Area Sales Manager

The Area Sales Manager is responsible for driving the performance, profitability, compliance, and growth of COMPANY retail showrooms within the assigned territory. The role focuses on ensuring showroom operational excellence, staff capability development, solution selling, inventory and cash controls, installer engagement, market intelligence collection, stakeholder management, and execution of complete building solutions sales strategies.

The incumbent will ensure all showrooms operate in accordance with company policies, SOPs, and brand standards while delivering superior customer experience and achieving business objectives.

Key Responsibilities:

Showroom Operations & Control;

• Ensure effective operational management of all assigned showrooms.
• Drive adherence to showroom SOPs, company policies, and operational standards.
• Conduct regular showroom audits and compliance reviews.
• Monitor showroom appearance, merchandising, cleanliness, safety, and product displays.
• Implement corrective actions to address operational gaps and non-compliance.

Sales Performance & Business Development;

• Drive achievement of sales, revenue, margin, and growth targets.
• Promote COMPANY's Complete Building Solutions offering across assigned markets.
• Develop and implement sales interventions to improve showroom productivity.
• Identify and capitalize on emerging market opportunities.
• Monitor product mix, pricing competitiveness, and sales conversion rates.
• Drive cross-selling and solution selling initiatives across product categories

Team Leadership & Staff Development;

• Lead, coach, mentor, and develop showroom personnel.
• Conduct regular performance reviews and feedback sessions.
• Identify capability gaps and implement development plans.
• Foster a high-performance culture focused on accountability and customer satisfaction.
• Ensure consistent succession planning and talent development initiatives.

Solution Selling & Training;

• Train showroom teams on consultative selling techniques.
• Drive adoption of solution selling methodologies.
• Ensure staff can effectively present COMPANY's complete building solutions to customers.
• Conduct regular product knowledge and sales skills training sessions.
• Support teams in handling key customer requirements and technical sales discussions.

Inventory Management & Stock Control;

• Monitor inventory levels across all assigned showrooms.
• Ensure stock accuracy and inventory reconciliation.
• Minimize stock losses, damages, and obsolete inventory.
• Coordinate stock replenishment activities.
• Ensure compliance with inventory management procedures and controls.

Financial & Cash Controls;

• Monitor petty cash management and compliance.
• Ensure accurate maintenance of petty cash books and supporting documentation.
• Review showroom expenses and recommend cost optimization measures.
• Ensure adherence to financial controls and audit requirements.
• Support periodic internal and external audits.

Installer & Contractor Engagement;

• Develop strong relationships with installers, contractors, fabricators, and influencers.
• Identify opportunities to increase installer-led sales.
• Organize installer engagement programs and promotional activities.
• Support recruitment and retention of strategic installer partners.
• Gather feedback from installers to improve service and product offerings.

Market Intelligence;

• Gather and analyze market intelligence relating to;
• Competitor activities.
• Pricing trends.
• New construction projects.
• Customer preferences.
• Emerging market opportunities.
• Provide actionable market insights to management.
• Recommend strategies to improve market penetration and competitiveness.

Stakeholder Management;

• Build and maintain strong relationships with;
• Customers.
• Contractors.
• Developers.
• Architects.
• Distributors.
• Internal stakeholders.
• Ensure high standards of customer service and issue resolution.
• Act as a key link between showrooms and head office functions.

Performance Review & Continuous Improvement;

• Conduct regular showroom business reviews.
• Analyze KPIs and implement performance improvement initiatives.
• Design and execute corrective interventions where performance gaps exist.
• Prepare weekly and monthly business performance reports.
• Drive continuous improvement initiatives across showroom operations.

Key Performance Indicators (KPIs):

• Sales Revenue Achievement.
• Gross Margin Performance.
• Showroom Profitability.
• SOP Compliance Score.
• Inventory Accuracy.
• Stock Loss Percentage.
• Customer Satisfaction Score (NPS).
• Staff Productivity.
• Employee Development and Training Completion.
• Installer Engagement Growth.
• Market Intelligence Reports Submitted.
• Audit Compliance Rating.
• Cash Control Compliance.
• Complete Building Solutions Sales Growth.

Qualifications and Competencies:

• Bachelor’s degree in business administration, Marketing, Sales Management, Commerce, or related field.
• Minimum 7-10 years of sales experience.
• At least 5 years in retail sales management, branch management, or showroom operations.
• Experience in construction materials, steel, roofing, building products, or related industries is preferred.
• Demonstrated experience in people management and business development.

Skills & Competencies:

Technical Skills;

• Retail showroom management.
• Sales management.
• Solution selling.
• Inventory management.
• Financial controls.
• Data analysis and reporting- MS office (Excel, Power point).
• Customer relationship management.

Behavioral Competencies;

• Leadership and team development.
• Strong communication and interpersonal skills.
• Commercial acumen.
• Problem-solving capability.
• Results orientation.
• Planning and organizational skills.
• High integrity and discipline.
• Stakeholder management.
• Negotiation and influencing skills.