Regional Sales Manager

Key Responsibilities

1. Sales Strategy & Planning

Develop and implement regional sales plans aligned with company objectives.

Set sales targets for territory managers, sales executives, and distributors.

Forecast demand to ensure proper stock allocation and avoid shortages or overstocking.

Analyze market trends and competitor activity to adjust strategies.

Recruit, train, and mentor Area Sales Managers (ASMs), Territory Sales Officers (TSOs), and field sales staff.

Conduct regular performance reviews and provide constructive feedback.

Motivate teams to achieve and exceed sales goals through incentive programs.

Organize regular sales meetings, training sessions, and skill-building workshops.

Ensure wide and deep market penetration through distributors, wholesalers, and retailers.

Monitor distributor performance (sales volume, stock levels, payment terms).

Implement Route-to-Market (RTM) strategies for optimal product availability.

Expand retail coverage in both urban and rural markets.

Monitor daily, weekly, and monthly sales against targets.

Track Key Performance Indicators (KPIs) like sales growth, strike rate, outlet coverage, and productivity per rep.

Conduct regular market visits to check merchandising, visibility, and pricing compliance.

Resolve field-level challenges related to supply chain, pricing disputes, or competitor activities.

Maintain strong relationships with key distributors, large-format stores, and modern trade accounts.

Negotiate trade terms, promotional activities, and shelf space with retailers.

Coordinate with marketing teams for local activations and brand campaigns.

Prepare MIS reports on sales, market feedback, competitor activity, and promotions.

Analyze sales data to identify gaps and opportunities.

Present regular updates to senior management with recommendations.

Ensure compliance with company policies, trade schemes, and legal requirements.

Implement credit policies and ensure timely payment collection from distributors.

Maintain adherence to product pricing, branding, and promotional guidelines.

Work with marketing for brand promotions and launches.

Coordinate with supply chain for timely replenishment and inventory management.

Liaise with finance for distributor claims, incentives, and credit control.

Key Skills Required

Strong leadership and team management

Data-driven decision making

Negotiation and relationship building

Excellent understanding of FMCG sales channels

Adaptability to fast-changing market conditions