Area Sales Manager

Role Overview

This role centres on building and managing a field sales team that consistently meets or exceeds regional revenue targets in agricultural and rural markets. Day to day, you will recruit and develop sales representatives, plan territory coverage, join them on customer visits, and use market insights to refine sales tactics. Success here directly strengthens the company’s footprint in key rural territories and drives long-term customer loyalty.

Key Responsibilities

• Lead the full sales cycle for your region, from setting individual targets and daily activity plans to monitoring conversion rates and pipeline health.
• Conduct regular field rides and one-on-one coaching sessions to sharpen representatives’ selling skills, objection handling, and territory management.
• Identify untapped business opportunities by mapping farmer groups, cooperatives, agro-dealers, and local institutions, then design tailored engagement strategies.
• Coordinate regional demand-generation activities such as product demonstrations, field days, and farmer meetings that align with seasonal calendars.
• Enforce consistent use of CRM tools and reporting cadences to track lead progression, forecast accuracy, and team productivity.
• Gather competitor intelligence and customer feedback weekly, translating trends into actionable adjustments to sales approaches or promotional offers.
• Prepare timely performance dashboards and variance analyses for senior management, flagging risks and recommending corrective actions.
• Uphold operational and safety standards during field activities, ensuring all team members comply with company policies and local regulations.

Requirements & Qualifications

• Education: Bachelor’s degree in Sales & Marketing, Business Administration, Agriculture, Agribusiness, Environmental Studies, or a closely related field.
• Experience: Minimum five years of B2C or direct sales experience in agriculture, renewable energy, FMCG, financial services, dairy, rural distribution, or asset financing.
• Leadership track record: At least three years directly managing a field sales team of ten or more representatives, with demonstrated success in recruiting, training, and motivating them to hit targets.
• Role seniority: Must have held a Sales Manager, Area Sales Manager, Territory Manager, or equivalent position for a minimum of two years, including prior supervisory roles such as Field Sales Supervisor or Team Leader.
• Language & communication: Strong command of both English and Kiswahili, with the ability to communicate clearly with rural stakeholders and report effectively in writing.
• Core skills: Proven ability to plan and execute territory strategies, use CRM systems for pipeline management, and coach sales representatives in the field.
• Personal attributes: Hands-on, results-oriented, high integrity, and comfortable working in rural environments with frequent travel.