Roles & Responsibilities Sales Manager (Jewellery Retail)

Designation: Sales Manager Department: Sales & Retail Operations Reporting To: Store Manager / Area Manager / Regional Head Industry: Jewellery Retail

1. Sales Target Achievement

- Achieve monthly, quarterly and annual sales targets.
- Drive sales of gold, diamond, platinum and studded jewellery.
- Monitor daily sales performance against targets.
- Develop strategies to improve sales conversion and average transaction value.
- Focus on high-value sales and premium jewellery collections.
- Drive festive, wedding and promotional sales.
- Ensure effective implementation of company sales schemes and campaigns.

2. Team Management & Leadership

- Lead, motivate and manage the jewellery sales team.
- Allocate individual sales targets to team members.
- Monitor individual employee performance.
- Conduct daily morning briefings and sales meetings.
- Coach team members on selling techniques and product knowledge.
- Identify training needs and arrange skill development.
- Maintain team discipline, grooming and qualified conduct.
- Support recruitment, onboarding and retention of sales staff.

3. Customer Relationship Management

- Ensure excellent customer experience throughout the sales journey.
- Build long-term relationships with high-value customers.
- Handle customer complaints and escalations.
- Drive repeat purchases and customer referrals.
- Maintain customer databases and follow-up records.
- Promote loyalty programmes and CRM initiatives.
- Ensure effective follow-up on enquiries and prospective customers.

4. Product Knowledge & Merchandising

- Ensure the sales team has strong knowledge of:
- Gold purity and caratage.
- Diamond 4Cs (Cut, Colour, Clarity and Carat).
- Jewellery designs and collections.
- Making charges and pricing.
- Hallmarking and certification.
- Exchange and buyback policies.
- Ensure proper product display and presentation.
- Highlight new collections and quick-moving designs.
- Coordinate with merchandising teams for customer-demand-based assortment.

5. Inventory & Stock Management

- Monitor stock availability and product movement.
- Ensure proper stock handling and accountability.
- Coordinate stock replenishment with the inventory team.
- Monitor fast-moving and slow-moving jewellery.




- Ensure accurate stock tagging and display.
- Support physical stock verification.
- Prevent stock losses, damage and pilferage.
- Ensure jewellery is handled according to security SOPs.

6. Sales Process & Store Operations

- Ensure adherence to standard sales processes.
- Monitor customer handling from greeting to billing.
- Ensure proper coordination between sales, cashier and inventory teams.
- Monitor pending customer orders and deliveries.
- Ensure accurate billing and documentation.
- Implement company policies and operational guidelines.
- Maintain professional store ambience and visual merchandising standards.

7. Business Analysis & Reporting

- Review daily, weekly and monthly sales reports.
- Track individual sales performance.
- Analyse walk-ins, conversion ratio and average transaction value.
- Identify reasons for sales shortfalls.
- Prepare action plans to achieve targets.
- Share sales performance updates with management.
- Monitor competitor activities and customer preferences.

8. Cross-Selling & Up-Selling

- Encourage cross-selling of gold, diamond, platinum and gemstone jewellery.
- Promote complementary jewellery purchases.
- Improve the average bill value through effective product recommendations.
- Introduce premium collections to suitable customers.
- Drive sales of new launches and focus categories.

9. Compliance & Loss Prevention

- Ensure adherence to company policies and procedures.
- Ensure correct product pricing and billing.
- Follow jewellery security and handling procedures.
- Ensure compliance with applicable hallmarking and product certification requirements.
- Monitor suspicious transactions and report irregularities.
- Maintain confidentiality of customer and business information.

Key Performance Indicators (KPIs)

KPI

Measurement

Sales target achievement

Actual sales vs. target

Sales growth

Month-on-month growth

Individual productivity





Sales per salesperson

Conversion ratio

Walk-ins converted into buyers

ATV

Average transaction value

ASP

Average selling price

UPT

Units per transaction

Diamond sales contribution

Diamond sales percentage

Customer satisfaction

Customer feedback

Repeat customer ratio

Repeat purchase percentage

CRM performance

Follow-ups and customer activation

Stock loss

Inventory variance

Daily, Weekly & Monthly Responsibilities

Frequency

Responsibilities

Daily

Sales briefing, target allocation, sales monitoring, customer handling

Weekly

Team performance review, conversion analysis, product training

Monthly

Target achievement, individual appraisal, sales planning

Quarterly

Sales strategy, team development, business improvement

Suggested KPI Weightage for Sales Manager

Performance parameter

Weightage

Sales target achievement

35%

Team productivity

15%

Customer experience & CRM

15%

Conversion & ATV improvement

10%

Product knowledge & category growth

10%

Inventory control

5%

Process & compliance

5%

Team development

5%

Total

100%

Expected Competencies

- Strong jewellery retail sales experience.
- Excellent communication and negotiation skills.
- Strong customer relationship management.
- Ability to lead and motivate a sales team.
- Good understanding of gold and diamond jewellery.
- Strong target orientation and business ownership.
- Analytical ability to interpret sales reports.
- Professional grooming and customer-handling skills.
- Ability to work under pressure, especially during festive and wedding seasons.

Preferred Candidate Profile

Parameter

Preferred requirement

Qualification

Graduate preferred

Experience

5–8 years

Jewellery experience

3–5 years preferred

Team handling

5–15 sales professionals

Industry

Organised jewellery retail

Current designation

Assistant Sales Manager / Sales Manager

Key expertise

Sales, CRM, conversion and team management

Key Accountability The Sales Manager is accountable for achieving the store's sales targets through effective team management, customer relationship building, product knowledge, conversion improvement and disciplined execution of the company's sales processes.

📌 Walk-in || Sales Manager (Indore)
🏢 Mahalaxmi Jewels Tanishq
📍 Indore