Field Sales Executive

Job Description: Sales Executive (General Trade – E

Category Stores)

Role: Field Sales / GT Sales Executive

Target outlets: Kirana shops, pan shops,

micro-GT counters (E-category)

Reporting to: Team Lead

“theke” chakna counters, small bakeries,

Role Objective

Acquire and activate small GT outlets in assigned territory, drive repeat ordering, and ensure

basic in-store visibility and availability.

Key Responsibilities

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Outlet acquisition: Identify, pitch, and convert new E-category GT outlets on a

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daily beat plan.

Onboarding & activation: Ensure first order + product placement + basic

signage/visibility.

Order generation: Work with ready stock, push the right SKUs, and maintain a

healthy outlet-level run-rate.

Relationship management: Build rapport with owners/staff; handle objections, price

sensitivity, and competitor switching.

Availability & visibility: Ensure stock availability, correct pricing communication,

and minimum display standards.

Collections: Work with distributors and collect payment while product delivery.

Market intelligence: Track competitor activity, schemes, pricing, and new openings;

report daily/weekly.

Reporting: Daily outlet visits, new leads, conversions, orders, and issues logged in

CRM/WhatsApp format.

KPIs

1. New E-category outlet conversions (weekly/monthly)

2. Activation rate: % of converted outlets placing first order

3. Repeat rate: % outlets placing 2nd/3rd order within 15/30 days

4. Net sales / GMV from E-category outlets

5. Productivity: productive calls/day, strike rate, average order value

6. Availability: % key SKUs listed + in-stock at converted outlets

7. Collections/DSO adherence (if credit is given)

Candidate Profile / Requirements

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2–4 years of field sales in GT/FMCG/alcohol/snacks/impulse categories

preferred

Comfortable selling to small shop owners; strong negotiation + hustle mindset

Local area knowledge; ability to build and follow a beat route

Two-wheeler + license (required) and smartphone for reporting

Basic numeracy (orders, margins, schemes); disciplined follow-ups

Language: Hindi/English

Working Conditions

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6 days/week, field-intensive role; daily travel within assigned territory

Incentive-driven performance culture; targets reviewed weekly/monthly

What “Good” Looks Like in 60–90 Days

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Stable beat plan, consistent outlet additions, growing repeat orders, low churn, clean reporting