Regional Sales Manager

AVI Renewable Energy Pvt Ltd; Uttar Pradesh; On-site; INR 1,500,000 - 2,100,000; Full time

Job summary

AVI Renewable Energy Pvt Ltd seeks a seasoned Regional Sales Leader to drive growth across assigned districts. You will own primary and secondary sales targets, expand distributor networks, and build a high-performance field sales team to cover urban, semi-urban and rural markets.

You will lead channel productivity, ensure timely installation and commissioning where applicable, and coordinate with internal teams to optimize market deployment, pricing and collections.

Qualifications

• 10–15 years of relevant sales experience in distribution-led businesses.
• Experience in distribution management and dealer network management.
• Proven track record leading distributed field sales teams.
• Strong recruitment, coaching, training and performance management skills.
• Experience in installation and commissioning-led businesses (preferred).

Responsibilities

• Target Achievement: Own regional AOP with primary and secondary sales, revenue and collections.
• Market Expansion: Identify and develop new markets, districts and high-potential territories.
• Distribution Expansion: Build strong distributor/dealer network across urban, semi-urban and rural markets.
• Sales Growth: Drive monthly sales and achieve targets for primary and secondary sales.
• Team Management: Recruit, onboard, manage and develop the regional sales team.
• Performance Management: Track targets, productivity and market coverage.
• Training & Coaching: Lead product knowledge, sales techniques, dealer management, retail execution.
• Dealer Network: Onboard and activate dealers/distributors in strategic markets.
• Channel Productivity: Improve dealer productivity and market coverage.
• Retail Network: Expand coverage of retail outlets with visibility and movement.

Skills

Distribution management

Dealer network

Primary & secondary sales

Team leadership

Retail operations

Rural market development

Negotiation

Relationship management

Sales planning

Market analytics

Education

Bachelor's degree in Engineering

MBA (Sales/Marketing)

Job description

The role will be responsible for driving sales growth and market expansion across the assigned region. The primary mandate is to achieve primary and secondary sales targets, develop and manage a robust distributor/dealer network, expand retail and rural market coverage, and build a high-performance field sales team.

The role will be responsible for strengthening channel productivity, improving market penetration, ensuring effective retail execution, and coordinating with internal teams to ensure timely installation and commissioning, wherever applicable.

Key Responsibilities

• Target Achievement: Own the regional Annual Operating Plan (AOP), covering primary sales, secondary sales, revenue and collections.
• Market Expansion: Identify and develop new markets, districts and high-potential territories to increase market penetration.
• Distribution Expansion: Develop a strong distribution and dealer network across urban, semi-urban and rural markets.
• Sales Growth: Drive consistent monthly sales and ensure achievement of primary and secondary sales targets.

2. Team Management & Capability Building

• Team Leadership: Recruit, onboard, manage and develop the regional sales team, including ASMs, and Business Development Executives.
• Performance Management: Establish clear targets and review daily/weekly/monthly sales performance, productivity and market coverage.
• Training & Coaching: Train and coach the sales team on product knowledge, sales techniques, dealer management, retail execution, negotiation and market development.
• Team Capability: Identify skill gaps and implement appropriate training and development initiatives.
• Dealer/Distributor Network: Identify, appoint, onboard and activate dealers/distributors in strategic markets.
• Channel Productivity: Improve dealer/distributor productivity, sales throughput and market coverage.
• Relationship Management: Develop strong relationships with dealers, distributors and key retail partners.
• Channel Expansion: Identify gaps in the existing network and establish adequate channel presence across assigned territories.
• Retail Network: Expand and manage coverage of retail outlets, ensuring product availability, visibility and sales movement.

4. Primary & Secondary Sales Management

• Primary Sales: Drive sales to distributors/dealers in line with monthly and annual targets.
• Secondary Sales: Ensure regular movement of products from distributors/dealers to retailers/end customers.
• Inventory Management: Monitor channel inventory, stock ageing and product availability to maintain healthy channel inventory.
• Sales Planning: Analyse market potential and prepare territory-wise sales plans to achieve business objectives.
• Market Coverage: Ensure adequate beat plans, outlet coverage and productive field visits by the sales team.

5. Rural & Market Development

• Rural Penetration: Develop and execute strategies for expanding sales in rural and semi-urban markets.
• Market Mapping: Identify potential rural markets, dealers, retailers and local influencers.
• Market Activation: Drive appropriate local sales promotion and market activation initiatives to increase product awareness and offtake.
• Coordinate with Projects/Operations/Service teams to ensure timely installation and commissioning after order closure, wherever applicable.
• Resolve dealer/customer issues related to order fulfilment, installation and commissioning.
• Ensure effective coordination between sales and execution teams to minimise delays and improve customer satisfaction.

7. Collection & Commercial Management

• Ensure timely collection of outstanding payments from dealers/distributors and customers, as applicable.
• Monitor dealer credit exposure, outstanding payments and channel health.
• Work closely with finance and internal teams to resolve commercial and collection-related issues.
• Competitor Benchmarking: Monitor competitor pricing, products, schemes, channel margins, dealer networks and market activities.
• Market Feedback: Gather market intelligence regarding customer preferences, dealer feedback, competitor activity and emerging opportunities.
• Provide regular inputs to management regarding market potential, sales trends, competitive activity and opportunities for growth.

Ideal Candidate Profile

• 10–15 years of relevant sales experience, preferably in a distribution-led business.
• Proven experience in distribution management, dealer/distributor network management, primary and secondary sales.
• Proven track record of managing a distributed field sales team across multiple districts/territories.
• Strong capability in recruitment, team building, coaching, training and performance management.
• Experience in managing retail outlets and rural/semi-urban markets.
• Excellent negotiation, relationship management and commercial acumen.
• Strong analytical and sales-planning capabilities.
• Bachelor's degree in Engineering or MBA (Sales/Marketing) preferred.
• Experience in installation and commissioning-led businesses will be preferred.
• Candidates from the following industries will be preferred: Consumer Durables / Electronics, Power / Electrical / Engineering Products, Solar / Renewable Energy / Infrastructure / Equipment or Other industries involving dealer/distributor networks, retail sales, installation and commissioning