Sales Officer

Position: Sales Officer FMCG

1. Position Details

• Designation: Sales Officer
• Department: Sales & Marketing
• Industry: FMCG (Food & Consumer Products)
• Reporting To: Area Sales Manager / Sales Manager
• Location: As per business requirement
• Employment Type: Full Time

2. Job Purpose

To achieve assigned sales targets by developing the market, managing distributors and retailers, increasing product availability and visibility, and maintaining strong relationships with customers in the assigned territory.

3. Key Responsibilities

A. Sales & Target Achievement

• Achieve monthly, quarterly and annual sales targets.
• Generate primary and secondary sales as per company objectives.
• Increase sales volume and market share in the assigned territory.
• Ensure regular order generation from distributors and retailers.
• Identify new business opportunities and potential markets.

B. Distributor Management

• Develop and maintain strong relationships with distributors.
• Ensure adequate stock availability at distributor points.
• Monitor distributor sales, stock and outstanding payments.
• Ensure timely order placement and supply of products.
• Support distributors in achieving their sales targets.

C. Market & Retailer Visit

• Conduct regular market visits as per daily/weekly beat plan.
• Visit retailers, wholesalers and other business partners.
• Take orders and ensure product availability.
• Ensure proper product display, visibility and merchandising.
• Monitor competitor products, prices, schemes and market activities.

D. New Customer Development

• Identify and appoint new retailers/distributors wherever required.
• Expand distribution and retail network in the assigned territory.
• Develop new markets and increase product penetration.

E. Collection & Outstanding

• Follow up with distributors/customers for outstanding payments.
• Ensure collections are made within approved credit terms.
• Report overdue payments to the reporting manager.
• Maintain proper control over market credit.

F. Product Promotion

• Communicate company schemes, offers and promotional activities to distributors and retailers.
• Ensure proper implementation of sales promotions in the market.
• Monitor promotional effectiveness and provide market feedback.

G. Reporting & MIS

• Submit daily sales and market visit reports.
• Prepare distributor-wise and territory-wise sales reports.
• Share competitor and market intelligence with the reporting manager.
• Maintain accurate records of orders, sales, collections and market visits.

4. Key Performance Indicators (KPIs)

• Achievement of monthly sales targets.
• Primary & secondary sales growth.
• New distributor/retailer addition.
• Market coverage and productive calls.
• Collection efficiency.
• Distributor stock availability.
• Productive outlet growth.
• Market penetration and territory growth.
• Compliance with company reporting requirements.

5. Required Skills

• Good communication and negotiation skills.
• Strong sales and convincing ability.
• Market development skills.
• Customer relationship management.
• Basic knowledge of MS Excel and reporting.
• Good understanding of FMCG distribution and retail market.
• Ability to work independently and achieve targets.
• Willingness to travel extensively within the assigned territory.

6. Qualification & Experience

• Qualification: Graduate in any discipline; MBA/PGDM in Sales & Marketing will be an advantage.
• Experience: 1–3 years of experience in FMCG Sales preferred.
• Freshers with strong communication and sales aptitude may also be considered.

7. Behavioural Competencies

• Target-oriented approach.
• Positive attitude and high energy.
• Customer-focused mindset.
• Teamwork and coordination.
• Discipline and time management.
• Problem-solving ability.
• Good market understanding.
• Willingness to travel.

8. Authority & Accountability

The Sales Officer will be responsible for the sales performance, market coverage, distributor management, customer relationships and collection follow-up of the assigned territory and will be accountable for achieving the targets assigned by the management.