Department: Sales & Marketing
Designation: Sales Manager – B2B Bulk Sales
Product Category: Ghee and Skimmed Milk Powder (SMP)
Reporting To: Head of Sales
Location: Prayagraj, Uttar Pradesh
Industry: Dairy / Food Processing / FMCG
Employment Type: Full time
Experience Required: 8-10 years in B2B sales, preferably in dairy ingredients, ghee, SMP, or food commodities
Educational Qualification: Graduate in any discipline; MBA/PGDM in Sales & Marketing or a related field preferred.

1. Job Purpose

To drive bulk B2B sales of Ghee and Skimmed Milk Powder (SMP) by developing new business opportunities, acquiring industrial and institutional customers, managing key accounts, expanding the company's customer base, and achieving assigned sales volume, revenue, and profitability targets.

The position requires strong expertise in bulk commodity sales, customer relationship management, commercial negotiations, market intelligence, pricing, and coordination with internal departments to ensure timely order fulfilment and customer satisfaction.

2. Key Responsibilities

A. B2B Business Development and Sales

- Develop and execute sales strategies for bulk Ghee and SMP across assigned domestic markets.
- Identify and acquire new B2B customers, including food manufacturers, bakeries, confectionery manufacturers, sweet manufacturers, dairy processors, ice cream manufacturers, HoReCa suppliers, institutional buyers, and bulk distributors, as relevant to product specifications.
- Generate leads through market research, industry networks, referrals, trade exhibitions, and direct customer outreach.
- Build and maintain a strong pipeline of prospective buyers and convert leads into profitable business.
- Achieve monthly, quarterly, and annual sales targets for Ghee and SMP.
- Develop long-term business relationships with existing and prospective customers.

B. Key Account and Customer Relationship Management

- Manage key accounts and maintain regular communication with bulk buyers.
- Understand customer requirements regarding product specifications, fat content, moisture, solubility, packaging, quality documentation, and order quantities, as applicable.
- Coordinate product samples, technical discussions, product trials, and customer approvals with the Quality and Production teams.
- Negotiate commercial terms, delivery schedules, payment conditions, and order quantities within authorized limits.
- Resolve customer queries and coordinate the timely closure of complaints and service issues.

C. Market Intelligence and Pricing

- Track market prices, demand trends, competitor activities, and supply-demand movements for Ghee and SMP.
- Monitor relevant dairy commodity market developments and identify opportunities for increasing sales volume and contribution.
- Prepare product-wise and customer-wise sales forecasts.
- Recommend pricing strategies based on market conditions, product cost, customer requirements, freight, packaging, and target margins.
- Submit periodic market intelligence reports and business development updates to management.
- Ensure all quotations and commercial commitments are within the company's approved pricing and discount framework.

D. Order Management and Commercial Coordination

- Manage the sales cycle from lead generation and quotation to purchase order, dispatch coordination, invoicing follow-up, and payment collection.
- Verify customer purchase orders for product, quantity,



price, packaging, delivery location, and payment terms.
- Coordinate with Production, Planning, Stores, Quality, Dispatch & Logistics, and Finance & Accounts for order execution.
- Monitor order status and communicate delivery schedules to customers.
- Ensure appropriate documentation is maintained for quotations, purchase orders, invoices, dispatches, and customer correspondence.
- Support resolution of order discrepancies and delivery-related issues.

E. Customer Credit and Payment Collection

- Evaluate customer payment history and commercial requirements in coordination with Finance & Accounts.
- Follow up on outstanding payments and ensure collections are made within agreed credit terms.
- Monitor overdue receivables and report potential credit risks to management.
- Ensure that sales on credit are undertaken only after the required credit approval.
- Support customer account reconciliation and resolution of payment disputes.

F. Sales Planning and Reporting

- Prepare monthly and quarterly sales plans for Ghee and SMP.
- Maintain customer-wise, product-wise, and territory-wise sales records.
- Submit daily/weekly sales updates and monthly performance reports as required.
- Track sales volume, revenue, gross contribution, order conversion, new customer acquisition, and repeat orders.
- Maintain a structured database of leads, customers, quotations, negotiations, and sales opportunities.
- Present sales performance, market opportunities, risks, and corrective action plans to the reporting authority.

G. Quality, Packaging, and Product Coordination

- Coordinate with the Quality Assurance team to provide relevant product specifications, certificates of analysis, test reports, and other approved technical documents requested by customers.
- Ensure customer-specific quality and packaging requirements are communicated accurately to the concerned departments.
- Coordinate with Quality and Production teams for product samples and technical clarification.
- Ensure customer complaints concerning product quality, packaging, quantity, or delivery are recorded and resolved through the prescribed process.
- Follow applicable food-safety, traceability, storage, and transportation requirements.

3. Target Customer Segments

The Sales Manager shall develop business across relevant B2B segments, including:

- Food manufacturers: Bakery, confectionery, biscuits, sweets, chocolates, and other food-processing units.
- Dairy and milk-processing companies: Manufacturers and processors requiring SMP or Ghee as an ingredient or finished product.
- Ice cream and frozen dessert manufacturers: Buyers requiring dairy ingredients for commercial production.
- Bulk distributors and wholesalers: Businesses supplying dairy commodities to industrial and institutional customers.
- Institutional and HoReCa suppliers: Buyers serving hotels, restaurants, caterers, and commercial kitchens, where product specifications and volumes are suitable.
- Other industrial customers:



Any additional segment approved by management based on product suitability and commercial viability.

4. Key Performance Indicators (KPIs)KPIMeasurementSales volume achievementActual bulk sales versus approved target, measured separately for Ghee and SMPRevenue achievementActual sales revenue versus assigned targetGross contributionAchievement of approved product/customer profitability targetsNew customer acquisitionNumber of qualified new customers converted into paying accountsRepeat businessRepeat orders and retention of active B2B customersLead conversionConversion of qualified leads and quotations into confirmed ordersCollection efficiencyTimely collection against approved payment termsOutstanding receivablesControl of overdue customer balancesForecast accuracyAccuracy of product-wise and customer-wise sales forecastsCustomer complaint resolutionTimely coordination and closure of customer complaints

Performance targets shall be fixed by management based on production capacity, market conditions, approved prices, product availability, and business strategy.

5. Required Skills and Competencies

- Strong B2B sales, business development, and key account management skills.
- Experience in bulk commodity or industrial ingredient sales.
- Commercial negotiation and customer acquisition capabilities.
- Understanding of dairy products, especially Ghee and SMP, and their industrial applications.
- Ability to analyse market pricing, product margins, and customer profitability.
- Strong communication, presentation, and relationship management skills.
- Proficiency in MS Excel and sales reporting systems or CRM tools.
- Strong follow-up, forecasting, planning, and order coordination skills.
- Ability to manage multiple customer accounts and travel as required.

6. Experience Requirements

- 8-10 years of experience in B2B sales, preferably in dairy, food ingredients, dairy commodities, or food processing.
- Demonstrated experience in bulk sales, industrial customer acquisition, and commercial negotiations.
- Experience selling Ghee, SMP, milk powder, dairy fats, or comparable food ingredients will be preferred.
- Established contacts with food manufacturers, dairy processors, bulk buyers, or commodity distributors will be an advantage.
- Candidates with a proven track record of achieving volume, revenue, and collection targets will be preferred.

7. Internal and External Coordination

Internal Departments

- Production
- Quality Assurance
- Stores & Purchase
- Dispatch & Logistics
- Finance & Accounts
- HR & Administration

External Stakeholders

- Industrial and institutional customers
- Dairy processors and food manufacturers
- Bulk distributors and wholesalers
- Packaging or logistics partners, where relevant
- Prospective buyers and key accounts

8. Authority and Accountability

The Sales Manager shall be accountable for bulk sales growth, new customer development, customer retention, commercial discipline, collection follow-up, and profitability of assigned business.

The following shall require approval from the authorized management authority, as applicable:

- Special pricing, discounts, and price deviations.
- Customer credit limits and extended payment terms.
- Exceptional freight or delivery commitments.
- Product-specific commercial arrangements.
- Customer agreements involving non-standard terms.

Pay: ₹60,000.00 - ₹75,000.00 per month

Work Location: In person

📌 SALES MANAGERB BULK SALES ) (India)
🏢 Shyam dairy Products
📍 India