Area Sales Manager

Role Overview

This role leads a field-based sales team to achieve regional revenue targets by combining hands-on coaching with strategic planning. Day to day, you will recruit and develop sales representatives, accompany them on customer visits in rural markets, and drive the execution of marketing campaigns that connect farmers with essential products and services. Your leadership directly determines whether the region meets its growth objectives and maintains a strong competitive position.

Key Responsibilities

• Recruit, onboard, and continuously develop a team of field sales representatives through regular coaching, joint customer calls, and performance feedback.
• Set clear individual and team sales targets, monitor progress daily and weekly, and take corrective action when results lag behind expectations.
• Design and implement regional sales plans that align with overall company goals, coordinating promotional events, demonstrations, and farmer engagement activities.
• Identify and cultivate new business opportunities by building relationships with farmer groups, cooperatives, agro-dealers, financial institutions, and local leaders.
• Ensure a healthy sales pipeline by guiding the team on lead generation, follow-up processes, and timely conversion using CRM tools.
• Gather market intelligence on competitor activity, customer needs, and emerging trends, then recommend adjustments to sales tactics or product positioning.
• Prepare accurate weekly and monthly reports covering sales results, forecasts, and market insights while ensuring compliance with company policies and safety standards.
• Foster a high-performance culture that balances target achievement with strong customer relationships and ethical selling practices.

Requirements & Qualifications

• Bachelor’s degree in Sales, Marketing, Business Administration, Agribusiness, Agriculture, or a closely related field.
• Minimum of five years of B2C sales experience, ideally in agriculture, agribusiness, renewable energy, FMCG, rural distribution, financial services, or asset financing.
• At least three years of experience leading a field sales team, with direct management of a minimum of ten sales representatives.
• Proven track record of exceeding sales targets and driving team productivity in rural or semi‑urban markets.
• Hands‑on leadership style with demonstrated ability to recruit, train, coach, and motivate a geographically dispersed field team.
• Strong planning, organisational, and execution skills; capable of translating regional strategy into daily actions.
• Excellent verbal and written communication skills in English and Kiswahili; ability to present and negotiate effectively with diverse stakeholders.
• High integrity, professional demeanour, and a customer‑focused mindset.

What We Offer / Why Join

Note: The source material does not include specific benefits or employer‑provided perks; therefore this section is omitted to avoid fabrication.