JOB DESCRIPTION
Area Sales Manager – Paint Industry Department: Sales & Marketing Designation: Area Sales Manager (ASM) Industry: Paints / Building Materials Reporting To: Regional Sales Manager / Zonal Sales Manager Employment Type: Full time 1. Job Purpose To drive primary and secondary sales, expand market presence, develop the dealer and distributor network, and achieve sales and collection targets within the assigned territory. The Area Sales Manager will be responsible for business growth, team management, market development, and strengthening the company's brand presence in the paint industry. 2.

Key Responsibilities
A. Sales & Business Development
• Achieve monthly, quarterly, and annual primary and secondary sales targets.
• Develop and execute area-wise sales plans to increase revenue and market share.
• Monitor sales performance against targets and take corrective actions to address gaps.
• Identify new business opportunities, potential markets, and growth areas.
• Ensure effective implementation of company sales schemes, promotional activities, and trade offers. B. Dealer & Distributor Network Development
• Appoint new dealers and distributors in line with company expansion plans.
• Strengthen relationships with existing dealers, distributors, and key retailers.
• Ensure regular dealer visits, product availability, and effective channel engagement.
• Monitor dealer productivity, active dealer billing, and sales performance.
• Develop strategies for dealer activation, revival of inactive dealers, and increasing average dealer billing. C. Market Development & Brand Promotion
• Conduct regular market visits to understand competitor activities, pricing, product positioning, and market trends.
• Drive painter engagement,



contractor meets, applicator activities, and product demonstrations.
• Implement local promotional campaigns and brand-building activities.
• Generate market feedback and share actionable insights with management.
• Promote product awareness, quality, and technical benefits among dealers, painters, and contractors. D. Team Management & Performance
• Lead, guide, and monitor Sales Officers and other field sales personnel.
• Set individual targets, review performance, and ensure achievement of team objectives.
• Conduct regular field visits and joint working with team members.
• Coach team members on dealer management, product knowledge, negotiation, and sales execution.
• Monitor daily working reports, market coverage, productive calls, and territory performance. E. Collections & Commercial Management
• Ensure timely collection of outstanding payments from dealers and distributors.
• Monitor credit limits, overdue accounts, and outstanding receivables.
• Coordinate with Finance, Commercial, Supply Chain, and Depot teams for smooth business operations.
• Ensure compliance with company pricing, discount, credit, and commercial policies.
• Minimize overdue outstanding and control business-related financial risks. F. Sales Planning & Reporting
• Prepare monthly sales plans, territory-wise forecasts,



and business development plans.
• Monitor primary sales, secondary sales, active dealers, new dealer appointments, and dealer productivity.
• Track stock availability, inventory movement, dispatches, and depot operations.
• Submit timely sales reports, market intelligence, competitor analysis, and performance updates.
• Review target achievement and prepare action plans for underperforming territories. 3. Educational Qualification
• Graduate in any discipline; an MBA in Sales & Marketing will be preferred.
• Additional qualifications in business development or marketing will be an advantage. 4. Experience
• Minimum 5–10 years of experience in sales within the paint industry or a closely related building materials industry.
• Prior experience in dealer and distributor management, territory development, and field sales.
• Experience in managing a sales team and achieving primary and secondary sales targets will be preferred. 5. Required Skills & Competencies
• Strong sales planning and business development capabilities.
• Excellent dealer and distributor relationship management.
• Sound understanding of primary sales, secondary sales, and channel distribution.
• Strong negotiation, communication, and presentation skills.
• Team leadership, performance management, and problem-solving ability.
• Competitor analysis and market intelligence.
• Good understanding of collections, credit control, and commercial policies.
• Proficiency in MS Excel, sales reporting, and CRM/ERP applications.
• Willingness to travel extensively within the assigned territory. Budget: 8 to 12 Lacs Annual CTC + Monthly TA/DA + Incentive

📌 Area Sales Manager (Raipur)
🏢 Jewell Paints
📍 Raipur