Torchora
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Key Responsibilities and Required Skills for a Territory Sales Officer

💰 $45,000 - $75,000

SalesBusiness DevelopmentField Sales

🎯 Role Definition

A Territory Sales Officer (TSO) is the frontline force of our commercial strategy, acting as the primary driver of sales, market share, and brand presence within a designated geographical area. This role is fundamentally about building and nurturing relationships with channel partners—such as distributors, wholesalers, and retailers—to ensure our products are consistently available, visible, and moving off the shelves. The TSO is a blend of a strategic planner, a relationship manager, and a results-driven salesperson, responsible for executing sales plans, achieving ambitious targets, and serving as the company's eyes and ears on the ground to provide critical market intelligence.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Junior Sales Executive or Sales Representative
  • Merchandiser or Sales Promoter
  • Sales Coordinator or Intern

Advancement To:

  • Area Sales Manager (ASM)
  • Key Account Executive
  • Regional Sales Manager (RSM)

Lateral Moves:

  • Trade Marketing Executive
  • Business Development Executive

Core Responsibilities

Primary Functions

  • Drive the achievement of monthly, quarterly, and annual primary (company to distributor) and secondary (distributor to retailer) sales targets for the assigned territory.
  • Strategically appoint, develop, and manage a network of distributors, dealers, and retailers to expand market reach and ensure deep penetration.
  • Ensure optimal product availability, visibility, and stock levels across all key retail outlets and channels within the territory.
  • Plan and execute a systematic and efficient daily journey plan (PJP) for market coverage, ensuring regular interaction with all critical channel partners.
  • Implement and oversee trade marketing initiatives, promotional schemes, and brand visibility campaigns in line with company objectives.
  • Build and foster strong, long-term professional relationships with distributors and key retailers, positioning yourself as a trusted business advisor.
  • Lead negotiations with channel partners regarding terms of trade, credit, and promotional support to create mutually beneficial agreements.
  • Diligently monitor competitor activities, pricing strategies, new product launches, and promotional campaigns, providing timely feedback to management.
  • Spearhead the successful launch of new products within the territory through effective channel communication, training, and merchandising.
  • Ensure timely and accurate collection of payments and accounts receivables from distributors, maintaining the financial health of the channel.
  • Train, motivate, and guide the distributor's sales team to enhance their performance and ensure they are aligned with the company's sales objectives.
  • Conduct regular business reviews with distributors to analyze performance, identify opportunities, and address challenges collaboratively.
  • Manage and resolve any channel conflicts, service issues, or trade complaints promptly and professionally to maintain partner satisfaction.

Secondary Functions

  • Prepare and submit daily, weekly, and monthly sales reports, market visit reports, and competitor analysis reports with a high degree of accuracy.
  • Maintain and update a comprehensive database of all retailers, wholesalers, and other trade partners within the territory.
  • Forecast future sales trends and inventory requirements for the territory to assist in effective demand planning and stock management.
  • Ensure strict adherence to the company’s commercial policies, trade guidelines, and reporting structures.
  • Analyze territory sales data to identify underperforming areas or product gaps and develop targeted action plans to address them.
  • Collaborate closely with the central marketing team to provide feedback on campaign effectiveness and to support the execution of below-the-line (BTL) activities.
  • Manage the process of claims settlement for distributors related to damages, shortages, or promotional schemes in a transparent and timely manner.
  • Support ad-hoc data requests and exploratory data analysis to uncover new market insights.

Required Skills & Competencies

Hard Skills (Technical)

  • Territory Management: Demonstrable ability to plan, map, and efficiently cover a geographical sales area.
  • Channel Sales Expertise: In-depth understanding of distributor and retailer operations, motivations, and economics.
  • Sales Data Analysis: Competency in analyzing sales figures, identifying trends, and generating actionable insights from reports.
  • CRM Software Proficiency: Hands-on experience using Customer Relationship Management (CRM) systems (e.g., Salesforce, Zoho CRM) for lead and activity tracking.
  • MS Office Suite: Advanced proficiency in Microsoft Excel for reporting and analysis, along with competence in PowerPoint and Word.

Soft Skills

  • Negotiation & Persuasion: The ability to skillfully negotiate terms and influence channel partners to achieve sales objectives.
  • Interpersonal & Relationship Building: A natural talent for building rapport, trust, and lasting partnerships with a diverse range of people.
  • Communication Skills: Excellent verbal and written communication skills for clear reporting and effective interaction with partners and internal teams.
  • Resilience & Tenacity: The mental fortitude to handle rejection, overcome obstacles, and remain motivated in a target-driven environment.
  • Problem-Solving: A proactive and resourceful approach to identifying and resolving channel conflicts and operational issues.
  • Business Acumen: A strong understanding of commercial principles and the ability to think strategically about market opportunities.
  • Time Management & Organization: Exceptional organizational skills to manage a demanding schedule of market visits, reporting, and administrative tasks.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree in a relevant discipline.

Preferred Education:

  • Master of Business Administration (MBA) with a specialization in Sales or Marketing.

Relevant Fields of Study:

  • Business Administration
  • Marketing
  • Commerce

Experience Requirements

Typical Experience Range: 2-5 years of direct experience in field sales, channel sales, or distribution management, preferably within the FMCG, consumer durables, telecommunications, or a related industry.

Preferred: Proven track record of consistently meeting or exceeding sales targets in a similar territory-based role.

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