Area Sales Manager

Area Sales Manager

First list of colleges for National Employability Award 2020
First list of colleges for National Employability Award 2020

An area sales manager typically manages the sales force within his defined regional territory. He/ she is responsible for overseeing sales operations, meeting targets and managing the sales team in the region.

Area Sales Manager
Area Sales Manager

The Job Role and Responsibilities

Primary job responsibilities of an area sales manager would include:

  1. Managing, training and motivating the existing sales team to drive revenue growth
  2. Develop and manage efficient distribution networks for sales
  3. Develop efficient and creative sales and marketing strategies for the assigned territory and target setting for the sales team
  4. Collecting customer and market feedback and reporting the same to the organization
  5. Monitoring sales team performance, analyzing sales data, periodical forecasting and reporting to zonal heads

Competencies and Skills Required

Since team management and sales target achievement are the most important responsibilities of an area sales manager, recruiters look for the following competencies in a candidate:

  1. Good communication skills
  2. Ability to manage teams
  3. Strong interpersonal skills
  4. Ability to meet targets
  5. Problem-solving skills

Assessment for the ‘Right’ Sales Manager

Communication SkillsEnglish – Mid
Ability to Manage TeamsTeam Management (SJT*)- High
Interpersonal SkillsAgreeableness (Personality**) – Mid
Extraversion (Personality) – Mid
Ability to meet targetsPlanning & Organizing (SJT) – Mid
Emotional Stability (Personality) – Mid to High
Conscientiousness (Personality) – High
Problem solving skillsProblem Solving (SJT) – Mid
Logical Ability – Mid

*SJT -Situation Judgment Test for Mid Management
**AMPI is a Personality Inventory assessment


Assessments Correlation to Performance

Standardized assessments in cognitive skills and personality have traditionally been used for hiring sales managers. In recent years companies are adopting simulation or situational judgment tests for hiring for roles like area sales managers. Situation Judgment Tests (SJT) when combined with personality assessment have proven to be a valid tool for predicting the job performance of an individual, especially for managerial roles.

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A large scale benchmarking study done on ASMs at a large FMCG company showed that there was a strong correlation between candidates’ actual job performance and scores on AMCAT SJT and personality traits of Extraversion, Conscientiousness and Emotional Stability. Standardized benchmarks on these modules when used at the time of hiring can increase organizational efficiency by as much as 26%.

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