Sales Supervisor (1 years course)

Sales Supervisor click here

Brief Job Description
The individual in this job role is responsible for achieving Sales Targets by driving secondary value & volume objectives for the General Trade Channel (GT) and Modern Trade (MT) Channel in the assigned geographical area. Individuals in this role typically supervise a set of salespeople employed by the channel

partners. The individual is responsible for the expansion of the sales channel, increasing market share, and training & coaching the salespeople of the distributors / modern retailers. S/he is also responsible for ensuring general trade outstanding collections through distributor sales teams, based on defined norms.

Personal Attributes
The individual needs to be physically fit, willing to work in outdoor market environments. The job requires the individual to demonstrate leadership, analytical thinking, and planning. He / She must possess good interpersonal skills.

Facilitate acquisition of secondary sales orders
Description
This OS describes the skills and knowledge required to support the distributors to acquire secondary sales orders

from the retailers leading to booking of primary sales orders from the distributors.
Scope
The unit / task covers the following
 Supervise market work of distributor salespeople
 Train and coach the distributor salespeople

Elements and Performance Criteria
Supervise market work of distributor salespeople
To be competent, the individual on the job must be able to:
PC1. create distributor wise target plan for the assigned territory based on opportunity & potential
PC2. facilitate the creation of an efficient route /and beat plan for distributor salespeople
PC3. guide distributor salespeople in creating route wise & beat wise periodic sales targets
PC4. create a monthly Permanent Journey Plan (PJP) for self to visit the territory based on priorities
PC5. ensure adherence to PJP, beat plans and thus optimal coverage of outlets using ABC category prioritization

matrix for self and distributor salespeople
PC6. ensure that the distributor salespeople increase the market-share through increasing the coverage,
number of outlets and the availability of the products therein
PC7. conduct gate meetings, ensure objectives are communicated and reviewed with the distributor
salespeople at appropriate intervals

PC8. provide action plan to the distributor salespeople to achieve sales targets
PC9. visit key accounts and the territory as per the beat plan and follow the steps of the sales call
PC10.plan and monitor growth by Range Selling, ECO (effective coverage outlets), TLS (Total
lines sold) ND (Numeric Distribution) SAH (Share among Handlers)
PC11.monitor the usage of POP (Point of Purchase material) and other merchandising material and ensure
visibility and availability of the SKUs at the retail outlets

PC12. check & ensure proper pass-through of company supported trade & consumer offers
PC13. carry merchandising kit and product sample to ensure demonstration and placement of the focus product

PC14.organise the display of products at the outlets as per the Visual Merchandising guidelines of the
organization to ensure high visibility for the brand and the products
PC15.ensure FIFO at the distributor point and freshness of stock in the market
PC16. ensure Hygiene and prevent returns by rotating stocks using FIFO concept for SKUs at retailer’s location

PC17. book personal orders for the products at retailer’s location
PC18. plan & monitor effective use of trade funds / budgets allocated to the territory

Train and coach the distributor salespeople
To be competent, the individual on the job must be able to:
PC19.train the distributor salespeople on the products and offerings of the company
PC20.provide up-to-date knowledge on channel wise, category wise, outlet type wise schemes
PC21. coach the team on effective usage of merchandising and POP materials at retail outlets
PC22.train the distributor salespeople on the techniques to achieve productivity targets
PC23.provide training on the techniques and steps to make an effective sales call
PC24.benchmark own products and sales strategies with that of competitor’s and coach the team to counter the

challenges from the competition
PC25.work along and coach the distributor salespeople on the job by sharing constructive feedback and action plans

Knowledge and Understanding (KU)
The individual on the job needs to know and understand:
KU1. geographical & demographical structure of the territory
KU2. sales plan and targets for the territory
KU3. organization structure, roles and responsibilities of self and people in hierarchy
KU4. channel management process of the organization

KU5. roles and responsibilities of channel partners
KU6. escalation matrix of the organization
KU7. latest updates on product portfolio and product mix of the organization
KU8. features, advantages and benefits of the products
KU9. criteria for identifying outlets by A, B & C categories
KU10.significance of Permanent journey plan (PJP) and beat plan

KU11.productivity targets and measures to achieve targets such as Range Selling, Numeric
Distribution (ND), Conversion Ratio, Total Lines Sold (TLC), Share Among Handlers (SAH),
Bill Cut, Lines Cut, Average Bill Value.
KU12.meeting etiquettes, organization policies on grooming and self-presentation
KU13.merchandising guidelines, techniques to create visibility of the brand and products at the retail
outlet

KU14.principles and techniques of merchandising, Stock Rotation, Inventory Management and Visual
Merchandising applied in traditional trade
KU15.grievance redressal and escalation process of the organization for distributors and retailers
KU16.process of order collection and processing
KU17.sales process of the organization

KU18.process of the organization to manage the budgets and trade funds
KU19.policies of the organization with respect to vendor / distributor / retailer payouts
KU20.techniques to train, coach & mentor distributor salespeople
KU21.sales cycle, Selling techniques and report formats

Generic Skills (GS)
User/individual on the job needs to know how to:
GS1.speak local / vernacular language of the region
GS2. use questioning and active listening to determine and respond to customer needs to ensure
customers enjoy a positive experience that reflects organisation values

GS3. use arithmetic skills to perform simple and complex calculations
GS4. use negotiation skills to manage day to day operations with retailers and distributors
GS5. operate and use hand held terminals / devices to assist in better quality of selling
GS6.read and interpret workplace document; Write reports and complete written workplace forms when
required

GS7. computer skills with respect to carry out official communication and data analysis
GS8.share work-related information with other stake holders
GS9. steps and methods of sales call

GS10.follow organisation’s policies regarding work availability, rosters and work duties.
GS11.work within the organisation’s culture by practicing inclusive behaviour.
GS12.manage personal presentation, hygiene and time.
GS13.prioritise and complete the tasks delegated by supervisor
GS14.demonstrate sensitivity to customer needs and concerns.

GS15.anticipate problems and act to avoid them where possible.
GS16.respond to and overcome breakdowns and malfunction of equipment.
GS17.respond to unsafe and hazardous working conditions.
GS18.respond to security breaches within the guidelines of the organisation

GS19.recognize and report faulty equipment and follow workplace health and safety procedures
GS20.ensure that the safety guidelines at work are adhered to by the distributor salespeople
GS21.recognize and report faulty business processes in the territory and recommend improvements to relevant

departments within the company and to the distributor externally
GS22.identify learning and training needs for self

Manage operations at the distributor point
Description
This OS details the competencies of the Sales Supervisor to partner effectively with the distributor to
ensure their Return on Investment (RoI) and achieve the sales objectives of the organization.

Scope
The unit / task covers the following
 Manage operations at distribution point
Elements and Performance Criteria
Manage operations at distribution point

To be competent, the user/individual on the job must be able to:
PC1. procure orders from distributor in line with secondary sales achievements to meet the primary sales
targets of the territory
PC2. follow-up with the distributor to ensure in time delivery of the order, review cancellations / part –
deliveries and returns

PC3. facilitate order fulfilment by the company
PC4. reconcile the receivables and payments of the distributors towards the company
PC5. collect payments against the orders from the distributor as per organisation policy
PC6. facilitate timely payouts to distributors from the company on their receivables
PC7. monitor ROI of the distributor, provide plans to achieve the ROI objectives

PC8. resolve the grievances of the distributor related to payments, processes and service related matters
PC9. update and train distributors on new product launches to leverage them best in their markets
PC10. encourage distributors to maintain sufficient stocks of entire range of products
PC11. ensure accurate and timely settlement of financial claims for the distributors
PC12. ensure allocation of promotional stocks in adequate quantities

PC13. design incentive schemes for distributor salesmen and ensure timely and accurate disbursal
PC14. ensure that the distributor is aware of the escalation matrix of the company
PC15. monitor distributor performance on market coverage and ensure effective market coverage
PC16. ensure that the distributor maintains required infrastructure for smooth operations in the territory
PC17. facilitate rewards to the distributors as per the reward and recognition policies of the company
PC18. monitor the credit limits of the distributor and ensure that the credit ageing of the distributor is within the prescribed limits

Knowledge and Understanding (KU)
The individual on the job needs to know and understand:
KU1. primary sales plan and primary targets for the territory
KU2. organisation process for order fulfilment
KU3. logistic infrastructure required for order fulfilment

KU4. escalation matrix and process for resolution of distributor problems
KU5. organisation processes for settlement of distributor dues
KU6. payment collection and remittance procedures against the distributor orders
KU7. features, advantages and benefits of new products launched
KU8. product portfolios of the organisation

KU9. replacement process for damaged stocks
KU10.methods of incentivizing distributor’s sales team
KU11.methods to monitor and analyze performance based on effective outlet
coverage

KU12.infrastructure and resources required to be maintained by the distributor for
seamless operations.
KU13.reward and recognition programs and policies of the organisation for the
distributors

KU14.credit & payment collection norms of the organization
KU15.delivery norms of the organization
KU16.methods to assess pending payments and distributor credit status
KU17.processes to ensure on time and in full delivery of all orders securely
KU18.processes to report distributor wise credit status to the supervisor

Generic Skills (GS)
User/individual on the job needs to know how to:
GS1.speak local / vernacular language of the region
GS2. complete documentation accurately; Write simple reports and complete written workplace forms when required; Read and interpret workplace documents and instructions.
GS3. use questioning and active listening to determine and respond to customer needs to ensure customers enjoy a positive retail experience that reflects store values.

GS4.share work-related information with other team members.
GS5.make appropriate decisions regarding the responsibilities of the job role.
GS6.follow organisation policies regarding work availability, rosters and work duties.
GS7. work within the organisation’s culture by practicing inclusive behaviour.
GS8.manage personal presentation, hygiene and time.

GS9. prioritise and complete delegated tasks under instruction.
GS10.adapt to new situations, including changing workplace procedures.
GS11.demonstrate sensitivity to customer needs and concerns.
GS12.anticipate problems and act to avoid them where possible.
GS13.respond to breakdowns and malfunction of equipment.

GS14.respond to unsafe and hazardous working conditions.
GS15.respond to security breaches.
GS16.recognize and report faulty processes and follow workplace health and safety procedures.
GS17. identify learning / training needs for self.
GS18. identify and learn new ways of doing things and implement changes under instruction in the context of organisational procedures.

Manage modern trade
Description
This OS describes the skills and knowledge required to achieve volume and value objectives of the organization for the assigned channel within budget, time and policy parameters through efficient control of the modern trade outlets under charge.

Scope
The unit / task covers the following
• Achieve offtake targets at the retail outlets

Elements and Performance Criteria
Achieve offtake targets at the retail outlets
To be competent, the user/individual on the job must be able to:
PC1. visit modern retail stores as per the PJP and beat plan
PC2. liaise with merchandising team, category management team, store managers, department
managers to implement sales and marketing strategies of the brand(s).

PC3. negotiate, acquire and control dominant shelf space at the retail stores
PC4. translate planogram objectives into store-level implementation
PC5. appoint, train & coach and review In-Store Promoters, Merchandisers
PC6. equip team with right capabilities, skills, resources and information to deliver business
objectives

PC7. plan work schedule for In-Store Promoters, Merchandisers
PC8. maintain roasters of In-Store Promoters, Merchandisers on a daily basis
PC9. supervise the team to ensure availability of the products on the shelf
PC10. build brand image and visibility in the store by ensuring the implementation of merchandising
at POS and high traffic locations at the stores.

PC11. monitor conversion ratios at the store and take corrective action to optimize conversions.
PC12. supervise the team to adhere to the store policies and guidelines
PC13. implement Schemes & Promotional Activities (Marketing & Sales)
PC14. track performance of Schemes & Promotional activities and take corrective actions if required
PC15. assist the supervisor to forecast Brand and SKU wise sales

PC16. review and interpret the competition after in-depth analysis of market information to
PC17. provide proper and immediate feedback to supervisor for appropriate and timely action to
mitigate challenges from competition

PC18. report outlet wise expenses towards damages, trade schemes, promotional expenses and
visibility expenses.
PC19. facilitate settlement of financial claims of the retail outlets

Knowledge and Understanding (KU)
The individual on the job needs to know and understand:
KU1. principles and techniques of merchandising, Stock Rotation, Inventory Management and Visual
Merchandising applied in modern trade

KU2. training, coaching & mentoring techniques
KU3. techniques to gather market intelligence and competitor performance
KU4. sales cycle and selling techniques for the modern trade
KU5. range of products / SKUs along with their features, benefits and advantages
KU6. pricing strategy for modern trade channel

KU7. store / outlet wise offtake targets for every SKUs
KU8. reporting formats and templates
KU9. IT devices and applications used for recording and reporting
KU10.content to be discussed during the review meetings
KU11.meeting etiquettes
KU12.organisation’s financial policies and standard operating procedures with modern trade

Generic Skills (GS)
User / individual on the job needs to know how to:
GS1.speak local / vernacular language of the region
GS2. use questioning and active listening to determine and respond to customer needs to ensure
customers enjoy a positive experience that reflects organization values
GS3. arithmetic skills to perform simple and complex calculations

GS4. negotiation skills to manage day to day operations with retailers and distributors
GS5. build rapport with all the key stake holders at the retail stores
GS6. negotiation skills to acquire space and implement promotions in the store premises
GS7. operate and use hand held terminals / devices
GS8. complete documentation accurately; write simple reports and complete written workplace forms when required; read and interpret workplace documents and instructions.

GS9.share work-related information with other stake holders
GS10. steps and methods of sales call
GS11.computer skills with respect to carry out official communication and data analysis
GS12.follow organisation’s policies regarding work availability, rosters and work duties.
GS13.work within the organisation’s culture by practicing inclusive behaviour.
GS14.manage personal presentation, hygiene and time.

GS15.prioritise and complete delegated tasks under instruction.
GS16.demonstrate sensitivity to customer needs and concerns.
GS17.anticipate problems and act to avoid them where possible.
GS18.respond to breakdowns and malfunction of equipment.

GS19.respond to unsafe and hazardous working conditions.
GS20.respond to security breaches
GS21.recognize and report faulty equipment and follow workplace health and safety procedures
GS22.identify learning / training needs for self