Area Sales Manager - Wires & Cables

Sturlite India; Rajkot; On-site; INR 600,000 - 1,200,000; Full time

Job summary

Sturlite India is seeking an experienced Area Sales Manager for Wires & Cables to drive growth in the General Trade channel across Rajkot and surrounding markets.

The role focuses on managing distributors, dealers and retailers, achieving sales targets, expanding market coverage, and ensuring strong product visibility, while leading sales officers and reporting to Regional/State leadership.

Qualifications

• Graduate in any discipline; MBA in Sales/Marketing adds advantage.
• 5–9 years of experience in Wires & Cables or electrical allied industries.
• Strong General Trade / B2C sales experience mandatory.
• Proven experience handling distributors, dealers, retailers and electrical wholesalers.
• Good understanding of the local electrical market and dealer network.
• Willingness to travel extensively within the assigned territory.

Responsibilities

• Achieve monthly, quarterly and annual sales targets for the assigned territory.
• Drive primary and secondary sales through distributors, dealers and retailers.
• Identify, appoint and develop new distributors, dealers and retail counters.
• Build and maintain strong relationships with electrical dealers, distributors, wholesalers and retailers.
• Conduct regular market visits and ensure effective beat planning and market coverage.
• Monitor distributor stock, billing, secondary sales, product movement and SKU availability.
• Ensure effective implementation of dealer schemes, trade offers and promotional activities.
• Expand product availability and visibility across key retail markets.
• Track competitor pricing, schemes, new products and market activities.
• Identify new markets and business opportunities within the assigned territory.
• Monitor distributor outstanding and support timely collections.
• Lead and guide Sales Officers/TSMs and ensure achievement of individual and team targets.
• Prepare regular sales, market and competitor reports for the management.

Skills

General Trade / B2C sales

Negotiation

Communication

Relationship management

Education

Bachelor's degree

MBA in Sales/Marketing

Job description

Area Sales Manager – Wires & Cables | General Trade

• Job Title: Area Sales Manager – Wires & Cables
• Function: Sales & Business Development
• Channel: General Trade / B2C
• Location: Rajkot
• Reporting To: Regional Sales Manager / State Head

Job Summary

We are looking for an experienced Area Sales Manager to drive sales and market expansion for our Wires & Cables portfolio through the General Trade channel. The role will be responsible for managing distributors, dealers and retailers, driving primary and secondary sales, expanding market coverage and ensuring strong product visibility across the assigned territory.

Key Responsibilities

• Achieve monthly, quarterly and annual sales targets for the assigned territory.
• Drive primary and secondary sales through distributors, dealers and retailers.
• Identify, appoint and develop new distributors, dealers and retail counters.
• Build and maintain strong relationships with electrical dealers, distributors, wholesalers and retailers.
• Conduct regular market visits and ensure effective beat planning and market coverage.
• Monitor distributor stock, billing, secondary sales, product movement and SKU availability.
• Ensure effective implementation of dealer schemes, trade offers and promotional activities.
• Expand product availability and visibility across key retail markets.
• Track competitor pricing, schemes, new products and market activities.
• Identify new markets and business opportunities within the assigned territory.
• Monitor distributor outstanding and support timely collections.
• Lead and guide Sales Officers/TSMs and ensure achievement of individual and team targets.
• Prepare regular sales, market and competitor reports for the management.

Candidate Profile

• Graduate in any discipline; MBA in Sales/Marketing will be an added advantage.
• 5–9 years of experience in Wires & Cables, Electrical allied industries.
• Strong experience in General Trade / B2C sales is mandatory.
• Proven experience in handling distributors, dealers, retailers and electrical wholesalers.
• Good understanding of the local electrical market and dealer network.
• Strong track record of achieving sales targets and developing new markets.
• Good negotiation, communication and relationship-management skills.
• Willingness to travel extensively within the assigned territory.