Purpose of the Role
The Sales Manager (Head of Sales) is a key leadership position responsible for planning, managing, and expanding all sales activities of Zaviyar Trading Company.
The successful candidate will lead the company's sales strategy, develop customer acquisition plans, establish distribution channels, manage sales representatives and regional teams, and achieve the company's revenue and market-expansion objectives.
The Sales Manager will be responsible for building a strong sales organization that connects manufacturers and suppliers with distributors, wholesalers, retailers, and other customers.
This position requires a strategic thinker with strong leadership, negotiation, business development, and sales-management capabilities. The candidate must be capable of developing practical sales strategies, identifying profitable market opportunities, building long-term business relationships, and converting market opportunities into actual sales.
The Sales Manager will work closely with the CEO, Procurement, Finance, Logistics, Warehouse, and Customer Relations teams to ensure that sales commitments, stock availability, customer credit, and delivery operations remain properly coordinated.
As Zaviyar expands its operations across Kabul and other provinces, the Sales Manager will play a central role in building and managing a professional, measurable, and results-oriented sales network.
Key Responsibilities & Duties
A. National Sales Strategy & Business Development
· Develop and implement the company's overall sales strategy in alignment with Zaviyar's business objectives.
· Prepare monthly, quarterly, and annual sales plans and revenue targets.
· Identify new business opportunities across Kabul, districts, and provinces.
· Develop strategies to introduce manufacturers' products into new markets.
· Establish and expand relationships with distributors, wholesalers, retailers, and institutional customers.
· Identify high-demand product categories and profitable market segments.
· Develop sales strategies for new product launches and market expansion.
· Analyze competitors, market prices, customer demand, and distribution practices.
· Recommend pricing, sales incentives, and promotional strategies to management.
· Develop plans for sustainable revenue growth and increased market coverage.
B. Sales Team Leadership & Management
· Lead and supervise the company's sales representatives, order bookers, sales supervisors, and regional sales teams.
· Develop the organizational structure of the sales department.
· Recruit, train, and develop capable sales personnel in coordination with HR.
· Assign sales territories, customer segments, and individual sales targets.
· Establish clear performance indicators and accountability systems.
· Monitor daily, weekly, and monthly sales performance.
· Conduct regular sales meetings and performance reviews.
· Coach sales employees in customer acquisition, negotiation, product presentation, and order generation.
· Develop commission, incentive, and bonus structures in coordination with management.
· Build a disciplined, motivated, and performance-driven sales team.
C. Customer Acquisition & Distribution Network Development
· Develop and implement strategies to acquire new customers.
· Build relationships with major wholesalers, distributors, retailers, and key accounts.
· Establish distribution partnerships in Kabul and provincial markets.
· Identify potential distributors and evaluate their business capacity.
· Develop customer registration and onboarding procedures.
· Ensure effective coverage of assigned territories and customer segments.
· Build long-term relationships with strategic customers and business partners.
· Negotiate bulk orders, distribution arrangements, and commercial agreements within approved authority.
· Monitor customer retention and develop strategies to increase repeat purchases.
D. Manufacturer & Supplier Business Development
· Work with the CEO and Procurement team to identify manufacturers and potential supplier partnerships.
· Develop commercial proposals to introduce manufacturers' products into the Afghan market.
· Negotiate sales and distribution arrangements within delegated authority.
· Coordinate product pricing, margins, sales targets, and distribution conditions.
· Assess market demand before introducing new products.
· Develop strategies to protect customer relationships and distribution agreements.
· Identify opportunities for exclusive or preferred distribution arrangements where commercially appropriate.
· Maintain strong professional relationships with manufacturers and suppliers.
E. Sales Operations & Order Management
· Supervise the complete sales process, from customer acquisition to order placement.
· Ensure accurate recording and processing of customer orders.
· Coordinate with Order Bookers and Customer Relations staff.
· Monitor pending orders, sales confirmations, and customer follow-ups.
· Coordinate with Warehouse and Logistics to ensure timely order fulfilment.
· Ensure sales commitments are aligned with available stock and delivery capacity.
· Monitor returned, cancelled, and disputed orders.
· Work with Finance to ensure that sales transactions and customer payments are properly recorded.
F. Credit Sales & Receivables Management
· Coordinate with Finance to establish and monitor customer credit limits.
· Ensure that sales teams follow approved customer credit policies.
· Monitor outstanding customer balances and overdue payments.
· Prevent unauthorized credit sales and orders beyond approved credit limits.
· Coordinate with sales representatives regarding customer payment follow-ups.
· Develop strategies to improve collection performance and reduce overdue receivables.
· Review customer purchasing history and payment behavior before recommending credit arrangements.
· Ensure that sales growth does not compromise the company's financial position.
G. Sales Performance, Reporting & Analytics
· Prepare and present regular sales performance reports to the CEO and management.
· Monitor revenue, sales volume, gross margins, customer acquisition, and market coverage.
· Analyze sales performance by product, customer, territory, and sales representative.
· Monitor individual and team targets through the company's digital systems.
· Identify underperforming territories, products, and sales personnel.
· Recommend corrective actions based on sales data and market intelligence.
· Monitor customer retention, repeat purchases, and sales conversion rates.
· Maintain accurate sales forecasts and business development reports.
H. Market Research & Competitive Intelligence
· Monitor market trends, customer preferences, and demand patterns.
· Analyze competitor products, pricing, promotions, and distribution networks.
· Conduct market visits and meet distributors, wholesalers, and retailers.
· Identify underserved markets and new distribution opportunities.
· Collect feedback about product quality, pricing, packaging, and customer satisfaction.
· Coordinate with the Market Research Officer to use survey findings in sales planning.
· Provide management with practical recommendations for market expansion.
I. Digital Sales Management & CRM
· Ensure that sales teams use Zaviyar's digital applications and CRM/ERP systems properly.
· Monitor customer registration, order booking, sales activities, and follow-up records.
· Ensure accurate customer and sales data across the company's systems.
· Monitor sales dashboards, individual performance, and territory coverage.
· Support the development of digital sales processes and reporting systems.
· Coordinate with the IT or application development team regarding sales-system requirements.
· Promote data-driven sales management and accountability.
J. Strategic Coordination & Management Reporting
· Work closely with the CEO on sales strategy, business expansion, and major commercial decisions.
· Coordinate with Finance, Procurement, Logistics, Warehouse, HR, and Customer Relations.
· Participate in management meetings and present sales performance updates.
· Prepare sales budgets and recommend resource requirements.
· Represent Zaviyar in business meetings, manufacturer negotiations, exhibitions, and industry events.
· Perform other relevant duties assigned by the CEO within the scope of the position.
Work Environment & Conditions
A. Work Location & Collaboration
The Sales Manager will be based at Zaviyar Trading Company's head office in Kabul and will coordinate with sales teams, distributors, manufacturers, suppliers, and customers across Afghanistan.
B. Working Hours
Saturday to Thursday, 08:00 AM to 05:00 PM, subject to company policy and applicable labor requirements.
Additional working hours may be required during important negotiations, sales campaigns, business expansion, and monthly or quarterly reporting periods.
C. Field Visits & Nationwide Travel
Frequent market visits and occasional provincial travel will be required to supervise sales operations, meet key customers, develop distribution partnerships, and evaluate market opportunities.
D. Reporting & Authority
· Reports To: Chief Executive Officer (CEO).
· Supervises: Sales Supervisors, Regional Sales Representatives, Order Bookers, and other assigned sales personnel.
· Department: Sales & Business Development.
The Sales Manager will exercise authority within the approved company policies, budget, pricing structure, and delegated management powers. Major commercial commitments and decisions outside delegated authority require CEO approval.
Key Performance Indicators (KPIs)
The Sales Manager's performance will be evaluated based on:
· Achievement of monthly, quarterly, and annual sales targets.
· Revenue growth and gross profit performance.
· Number of new customers acquired.
· Growth in active distributors, wholesalers, and retailers.
· Expansion of sales coverage across Kabul and provincial markets.
· Sales team productivity and target achievement.
· Customer retention and repeat-purchase rates.
· Timely collection of outstanding customer payments.
· Reduction of overdue receivables and unauthorized credit sales.
· Accuracy of sales forecasts and management reports.
· Successful introduction of new products into the market.
· Effective use of CRM/ERP and digital sales systems.
