HomeBiogas is a world leader in developing groundbreaking and simple to use biogas systems, enabling people and businesses around the globe to turn their own organic waste into self-made clean energy.
Purpose of the Role
- The Area Sales Manager is responsible for driving sales growth and achieving regional revenue targets by leading a high-performing team of field Sales Representatives.
- The role provides hands-on leadership through recruitment, coaching, mentoring, planning, and execution of sales and marketing activities while expanding market presence and building strategic partnerships.
- The successful candidate will ensure the sales team is equipped, motivated, and accountable to consistently achieve targets while maintaining excellent customer relationships and effective sales processes.
Key Responsibilities
Sales Leadership
- Recruit, train, coach, mentor, and lead a high-performing field sales team.
- Set clear performance expectations and monitor achievement of individual and team sales targets.
- Conduct regular field coaching and joint customer visits to improve sales effectiveness.
- Foster a high-performance, customer-focused sales culture.
Sales Planning & Execution
- Develop and implement monthly, quarterly, and annual regional sales plans.
- Support the team in planning and executing daily, weekly, and monthly sales and marketing activities.
- Drive achievement of regional sales, revenue, and profitability targets.
- Monitor sales performance and implement corrective actions where necessary.
Business Development
- Identify and develop new business opportunities within the assigned territory.
- Build and maintain strategic relationships with farmer groups, cooperatives, financial institutions, agro-dealers, local leaders, and other key stakeholders.
- Coordinate regional marketing campaigns, demonstrations, and farmer engagement activities to drive demand.
Pipeline & Performance Management
- Ensure a healthy sales pipeline through effective lead generation, follow-up, and conversion.
- Promote effective use of CRM and other sales management tools.
- Monitor key sales metrics and provide timely performance feedback to the team.
Customer & Market Management
- Maintain strong customer relationships and ensure high levels of customer satisfaction.
- Gather market intelligence on customer needs, competitor activities, and market trends, and recommend appropriate actions.
Reporting & Compliance
- Prepare accurate weekly and monthly sales reports, forecasts, and market intelligence reports.
- Ensure compliance with company policies, operational procedures, and Environmental, Health & Safety (EH&S) requirements.
Key Performance Indicators (KPIs)
- Achievement of monthly and annual sales and revenue targets.
- Team productivity and target attainment.
- Lead generation, pipeline health, and conversion rates.
- Customer satisfaction and retention.
- Sales team capability development.
- Timely submission of accurate reports.
Qualifications & Experience
- Minimum Bachelor's degree in Sales & Marketing, Business Administration, Agriculture, Agribusiness, Environmental Studies, or a related field.
- Minimum of five (5) years' experience in B2C sales within agriculture, agribusiness, renewable energy, FMCG, or a related sector.
- At least three (3) years' experience leading a field sales team.
- Must have held a Sales Manager / Territory Manager / Area Sales Manager role for at least 2 years.
- Proven success managing and developing a direct sales team of at least 3-10 sales representatives.
- Experience working in rural markets and direct sales/B2C background.
- Good command of English and Kiswahili.
