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Dy. Area Sales Manager

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Date: 10-Feb-2019

Location: Ranchi, IN

Company: Mahindra & Mahindra Limited

The M&M ecosystem operates in a competitive and fast-changing industry with a robust pipeline of products and diversified customer segments. To handle such a complex portfolio, an ASM should essentially focus on his three deliverables and their means to achieve them, namely: (a) Targeted Sales: The uniqueness in Mahindra’s Personal Vehicles (PV) business is that it gets large number of enquiries, especially walk-ins. Its success is largely governed by the Conversion Ratio. (If Mahindra with a Conversion Ratio of 15% sells 2.5 lac units of PVs, then with a Conversion Ratio of 16%, it can sell 2.66 lac units. With avg. unit price of Rs. 7 lacs, the 1% increase in the Conversion Ratio translates to ~Rs. 1,160 Cr. increase in sales.) Therefore, the primary objective ASM is to maximise Conversion Ratio while ensuring adequate number of quality enquiries The ASM, thru’ Dealer Sales Manager (Dealer-SMs), Team Leaders (TLs), must  Maximise Conversion Ratio & ensure each Sales Consultant (SC) meets the Retail-norm - Build Capability of SCs with the help of Dealer-SM & Dronacharya, in collaboration with DMD to enable them a) Adapt segment sales-talk, b) Do Competition comparison, c) Increase Conversion Ratios - Liaise with Local Sales Managers of key Financiers to get better Finance Schemes, conduct events (e.g. Loan Mela) & to facilitate quicker finance approvals in collaboration with DMD - Liaise with key Brokers to facilitate easy exchange of Used Personal Vehicles - Conduct Win-Lose Analysis for each product and take appropriate actions |AND|  Ensure adequate number of quality enquiries are generated - Design Model-specific Activities. Ensure timely planning & execution. - Coach Dealer-SMs & TLs on effective Enquiry Management—TLs to do enquiry-wise review and Dealer-SMs to do product-wise reviews - Do local market-visits to identify new opportunities Why does the Area Sales Manager (ASM) exist: What is his Playing Field: What should the ASM focus on to achieve his goals: Job Description & Ways-of-Working—ASM Personal Vehicles © Mahindra and Mahindra Ltd. Page 3 l 12 (b) Customer Satisfaction: ASM plays a pivotal role in our endeavour to be one of the most Customer Centric organizations. Towards this regard, ASM must review his dealership based on the feedback M&M seeks from its customers and prospects. He/she must: a) Ensure delightful experience for prospects and customers b) Track customer concerns and Review the gaps found in delivering Crusade c) Conduct Root Cause Analysis on recurring concerns d) Interact with Hot & Red Hot customers to ensure concern closure with satisfaction (c) Dealer Profitability: As one of the key stakeholders in our business, it is the accountability of the ASM to ensure channel partners are evolving into a more profitable entity in their journey towards excellence. He plays the role of an advisor to the Dealer Principal on improving productivity, optimizing costs and generating revenue from alternate streams & allied business. He must: a) Review showroom profitability b) Ensure adequate working capital and rotation of funds c) Control ageing of stock


Job Segment: Automotive

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