Senior sales officer

KEY RESULT AREAS (KRA)

MAJOR ACTIVITIES

OUTCOME

1.     Assist in Appointing Distributor Sales Reps (DSRs)

Short list candidates by conducting a first round of interview to assess the preparedness and fitness for the role. Create pipeline of such (keep the attrition of people in mind)

·          Focus on candidates with Paint or similar industry background

·          Understand location constraints of the candidate

2.     Training and capability of Distributor’s team

Train DSRs on the following:

·          Briefing on Company profile

·          All Products – USP of Company Products and Competitors

·          Discounts/Rebates/Promotions – Understanding and how to articulate and demonstrate the financial benefits to the Dealer

·          POST policy – Benefits of a tinting machine

·          Terminologies – example: reach; segmentation; assortments etc.

·          Shadow market working with DSE

An aligned and competent distributor team with a reasonably good understanding of the paint industry, defined market, competition, SSO requirements and Company objectives

Market profile

·          Brief on the SSO’s behavior, market size and Company share of the market allotted

Appraise Distributor owner and manager

·          Company profile

·          Key terms of contract and implications

·          Category of products

·          Terms of trade

·          SLA – Material delivery time

·          Warehouse – Planogram/Stacking norms

·          Key business indicators – Active/Monthly Invoiced/POST/POST productivity/Assortments etc.

·          Importance of off-take programmes enabling sell-out

3.     Distribution deliverables

·          Assist DSR to appoint B1 and B2 – medium and large SSOs (ABC classification to be used until segmentation based on Retail Landscape is available)

·          POST expansion and productivity in the defined geography as planned in the Distributors P&L sheet (5-year rolling)

·          Propose to RSM/ASM on quarterly and annual tie-ups for Medium and Large SSOs to drive mix and loyalty

·          Build and maintain relationship with core segmented SSOs – Platinum/Gold/Silver/Dulux Point

·          Productivity of assets – POST and Eeden deployments

Deliver sustainable distribution and POST expansion (measured as % invoiced every month) for the distributor territory

4.     Business and process deliverables

Maintain day to day contact with the Distributor(s) in a professional manner to deliver revenue, volume, mix and other Sales KPI’s for the distributor territory within set policies to support the achievement of company’s goals and objectives by adhering to defined meeting/review norms.

·          Daily meeting and review of defined Dashboards (updated every day – Mandatory; the Dashboards must be in the line of sight of the Owner/Manager) – daily plan on SSOs covered, volume, revenue, collections, focus products/activities as applicable

·          Daily invoicing in DERP to reflect actual business

·          Weekly review of existing SSO performance and new SSO appointments vs. plan to understand reasons for growth or lack of growth - help DSR to understand reasons for non-performing SSOs and develop plans/interventions to ensure growth

·          Weekly review of assortment performance for core segmented SSOs and POS SSOs

·          Weekly review of POST expansion vs. plan

·          Monthly review of DSR’s beat and suggest changes modification if any to improve effectiveness/efficiency

·          Monthly review POST productivity vs. plan – invoicing of base + colourants – incremental

·          Monthly review of in-store offtake drivers – Eeden and shop assistant programmes – improvement in revenue/volume/mix of target SSOs

·          Review with SSOs (monthly cyclical) service levels, credit terms performance, accounts receivables performance, financial hygiene – regularity and clarity of statement of accounts, credit notes, debit notes and record feedback with Distributor/Distributor Manager with a copy to RSM/ASM

·          Ensure adherence to CRM usage by DSR, monthly cyclical surveys on SSO inventory and SSO hygiene (photographs)

·          Document all weekly and monthly reviews with the Distributor, Distributor Manager and RSM/ASM

Deliver, revenue, volume and mix for the distributor territory as per plan and ensure adherence to defined processes and tools

5.     Market activities

·          Address complaints and drive closure (excluding POST equipment) – As required

·          Competitor intelligence duly recorded in CRM – Monthly

·          Key Account relationship management of Platinum, Gold, Silver and Dulux Point SSOs – Monthly

·          DSR route planning – Quarterly

·          Identify and help deploy Differentiated Value Propositions from the available menu for the country for core segmented channel – Annual plan and Quarterly review

·          Review distributor service levels vs. key competition and record improvement areas if any with Distributor and RSM/ASM – Half yearly

·          Drive mix and loyalty building rebates and promotions with core segmented channel – Quarterly/Annual plan and review

Key account management of core segmented channel and provide feedback to improve effectiveness and efficiency of the distributor team

6.     Painter programme

·          Assist MDO and Painter Reps to identify and register painters; conduct painter shop meets/training/Best-By-Test meets

·          Coordinate with MDO to ensure offtake reflects into sell-out and hence sell-in

·          Assist MDO and Painter Rep team with pricing support from SSOs servicing Medium and Small projects

Ensure offtake programmes for painters translate into sell-out and sell-in