Counter Sales, Operations & Procurement Executive

Function / Department: Sales, Operations and Procurement

Role Definition:

Manages walk-in customer sales at counter, captures and processes customer orders via phone and in-person, coordinates market procurement to fulfill customer demands, personally sources items from local suppliers when required, and maintains accurate records of all sales and incoming inventory in the auto spare parts trading business.

Key Result Areas (KRAs):

Counter Sales Management & Customer Service

Order Capture & Processing

Market Procurement & Supplier Coordination

Inventory Recording & Stock Documentation

Customer & Supplier Communication

Tasks & Activities:

Counter Sales Management & Customer Service:

1. Attend walk-in customers promptly and understand their requirements
2. Check stock availability and process counter sales accurately
3. Generate bills (small manually) and collect payments
4. Maintain daily counter sales record with complete details
5. Provide product recommendations and upsell complementary items
6. Ensure customer satisfaction through courteous and accurate service
7. Verify the order list with the dispatch list

Order Capture & Processing:

1. Receive customer orders over phone and capture complete details
2. Record all orders immediately in centralized order register
3. Check stock availability and inform customers of delivery timelines
4. Place orders with market suppliers for unavailable items
5. Follow up on pending orders daily to ensure timely procurement
6. Coordinate with dispatch team for order fulfillment

Market Procurement & Supplier Coordination:

1. Visit local market to source items when immediate procurement needed
2. Identify right suppliers for specific product requirements
3. Verify product quality and specifications before purchasing
4. Negotiate pricing to maintain acceptable margins
5. Obtain proper bills and arrange transportation back to shop
6. Maintain relationships with multiple market suppliers

Inventory Recording & Stock Documentation:

1. Record every item received in incoming stock register immediately
2. Verify received items against supplier bills for accuracy
3. Hand over supplier bills to accounts team for software entry
4. Record all counter sales and order sales in respective registers
5. Maintain daily sales summary and ensure records are up-to-date
6. Report discrepancies between physical stock and records immediately

Customer & Supplier Communication:

1. Answer customer calls professionally and provide accurate information
2. Handle customer queries and complaints with patience
3. Communicate customer requirements clearly to suppliers
4. Coordinate pickup/delivery arrangements with suppliers
5. Keep customers informed proactively about order status
6. Build positive relationships through professional communication

Verifying Goods against orders:

1. Noting down all the material with quantity and List price (if required) to match against the order.
2. Speaking out item name with order quantity so as right items are kept in the right customers order.
3. Cross verifying the list with the order details and actual items.
4. Sharing the list with billing staff for bill creation.

Measurement Metrics:

KRA

Metrics

Target

Counter Sales Management

Counter sales accuracy

99%+

Daily sales record completion

100% same day

Customer service quality

4.5+/5

Upselling success rate

20%+

Order Capture & Processing

Order capture accuracy

98%+

Order fulfillment rate

90%+ within timeline

Pending order follow-up

100% daily

Market Procurement

Procurement accuracy

98%+ match requirements

Market visit efficiency

<2 hours average

Cost savings through negotiation

5-8%

Quality rejection rate

<2%

Inventory Recording

Recording accuracy

99%+

Recording timeliness

100% same day

Discrepancy reporting

Within 24 hours

Communication

Call response rate

95%+

Query resolution

90%+ first interaction

Communication quality

4+/5

Competencies Required:

Skills: Customer service, verbal communication, phone handling, basic numeracy, record-keeping, negotiation, multi-tasking, time management

Knowledge: Auto spare parts categories and specifications, vehicle types and requirements, local market suppliers in Delhi, inventory management, billing procedures, pricing patterns

Self-Image: Customer satisfaction enabler, reliable procurement coordinator, accurate record keeper, professional business representative

Traits: Detail-oriented, organized, reliable, courteous, proactive, honest, adaptable, physically active

Motive: Ensure customer satisfaction, build supplier relationships, maintain business reputation, contribute to growth, take pride in accuracy

Qualifications & Experience:

Education: 12th Pass / Graduate

Experience: 1-2 years in retail/counter sales (auto spare parts preferred), customer-facing roles, local market procurement (preferred)

Key Performance Indicators (KPIs):

Daily:

1. Counter sales: 15-25 customers
2. Phone orders: 1-10 orders
3. Records updated: 100%
4. Pending orders followed: 100%

Weekly:

1. Market visits: 10-15 as required
2. Order fulfillment: 90%+
3. Record accuracy: 98%+

Monthly:

1. Counter sales value: ₹3-5 lakhs
2. Orders processed: 100-150
3. Cost savings: 5-8%
4. Customer complaints: <2
5. Stock discrepancies: <1%

Authority & Decision-Making:

Authorized to:

1. Process counter sales at standard pricing
2. Accept orders and commit delivery timelines
3. Negotiate with suppliers within margin guidelines.
4. Make market purchases.

Requires Approval for:

1. Special pricing beyond standard policy
2. Credit sales to customers
3. Returns/replacements beyond policy
4. Customer complaint resolutions involving refunds
5. Adding new suppliers to approved list

Tools & Resources:

1. Counter workspace with phone.
2. Counter sales register, order register, incoming stock register
3. Supplier contact database, product catalog, rate card
4. WhatsApp Business for communication
5. Access to warehouse

Reporting Structure:

Reports to: Shop Manager / Owner

Coordinates with: Warehouse Keeper, Billing Executive, Dispatch Executive, Accounts Team

Success Profile:

This role is ideal for someone who:

●      Enjoys customer interaction and relationship building

●      Has strong attention to detail and accuracy

●      Is comfortable with physical activity and market visits

●      Can multitask in a fast-paced environment

●      Values reliability, honesty, and professionalism

●      Wants to build a career in auto spare parts trading

First 90 Days Expectations:

●      Days 1-30: Learn products, processes, and suppliers; achieve 95%+ accuracy with supervision

●      Days 31-60: Independently manage counter and orders; complete 10+ market visits; achieve 98%+ accuracy

●      Days 61-90: Full independence in all responsibilities; achieve all KPIs consistently; contribute process improvements