Territory Sales Manager - Wires & Cables

STURLITE ELECTRIC PRIVATE LIMITED
Job Description
Territory Sales Manager (TSM) — Wires & Cables
Function: Sales & Business Development – Power Division
Business Category: Wires & Cables
Level: Territory Management
Location: Assigned Territory / District Headquarters
Reporting To: Area Sales Manager / Regional Sales Manager
Team: Sales Executives / Field Sales Representatives
Travel: Extensive field travel across the assigned territory
Job Purpose:
The Territory Sales Manager will be responsible for driving sales growth, developing the distributor and dealer network, increasing retailer penetration, and ensuring effective market execution for Sturlite Electric Private Limited’s Wires & Cables portfolio within the assigned territory. The role requires strong expertise in electrical trade sales, distributor and dealer management, primary and secondary sales, retailer-level execution, market development, collections, and competitor tracking. The incumbent will be responsible for achieving sales targets, expanding market coverage, strengthening channel relationships, and improving product availability and brand visibility across the territory.
Key Responsibilities:
Sales & Target Achievement
Achieve monthly, quarterly, and annual sales targets for the assigned territory.
Drive primary and secondary sales through distributors, dealers, electrical wholesalers, and retailers.
Promote the company’s Wires & Cables portfolio, including house wires, industrial cables, and other applicable product categories.
Monitor daily and monthly sales performance and take corrective action to achieve targets.
Ensure appropriate product mix, SKU penetration, and repeat orders across the assigned territory.
Execute territory-level sales plans in alignment with business objectives.
Distributor & Dealer Management
Develop and maintain strong relationships with distributors, dealers, electrical wholesalers, and retailers.
Identify potential channel partners and support new distributor and dealer appointments.
Ensure adequate stock availability and product assortment across distributor and dealer networks.
Monitor distributor sales performance, stock levels, outstanding payments, and business potential.
Drive regular secondary sales and improve billing productivity across existing channel partners.
Implement company-approved pricing, trade schemes, commercial policies, and promotional initiatives.
Address channel partner concerns and coordinate with internal teams for timely resolution.
Market Development & Territory Expansion
Expand Sturlite’s Wires & Cables presence across existing and untapped market areas.
Conduct market mapping to identify potential distributors, dealers, retailers, electricians, contractors, and electrical wholesalers.
Develop new business opportunities and increase market penetration within the assigned territory.
Identify uncovered market pockets and improve distribution reach.
Monitor competitor pricing, dealer margins, schemes, product availability, and promotional activities.
Strengthen counter presence, product visibility, and brand awareness at retail outlets.
Build a strong and sustainable network of active dealers and retailers.
Secondary Sales & Retail Execution
Drive retailer-level billing, product movement, and repeat purchases through effective channel engagement.
Prepare and execute daily beat plans, route plans, and market coverage schedules.
Conduct regular distributor, dealer, wholesaler, and retailer visits.
Ensure availability of key SKUs and monitor stock rotation and inventory movement.
Implement dealer schemes, promotions, and trade activation activities at the market level.
Track outlet productivity, retailer coverage, productive calls, and order conversion. Sturlite Electric Private Limited | Territory Sales Manager – Wires & Cables
Identify gaps in market coverage and take timely corrective action to improve sales productivity.
Electrician, Contractor & Influencer Engagement
Build relationships with electricians, electrical contractors, and other key market influencers.
Support and execute electrician engagement programmes and product demonstration activities.
Drive enrolment and participation in the Sumangal Electrician Loyalty Programme.
Create awareness of product features, quality, applications, and brand benefits.
Encourage product recommendations and brand preference among electricians and contractors.
Support local promotional activities and market-level brand-building initiatives.
Collections & Commercial Management
Monitor distributor and dealer outstanding payments and ensure timely collections as per approved credit terms.
Follow up on overdue payments and coordinate with channel partners to resolve collection issues.
Maintain healthy receivables and support effective working-capital management.
Ensure adherence to approved pricing, credit limits, discount structures, and commercial policies.
Monitor distributor stock levels and business viability.
Escalate payment delays, commercial risks, and channel-related issues to the reporting manager.
Sales Team Coordination & Field Execution
Guide and coordinate the activities of Sales Executives and Field Sales Representatives within the territory, wherever applicable.
Allocate beat plans, outlet coverage, and daily sales priorities.
Conduct joint market visits to improve sales execution and channel engagement.
Monitor team productivity, market coverage, order generation, and target achievement.
Support product training, sales capability development, and effective execution of company initiatives.
Share regular field feedback and recommend corrective actions to improve team performance.
Reporting & Market Intelligence
Submit accurate and timely reports on sales, secondary sales, collections, stock availability, and market coverage.
Maintain updated distributor, dealer, retailer, and outlet-level data.
Track competitor activities, market pricing, trade schemes, and new product launches.
Provide actionable market intelligence and identify potential growth opportunities.
Ensure timely and accurate use of SFA, mobile-based reporting, CRM, or other sales management tools, as applicable.
Review territory performance regularly and share progress, challenges, and action plans with the reporting manager.
Key Performance Indicators (KPIs)
Performance Will Be Evaluated Based On
Achievement of assigned sales targets.
Primary and secondary sales growth.
Distributor and dealer sales productivity.
New distributor and dealer appointments.
Growth in the active dealer and retailer base.
Retail outlet coverage and productive market visits.
Beat-plan adherence and territory coverage.
Product mix and SKU penetration.
Stock availability and inventory movement.
Collection efficiency and control of outstanding payments.
Electrician and contractor engagement.
Implementation of trade schemes and promotional activities.
Competitor tracking and market development.
Quality and timeliness of sales reporting.
Qualification & Experience
Essential Qualifications
Graduate in any discipline from a recognized institution. Sturlite Electric Private Limited | Territory Sales Manager – Wires & Cables
MBA / PGDM in Sales & Marketing will be an advantage.
Good understanding of electrical trade distribution and local market dynamics.
Proficiency in the local language of the assigned territory.
Essential Experience
4 to 7 years of relevant experience in Wires & Cables, Electrical, Switchgear, FMEG, or related industries.
Minimum 2 to 3 years of experience in territory sales, channel sales, or a similar sales role.
Proven experience in B2C trade sales and distributor/dealer management.
Strong understanding of primary sales, secondary sales, retailer coverage, and market development.
Experience handling electrical wholesalers, distributors, dealers, and retailers.
Demonstrated ability to achieve sales targets, manage collections, and expand market presence.
Experience coordinating field sales teams will be an advantage.
Preferred Industry Background
Candidates with relevant experience from established Wires & Cables, Electrical, Switchgear, or FMEG brands will be preferred, including:
Polycab
KEI Industries
RR Kabel
Finolex Cables
Havells
V-Guard
APAR Industries
Anchor
Legrand
Other established electrical and FMEG brands
Ideal Candidate Profile
Territory Developer: Ability to identify new market opportunities and expand distributor, dealer, and retailer coverage.
Trade Sales Expertise: Strong understanding of electrical trade distribution, channel sales, and retail execution.
Target Orientation: Demonstrated ownership of sales targets, secondary sales, product mix, and order generation.
Relationship Management: Ability to build pro

Work arrangement
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