Sales Officer

RELSTAR SALES OFFICER (AGENCY ROLE)

Job Accountabilities

ROLE SUMMARY

The Field Sales Officer (FSO) is a front-line sales third party role responsible for driving secondary sales volume, expanding the retailer and mechanic network, and ensuring superior execution of channel programs within the assigned territory. The incumbent will work closely with distributors and their sales teams to achieve business objectives for the automotive lubricant portfolio for Relstar Business.

This role demands a high degree of market orientation, relationship-building capability, and self-driven execution skills to compete effectively in a dynamic and rapidly evolving automotive lubricants market.

KEY JOB ACCOUNTABILITIES

1. Secondary Sales Management

• Achieve monthly, quarterly, and annual secondary sales targets within the assigned territory across all SKUs and product categories.
• Monitor and track secondary sales data (sell-out from distributor to retailer/mechanic) on a daily and weekly basis using sales reporting tools.
• Identify gaps between primary and secondary sales and initiate corrective actions in coordination with the distributor and Area Sales Manager.
• Drive offtake from retail counters and garages to ensure pipeline health and minimize stock aging at the distributor level.
• Execute volume-driving trade schemes, promotions, and discount programs effectively in the market to boost secondary sales velocity.
• Ensure range selling across the product portfolio – engine oils, gear oils, transmission fluids, greases etc.

2. Retailer & Mechanic Activation

• Identify, onboard, and activate new retail outlets (auto parts shops, spare parts dealers, battery shops) and mechanic workshops within the territory.
• Build and sustain strong relationships with key retailers and mechanics to ensure brand loyalty, preferred shelf placement, and recommendation of company products.
• Drive retailer engagement programs – loyalty schemes, POP/POSM placement, co-branding initiatives, and display competitions.
• Activate mechanic influencer programs to drive brand advocacy; identify key mechanics (KAMs) and high-potential garages for deeper engagement.
• Conduct regular structured market visits (minimum coverage as per beat plan) to all active and potential outlets; maintain visit records and call reports.
• Ensure timely resolution of retailer and mechanic queries, complaints, and claims to maintain high satisfaction levels.

3. Handling Distributor Sales Team

• Work alongside distributor sales representatives (DSRs/PSRs) in the field to coach, guide, and enhance their productivity and selling skills.
• Conduct regular joint working days with DSR teams; provide on-the-job training and product knowledge inputs during field visits.
• Set daily/weekly market coverage targets for DSR teams; review performance against beat plans and outlet coverage norms.
• Motivate distributor field teams to achieve secondary sales targets and execute trade programs effectively.
• Communicate company schemes, product launches, and field instructions accurately and timely to the distributor sales team.
• Identify performance gaps within DSR teams and escalate to the Area Sales Manager for appropriate interventions.

4. Channel Management

• Manage and strengthen the multi-tier distribution channel – Company → Distributor → Sub-distributor → Retailer/Mechanic – within the assigned territory.
• Ensure optimal distributor inventory levels (DSO targets) to avoid stock-outs or excess inventory situations at any channel level.
• Monitor and ensure correct implementation of trade pricing, MRP compliance, and margin structure across all channel partners.
• Expand the numeric distribution and weighted distribution of key SKUs across the territory; identify and plug distribution white spaces.
• Support distributor claims processing – scheme claims, return goods, and credit notes – ensuring accuracy and timely resolution.
• Participate in distributor reviews and provide inputs on channel health, issues, and opportunities in the territory.

5. Organizing Mechanic Meets & Retailer Meets

• Plan, organize, and execute mechanic meets and retailer meets as per the quarterly activity calendar to drive brand engagement and product education.
• Coordinate venue identification, invitations, logistics, product demonstration kits, and gifts/gifts-in-kind.
• Ensure meets are conducted as per company guidelines with appropriate brand visibility and standardized presentations.
• Deliver product knowledge sessions, technical training, and demonstration of company lubricants' benefits and superiority during meets.
• Leverage meets as platforms to announce new product launches, trade schemes, and loyalty programs.
• Ensure post-meet follow-up: capture participant data, issue loyalty program enrollment forms, and track incremental business generated.
• Maintain records of meet attendance, feedback, and outcomes; share detailed reports with the Area Sales Manager and marketing team.
• Achieve minimum frequency of mechanic meets and retailer meets as defined in the annual activity plan (typically 2–3 per month per territory).

6. Market Intelligence & Competitor Information

• Systematically gather, document, and report market intelligence on a regular basis covering pricing, promotions, new launches, trade schemes, and distributor/retailer activities of key competitors.
• Track competitor brand visibility, shelf share, mechanic recommendation trends, and field force activities within the territory.
• Provide timely inputs on market dynamics – demand trends, seasonal fluctuations, new application segments, and emerging customer needs – to support business planning.
• Monitor competitor mechanic/retailer activation programs and report insights to help the team develop appropriate counter-strategies.
• Use structured MIS formats and mobile applications (as provided by the company) to report market intelligence data consistently and accurately.
• Contribute to periodic market studies and surveys as directed by the sales or marketing team.

Competency

Competency	Rating (1-3)
Secondary & Tertiary Sales management	3
Channel Management	1
Sales Target Management	2
Customer Acquisition Management	2
Product Knowledge	1

Key Attributes

Education Required: Graduate.

Experience Required: 3–4 years of field sales experience in Automotive Lubricants, FMCG, Automotive Aftermarket, or related industry. Prior experience in secondary sales management, distributor handling, and rural/semi-urban market development preferred. Demonstrated experience in conducting mechanic/retailer engagement programs is desirable.