Area Sales Executive

Job Title: Area Sales Representative – Edible Oil Employment Type: Full-time About the Role The Area Sales Representative is responsible for driving primary and secondary sales, expanding retail and distributor coverage, and executing market activations to grow the edible oil portfolio across the assigned territory. The role manages channel partners, ensures outlet execution, and delivers volume, value, and distribution KPIs aligned to monthly and qua Key Responsibilities Sales Delivery and Forecasting Achieve monthly, quarterly, and annual sales targets (primary and secondary) for the assigned SKUs and pack sizes. Prepare and submit rolling forecasts; plan stock, schemes, and activations to deliver targets. Track daily/weekly performance, identify gaps, and execute corrective actions at outlet, beat, and distributor levels. Coverage, Distribution, and Visibility Expand retail footprint by adding active outlets and increasing numeric and weighted distribution across general trade, wholesale, HoReCa, and modern trade as assigned. Ensure planogram adherence, merchandising, and price communication at point of sale; improve on-shelf availability and share of shelf. Optimize beat planning, route frequency, and call productivity to maximize productive calls and order value. Channel Partner Management Appoint, onboard, and manage distributors/stockists; monitor claims, credit, fill rates, and inventory health (including slow/non-moving and near-expiry). Conduct joint business planning with distributors; review KPI dashboards (sales, collections, range selling, claim closures). Train distributor salesmen/TSIs on product knowledge, selling skills, and execution standards. Market Development and Activation Execute trade promotions, consumer offers, and BTL activities; evaluate ROI and post-activity performance. Identify and develop new markets, institutional/HORECA accounts, and bulk buyers where applicable. Conduct market mapping for competitor pricing, schemes, range, and distribution; recommend tactical pricing or activations. Compliance and Reporting Maintain accurate sales reports, market intelligence, and competition trackers; submit daily/weekly/monthly MIS. Ensure compliance with company policies, FSSAI labeling norms at POS displays, and ethical sales practices. Manage receivables and collection as per credit policy; minimize outstanding and overdue. Customer Relationship Management Build strong relationships with retailers, wholesalers, and key accounts; resolve service issues and complaints promptly. Conduct product demos, oil quality education, and value-selling for differentiated SKUs (refined, cold-pressed, blended). Required Qualifications 1-2years of FMCG field sales experience; edible oil or staples category experience strongly preferred. Proven track record in distributor management, route-to-market, and target delivery. Key Skills Territory management, beat planning, and outlet execution. Negotiation, objection handling, and closing. Data-driven forecasting, Excel/Sheets, and CRM/SFA usage. Understanding of edible oil pack sizes, variants (sunflower, soybean, mustard, groundnut, rice bran, blends), pricing ladders, and consumer/shopper behavior.