Area Sales Manager

Position: Area Sales Manager Trade/Retail

Department: Sales

Locations: AP/TL, Kerala, Karnataka, Gujarat, Coimbatore

Reporting To: Regional Sales Manager / Zonal Sales Manager

Role Summary

The Area Sales Manager (ASM) will be responsible for driving sales growth, expanding market presence, and strengthening retailer and dealer relationships within the assigned territory for decorative paints. The role involves managing channel partners, achieving secondary and primary sales targets, and ensuring effective market penetration through strong execution and customer engagement.

Key Responsibilities

1. Sales & Revenue Growth

Achieve monthly, quarterly, and annual sales targets for the trade/retail segment.

Drive primary and secondary sales through effective dealer management and channel expansion.

Monitor and analyse sales performance, market trends, and competitor activities.

2. Channel & Dealer Management

Develop and maintain strong relationships with dealers, retailers, and distributors.

Identify and appoint new dealers to strengthen territory coverage.

Ensure dealer profitability and engagement through schemes, incentives, and periodic interactions.

3. Market Development

Expand product visibility and reach through effective placement and branding activities.

Conduct market mapping, demand forecasting, and territory planning.

Execute product promotions, painter engagement programs, and local marketing initiatives.

4. Team Leadership (if applicable)

Supervise and guide Sales Officers / Sales Executives within the territory.

Conduct regular market visits with the team and ensure performance coaching.

5. Customer Engagement

Address retailer and customer concerns promptly to ensure high customer satisfaction.

Promote new product launches to dealers and painters through demonstrations and presentations.

6. Reporting & Documentation

Prepare and share daily/weekly/monthly sales reports.

Maintain accurate records of dealer performance, collections, claims, and market intelligence.

Key Skills & Competencies

Strong understanding of trade & retail channel dynamics in the decorative paints industry.

Excellent communication, negotiation, and relationship-building skills.

Ability to analyse data, plan territory strategy, and drive execution.

Proactive, target-oriented, and able to work independently.

Leadership capability to drive and develop a sales team.

Qualification & Experience

Graduate / MBA preferred (Sales & Marketing).

8-12 years of experience in trade/retail sales, preferably in decorative paints, building materials

Proven track record of achieving sales targets and channel expansion.

Additional Requirements

Willingness to travel extensively within the assigned territory.

Knowledge of local market, retailers, painters, and distributor network.

Proficiency in MS Office and daily reporting tools.

Role & responsibilities

Preferred candidate profile