Territory Sales Officer

Job Description – Sales Officer (General Trade – FMCG)

Position: Sales Officer (GT)

Reporting To: Area Sales Manager (ASM) Location: Territory / Field Based

Role Objective

To drive sales growth in the assigned territory by managing distributors and sales representatives, expanding retail distribution, appointing new distributors, increasing outlet coverage, ensuring strong product visibility, and achieving primary and secondary sales targets.

Key Responsibilities

1. Territory & Sales Management

• Achieve monthly and quarterly sales targets for the assigned territory.
• Drive secondary sales and retail offtake through distributors and sales
• representatives.
• Monitor daily sales performance and market activities.
• 2. Distributor Management
• Manage existing distributors to ensure smooth primary billing and market supply.
• Maintain adequate stock levels at distributor point to avoid stock-outs.
• Resolve distributor operational issues and maintain healthy relationships.
• 3. New Distributor Appointment
• Identify potential markets where distribution is weak or absent.
• Appoint new distributors in uncovered territories to improve market reach.
• Ensure distributor capability in terms of investment, infrastructure, and market
• coverage.

4. Sales Team Supervision

• Lead and supervise Sales Representatives in the territory.
• Monitor their beat plans, outlet coverage, and order booking through Field Assist
• app.
• Conduct regular joint market visits to improve productivity.
• 5. Market Coverage & Distribution Expansion
• Expand numeric and weighted distribution in the territory.
• Identify and activate non-covered A+ outlets and ensure product placement.
• Increase retail penetration and active outlet count.
• 6. Placement in Key & Stubborn Outlets
• Ensure placement of products in A+ and high-potential outlets.
• Negotiate and secure placement in stubborn outlets where products are currently
• not listed.
• Build strong retailer relationships to improve brand acceptance.
• 7. Range Selling
• Ensure retailers stock multiple SKUs and full product range.
• Drive range selling across outlets to increase product penetration and sales volume.
• 8. Product Placement & Visibility
• Ensure strong product placement and shelf visibility in retail stores.
• Implement display activities, shelf branding, and POS materials.
• Monitor competitor visibility and ensure competitive presence.
• 9. New Outlet Development
• Identify and open new retail outlets in the territory.
• Ensure continuous growth in active retail outlet base.

10. Reporting & Market Intelligence

• Track sales performance, distributor stock, outlet coverage, and team productivity.
• Monitor competitor pricing, schemes, and market activities.
• Submit weekly and monthly sales reports to the Area Sales Manager.
• Key Skills Required
• Strong territory and distributor management skills
• Ability to develop distribution networks
• Strong negotiation skills for outlet placement
• Knowledge of range selling and retail merchandising
• Leadership skills to manage field sales teams
• Key Performance Indicators (KPIs)
• Sales target achievement
• Distributor performance and primary billing
• New distributor appointments
• Outlet coverage and new outlet openings
• Placement in A+ and stubborn outlets
• Range selling performance
• Product visibility and display in market
• Salary Structure
• Fixed 25,000 - 40,000/-
• TA&DA:250
• Incentive on KPI