Role of a sales officer in FMCG
1.Secondary sales.
Generating secondary sales, is the primary
responsibility of a sales officer. Through his distributor he need generate
secondary sales. He has to monitor distributor’s salesman, for order collection
.He need to ensure that distributor’s salesman takes order from market as per
company’s system. Also he need to ensure that distributor’s salesman visit his
market on regular basis.
2.Collecting order from distributor.
After secondary sale , it is obvious that sales officer need to take
primary order from distributor and make payment to company from distributor. He
need to take order for all sku as per market potential basis. Also he need to
take order for company’s focus product. If any new product launched by company
,he need to plan for distributor’s order.
3.Monitoring distributor’s godown
Sales officer has to keep an eye into distributor’s godown stock to maintain continuous stock flow
to the market. As per distributor’s godown stock, sales officer need to make a primary plan for
the month. Shortage of a single SKU at distributor point will led to short
supply of that SKU into the market. Hence sales officer should have updated
knowledge of distributor’s godown stock on daily basis.
4. Link between market and company.
Sale officer is the link between company and the distributor. He need to
execute company’s agenda in the real market through distributor. Also he need
to communicate market issues to company in consultation with distributor. He is the primary
information collector about competitor’s activity , competitor’s pricing and product quality .
5.Product visibility in market.
Product visibility in market is
essential for FMCG product, sales officer need to focus on this . He need to
use POP /POS material , and any other
company provided material for product visibility( Some company
provides Rack , Hanger and Dispenser). If company provides some display
scheme , he need to use these properly.
6.Market expansion .
Sales officer need to find new outlet, new market and new
customer. Appointment of new distributor and super stockist where necessary, is the key role of a sales
officer. Also he need to place new product to
existing and new customer. That means sales
officer need to penetrate optimum
quantity into the trade channel.
7.Damage control.
In FMCG , unsold goods are called damage. Damage is net loss to the
company and hence sales officer need to find mechanism for damage control. He need
to focus on FIFO( First in first out) maintain at distributor’s godown. Also at the time of supply, he need to ensure that right products are placed in
right outlet in right quantity.
8.Coordinator among channel partner.
Sales officer need to do coordination with different channel partners. He
need to maintain a good relationship between retailer and distributor, wholesaler and
distributor, distributor and super stockist and super stockiest with rural distributor. So
that company’s business can run smoothly .
9.Market intelligence .
Collecting market information is very
crucial for a sales officer. Understanding competition, and plan accordingly is
the key to success . Sales officer should know about competition, their product, pricing ,
quantity, trade scheme, discount and also types of service provided by competitor .
10.Distributor’s ROI
In the entire distribution channel, distributor
is the main pillar of FMCG sector. He invest money and time into a
particular brand . Hence, it is sales officer’s duty to ensure a healthy ROI
for distributor. Sales officer should keep an eye into
distributor’s expense, for healthy ROI .
Also distributor’s investment
should be kept within limit.
11.Monitoring off role sales person.
Majority of FMCG distributor keeps some salesman under them. Sales
officer need to monitor them for their day to day working. If necessary give
them proper training , make them familiar with company’s working guideline.
Working with them for OJT (On Job Training) and maintaining their discipline are
also essential . Also most important thing is,
to keep them motivated to get expected sale volume.
12.Effective implementation of trade scheme and discount.
All FMCG company gives some discount or trade
scheme in the market for sales promotion. Sales officer need to ensure these to
be passed on to market. All distributors are not honest , be careful while
operating scheme and discount.
13. Monthly target setting.
As a sales officer you will get monthly target from your boss. Your job
is to set distributor wise target for the month( Distributor wise value target and sku wise target). Also set PSR
/RSA wise monthly target.
14.Sales data analysis .
As a sales officer you will get sales
data everyday or every month. You need
to analyze these data, and as per your analysis you need to take action . For example sales data will be like , distributor wise sales data,
product wise sales data etc.
15.Market share growth.
First of all, Sales officer need to
maintain existing market share along with share gain. FMCG company keeps a huge
sales force to grow market share. He need to find scope for share gain in the
market.
16.Revenue growth.
Every year FMCG company needs revenue
growth to survive. Because of increasing cost , business expansion and
new technology adoption etc. Hence sales
officer need to find scope for revenue growth.
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