Sales Manager

Sterling™ Manufacturing Company is hiring a Sales Manager for Tulin, West Bengal. You will drive sales in Tulin and the nearby markets, and report to the Area Sales Manager / State Head.

Soon after joining you will start appointing new distributors and dealers in your territory, and you will deliver 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 Tulin market and wants to grow a long-term career in channel sales.

• Deliver the monthly, quarterly and annual primary and secondary sales targets for your territory.
• Prepare the territory sales plan and beat plan; track progress every day.
• Follow through on order booking, dispatch coordination and payment collection.

• Begin appointing new distributors, dealers and channel partners in the territory soon after joining.
• First distributor appointment: usually within 15–30 days of joining for experienced professionals, and within the first 90 days for those newer to distributor appointment.
• Get first billing from every new distributor soon after appointment.
• Add active dealers and retailers every month.
• Keep a check on 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 display.
• Launch new Sterling products; run dealer meets, product demos and promotions.
• Track competitor products, pricing and schemes; share market feedback.

• Support and guide the Sales Executives in the territory.
• Work with internal teams on 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.

• 3–9 years in field sales of electrical goods, LED lighting, fans, appliances, switchgear or a related industry.
• Hands-on experience in distributor appointment and dealer development.
• Existing distributor and dealer contacts in Tulin / West Bengal are a strong advantage.
• Good grasp of channel sales, territory management and secondary sales.
• A steady 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 widely within the territory.

• 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

• Charge of your own sales territory
• Fixed salary plus incentives linked directly to target achievement
• Clear growth path to Area Sales Manager based on performance

• 3–5 years experience: ₹3,60,000 – ₹4,50,000 per annum (fixed)
• 5–7 years experience: ₹4,50,000 – ₹5,85,000 per annum (fixed)
• 7–9 years experience: ₹5,85,000 – ₹7,20,000 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.