FMCG Sales Manager

Standard Operating Procedure (SOP) Title: Business Development Manager – General Trade (FMCG) Department: Sales & Distribution Reports To: Regional Sales Manager / Head of Sales Prepared By: [Your Name] Date: [Insert Date] 1. Objective To establish and manage an effective distribution and sales system in the General Trade channel for the assigned territory, ensuring achievement of sales targets, market expansion, and brand visibility in the FMCG category. 2. Scope This SOP applies to all activities conducted by the Business Development Manager (BDM) – General Trade in the FMCG sector, including sales planning, distribution management, market execution, and team coordination. 3. Responsibilities 3.1 Sales Planning & Target Achievement Develop monthly, quarterly, and annual sales targets in line with company goals. Analyze market trends and historical data to forecast demand. Allocate targets to sales executives and distributors. Monitor daily/weekly/monthly performance and implement corrective actions. 3.2 Channel Development & Distribution Management Identify, appoint, and manage distributors for territory coverage. Ensure adequate stock availability and timely order processing. Monitor distributor ROI and take action to improve channel profitability. Conduct distributor audits and ensure compliance with company standards. 3.3 Retailer Management Ensure effective retail coverage through sales representatives. Conduct market visits and engage with key retailers to gather insights. Execute in-store promotions, POS material placement, and branding. Address retailer grievances and improve service levels. 3.4 Team Management Recruit, train, and manage Sales Representatives (SRs) or Territory Sales Officers (TSOs),Area Sales Executive (ASEs) Conduct regular performance reviews and on-field coaching. Drive discipline, productivity, and motivation within the team. Ensure usage and compliance of sales automation tools (e.g., DMS, SFA). 3.5 Reporting & Analytics Submit daily/weekly/monthly sales reports to senior management. Analyze sales performance, product movement, and competition activity. Provide input on pricing, schemes, and promotional strategies. 4. Process Flow Step Activity Responsible Frequency 1 Target Setting BDM + Sales Head Monthly 2 Distributor Review BDM Monthly 3 Market Visit Plan BDM Weekly 4 Sales Review with Team BDM Weekly 5 Retailer Feedback Collection BDM / SRs Ongoing 6 Reporting & MIS Submission BDM Daily/Weekly 5. Key Performance Indicators (KPIs) Sales Target Achievement (%) Distributor Fill Rate & Service Level Numeric & Weighted Distribution Retail Coverage & Strike Rate Sales Executive Productivity Market Execution Score (Visibility, Display, Stock availability) New Outlet Addition & Market Expansion 6. Tools & Resources Sales Force Automation (SFA) App Distribution Management System (DMS) Trade Scheme Tracker Market Visit Checklist Sales Dashboard/MIS Templates 7. Compliance & Code of Conduct Ensure adherence to company policies, ethical standards, and safety guidelines. Avoid channel conflicts, unethical promotions, or unfair trade practices. Maintain confidentiality of business data.