Role of PSR in FMCG

Pls read this e book

                                

PSR/RSA are the key person for effective distribution in FMCG  sales. Different company knows by different names. PSR, RSA, DSM, Pilot salesman etc.

PSR is the person who does order booking and payment collection, delivery done by delivery man as per order. In other words PSR visits outlet  to outlet and collects order.

Secondly RSA is a person who works with ready stock. He carry’s stock with him and sells outlet to outlet .

                                Role of  PSR and RSA.

1.Order collection.

Both PSR and RSA(RSA collects order and delivers on the spot) need  to collect order  from outlet. This is their no 1 responsibility.  After order they need to ensure delivery of goods . They need to visit 30to 40 outlet per day. Need to give service to the outlet , maintain a good relationship with shopkeeper.

2.Payment collection

Payment collection is the lifeline of FMCG business . PSR and RSA need to collect distributor’s payment on daily basis . He knows outlet wise credit details and payment track record. He is the decision maker regarding distributor’s credit support in the market.

3.New outlet opening.

New outlet addition is a must in FMCG industry. But Sales officer cannot go the each and every outlet . So here comes the responsibility of PSR. While working in market he should look for any uncovered or new outlet. PSR/RSA visits new outlet and try to convince them .

4. Product display

FMCG-PRODUCT-DISPLAY

While working in market,  PSR does merchandising  in each and every outlet.  Some FMCG products are of impulse buying in nature,  so PSR need to do merchandising.  Also due to high competition , product need to be kept in consumer’s eye catching position. If company supplies some merchandising material , he need to use these as per company’s policy.

5.Link between distributor and market.

PSR is the link between market and distributor. He exchanges information between distributor and market. He need to execute company policy as per instruction from distributor. He need to understand market problem and ask for solution from distributor.

6. Sales growth.

PSR is the growth engine of any FMCG company. He need to sell more quantity on existing outlet, also need to sell on new outlet. He need to sell new product,  if any new product launched by the company .  Company’s scheme and discount need to be utilized properly in the market.

7.Unsold stock collection.

In FMCG some product becomes unsold, and need to be taken back by the manufacturer. All the unsold stock need to be collected physically by the PSR and give replacement to outlet. This is the critical role of a PSR, because brand reputation depends a lot on this . Smooth settlement of unsold  stock builds brand reputation in the market.

8.Building relationship in the market.

This  role is not hard and fast, but personally I believe it is   essential. A good relation with PSR reflects a good distributor reputation.  No doubt PSR works under distributor, but he is associated with company’s reputation.  Wrong attitude in the market will hamper company’s business . So it is expected from PSR , that he  should maintains a good reputation in the market.

         Pls read my e book