Area Sales Manager – Fresh Vegetables & Fruits

Job Title: Area Sales Manager – Fresh Vegetables & FruitsCompany

Role Purpose

The Area Sales Manager is accountable for driving sustainable B2B sales growth for fresh vegetables and fruits within the assigned territory by applying structured sales leadership, strong customer engagement, and disciplined execution across sales operations, people management, and market development.

Core Competencies & Behavioral Expectations

1. Sales Strategy & Commercial Acumen

Demonstrates strong understanding of fresh produce and perishable product economics (pricing, margins, wastage, volume planning).Translates company revenue and volume targets into territory-level sales plans.Applies structured selling methodologies to grow customer base and increase share of wallet.Balances volume growth with profitability and price discipline.

2. Customer Acquisition & Relationship Management

Identifies, qualifies, and acquires B2B customers across HORECA, catering, institutional, and food service segments.Builds long-term partnerships by understanding customer operating models and supply requirements.Handles customer escalations related to quality, service, delivery, or pricing in a timely and professional manner.

3. Team Leadership & People Development

Leads, coaches, and develops a field sales team to perform consistently.Sets clear performance expectations and monitors KPIs such as sales volume, new accounts, collections, and route productivity.Provides regular feedback, on-the-job coaching, and performance reviews.

4. Operational Discipline & Cross-Functional Coordination

Ensures adherence to sales processes including order management, forecasting, credit control, and collections.Coordinates with operations, logistics, procurement, and production to ensure freshness, service reliability, and minimal wastage.Supports system usage and compliance (ERP, ordering platforms, reporting tools).

5. Market Awareness & Business Development

Monitors competitor activity, pricing trends, and sourcing patterns within the territory.Identifies opportunities for new product introductions, pack size optimization, and value-added offerings.Provides structured market and customer feedback to management.

6. Communication & Stakeholder Management

Communicates clearly with customers, team members, and internal stakeholders.Prepares and presents sales reports, forecasts, and performance insights.Acts as a professional representative of Green Mast in the market.

Required Competency Profile

Experience

5–7 years of experience in B2B sales at a decision-making level.

Proven experience managing and leading a field sales team.

Experience in fresh food, perishables, FMCG, or food service distribution preferred.

Skills & Capabilities

Strong analytical and planning skills.Ability to work in high-frequency, fast-moving sales environments.Negotiation and account management capability.Leadership, coaching, and performance management skills.Strong written and verbal communication skills.

Education

Preferably a Management Graduate with structured exposure to key account acquisition and territory management.

Success Measures (Indicative KPIs)

Territory sales volume and revenue achievement

New customer acquisition rate

Customer retention and repeat order frequency

Sales team productivity and target achievement

Collection efficiency and credit compliance

Customer service and complaint resolution metrics

Job Type: Full-time

Pay: ﷼10,000.00 - ﷼16,000.00 per month