Area Sales Manager - Powder Coatings

About the Company

STP Limited, established in 1935 and part of the Berger Group, is a leading Indian manufacturer specializing in construction chemicals, waterproofing solutions, bitumen, and coal tar products. Known as the 'Waterproofers to the Nation,' STP offers a broad portfolio including waterproofing systems, concrete admixtures, protective coatings, sealants, repair products, and epoxy flooring solutions. The company operates six manufacturing plants, has a centralized R&D facility named Avishkar, and maintains a comprehensive pan-India distribution network serving various infrastructure, industrial, commercial, and residential projects.

Role Responsibilities

• Deliver monthly, quarterly, and annual sales targets, and strategize area sales aligned with company goals.
• Expand market share and profitability in the designated region through new customer acquisition and enhancement of existing accounts.
• Identify and cultivate new business opportunities within industrial and project segments, promoting powder coating products to OEMs, fabricators, aluminium extruders, appliance makers, furniture manufacturers, and general engineering sectors.
• Build and nurture relationships with key industrial clients by conducting regular visits, negotiating pricing, contracts, and business agreements to ensure customer satisfaction and retention.
• Recruit, develop, and oversee distributors and dealers to improve channel productivity and coverage, including monitoring inventory and sales performance and conducting dealer training and business reviews.
• Lead and mentor the sales team, including Territory Sales Managers and Sales Executives, by allocating targets, monitoring performance, conducting joint visits, and identifying training needs.
• Coordinate with Technical Service teams for product demos, customer trials, and approvals, provide application guidance, resolve complaints in collaboration with Quality teams, and promote new and innovative coating solutions.
• Formulate annual business plans, forecasts, and budgets; track sales pipeline and order conversions; analyze market and competitor trends; submit comprehensive sales and customer visit reports.
• Oversee timely collections and credit control by monitoring receivables, credit limits, and coordinating with Finance to enhance collection efficiency and reduce bad debts.
• Collaborate cross-functionally with Technical Service, Marketing, Production, Supply Chain, and Quality teams to ensure product availability, order fulfillment, and incorporate customer feedback into product improvements and development.