About the role
Sterling™ Manufacturing Company is hiring an Area Sales Manager for Delhi, Delhi. You will own sales for Delhi and the surrounding area, and report to the Sales Manager / State Head.
From the first weeks after joining you will appoint new distributors and dealers in your area, and you will achieve the monthly primary and secondary sales target for LED lighting, fans, wires, switchgear and related electrical goods.
This role suits a target-driven field sales professional who knows the Delhi market and wants to build a long-term career in channel sales.
What you will do
- Achieve the monthly, quarterly and annual primary and secondary sales targets for the area.
- Make the area sales plan and beat plan; review progress daily.
- Ensure timely order booking, dispatch coordination and payment follow-up.
- Start appointing new distributors, dealers and channel partners in the area soon after joining.
- First distributor appointment: typically within 15–30 days of joining for experienced professionals, and within the first 90 days for those newer to distributor appointment.
- Activate first billing with each new distributor soon after appointment.
- Grow the active dealer and retailer count every month.
- Monitor distributor stock, product movement and outstanding payments.
- Plan around 5–8 market visits a day to distributors, dealers, retailers and institutional buyers.
- Log every visit in the Sterling sales CRM app; visits are recorded with date, time and location, so your daily work and results are visible to the team.
- Improve product availability, visibility and counter placement.
- Introduce new Sterling products; run dealer meets, product demos and promotions.
- Track competitor products, pricing and schemes; share market feedback.
- Guide and support the Sales Executives in the area.
- Coordinate with internal teams for quotations, stock, dispatch and customer support.
- Resolve distributor and dealer issues quickly and professionally.
- Collect payments on time and follow company pricing, credit and sales policies.
- Send daily activity reports, sales forecasts and market reports on time.
What we are looking for
- 3–9 years in field sales of electrical goods, LED lighting, fans, appliances, switchgear or a related industry.
- Strong experience in distributor appointment and dealer development.
- Existing distributor and dealer contacts in Delhi / Delhi are a strong advantage.
- Good understanding of channel sales, territory management and secondary sales.
- A consistent record of meeting monthly targets.
- Graduate; MBA in Sales & Marketing preferred.
- Smartphone required; own two-wheeler and valid driving licence preferred.
- Comfortable using a smartphone CRM app daily for visit check-ins and reports.
- Working knowledge of MS Excel, email and CRM / sales apps.
- Ready to travel extensively within the area.
Key skills
Channel sales · Distributor management · Dealer development · Primary & secondary sales · Territory expansion · Collections · Market intelligence · Negotiation
- Monthly sales target achievement
- Time to first distributor appointment
- New distributors and dealers appointed after joining
- Growth in active dealer coverage
- Daily market visits logged in CRM (around 5–8 a day)
- Primary and secondary sales growth
- Collections on time
- Report accuracy and timeliness
- Ownership of your own area
- Fixed salary plus incentives linked directly to target achievement
- Clear growth path to Sales Manager based on performance
- 3–5 years experience: ₹4,00,000 – ₹5,00,000 per annum (fixed)
- 5–7 years experience: ₹5,00,000 – ₹6,50,000 per annum (fixed)
- 7–9 years experience: ₹6,50,000 – ₹8,00,000 per annum (fixed)
- Performance incentive: up to 20% of fixed salary, paid quarterly on target achievement
Final salary depends on experience, current CTC and interview performance.