Sales Manager

Certainly. I will draft this as a 30+ years experienced HR Head who understands structure, accountability, and performance culture aligned deeply with *RJs ASMP & BMP philosophy* (Systems + MDO + Sales Auto-Pilot + Golden Circle + SING).

This is not a traditional JD.

This is a *Performance-Driven Sales Leadership Blueprint.*

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# POSITION: SALES MANAGER

### (Sales Auto-Pilot Leader | Marketing Engine Driver | Profit Multiplier)

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# 1 JOB DESCRIPTION (JD)

## Position Summary

The Manager Sales will be the *Owner of Revenue, Profitability & Sales Systems* of the organization.

He will not function as a Super Salesman.

He will function as a:

* Sales System Builder

* Final Negotiation Authority

* Conversion Multiplier

* Team Performance Driver

* Golden Circle Implementor

* Sales MIS Controller

Sales will be fully responsible for:

* Achieving complete team sales targets

* Increasing conversion ratio

* Increasing average ticket size

* Improving NBDCRR ratio toward 50:50 (ASMP Target)

* Building Sales Auto-Pilot (no dependency on owner)

* Ensuring Sales runs on MIS & MDO like Operations

As per ASMP philosophy:

> Sales must run on Systems, not on Superstars.

> Remove EAGLE dependency and make each rep a Profit Center.

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# 2 JOB SPECIFICATION (JS)

## Educational Qualification

* MBA / PGDM (Sales/Marketing preferred)

* 1015+ years Sales Experience

* 5+ years in leadership role handling team targets

## Experience Required

* Experience in structured Sales MIS & KPI driven environment

* Experience handling large ticket negotiations

* Experience building & mentoring sales teams

* Experience in both:

* CRR (Existing Business)

* NBD (New Business Development)

## Competency Requirements (ASMP Aligned)

### Strategic Competencies

* Understand Sales Auto-Pilot Model

* Understand Golden Circle & Black Circle Strategy

* Ability to shift focus from Revenue to Profit Planning

### Behavioral Competencies

* High Accountability

* Discipline (5 BBB culture)

* Data-driven decision making

* No excuse tolerance

* High negotiation maturity

* Strong team coaching ability

### Technical Competencies

* Sales MIS (MeCA / MCAP tracking)

* Funnel Management

* Lead Generation Science (NBD Outgoing engine)

* Conversion analytics

* Ticket size growth strategy

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# 3 CORE RESPONSIBILITIES

## A. Sales Target Achievement (Full Ownership)

* Responsible for 100% achievement of:

* Monthly Sales Target

* Quarterly Target

* Annual Target

* Ensure no owner intervention required for routine closures.

* Personally intervene in:

* High value deals

* Strategic Golden Circle clients

* Stuck negotiations

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## B. Sales Auto-Pilot Implementation (ASMP Pillar 1)

As per Sales Auto-Pilot framework :

He will:

1. Create / Monitor Sales FMS for:

* CRR

* Incoming NBD

* NBD-CRR

* Outgoing NBD

2. Ensure:

* CRM handles post-order activities

* Sales reps focus only on M & C (Meetings & Conversion)

* No Sales rep doing Lead Generation (System Error)

3. Weekly Monitoring:

* Me (Meetings)

* C (Conversion Ratio)

* A (Average Rs Sale)

* P (Gross Profit)

Implement:

* 5 for 3 5 for 5 5 for 9 progression

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## C. Conversion & Negotiation Leadership

* Attend final negotiation meetings when:

* Ticket size exceeds threshold

* Strategic Rocket Client involved

* Rep unable to close within 3 follow-ups

* Increase:

* Conversion ratio month-on-month

* Average Ticket Size

* Gross Profit %

* Ensure:

* Stop Discount & Credit dependency

* Sales Pitch standardization

* Authority-based selling

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## D. Golden Circle Strategy Implementation (ASMP Pillar 3)

As per Golden Circle to 4X framework :

He will:

1. Identify:

* Rocket Clients (RC)

* Rocket Products (RP)

2. Eliminate:

* Black Circle clients

* Low GP products

3. Ensure:

* Focus selling inside Golden Circle

* High margin focus

* Advance-based selling

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## E. NBD Engine Development

As per NBD Sales Engine :

He must:

* Ensure dedicated NBD-Out team

* Tele-caller qualification system

* SC scheduling control

* Back-to-back meetings lined up

* Increase NBD contribution from 20% to 50%

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## F. Sales Team Development & Motivation

* Conduct weekly EM (Execution Meeting)

* Review MIS weekly (No monthly review culture)

* Mentor bottom 20%

* Reduce dependency on Top 20% (Eagles issue)

* Build Profit Center mindset for each rep

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## G. MIS & Reporting

Maintain:

* Weekly MeCA dashboard

* Conversion trend chart

* Avg Ticket trend

* NBD-CRR ratio tracker

* Individual Rep Profitability sheet

* Personal Negotiation log

* Meeting documentation

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# 4 KEY RESULT AREAS (KRA)

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## KRA 1: Revenue & Target Achievement

### KPI:

* 100% monthly team target achievement

* 95%+ quarterly target

* 100% annual revenue plan achievement

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## KRA 2: Conversion Ratio Improvement

### KPI:

* Increase team conversion ratio by minimum 20% in 6 months

* Each rep conversion to match or exceed benchmark

* Reduction in stuck deals > 30 days

Aligned to SING (Sales Is a Number Game)

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## KRA 3: Average Ticket Size Growth

### KPI:

* Increase Avg Ticket Size by 1525% annually

* Increase GP per transaction

* Increase cross-sell / up-sell %

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## KRA 4: NBD Expansion

### KPI:

* NBD contribution improved from 20% to minimum 40% in 12 months

* 50% target in 24 months

* Minimum X new qualified Rocket Clients per quarter

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## KRA 5: Golden Circle Implementation

### KPI:

* Identify & document RC + RP in 90 days

* Reduce Black Circle clients by 20% in 6 months

* Increase Golden Circle revenue share to 60%

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## KRA 6: Discount & Credit Reduction

### KPI:

* Reduce discount % by minimum 30%

* Reduce credit days by 20%

* Increase advance-based orders

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## KRA 7: Sales Team Productivity

### KPI:

* Each rep to achieve defined MeCA targets weekly

* 100% reps tracked via MIS

* No rep below benchmark for more than 60 days without action

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## KRA 8: Sales Auto-Pilot Implementation

### KPI:

* Sales FMS fully documented

* CRM handling 100% post-order tasks

* Owner not required for >80% negotiations

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# 5 PERFORMANCE EVALUATION SCORECARD

Weightage Example:

* Revenue Achievement 30%

* Conversion & Ticket Growth 20%

* NBD Expansion 15%

* Golden Circle Implementation 10%

* Discount & Credit Control 10%

* Team Productivity 10%

* MIS & Systems Discipline 5%

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# 6 NON-NEGOTIABLE EXPECTATIONS

* No Excuse Culture

* Weekly Closing Mindset

* Data > Emotion

* Systems > Heroics

* Profit > Revenue

* Golden Circle > Random Selling

* Pull Marketing > Push Selling

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# FINAL HR NOTE

This role is not for a Senior Salesman.

This role is for a *Sales System Architect*

who can:

Remove owner dependency

Make Sales scalable

Build Marketing Engine

Achieve Sales Auto-Pilot

Drive 2X 4X Profit Strategy

As clearly stated in ASMP:

> Sales must move from struggle to system.

> From chasing to control.

> From discounting to authority.

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If you would like, I can now create:

* Interview Evaluation Sheet

* 90-Day Action Plan for GM Sales

* Variable Pay Structure aligned with MeCA

* Monthly Sales Dashboard Format

* Negotiation Escalation Matrix

* Sales Team Structure under GM

• Tell me which one you want next.