Area Sales Manager

STURLITE VOLTEDGE PRIVATE LIMITED

Build It. Lead It. Own It.

Job Description: Area Sales Manager Wires & Cables

Department: Sales – Wires & Cables
Designation: Area Sales Manager (ASM)
Sales Channel: B2C / General Trade
Location: Assigned Area / Territory
Reporting To: Regional Sales Manager / State Head
Industry: Wires & Cables / Electrical Industry

About Sturlite

Sturlite Electric Private Limited is a growing electrical products company with a strong presence across India. Its Wires & Cables portfolio includes house wires, flexible cables, submersible cables and communication cables. The company is expanding its Power Division with a focus on product quality, dealer and distributor partnerships, and market development.

Role Objective

To drive sales growth for Sturlite Wires & Cables in the assigned territory by developing the distributor and dealer network, increasing secondary sales, expanding retail coverage, and achieving business targets through the B2C / General Trade channel.

Key Responsibilities

1. Sales and Business Development

• Achieve monthly, quarterly and annual sales targets for Wires & Cables.
• Drive primary sales to distributors and secondary sales from distributors to dealers and retailers.
• Develop new business opportunities and expand market share in the assigned territory.
• Monitor sales performance and take corrective actions to achieve targets.

2. Distributor and Dealer Management

• Appoint new distributors and dealers in potential markets.
• Build and maintain strong relationships with electrical wholesalers, dealers and retailers.
• Ensure regular distributor billing, product availability and healthy stock movement.
• Monitor distributor performance, outstanding payments and credit discipline.

3. Market Development

• Expand retail coverage and increase the number of active billing outlets.
• Conduct regular market visits and joint working with the sales team.
• Identify potential markets, new retail counters and business opportunities.
• Improve product visibility and availability at electrical retail outlets.

4. Secondary Sales and Team Management

• Drive secondary sales, outlet productivity and territory coverage.
• Guide and support TSMs / Sales Executives in achieving their targets.
• Prepare territory plans, beat plans and sales forecasts.
• Review team performance and ensure effective execution of sales activities.

5. Market Intelligence and Reporting

• Track competitor activities, pricing, trade schemes and market developments.
• Monitor sales trends, distributor performance and dealer feedback.
• Submit regular sales reports and market intelligence to the reporting manager.
• Coordinate with internal teams for order processing, supply planning and customer support.

Required Skills and Experience

• Experience in Wires & Cables or the Electrical industry.
• Strong understanding of B2C sales and General Trade.
• Proven experience in distributor management, dealer development and secondary sales.
• Knowledge of electrical wholesale markets and retail distribution.
• Good communication, negotiation and relationship-management skills.
• Ability to achieve sales targets and develop new markets.
• Willingness to travel extensively within the assigned territory.

Educational Qualification

Graduate in any discipline. An MBA in Sales or Marketing is an added advantage.

Preferred Candidate Profile

• Candidates from established Wires & Cables brands such as Polycab, KEI, RR Kabel, Finolex or Havells will be preferred.
• Recent and relevant experience in Wires & Cables sales is essential.
• Strong dealer and distributor relationships in the assigned territory.
• Experience in retail trade, secondary sales and general trade distribution.
• Candidates with only project sales, institutional sales or B2B sales experience will not be preferred.

Key Performance Indicators (KPIs)

• Monthly sales target achievement.
• Primary and secondary sales growth.
• Distributor and dealer network expansion.
• Active outlet coverage and retail penetration.
• Distributor productivity and stock movement.
• Collection efficiency and control of overdue payments.
• Territory and team productivity.