Area Sales Manager

Below is a complete and professional Job Description (JD) for both Area Sales Manager (ASM) and Sales Representative (SR) for Entire Bihar specifically for businesses dealing in sauces / Maynnaise/ condiments / food FMCG sector.

You can use this for job postings, HR policy, recruitment, or performance evaluation.

1️⃣ Job Description — Area Sales Manager (Sauces Division)Job Title: Area Sales Manager

Department: Sales & Marketing

Product Category: Sauces / Condiments / Ketchup / Mayonnaise / Dressings / related food products

Reporting To: Regional Sales Manager / National Sales Head

Location: Noida

Role PurposeTo lead and grow sales in the assigned territory by managing a team of sales representatives and distributors, ensuring distribution expansion, primary & secondary sales growth, brand visibility, and execution of trade marketing plans for sauces products.

Key Responsibilities🔹 Sales & Business Growth

• Achieve monthly/quarterly/annual sales targets for sauces portfolio.
• Drive both primary sales (to distributors) and secondary sales (to retailers / Horeca / institutions).
• Identify new business opportunities, channels, and markets.

🔹 Team Management

• Handle, train, support & motivate Sales Representatives / Territory Sales Officers.
• Conduct joint field working and regular performance reviews.

🔹 Distributor & Channel Management

• Appoint and manage distributors as per business demand.
• Ensure healthy ROI, stock availability, claim management & payment collection.
• Track and monitor product movement & closing stock.

🔹 Market Execution

• Implement trade marketing & promotional schemes.
• Ensure visibility, planograms, POS materials & display execution.
• Conduct retailer / distributor meet-ups and product awareness programs.

🔹 Market Intelligence

• Track competitor activities, pricing, NPD launches, and market trends.
• Share actionable reports with management periodically.
• Key Skills & CompetenciesStrong FMCG sales experience; sauces/condiment category preferred.
• Knowledge of General Trade, Modern Trade & HoReCa market.
• Distributor handling and team management experience.
• Excellent communication, negotiation & leadership skills.
• Data-driven sales monitoring using Excel / CRM tools.
• Qualification & ExperienceGraduation (MBA/PGDM in Sales & Marketing preferred).
• 5–10 years of FMCG field sales experience, minimum 3 years in sauces/condiments category.
• KPIs / Performance IndicatorsAchievement of primary & secondary sales targets.
• Numeric & weighted distribution.
• New outlet addition (GT + MT + HoReCa).
• Distributor ROI & network stability.
• In-store visibility execution.
• Team productivity.

2️⃣ Job Description — Sales Representative (Sauces Division)Job Title: Sales Representative / Territory Sales Executive

Department: Sales

Product Category: Sauces / Condiments / Ketchup / Mayonnaise / Dressings / Food FMCG

Reporting To: Area Sales Manager

Location: Muzaffarpur Patna Bihar

Role PurposeTo generate sales and expand customer base in the assigned territory by visiting retailers, wholesalers, distributors and institutional clients and ensuring product visibility, order booking and repeated business.

Key Responsibilities🔹 Sales & Order Generation

• Visit outlets daily to take orders for sauces and related products.
• Meet sales targets and increase daily call productivity.
• Upsell and cross-sell entire SKU range (retail + HoReCa packs).

🔹 Distribution Expansion

• Add new outlets to the route.
• Activate dormant outlets through regular follow-up.

🔹 Market Execution

• Ensure product display, FIFO management & shelf replenishment.
• Implement offers/schemes at the retail level.
• Install promotional materials: danglers, shelf strips, posters, wobblers.

🔹 Customer Relationship & Service

• Maintain strong relationships with retailers, chefs, hotels & distributors.
• Resolve complaints and coordinate replacement/claims where required.

🔹 Reporting

• Submit daily sales and activity report to ASM.
• Track competitor pricing, offers and market trends.
• Key Skills & CompetenciesStrong knowledge of local market and retail network.
• Good communication and relationship-building skills.
• Experience in sauces/condiments segment preferred.
• Self-motivated and target driven.
• Qualification & Experience12th / Graduate (Any stream).
• 1–5 years FMCG field sales experience; sauces / condiments / HoReCa preferred.
• KPIs / Performance IndicatorsNumber of productive calls per day.
• Number of new outlets added.
• Achievement of secondary sales targets.
• Effective scheme execution & visibility score.
• Customer retention rate.