Assistant Area Sales Manager Wood Coating

Job Purpose

Support the Area Sales Manager in driving sales growth, market penetration, and profitability of the Wood Coatings business by managing dealer networks, developing key influencers, generating project demand, and achieving business targets within the assigned territory. Responsibilities typically include expanding dealer reach, engaging contractors, applicators, furniture manufacturers, architects, and end customers, while ensuring effective implementation of sales initiatives.

Key Responsibilities

Sales & Business Development

• Achieve monthly and annual sales targets for the assigned territory.
• Drive primary and secondary sales growth.
• Identify and appoint new dealers and distributors.
• Increase market share through effective territory coverage.
• Promote the complete wood coating portfolio including PU, Melamine, NC, Polyester, Water-Based Coatings, Primers, Stains, and Sealers.

Dealer & Channel Management

• Build strong relationships with dealers and distributors.
• Improve dealer productivity and sales performance.
• Ensure product availability and inventory management.
• Execute trade schemes, promotional activities, and merchandising.

Demand Generation

• Visit furniture manufacturers, modular furniture units, carpenters, applicators, contractors, architects, and interior designers.
• Generate project leads and convert them into business.
• Conduct product demonstrations, shop meets, and applicator training programs.
• Promote premium wood coating solutions.

Project Sales

• Identify residential, commercial, hospitality, and institutional projects.
• Coordinate with project teams for specification approvals.
• Track project progress until order conversion.

Market Intelligence

• Monitor competitor activities, pricing, product launches, and market trends.
• Collect customer feedback and share actionable insights with management.
• Identify new business opportunities within the territory.

Customer Service

• Coordinate with technical service teams for application support.
• Resolve dealer and customer complaints promptly.
• Ensure high customer satisfaction and retention.

Collections & Reporting

• Ensure timely collections and maintain healthy receivables.
• Prepare daily call reports, weekly sales updates, and monthly forecasts.
• Maintain CRM and MIS reports.