Territory Sales Manager (TSM) – Wires & Cables
Sturlite India
## Territory Sales Manager — Power | Wires & Cables & Switchgear
- Function:** Sales & Business Development – Power Division
- Category:** Wires, Cables & Switchgear
- Level:** Territory / Frontline Sales Management
- Location:** Assigned Territory / District HQ
- Reports To:** Area Sales Manager / Regional Sales Manager / State Head
- Team:** Sales Executives / Field Sales Team
- Travel:** Extensive field travel across the assigned territory
## About the Role
The Territory Sales Manager will be responsible for driving **B2C / General Trade sales** , expanding the dealer and distributor network, and increasing market penetration for Sturlite's **Wires, Cables & Switchgear** portfolio within the assigned territory.
The role requires strong knowledge of the **electrical trade market, distributor-dealer-retailer networks, secondary sales and market development**.
The ideal candidate should be a field-oriented sales professional who can independently manage a territory, develop new markets and build strong relationships with dealers, distributors, retailers and electricians.
* * *
## Key Responsibilities
### 1\. Sales & Target Achievement
- Achieve monthly, quarterly and annual sales targets for the assigned territory.
- Drive primary and secondary sales through distributors and dealers.
- Ensure healthy product movement across Wires, Cables and Switchgear.
- Track daily/weekly sales performance and take corrective actions.
- Ensure achievement of territory-wise sales and distribution objectives.
- Identify and appoint suitable distributors and dealers.
- Develop and maintain strong relationships with electrical wholesalers, dealers and retailers.
- Ensure adequate stock availability and product visibility in the market.
- Monitor distributor performance, stock levels, outstanding payments and business potential.
- Improve productivity of existing distributors and dealers.
- Develop new markets and untapped areas within the assigned territory.
- Conduct regular market visits and dealer/retailer meetings.
- Map potential distributors, dealers, retailers and electrical wholesalers.
- Monitor competitor pricing, schemes, products and market activities.
- Build strong counter presence for Sturlite products.
- Drive secondary sales and product movement at retailer level.
- Ensure effective beat planning and market coverage.
- Increase active retailer and dealer base.
- Monitor SKU availability and product movement.
- Implement dealer schemes and promotional activities effectively.
- Ensure proper visibility and merchandising at counters.
- Guide and support Sales Executives / field sales team in the territory.
- Allocate beats and territories as required.
- Monitor field activity, productivity and market coverage.
- Conduct regular joint market visits.
- Coach team members on product knowledge, sales execution and distributor management.
- Develop relationships with electricians, contractors and other market influencers.
- Support electrician meets, product demonstrations and market activation activities.
- Drive enrolment and participation in the **Sumangal Electrician Loyalty Programme**.
- Generate product awareness and recommendation at the market level.
- Monitor distributor outstanding and collection status.
- Ensure timely payment collection as per company policy.
- Understand dealer/distributor margins, schemes and commercial terms.
- Maintain healthy distributor ROI and business relationships.
- Submit regular sales and market reports to the reporting manager.
- Track competitor pricing, schemes, launches and market movements.
- Provide actionable market intelligence.
- Maintain accurate customer and market data.
- Ensure timely use of SFA / mobile-based reporting tools.
## Key Performance Indicators
- Achievement of territory sales targets
- Primary & secondary sales growth
- New distributor/dealer appointments
- Active dealer and retailer base
- Market coverage and beat compliance
- Secondary sales and retail productivity
- Stock availability and SKU penetration
- Collection and outstanding control
- Product mix and market penetration
- Electrician / contractor engagement
- Territory expansion and new market development
- Field productivity
## Qualifications & Experience
### Essential
- **3–7 years of experience** in Wires & Cables / Electrical / Switchgear / FMEG sales.
- Strong experience in **B2C / General Trade / Trade Sales**.
- Proven experience handling **distributors, dealers and retailers**.
- Experience in secondary sales and market development.
- Strong understanding of electrical distribution channels.
- Good knowledge of the assigned territory and local market.
- Graduate; MBA is an advantage.
- Willingness to undertake extensive field travel.
* * *
## Ideal Candidate Profile
### Market Knowledge
Understands the local electrical market, dealer network, retailer structure and competitor landscape.
### Trade Network
Has strong working relationships with distributors, dealers, retailers and electrical wholesalers.
### Sales Driven
Takes ownership of territory targets, secondary sales and market execution.
### Market Builder
Can identify new business opportunities and develop untapped markets.
### Commercial Understanding
Understands pricing, margins, schemes, stock management and collections.
### Field Focused
Comfortable with extensive travel and regular dealer/retailer visits.
### Relationship Builder
Can establish and maintain long-term relationships with channel partners and market influencers.
* * *
## What Sturlite Offers
- Opportunity to work with a growing **Wires & Cables and Switchgear** business.
- Opportunity to build and develop new territories.
- Exposure to a growing electrical product portfolio.
- Opportunity to work closely with senior sales leadership.
- Career growth opportunities into **ASM / RSM / State Head** roles as the business expands.