monthly productivityMarket DevelopmentNew territory contributionScheme ImplementationCompliance & effectivenessReporting DisciplineTimely and accurate reporting4.

Required

Qualifications

1. Qualification:

- Graduate in any discipline.
- MBA/PGDM in Sales & Marketing will be an advantage.
- 2–6 years of experience in FMCG, Agarbatti, Consumer Products, General Trade or related industries.
- Experience in distributor and retailer management preferred.
- Experience in handling a sales team will be an advantage.




- Candidates with experience in Agarbatti, Incense, Puja Products, Home Care, Personal Care, Food & Beverage or other FMCG categories will be preferred.

1. Required Skills

- Strong sales and negotiation skills.
- Distributor and channel management.
- Retailer relationship management.
- Market development and territory expansion.
- Team leadership and people management.
- Target-oriented approach.
- Good communication and presentation skills.
- Strong analytical and reporting skills.
- Good knowledge of the local market.
- Ability to conduct regular field visits.
- Knowledge of MS Excel and sales/CRM applications.
- Ability to analyse sales, stock and market data.

1. Preferred Industry Experience

Candidates with experience in any of the following sectors may be considered:
- FMCG
- Agarbatti / Incense Products
- Puja Products
- Home Care Products
- Personal Care
- Food & Beverage
- General Trade
- Consumer Durables / Consumer Products
- Cosmetics
- Grocery / Household Products

1. Territory Responsibilities

The ASM may be responsible for:
- Managing an assigned district/city/region.
- Distributor and super stockist network.
- Retail outlet expansion.
- Sales team deployment.
- Market coverage and beat planning.
- Primary and secondary sales.
- Sales collection and outstanding monitoring.
- Competitor tracking.
- Local market development.

Travel Requirement: Extensive travel within the assigned territory may be required.

1. Behavioural Competencies

The ideal candidate should demonstrate:
- Ownership and accountability.
- Strong business orientation.
- Customer-focused approach.
- Leadership capability.
- Integrity and professionalism.
- Ability to work under sales pressure.
- Problem-solving ability.
- Good interpersonal skills.
- Willingness to travel.
- Ability to work independently and as part of a team.

1. Compensation

Salary: As per experience, market standards and company policy.

Additional Benefits:

- Performance Incentive / Variable Pay as per company policy.
- TA/DA as per company policy.
- Mobile/communication allowance, where applicable.
- Other benefits as per company policy.

1. Performance Expectations

The Area Sales Manager is expected to:
- Achieve assigned monthly sales targets.
- Continuously expand distributor and retailer coverage.
- Improve secondary sales and market productivity.
- Ensure availability of company products in the assigned territory.
- Develop and maintain strong channel relationships.
- Control outstanding payments and support timely collections.
- Build an effective and productive sales team.
- Provide accurate and timely sales/market reports.
- Monitor competitor activities and provide market intelligence.
- Contribute to sustainable growth of the assigned territory.

Pay: ₹16,065.60 - ₹45,216.94 per month

Benefits

- Provident Fund

Work Location: In person

📌 Area Sales Manager (ASM) (Chennai)
🏢 Formoura Private
📍 Chennai