Area Sales Officer

Below is a structured and practical KRA (Key Result Areas) for an Area Sales Officer (ASO) in the Logistics Industry, suitable for transport, express logistics, first-mile/last-mile, and freight services.

KRA – Area Sales Officer (Logistics Industry)

1. Revenue & Sales Growth

• Achieve monthly / quarterly / annual sales targets as assigned.

• Generate new business from SMEs, corporates, manufacturers, traders, and e-commerce clients.

• Increase lane-wise / route-wise revenue (e.g., intracity, intercity, regional).

• Upsell value-added services (COD, reverse logistics, warehousing, insurance, etc.).

KPI Examples:

• Target vs Achievement (%)

• Monthly revenue growth

• Average revenue per customer

2. New Customer Acquisition

• Identify and onboard new active customers in the assigned territory.

• Conduct daily market visits and cold calls.

• Convert leads into billing customers within defined timelines.

KPI Examples:

• Number of new customers onboarded

• Lead-to-conversion ratio

• First billing TAT

3. Customer Retention & Relationship Management

• Maintain strong relationships with existing customers.

• Ensure repeat business and contract renewals.

• Handle customer queries related to rates, service, POD, billing, and delivery issues.

• Coordinate with operations for service improvement.

KPI Examples:

• Customer retention %

• Repeat billing customers

• Customer satisfaction feedback

4. Collections & Credit Control

• Ensure timely collection of outstanding payments.

• Follow approved credit policy and payment terms.

• Coordinate with finance for overdue follow-ups and reconciliations.

KPI Examples:

• Collection efficiency (%)

• Outstanding aging (0–30, 31–60 days)

• Bad debt / credit deviation cases

5. Market Intelligence & Competition Analysis

• Track competitor pricing, services, and schemes.

• Share market insights, rate trends, and customer feedback with management.

• Identify new industry segments and growth opportunities.

KPI Examples:

• Competitive reports submitted

• New lane / segment identified

• Pricing improvement inputs

6. Coordination with Operations & Support Teams

• Ensure smooth onboarding of customers with proper documentation.

• Coordinate with operations for pickup, transit time, delivery performance, POD.

• Resolve service escalations in coordination with branch / hub teams.

KPI Examples:

• Service issue resolution TAT

• POD compliance %

• Operational escalation cases

7. Reporting & Compliance

• Submit daily visit reports (DVR) and weekly/monthly sales reports.

• Maintain accurate CRM data and customer records.

• Adhere to company policies, pricing approvals, and SOPs.

• It is a Full Time Field Sales job for candidates with 1 - 2 years of experience.