Job Description: Sales Executive (General Trade - E Category Stores)

Role : Field Sales / GT Sales Executive Target outlets : Kirana shops, pan shops, “theke” chakna counters, small bakeries, micro-GT counters (E-category) Reporting to : Team Lead

Role Objective

Acquire and activate small GT outlets in assigned territory, drive repeat ordering, and ensure basic in-store visibility and availability.

Key Responsibilities

- Outlet acquisition : Identify, pitch, and convert new E-category GT outlets on a daily beat plan.
- Onboarding & activation : Ensure first order + product placement + basic signage/visibility.
- Order generation : Take secondary orders, push the right SKUs, and maintain a healthy outlet-level run-rate.
- Relationship management : Build rapport with owners/staff; handle objections, price sensitivity, and competitor switching.
- Availability & visibility : Ensure stock availability, correct pricing communication, and minimum display standards.
- Collections : Work with distributors on follow up on payments/credit recovery as per company policy (wherever required).
- Market intelligence : Track competitor activity, schemes, pricing, and new openings; report daily/weekly.
- Reporting : Daily outlet visits, new leads, conversions, orders, and issues logged in CRM/WhatsApp format.

KPIs





- New E-category outlet conversions (weekly/monthly)
- Activation rate : % of converted outlets placing first order
- Repeat rate : % outlets placing 2nd/3rd order within 15/30 days
- Net sales / GMV from E-category outlets
- Productivity : productive calls/day, strike rate, average order value
- Availability : % key SKUs listed + in-stock at converted outlets
- Collections/DSO adherence (if credit is given)
- 2-4 years of field sales in GT/FMCG/alcohol/snacks/impulse categories preferred
- Comfortable selling to small shop owners; strong negotiation + hustle mindset
- Local area knowledge; ability to build and follow a beat route
- Two-wheeler + license (required) and smartphone for reporting
- Basic numeracy (orders, margins, schemes); disciplined follow-ups
- Language: Hindi/English

Working Conditions

- 6 days/week, field-intensive role; daily travel within assigned territory
- Incentive-driven performance culture; targets reviewed weekly/monthly

What “Good” Looks Like in 60-90 Days

- Secure beat plan, consistent outlet additions, growing repeat orders, low churn, clean reporting.

Pay: ₹22,000.00 - ₹30,000.00 per month

Advantages :

- Health insurance
- Provident Fund

Work Location: In person

📌 Sales Executive (Delhi)
🏢 ITHIKI TECHNOLOGIES PRIVATE
📍 Delhi