Area Sales Manager

An area sales manager typically manages 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.


The Job Role and Responsibilities

Primary job responsibilities of an area sales manager would include:

  1. Managing, training and motivating 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 Skills English - Mid
Ability to Manage Teams Team Management (SJT*)- High
Interpersonal Skills Agreeableness (Personality**) - Mid
Extraversion (Personality) - Mid
Ability to meet targets Planning & Organizing (SJT) - Mid
Emotional Stability (Personality) - Mid to High
Conscientiousness (Personality) - High
Problem solving skills Problem Solving (SJT) - Mid
Logical Ability - Mid

*SJT - Aspiring Minds' Situation Judgment Test for Mid Management
**AMPI - Aspiring Minds Personality Inventory


Assessments Correlation to Performance

Standardized assessments in cognitive skills and personality have traditional 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 job performance of an individual, specially for managerial roles. A large scale benchmarking study done on ASMs at a large FMCG company showed that there was a strong correlation between candidates' actual on 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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