About the job
The Senior FMCG Sales Coach plays a pivotal role in elevating the sales performance of the designated team. This position involves deploying effective coaching techniques, ensuring comprehensive product knowledge, and driving sales outcomes to achieve the organizational goals. The incumbent will be expected to travel extensively across various locations to coach sales representatives, store managers, and merchandisers operating in different zones.
Primary Responsibilities
- Coaching and Training
- Design and deliver tailored sales training programs that address the unique challenges within the FMCG sector.
- Provide hands-on coaching to sales representatives, emphasizing product knowledge, merchandising strategies, and impactful customer engagement.
- Identify areas for ongoing improvement and conduct focused training sessions accordingly.
- Product Knowledge and Market Insights
- Maintain up-to-date knowledge of product offerings, market trends, and competitive activities.
- Ensure that the sales team is proficient in product features, benefits, and unique selling propositions.
- Incorporate market insights into coaching sessions to improve the team's understanding of consumer demands.
- Route-to-Market Strategy Optimization
- Collaborate with sales leadership to refine route-to-market strategies.
- Advise on effective distribution, shelf placement, and retail execution to enhance product visibility.
- Coach the team on merchandising best practices to boost sales across retail channels.
- Performance Evaluation
- Analyze sales data, including sell-through rates, inventory metrics, and market share.
- Work closely with sales managers to establish achievable targets and track progress.
- Conduct regular performance reviews to highlight strengths and identify areas for development.
- Building Retailer Relationships
- Support the sales team in fostering strong relationships with key retailers and distributors.
- Provide coaching in negotiation techniques and collaborative strategies to secure optimal shelf space and promotional opportunities.
- Ensure alignment between the brand's goals and retailer expectations.
- Implementing Promotional Strategies
- Collaborate with marketing teams to understand upcoming promotions and campaigns.
- Coach the sales team on the effective execution of promotional strategies at retail locations.
- Monitor the impact of promotions on sales performance and adjust coaching strategies as needed.
