Customer Development Officer - Channel Sales

Job Purpose :

Ensure width and depth of distribution of CP products in the given zone and implementation of CD strategies so as to achieve the sales and distribution objectives for the zone

Job Dimensions :

1. Manpower / Subordinates :

- Contract / 3P resources

- 2 - 16 stockist sales men ( Average 9) / 1- 6 PSR (Average 3)

- PSR are on third party payroll and SSM are on stockist payroll

2. Other Parameters :

(Revenues/Volume/Budget)

- 12.31 Cr. p.a. (Average Revenue responsibility)

- Varies across zones

Job Context & Challenges (Indicate type and complexity of the challenges) :

- Ensure effective execution of the CD strategies and roll out of schemes by closely working with the stockists, SSMs and PSRs across the zone

- Functional linkages (Indicate frequency where applicable )

- Internal: CDTL, CDM, Area Managers, CDO IM, Customer Supply Chain Manager, Shopper Development Manager and Customer Finance Manager.

- External: Stockists, PSRs, Stockist Salesmen and trade (As per PJP)

Key Account-abilities :

Distribution Management :

- Trade management

- Identify new markets/accounts and bring them under direct coverage on a regular basis

- Ensure addition of specialty wholesalers

- Ensure stores in route list are classified according to the correct RE

- Ensure that SSM efforts are directed to reduce number of non-purchasers

- Ensure optimum usage of activation's to drive sales

- Ensure sales call efficiency

- Selling stories range selling, handling objections, etc.

In-store management :

- Prioritize accounts for maximum impact through visibility (ensure coverage of top 2 outlets in every route)

Market Updates :

- Secure and draw insights from any competitive information available in public domain regarding :

- New products

- Activities

- Schemes

- Any other developments

Data based working and communication :

- Utilize data to drive overall business performance

- Setting objectives for market visits

- Reviewing salesmen and PSR performance against plan

- Reviewing stockist performance against plan

Developing and training :

- Train and develop salesmen through required mode of training ( e.g. new products, toothbrush assortment, focus on medical stores i.e. PASSION understanding)

- Coach and motivate salesmen to perform well by ensuring that CP benefits are availed by SSMs

- Medical benefit

- PPF

- 80% of HN1 earnings, etc.

- Acknowledge any issues faced by salesmen in the field and provide support to resolve it

Meetings :

- Conduct effective monthly and weekly salesmen meetings

- Updates on route wise overall STT

- Toothbrush STT

- Route wise ERC and productivity

- Brand wise ERC

- Visibility booking

- HN1 tracking

- Best practices sharing and mock calls

Reporting :

- Compile reports and information as per requirements communicated by AM

Relationship Building :

- Maintain trust and understanding in working with stockist and trade in general, especially partner with key wholesalers to drive business

- Share success stories

- Communicate program to build off-takes

- Mutually work towards category growth

- Resolve issues, etc

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