Sales Manager

JOB DESCRIPTION – SALES MANAGERDistribution Channel Sales & Business DevelopmentPosition: Sales Manager

Department: Sales & Distribution

Reports To: Business Head

Location:

Experience: 2+ years in IT/Technology Distribution or related channel business

Job PurposeThe Sales Manager will be responsible for driving distribution-channel sales, team performance, dealer development, purchasing coordination, pricing, negotiation, and achievement of organizational business goals. The role requires strong leadership, market knowledge, commercial understanding, and the ability to build long-term relationships with dealers, distributors, vendors, and internal teams.

• Key Responsibilities1. Distribution Channel SalesDevelop and execute sales strategies to achieve monthly, quarterly, and annual targets.
• Expand the dealer/channel partner network and increase business from existing dealers.
• Monitor territory, product, brand, and customer-wise sales performance.
• Identify new business opportunities and market segments.
• Ensure healthy sales growth while maintaining profitability and financial discipline.
• 2. Purchase & Inventory CoordinationCoordinate with the purchase team based on market demand, sales forecasts, and stock requirements.
• Monitor fast-moving, slow-moving, ageing, and dead stock.
• Ensure purchase decisions are aligned with sales requirements and organizational working-capital objectives.
• Avoid unnecessary inventory accumulation and improve stock rotation.
• Coordinate with vendors for availability, schemes, pricing, and special requirements.
• 3. Price List & Commercial ManagementPrepare and regularly update product price lists based on purchase cost, market price, competition, margins, schemes, and company objectives.
• Ensure accurate and timely communication of pricing to the sales team and dealers.
• Maintain appropriate margins while remaining competitive in the market.
• Review pricing regularly and recommend necessary changes to management.
• 4. Team Leadership & ManagementLead, guide, motivate, and monitor the sales team.
• Allocate responsibilities and sales targets to team members.
• Conduct regular performance reviews and provide constructive feedback.
• Develop team members' product knowledge, selling skills, negotiation skills, and market understanding.
• Build a culture of teamwork, accountability, discipline, and result-oriented performance.
• 5. Dealer Relationship ManagementBuild and maintain strong, professional, and long-term relationships with dealers and channel partners.
• Understand dealer requirements, challenges, payment behaviour, stock requirements, and business potential.
• Resolve dealer issues quickly and professionally.
• Develop key dealers into long-term strategic business partners.
• Ensure business relationships remain mutually beneficial and aligned with company policies.
• 6. Negotiation & Business DevelopmentNegotiate purchase prices, schemes, credit terms, rebates, and commercial conditions with vendors.
• Negotiate sales pricing and business terms with dealers within approved company policies.
• Maximize business opportunities without compromising company profitability or financial discipline.
• Handle important and high-value business negotiations.
• 7. Target & Organizational Goal AchievementTranslate organizational objectives into actionable sales plans for the team.
• Achieve sales, gross-margin, collection, inventory-turnover, and customer-development targets.
• Focus not only on billing but also on profitable and sustainable business growth.
• Monitor daily/weekly/monthly performance against targets and take corrective action where required.
• 8. Collection & Financial DisciplineWork closely with the accounts/finance team to monitor dealer outstanding and overdue payments.
• Ensure sales growth does not negatively impact working capital.
• Follow company credit policies and approved customer limits.
• Support timely collection and maintain healthy receivables.
• 9. Market IntelligenceMonitor competitor pricing, schemes, promotions, new products, and market movements.
• Gather dealer and market feedback and communicate important information to management.
• Identify opportunities, risks, and changes in customer demand.
• Key Performance Indicators (KPIs)Sales target achievement
• Gross margin/profitability
• Dealer acquisition and dealer retention
• Team productivity and target achievement
• Collection and overdue control
• Inventory turnover
• Ageing/dead-stock reduction
• Purchase planning accuracy
• Vendor relationship and commercial improvement
• Price-list accuracy and timely updates
• New business development
• Customer satisfaction
• Overall contribution toward organizational goals
• Required SkillsStrong leadership and team-management skills
• Excellent communication and negotiation ability
• Strong dealer/channel relationship-building skills
• Good knowledge of distribution business
• Commercial and financial understanding
• Strong analytical and decision-making ability
• Market and competitor awareness
• Ability to work under targets and pressure
• Problem-solving and conflict-management skills
• Good knowledge of Excel/ERP/CRM systems
• Strong planning, follow-up, and execution capability

Ideal CandidateThe ideal candidate should be a result-oriented sales leader who understands that distribution success is not only about increasing sales, but about balancing sales, margin, stock, purchase, collection, dealer relationships, team performance, and working capital.

The candidate must be capable of taking ownership, making commercially sound decisions, leading the team by example, and continuously working toward the long-term goals and growth of the organization.