Role of ASM in FMCG sales .

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Area Sales Manager’s  top most priority is to deliver sales target . It may  be value sales target or volume sales target . There are multiple process to achieve target. In this topic I will discuss about some of these process.                                           

ASM works with three aspect .

                                                                                          

A. Area:- ASM works in a  defined territory .              

        

B. Sales :- ASM’s  top most priority is to deliver sales target.   

C. Manager:- ASM need to manage a team of people.

1.Team handling.                                                                                                              

First responsibility an ASM is team handling. ASM is the in charge of a ground  level sales force ( Sales Officer, Sales Executive,  Territory Sales In charge,  Area sales In charge , Customer Executive etc).  Need  to guide sales team, monitor their day to day activity and coaching them . ASM need to create a friendly atmosphere for the sales team, need to understand their ground level problem  and give solution. Set clear cut target , KPI,  review and feedback on regular basis. Set responsibility of each team member individually and follow up on regular basis.

2. Strategy building.                                                                                                          

ASM is the leader of a ground level sales team, need to develop strategy for the area.  Need  to find new strategy for sales drive, revenue generation, revenue growth,  market share gain, cost minimization,   minimization of unsold stock,  maximum utilization of off role sales force, market expansion, effective distribution etc.  Depends on the situation ASM need to prepare strategy accordingly.    

                                                                                                                  

3.Team motivation .                                                                                                                    

As a leader , ASM’s  job role is to keep  sales team motivated. ASM  performance is not an individual performance, it is  the outcome of team performance.  Individually ASM cannot affect vey much  ,  need the  team to achieve cumulative goal for a month. A good motivated team can deliver a big thing . Need to appreciate for good doing .  Always encouraging team for number delivery.      ASM need to win trust of the team and maintain continuously ,for this transparency is essential.

4.  Team  Coaching.       

                                                                                         

Coaching the team is also very important role of an ASM.  ASM need to find development and lacking side of the team member, discipline related issues etc. Giving OJT (On Job training) to the team is crucial. ASM need to align sales team as per company policy and culture.

5.Target setting.                                                                                                              

ASM receives some target from regional management (Monthly, quarterly, half yearly and annually),and  need to break it up , among  team members, as per sales trend and previous track record. Target setting  maybe  product wise, distributor wise , town wise and week wise.  If any new product launched by the company during the month, ASM need to prepare team member wise target .

5.  Agenda setting.                                                                                                                    

As a team leader ASM takes  some decision and also need to set agenda for the entire team .  Planning for team member’s daily activity. Like team member’s market working , number outlet visit, working time, retail vs wholesale , rural vs urban etc.   If any new product launched by the company during the month, he need to plan accordingly.

6. Finding new opportunity.                                                                                      

Continuous market visit to find new opportunity, monitoring effective coverage, market  share gain and sales revenue generation. Finding market gap  and plan to fulfill accordingly. If necessary , distributor appointment plan need to be given and execution through sales team is also important ASM.

7. Strengthen sales channel.           

                                                    

FMCG business is a channel based business. Different channel partners are involved in this channel, like C&F, Super stockiest, Urban distributor, rural distributor, retail, whole sale, modern trade, and institution( if any).  ASM is responsible for smooth functioning of all these linking channel partner. A good coordination between company and super stockiest can give better result.

8.Coordinator.    

                                                                               

 ASM is the coordinator between regional management and the ground level sales team. ASM need to implement company agenda effectively on ground. Also  need to solve ground level problem , in consultation with regional management . ASM takes market feedback and reports to organization.

 9.Effective implementation of company strategy and agenda.                                 

Effective implementation of strategy and agenda depends a lot on ASM.  ASM need to fine tune company agenda and strategy according to market. All the FMCG company takes some strategy and agenda from core management team and regional management team. ASM’s responsibility  is to execute all these on ground.

10. Sales data analysis.                

                                                     

ASM need to analyse sales data on regular basis and understand sales trend, growth, major product, lacking product etc. Based on sales data analysis ASM need to plan  for future, need to set agenda, strategy etc.

11.Sales administration job.                                                                                            

ASM need to do all the sales administration job in line with regional management. He need to ensure proper reporting of team member,  adherence with journey plan, sending daily, weekly and monthly report.

12. Market intelligence .                                                                                                                                   

ASM conducts market survey to understand competitor’s brand and their strategy and provides innovative ideas to improve sales . ASM  collects market data through  sales team,  analyzes this and takes a decision .

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