Area Sales Manager-Kericho at HomeBiogas

Purpose of the Role

• The Area Sales Manager is responsible for driving sales growth and achieving regional revenue targets by leading a high-performing team of field Sales Representatives.
• The role provides hands-on leadership through recruitment, coaching, mentoring, planning, and execution of sales and marketing activities while expanding market presence and building strategic partnerships.
• The successful candidate will ensure the sales team is equipped, motivated, and accountable to consistently achieve targets while maintaining excellent customer relationships and effective sales processes.

Key Responsibilities

Sales Leadership

• Recruit, train, coach, mentor, and lead a high-performing field sales team.
• Set clear performance expectations and monitor achievement of individual and team sales targets.
• Conduct regular field coaching and joint customer visits to improve sales effectiveness.
• Foster a high-performance, customer-focused sales culture.

Sales Planning & Execution

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

Business Development

• Identify and develop new business opportunities within the assigned territory.
• Build and maintain strategic relationships with farmer groups, cooperatives, financial institutions, agro-dealers, local leaders, and other key stakeholders.
• Coordinate regional marketing campaigns, demonstrations, and farmer engagement activities to drive demand.

Pipeline & Performance Management

• Ensure a healthy sales pipeline through effective lead generation, follow-up, and conversion.
• Promote effective use of CRM and other sales management tools.
• Monitor key sales metrics and provide timely performance feedback to the team.

Customer & Market Management

• Maintain strong customer relationships and ensure high levels of customer satisfaction.
• Gather market intelligence on customer needs, competitor activities, and market trends, and recommend appropriate actions.

Reporting & Compliance

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

Key Performance Indicators (KPIs)

• Achievement of monthly and annual sales and revenue targets.
• Team productivity and target attainment.
• Lead generation, pipeline health, and conversion rates.
• Customer satisfaction and retention.
• Sales team capability development.
• Timely submission of accurate reports.

Qualifications & Experience

Education

• Bachelor's Degree in Sales & Marketing, Business Administration, Agriculture, Agribusiness, Environmental Studies, or a related field. Experience
• Minimum of five (5) years' experience in B2C sales within agriculture, agribusiness, renewable energy, FMCG, or a related sector.
• At least three (3) years' experience leading a field sales team.
• Proven success managing and developing a sales team of at least ten (10) sales representatives.
• Demonstrated track record of consistently achieving or exceeding sales targets.
• Experience working in rural markets.

Key Competencies

• Strong sales leadership and people management skills.
• Proven ability to recruit, train, coach, and motivate sales teams.
• Hands-on, results-driven leader with a passion for selling.
• Excellent planning, organization, and execution skills.
• Strong communication, negotiation, and interpersonal skills.
• Business development and relationship management skills.
• Analytical, proactive, and customer-focused.
• High integrity and professionalism

Must Haves:

• Minimum Bachelor's degree in Business, Sales, Marketing, Commerce, Agribusiness, or a related field
• Minimum 5 years of sales experience, preferably in agriculture, energy, financial services, dairy, rural distribution, or asset financing.
• Proven recent experience managing a direct team of at least 3–6 people.
• Must have held a Sales Manager / Territory Manager / Area Sales Manager role for at least 2 years.
• Experience in prior sales leadership role such as Field Sales Supervisor, Team Leader, Territory Supervisor, or Area Sales Supervisor.
• Strong field sales background and experience with direct sales/B2C.
• Good command of English and Kiswahili and high preference for ability to communicate