Regional Sales Manager

A. Regional Sales & Target Achievement

1. Achieve monthly, quarterly, and annual regional sales targets.
2. Drive primary sales, secondary sales, and product-wise sales growth.
3. Prepare region-wise and territory-wise sales plans.
4. Allocate targets to ASMs and monitor their performance.
5. Analyze sales achievement against targets and implement corrective actions.
6. Identify opportunities to increase sales volume, revenue, and market share.
7. Ensure balanced growth across all assigned products and SKUs.

B. ASM & Team Management

1. Supervise and guide all ASMs within the assigned region.
2. Set clear targets and performance expectations for each ASM.
3. Review daily, weekly, and monthly sales performance.
4. Conduct regular review meetings with ASMs and field sales teams.
5. Conduct joint market visits with ASMs to evaluate execution and productivity.
6. Identify training needs and improve the team's sales capabilities.
7. Address underperformance and implement time-bound improvement plans.
8. Coordinate with HR and management regarding manpower requirements and performance matters.

C. Distributor Network Development

1. Develop and expand the regional distributor network.
2. Approve or recommend new distributor appointments as per company policy and delegated authority.
3. Review distributor-wise sales, stock, productivity, and target achievement.
4. Ensure adequate product availability across assigned territories.
5. Improve distributor profitability and business relationships.
6. Identify weak territories, distribution gaps, and new market opportunities.
7. Ensure distributors follow company pricing, credit, and commercial policies.

D. Market Expansion & Competition

1. Develop new towns, territories, sales routes, and retail channels.
2. Monitor competitor pricing, schemes, product launches, and market activities.
3. Improve retail penetration, outlet coverage, and product visibility.
4. Review market potential and prepare expansion plans.
5. Ensure effective implementation of company-approved promotional schemes.
6. Submit regional market intelligence and business opportunities to management.

E. Sales Planning & Forecasting

1. Prepare monthly and quarterly sales forecasts.
2. Coordinate sales requirements with Production, Dispatch, and Supply Chain.
3. Monitor regional demand, distributor stock, and product movement.
4. Ensure timely communication of expected demand and supply constraints.
5. Review forecast accuracy and recommend improvements.
6. Support business planning and budget preparation.

F. Collection & Outstanding Control

1. Monitor regional distributor outstanding balances and overdue payments.
2. Ensure timely collections in coordination with ASMs and distributors.
3. Review collection performance and overdue ageing reports.
4. Coordinate with Accounts for reconciliation and payment confirmation.
5. Ensure compliance with approved credit limits and payment terms.
6. Escalate high-risk accounts and delayed payments to management.
7. Prevent unauthorized credit commitments and commercial deviations.

G. Reporting & Performance Review

1. Review daily primary sales, secondary sales, orders, and collections.
2. Ensure accurate and timely reporting through FieldAssist or the designated company system.
3. Review ASM-wise, territory-wise, distributor-wise, and product-wise performance.
4. Prepare weekly and monthly regional performance reports.
5. Identify sales gaps and submit corrective action plans.
6. Maintain accurate business forecasts, distributor records, and market data.
7. Present regional performance and improvement plans to management.

H. Stock, Dispatch & Supply Coordination

1. Coordinate with Production and Dispatch to ensure product availability.
2. Monitor distributor stock levels and replenishment requirements.
3. Identify shortages, excess stock, slow-moving products, and market returns.
4. Ensure proper stock rotation and minimize damage, leakage, and avoidable returns.
5. Communicate supply constraints and urgent market requirements to the concerned departments.

I. Customer Service & Quality Coordination

1. Maintain relationships with key distributors and major customers.
2. Ensure timely resolution of customer and market complaints.
3. Coordinate with the Quality Department regarding product-quality issues.
4. Ensure complaints are documented, investigated, and resolved through the approved process.
5. Protect company goodwill and maintain customer satisfaction.

• 3. DAILY RESPONSIBILITIESReview regional sales, primary orders, secondary sales, and collection updates.
• Monitor ASM-wise performance and critical business issues.
• Review stock availability and pending dispatch requirements.
• Follow up on important distributor and customer matters.
• Ensure reporting compliance and communicate urgent issues to management.
• 4. WEEKLY RESPONSIBILITIESConduct regional sales review meetings with ASMs.
• Review target achievement, market coverage, and team productivity.
• Conduct joint market visits and distributor reviews.
• Review collection performance and overdue payments.
• Identify low-performing territories and finalize corrective action plans.
• Monitor new distributor appointments and market expansion.
• 5. MONTHLY RESPONSIBILITIESAchieve the assigned regional sales target.
• Submit the consolidated regional sales and collection report.
• Review ASM-wise and territory-wise performance.
• Prepare next-month sales targets, forecasts, and market plans.
• Review distributor productivity, active outlets, and distribution gaps.
• Recommend manpower, promotional, and operational requirements to management.

1. 6. KEY PERFORMANCE INDICATORS (KPIs)Regional monthly sales target achievement.
2. Primary and secondary sales growth.
3. ASM-wise target achievement.
4. Distributor network expansion and productivity.
5. Active outlet coverage and market penetration.
6. Regional collection efficiency and overdue control.
7. Forecast accuracy and product availability.
8. Sales team productivity and reporting compliance.
9. Scheme execution and market visibility.
10. Customer complaint resolution and regional profitability, where applicable.

• 7. AUTHORITY & ACCOUNTABILITYResponsible for the overall sales performance of the assigned region.
• Accountable for ASM performance, distributor development, and market execution.
• Responsible for monitoring collection discipline and reporting accuracy.
• May recommend distributor appointments, manpower changes, and market investments within company policy.
• Pricing changes, special discounts, credit approvals, and commercial commitments must remain within formally delegated authority.
• Must report material business risks, policy violations, and performance gaps to management.
• 8. GENERAL CONDITIONSRegular regional travel and field visits are mandatory.
• All sales and collection reports must be accurate and submitted on time.
• The RSM must maintain professional conduct and confidentiality.
• All company policies, approved schemes, pricing guidelines, and reporting procedures must be followed.
• Performance will be reviewed periodically by the reporting manager.