Area Sales Manager - CPD Sales

Job Title 

Area Sales Manager - CPD Sales

Role Purpose 

To drive profitable sales growth and market share within the assigned territory by effectively managing dealer, distributor, project, and influencer networks. The role is responsible for achieving sales targets, strengthening market penetration, expanding channel coverage, ensuring effective execution of sales strategies, and fostering long-term customer relationships. The incumbent will also guide and support team members (if applicable) to deliver business objectives. 

Key Responsibilities 

1. Sales & Business Development 

• Achieve assigned sales targets and business objectives for the designated product vertical, territory, or sales division. 

• Drive revenue growth through dealer, distributor, retail, project, and institutional sales channels. 

• Identify and develop new business opportunities to expand market presence and increase sales volume. 

• Ensure effective market coverage through structured town, gap-town, and sub-town mapping. 

• Develop and execute territory-specific sales plans to maximize market penetration and business growth. 

2. Channel Management 

• Strengthen and expand the dealer and sub-dealer network in line with organizational growth objectives. 

• Evaluate channel partner performance and recommend appointment, retention, or discontinuation as per company policies. 

• Ensure optimum product availability, visibility, merchandising, and branding across channel partner outlets. 

• Monitor implementation and effectiveness of trade schemes, promotional activities, and channel engagement initiatives. 

3. Market Intelligence & Strategy 

• Continuously monitor market trends, competitor activities, pricing movements, and customer preferences. 

• Provide actionable market intelligence and recommendations through periodic reports to support business decisions. 

• Analyze market opportunities and customer requirements to identify growth segments and improve market share. 

• Recommend strategic actions to counter competitive threats and capitalize on emerging opportunities. 

4. Influencer & Project Management 

• Build and maintain strong relationships with architects, interior designers, contractors, builders, developers, consultants, and key decision-makers. 

• Conduct regular project and site visits to identify opportunities, track project progress, and generate business leads. 

• Drive specification sales and project conversion through influencer engagement and relationship management. 

5. Operations & Compliance 

• Ensure timely submission of daily call reports, market updates, and sales activities through the CRM system. 

• Coordinate with logistics, dispatch, and supply chain teams to ensure timely and accurate order fulfillment. 

• Ensure adherence to company credit policies, pricing guidelines, and commercial terms. 

• Drive timely collection of outstanding payments and statutory documents as applicable. 

• Monitor and report any unauthorized discounts, pricing deviations, or policy violations. 

6. Team Management (Where Applicable) 

• Monitor sales performance and productivity of reporting team members. 

• Provide coaching, mentoring, and field support to enhance team effectiveness and target achievement. 

• Support capability building, performance reviews, and succession planning initiatives. 

7. Market Development & Brand Building 

• Actively participate in and support market development initiatives including dealer meets, architect meets, contractor engagement programs, exhibitions, seminars, mason meets, and promotional events. 

• Drive brand visibility, market activation, and customer engagement initiatives within the assigned territory. 

• Ensure effective utilization of marketing resources and promotional materials. 

 Role Specifications 

Qualification 

• MBA in Marketing / Sales preferred. 

• Graduate in any discipline with relevant industry experience may also be considered. 

Experience 

• 4–9 years of relevant sales experience. 

• Preference for candidates from Building Materials, Tiles, Ceramics, Sanitaryware, Bath Fittings, Paints, Plywood, Laminates, Adhesives, Construction Chemicals, or allied industries. 

Key Competencies 

1. Functional Competencies 

• Channel Sales Management 

• Dealer & Distributor Development 

• Territory Management 

• Project Sales & Specification Selling 

• Business Development 

• Sales Forecasting & Pipeline Management 

• Market Intelligence & Competitor Analysis 

• Credit Control & Receivables Management 

• Customer Relationship Management 

• Trade Marketing & Market Activation 

2. Business Competencies 

• Strategic Thinking 

• Commercial Acumen 

• Business Planning & Execution 

• Market Development 

• Revenue Growth Orientation 

• Data-Driven Decision Making 

• Profitability Focus 

3. Leadership Competencies 

• Team Leadership 

• Coaching & Mentoring 

• Performance Management 

• Stakeholder Management 

• Influencing & Collaboration 

• Decision Making 

4. Behavioural Competencies 

• Achievement & Results Orientation 

• Customer Centricity 

• Negotiation & Persuasion Skills 

• Communication Effectiveness 

• Networking & Relationship Building 

• Analytical & Problem-Solving Ability 

• Adaptability & Resilience 

• Planning & Organizing Skills 

• Process Orientation 

• Learning Agility 

• Ethics & Integrity 

 5. Success Metrics 

• Achievement of monthly, quarterly, and annual sales targets. 

• Growth in revenue, market share, and product mix. 

• New dealer/distributor acquisition and network expansion. 

• Project pipeline generation and conversion rate. 

• Collection efficiency and reduction in overdue receivables. 

• Market coverage effectiveness and outlet productivity. 

• CRM compliance and reporting accuracy. 

• Influencer engagement and specification conversion. 

• Team productivity and performance improvement (where applicable). 

• Execution effectiveness of market development and branding initiatives.