Role Overview

The Area Sales Manager will be responsible for driving regional sales growth by leading and developing a high-performing field sales team. The successful candidate will oversee sales planning, business development, customer engagement, and market expansion while ensuring achievement of revenue targets and excellent customer experience.

This role requires a hands-on leader who enjoys spending time in the field, coaching teams, building partnerships, and identifying new market opportunities within the agricultural and renewable energy sectors.

Key Responsibilities

Sales Leadership

• Recruit, train, coach, and mentor a high-performing field sales team.
• Set clear sales targets and monitor team performance against agreed KPIs.
• Conduct regular field coaching sessions and accompany sales representatives on customer visits.
• Build a motivated, customer-focused, and high-performing sales culture.

Sales Planning & Execution

• Develop and execute monthly, quarterly, and annual regional sales plans.
• Drive achievement of sales, revenue, and profitability targets.
• Support the team in planning and executing daily, weekly, and monthly sales activities.
• Monitor sales performance and implement corrective actions where necessary.

Business Development

• Identify and develop new business opportunities across the Eldoret region.
• Build strategic relationships with farmer groups, cooperatives, SACCOs, financial institutions, agro-dealers, NGOs, county government officials, and other key stakeholders.
• Organize product demonstrations, field days, exhibitions, and farmer engagement activities to drive product adoption.

Pipeline & Performance Management

• Ensure consistent lead generation and effective pipeline management.
• Drive CRM adoption and accurate sales reporting by the team.
• Monitor conversion rates and continuously improve sales efficiency.

Customer & Market Management

• Build and maintain strong customer relationships.
• Ensure excellent customer experience throughout the sales process.
• Gather market intelligence on customer needs, competitor activities, and market trends to inform business decisions.

Reporting & Compliance

• Prepare weekly and monthly sales reports, forecasts, and market intelligence reports.
• Ensure compliance with company policies, operational procedures, and Health, Safety & Environmental (HSE) standards.

Key Performance Indicators (KPIs)

• Achievement of monthly and annual sales targets.
• Regional revenue growth.
• Team productivity and target attainment.
• Lead generation and conversion rates.
• Customer satisfaction and retention.
• Market expansion and strategic partnerships.
• Timely and accurate reporting.

Qualifications & Experience

Education

• Bachelor's Degree in Sales & Marketing, Business Administration, Agriculture, Agribusiness, Environmental Studies, Renewable Energy, or a related field.

Experience

• Minimum of 5 years' experience in sales, with at least 2 years in a sales leadership role.
• Proven experience managing field sales teams and consistently delivering sales targets.
• Experience in agriculture, renewable energy, agritech, solar, irrigation, FMCG, farm inputs, or related industries is highly preferred.
• Strong knowledge of the North Rift market and experience working within the Eldoret region is an added advantage.

Key Competencies

• Strong leadership and coaching skills.
• Business development and partnership management.
• Sales planning and execution.
• Excellent negotiation and influencing skills.
• Customer relationship management.
• Strong analytical and reporting skills.
• Excellent communication and interpersonal skills.
• Proficiency in Microsoft Office and CRM systems.
• Ability to work independently and travel extensively within the assigned region.