Area Sales Manager

Role Overview

This role leads a field sales team responsible for agricultural inputs and services in rural territories. Day to day, the Area Sales Manager recruits, trains, and coaches representatives, plans regional marketing activities, and tracks performance against revenue goals. The position is central to expanding market share and strengthening partnerships with farmer groups, cooperatives, and local stakeholders.

Key Responsibilities

• Select, onboard, and continuously develop a team of field sales representatives, setting clear individual targets and conducting regular coaching rides.
• Design and execute monthly and quarterly regional sales plans, aligning daily activities with broader business objectives and adjusting tactics based on market feedback.
• Identify fresh business opportunities in the assigned territory, building relationships with agro-dealers, financial institutions, and community leaders to drive demand.
• Oversee the sales pipeline, ensuring representatives maintain a steady flow of leads, follow up consistently, and convert prospects into customers.
• Monitor key performance indicators such as conversion rates, team productivity, and customer retention, and implement corrective actions when targets lag.
• Coordinate field demonstrations, farmer engagement events, and marketing campaigns to boost product awareness and adoption in rural communities.
• Gather competitive intelligence and customer insights, reporting trends and recommendations to senior management to inform strategy.
• Ensure all team members comply with company policies, safety standards, and reporting timelines, submitting accurate weekly and monthly forecasts.

Requirements & Qualifications

• Bachelor’s degree in Sales, Marketing, Business Administration, Agribusiness, or a related field.
• Minimum five years of B2C sales experience, ideally in agriculture, energy, FMCG, dairy, rural distribution, or asset financing.
• At least three years managing a direct sales team of ten or more representatives, with proven ability to recruit, train, and motivate field staff.
• Demonstrated history of consistently meeting or exceeding regional revenue and volume targets.
• Strong field sales background with hands-on experience in rural markets and direct-to-consumer selling.
• Excellent planning, organisation, and execution skills; able to juggle multiple priorities in a fast-paced environment.
• Fluency in English and Kiswahili, with strong verbal and written communication abilities.
• High integrity, professionalism, and a customer-focused mindset; comfortable with frequent travel and field-based work.