Sales Manager - General Trade & Distributor Development

Beehive Farms Pvt Ltd.; Ludhiana; On-site; INR 600,000 - 900,000; Full time

Job summary

Beehive Farms Pvt Ltd is seeking a field sales leader to drive distributor development and general trade sales across assigned territories. The role requires hands‑on market work, strong trade relationships and ownership of sales growth, repeat orders and collections.

The candidate will identify and appoint distributors, expand availability across retail outlets, and manage primary and secondary sales with a focus on targets, forecasting and timely collections.

Qualifications

• 3–7 years of experience in FMCG or food and beverage sales.
• Proven experience appointing distributors and developing retail markets.
• Established distributor and retailer network in relevant territories.

Responsibilities

• Identify, evaluate and appoint distributors, super-stockists and channel partners.
• Expand availability across grocery stores, premium food stores and other outlets.
• Drive primary sales to distributors and secondary sales to retailers.
• Ensure distributors service outlets, maintain stock and generate repeat orders.
• Develop territory plans, retailer coverage plans and market expansion strategies.
• Recruit, train and manage field sales representatives as the business expands.
• Plan trade schemes and in-store activities within budgets.
• Monitor stock ageing, expiry exposure, returns, payments and collections.
• Gather market feedback on pricing, competition, product demand and packaging.
• Maintain accurate sales forecasts and regular distributor/outlet reports.

Skills

Negotiation skills

Relationship management

Collections

Excel

Sales reporting tools

Travel

Independence

Tools

Excel

Sales reporting tools

Job description

Will lead distributor development and general trade sales across assigned territories. The role requires hands‑on market work, strong trade relationships and ownership of sales growth, repeat orders and collections.

Key Responsibilities

• Identify, evaluate and appoint suitable distributors, super‑stockists and channel partners.
• Expand availability across grocery stores, premium food stores, independent supermarkets and other relevant retail outlets.
• Drive primary sales to distributors and secondary sales from distributors to retailers.
• Ensure appointed distributors actively service outlets, maintain appropriate stock and generate repeat orders.
• Develop territory plans, sales targets, retailer coverage plans and market expansion strategies.
• Recruit, train and manage field sales representatives as the business expands.
• Plan trade schemes and in-store activities within approved budgets.
• Monitor stock ageing, expiry exposure, returns, payment terms and outstanding collections.
• Gather market feedback on pricing, competition, product demand and packaging.
• Maintain accurate sales forecasts and regular reports on distributor and outlet performance.

Candidate Requirements

• Preferably 3–7 years of experience in FMCG or food and beverage sales.
• Proven experience appointing distributors and developing retail markets.
• An established distributor and retailer network in relevant territories.
• Strong negotiation, relationship management and collection skills.
• Ability to work independently and travel regularly.
• Comfortable using Excel and sales reporting tools.
• Experience with premium or emerging food brands is an advantage.

Success Measures

• Productive distributors and active retail outlets.
• Secondary sales growth and repeat orders.
• Sales target achievement and timely collections.
• Healthy inventory movement and controlled returns.