HONESTY AUTOMATION PVT. LTD.
JOB DESCRIPTION (JD)
Customer Relationship, Dealer & Distributor Sales Manager
Department:
1. Job Purpose
The Customer Relationship, Dealer & Distributor Sales Manager will be responsible for developing and managing the company's dealer and distributor network, building long-term channel partner relationships, generating sales, and ensuring effective customer relationship management.
The role will focus on identifying potential dealers and distributors, onboarding channel partners, achieving sales targets, coordinating orders and payments, monitoring dealer performance, and maintaining a strong distribution network across assigned territories.
The position will also supervise CRM activities, manage sales enquiries, ensure systematic follow-ups, and coordinate with the CRM/CRE, BDM, Sales, Accounts, and Service teams to achieve sustainable business growth.
2. Key Roles & Responsibilities
A. Dealer & Distributor Network Development
- Identify and develop potential dealers, distributors, channel partners, and business associates in assigned territories.
- Conduct market research to identify business opportunities, customer demand, and potential distribution locations.
- Contact prospective dealers and distributors, explain the company's products, and develop business proposals.
- Manage dealer enquiries, initial discussions, commercial negotiations, and onboarding.
- Coordinate with management for dealer selection, approval, appointment, and documentation.
- Maintain an updated database of existing and prospective dealers and distributors.
- Expand the dealer network across assigned districts, cities, and markets.
- Develop long-term business relationships to strengthen market coverage and sales growth.
B. Dealer & Distributor Relationship Management
- Maintain regular communication with dealers and distributors through calls, emails, meetings, and visits.
- Understand channel partners' business requirements, market challenges, sales expectations, and product demands.
- Ensure timely responses to dealer enquiries, complaints, quotation requests, and order-related issues.
- Coordinate with internal departments to resolve product, delivery, payment, and service concerns.
- Maintain dealer satisfaction and encourage repeat orders and long-term business relationships.
- Collect market feedback, competitor information, and customer requirements from channel partners.
- Communicate company policies, product updates, pricing information, and promotional schemes approved by management.
- Identify inactive dealers and implement follow-up plans to reactivate them.
C. Dealer Sales & Business Development
- Develop and execute sales plans for the assigned dealer and distributor network.
- Set dealer-wise sales objectives in coordination with management.
- Generate sales enquiries and convert them into quotations, orders, and revenue.
- Follow up on pending quotations, negotiations, purchase orders, and expected business.
- Encourage regular ordering and improve sales productivity across the dealer network.
- Identify opportunities for new product sales, cross-selling, and repeat business.
- Coordinate with BDMs and the Sales Team for important accounts, customer meetings, and order closures.
- Monitor territory-wise sales performance and take corrective action when targets are not achieved.
D. Dealer Onboarding & Documentation
- Collect and verify dealer/distributor application forms and required business documents.
- Coordinate the collection of GST registration, PAN, business address, bank details, and other documents as required by company policy.
- Maintain approved dealer agreements, appointment letters, commercial terms, and contact information.
- Ensure that dealers understand the company's sales policies, pricing rules, payment terms, and order procedures.
- Maintain records of dealer territory, assigned product categories, approved credit terms, and applicable commercial arrangements.
- Coordinate with management and Accounts for dealer approval, credit limits, and payment conditions.
E. Order, Payment & Dispatch Coordination
- Coordinate dealer orders with the Sales, Operations, Stores, Dispatch, and Accounts teams.
- Ensure that purchase orders, quotations, pricing, and order details are properly recorded.
- Track order status, dispatch schedules, delivery updates, and pending supplies.
- Follow up with dealers regarding outstanding payments in coordination with Accounts.
- Monitor overdue payments and escalate credit or collection risks to management.
- Ensure that orders are processed according to approved pricing, credit limits, and company policies.
- Maintain records of order bookings, sales invoices, pending orders, returns, and complaints as applicable.
F. Customer Relationship Management (CRM)
- Manage customer enquiries received through calls, websites, references, campaigns, and other channels.
- Allocate and monitor leads among CRM/CRE team members.
- Ensure timely follow-up of enquiries, quotations, customer meetings, and sales opportunities.
- Maintain accurate customer communication history and CRM pipeline stages.
- Identify high-potential customers and coordinate with the Sales Head/BDM for conversion.
- Monitor inactive leads, delayed follow-ups, lost opportunities, and reasons for non-conversion.
- Ensure that all customer and dealer records are complete, accurate, and updated.
G. CRM Team Management
- Supervise daily activities of the CRM/CRE team.
- Monitor calling, connected calls, qualified leads, follow-ups, appointments, and conversions.
- Train team members on customer handling, product knowledge, sales communication, and CRM processes.
- Review individual performance and take corrective action wherever necessary.
- Ensure that no important enquiry, dealer lead, or quotation remains unattended.
- Coordinate with the Sales Team to ensure proper handover of qualified business opportunities.
H. Dealer Performance Monitoring
- Monitor dealer-wise sales, order frequency, revenue contribution, and target achievement.
- Identify high-performing, low-performing, and inactive dealers.
- Review dealer performance and prepare action plans to improve productivity.
- Monitor territory coverage, new customer acquisition, and dealer engagement.
- Track pending orders, outstanding payments, and unresolved dealer issues.
- Recommend dealer development initiatives, training, promotional activities, and additional channel appointments.
- Share dealer performance reviews with management on a regular basis.
I. Reporting & MIS
Prepare and maintain the following reports:
- Daily sales and dealer follow-up report.
- Dealer and distributor enquiry pipeline.
- New dealer appointment and onboarding report.
- Dealer-wise and territory-wise sales performance.
- Monthly sales target versus achievement.
- Dealer-wise order booking and repeat-order report.
- Pending quotation and expected order report.
- Outstanding payment and overdue follow-up report.
- Active, inactive, and potential dealer database.
- Customer complaints and resolution status.
- Competitor activities and market feedback.
- Daily, weekly, and monthly CRM and sales MIS.
J. Internal Coordination
- Coordinate with Sales, BDM, CRM/CRE, Accounts, Stores, Dispatch, Service, and Management.
- Ensure timely sharing of quotations, product information, order updates, and commercial details.
- Coordinate dealer meetings, market visits, product demonstrations, and sales campaigns.
- Support management in dealer expansion, territory planning, sales forecasting, and channel development.
- Ensure compliance with company policies and approved commercial terms.
3. Key Performance Indicators (KPIs)
The employee's performance will be evaluated against the following parameters:
- Number of new dealers and distributors appointed.
- Number of active dealers generating business.
- Dealer-wise and territory-wise sales target achievement.
- Total sales revenue and order bookings from channel partners.
- Dealer activation and repeat-order rate.
- Lead-to-order and quotation-to-order conversion rates.
- Dealer follow-up quality and relationship management.
- Dealer documentation and CRM data accuracy.
- Timely order processing and coordination.
- Outstanding payment follow-up and collection support.
- Dealer complaint resolution and customer satisfaction.
- Timely submission of sales and dealer MIS reports.
Targets will be defined by management based on the territory, product category, dealer potential, and business plan.
4. Required Skills & Competencies
- Dealer and distributor relationship management.
- B2B sales and channel partner development.
- Customer relationship management and lead conversion.
- Sales negotiation and order-closing skills.
- Market research and territory development.
- Team handling and coordination.
- CRM software and Microsoft Excel proficiency.
- Sales reporting and MIS preparation.
- Strong communication and presentation skills.
- Commercial understanding of quotations, orders, and payment terms.
- Target-oriented and result-driven approach.
- Willingness to travel for dealer meetings and market development.
5. Educational Qualification
Minimum Qualification:
Graduation in any recognised discipline.Preferred Qualification:
MBA/PGDM in Sales & Marketing or Business Administration.- Candidates with experience in industrial equipment, machinery, manufacturing, automation, or B2B distribution will be preferred.
6. Required Devices & Mobility
- Laptop.
- Mobile phone and company-approved SIM card.
- Bike/two-wheeler for dealer visits and market development, wherever required.
- Willingness to travel within the assigned territory.
7. Expected Deliverables
The selected candidate will be expected to:
- Develop and maintain a strong dealer and distributor network.
- Appoint new channel partners as per approved business plans.
- Generate regular sales through existing and newly appointed dealers.
- Maintain strong relationships with dealers and end customers.
- Ensure systematic enquiry, quotation, and order follow-ups.
- Coordinate timely order processing, dispatch, and payment follow-ups.
- Maintain accurate dealer databases and CRM records.
- Monitor dealer productivity and reactivate inactive channel partners.
- Submit timely and accurate sales, dealer, and CRM MIS reports.
- Contribute to territory expansion, customer retention, and revenue growth.
8. Employment Terms
- Full-time, permanent employment.
- Salary and incentives as per company policy and candidate experience.
- Sales targets and dealer development objectives as defined by management.
- All dealer appointments, credit approvals, discounts, and commercial commitments will remain subject to the company's approval process.
- The employee must follow company policies, reporting procedures, and approved sales practices.
9. About Honesty Group
Honesty Group is a diversified business group established in 2009, with operations spanning industrial equipment, manufacturing, global distribution, mechanised car parking systems, entrance automation solutions, and commercial kitchen equipment.
Through its business units, including Honesty Automation Pvt. Ltd., Honesty Parking, HAPL Global Distribution, and MSP Commercial Kitchen Equipment, the group focuses on delivering quality products, reliable solutions, and customer-oriented services across diverse industries.
With 100+ skilled employees, a 70,000+ sq. ft. manufacturing facility, and 50+ machines for in-house manufacturing, Honesty Group combines manufacturing capabilities, technical expertise, and customer service to support evolving market requirements.
The group is committed to building long-term customer relationships, expanding its dealer and distributor network, and creating sustainable business growth through product quality, operational efficiency, and strong channel partnerships.
HR Department
Perks and benefits
Health insurance, Provident fund, Annual bonus
