Job Description Format

Position Title

Sales Executive / Sr. Sales Executive

Department

Sales

Reporting into

Area Sales Manager

Basic Responsibilities

(Detail the Broad Activities to be performed by the employee)

Activities

1. Sales & Order Management (RBAs & Retailers)
- Regular outlet visits as per DRCP norms
- Collect primary orders (RBAs) and secondary orders (Retailers: Elite Plus, Elite, Premium) from outlets
- Drive revenue targets across categories for the retailers, RBAs and DBAs
- Communicate latest schemes to outlets
- Focus on promoting sales of focus products and ensure range selling
- Drive collection from primary channels (RBAs)
2. Sales & Order Management (DBAs)
- Regular outlet visits as per DRCP norms
- Collect primary orders from DBAs
- Responsible for overall Secondary sales of the Territory
- Ensure DBA health - inventory, delivery issues, pending order, retailer order services, Bandhan usage
- Ensure timely collections from DBAs as per credit policy
- Focus on promoting sales of focus products and ensure range selling
3. Channel Expansion & Management
- Identify and onboard high-potential outlets
- Map newly added retailers to relevant DBA
- Drive share gain at identified competition outlets
- Manage and grow primary & secondary channel partners
4. In-shop Execution
- Conduct promotional activities - in-shop meets, retailer meets and other channel level branding (POSM & branding)
- Conduct in-shop selling activities for top tile outlets (RBAs, Elite+, Elite, Premium) & potential outlets - 1 hour per retailer per quarter
5. Lead generation & Prospecting
- Input and prospect potential leads (sites, contractors, AIDs) provided by the channel into LMS
- Follow up internally with MDE/TPE & revert back with the status to channel
6. Market Intelligence & Competition Tracking
- Gather market operating price of own and competition products at regular intervals and upload to SFA app
- Gather competition insights such as new product launches, schemes, offers etc. and convery the same to ASM
7. ISR Management
- Daily performance review of ISR
- Visit key outlets with the ISR, coach and guide them
8. Reporting and Documentation
- Update daily activities as per DRCP into the SFA app
- Provide reports based on requirements

Deliverables (Broad KRAs)

Output metrics:
1. Primary sales target: 30%
2. Secondary sales targets (value budget + growth) - 20%
3. Focus product primary sales* (ex of economy TA: 303, 305) - 15%
4. % retailers & RBAs qualifying for value guidelines - 10%
5. New outlet addition - 10%
Input metrics:
6. Visit norm adherence - 15%

Dimensions

# of Team Members

Not Applicable

Sales Revenue

Production Volumes

Not Applicable

Any Other

Person Specifications

Education

Essential

Graduate

Desirable

MBA

Experience & Skills Required

Graduate with min 2-3 years of experience in channel sales

Digital Literacy

Ability to use Excel, PowerPoint, Power BI, and SFA and equivalent app

Critical to Success Factors

(Personality Traits)

Proficient

1. Communication skills - oral and written communication (including regional language), ability to adapt tone and style to audience

2. Customer Service Orientation - Ability to identify and respond to customer needs; build rapport and ensure satisfaction

3. Collaboration - interpersonal skills; builds and maintains relations

4. Product and Market Knowledge - Awareness of product range, competitor offerings, and local market conditions

5. Integrity and professionalism

Experience

1. Negotiations & Persuasiveness - Influences customers’ buying decisions; uses logic, data, and tact to close deals

2. Accountability - Self-motivated, meets targets, and takes ownership

3. Adaptable and resilient - adjusts quickly to market, customer, and business changes

4. Attention to detail and process discipline

5. Leadership - Cross-functional collaborator with the ability to lead and influence people

Target Talent Pool

Industry

Tile Adhesives, Paints, Tiles & Sanitary, CPVC pipes, Electricals

Plywood & Hardware, Waterproofing, Construction Chemicals, Building Materials

FMCG & other allied building industry

Specific Organizations

Ultratech, JK, ACC, Ambuja, Shree Cement, JSW, Roff, Kerakoll, Fosroc,

Pidilite, Asian Paints, Birla Opus, Berger Paints, Godrej Locks, Europa Locks, Dorset

Havells, Polycab, Crompton Greaves

Ashirvad, Astral, Kajaria, Somany, AGL, Orient Bell, Simpolo