Santosh Balasaheb Chavan
Area Sales Manager
Panaji
Summary
Area Sales Manager leading bath fittings, sanitaryware, and pipes & fittings and construction chemical sales across dealer and distributor networks in Goa and Western Maharastra. Builds branch targets, drives channel partner onboarding and training, and shapes regional strategy through market demand, competitor tracking, and product-mix planning. Partners with marketing and sales teams to expand distribution, improve compliance, and grow revenue across existing and new markets.
Overview
3
3
Languages
8
8
years of professional experience
Work History
Area sales Manager
CERA SANITARYWARE LIMITED, GOA & MAH
09.2025 - Current
- Designation: “Area sales Manager” From September 2025 to till date and Handling total Bath Fitting, Sanitaryware Division.
- Handling total Bath Fitting, Sanitaryware Division.
- Focused on dealer/channel network development, managed channel partners, and ensured dealer compliance and agreement to strengthen distribution.
- Managed key accounts, strengthening customer relationships through tailored solutions and exemplary service.
- Engages with Channel partners, DDs and other distributors to understand the proposals submitted and extract critical supporting documentation.
- Defines the branch strategy to drive sales and achievement of targets in terms of product mix, customer segments, channel/ distributor mix and budgets for marketing initiatives.
- Assess market demand and prepare annual, quarterly and monthly sales targets for the Region.
- Drove onboarding and training for new channel partners, enhancing their integration and operational readiness.
- Defines the branch strategy to drives sales and achievement of targets in terms of product mix, customer segments, channel/ distributor mix and budgets for marketing initiatives.
- Drive onboarding and training for new channel partners and teams.
- Monitors local market trends and competitive offerings & identifies opportunities for distribution expansion for the branch.
- Trained and mentored junior sales staff, enhancing team performance and knowledge of product offerings.
- Analyzed market trends to identify new business opportunities and adjust sales tactics accordingly.
- Collaborated with cross-functional teams to optimize inventory management and ensure product availability.
- Conducted regular competitor analysis to maintain competitive edge and inform pricing strategies.
- Prepared detailed sales reports for senior management, providing insights on performance metrics and forecasts.
- Established strong relationships with key clients, resulting in increased customer retention and satisfaction.
- Enhanced team performance by providing ongoing coaching, training, and mentoring to sales representatives.
- Managed a successful sales team, consistently achieving and exceeding monthly sales targets.
- Fostered positive work environment within sales team by promoting open communication and teamwork, boosting morale and collaboration.
- Helped team to stay productive and focused on higher-value tasks to improve sales efficiency.
Area sales Manager
WATERTEC INDIA PRIVATE LIMITED, GOA
12.2024 - 09.2025
- Handling total Bath Fitting and Pipes & Fittings Division.
- Defined branch strategy to drive sales and achieve targets through optimized product mix, targeted customer segments, and effective channel/distributor strategies.
- Sets business targets for self and TSM/ TSE in the team and works towards achievement of the same.
- Identifies business growth opportunities in the region in terms of channel partners and key customer segments and directs TSM/ TSE towards tapping these opportunities.
- Increased branch revenues by focusing on cross-selling initiatives and implementing innovative product mixes.
- Enables and drives contests/marketing campaigns to spread brand and product awareness and expand business volumes for the branch.
- Growth in sales from existing customers/markets & opening of new customers/markets. Monitor timely delivery to the customer.
- Partner with Product & Marketing teams to launch/restructure SKUs based on market demand.
- Track consumer trends and competitor activity to shape agile market strategies.
- DMS) to align primary vs. secondary sales.
- Ensure transparent, real-time sales data through digital platforms.
- Expand numerical reach by onboarding retail partners through digital tools and analytics.
- Utilize dashboards and performance insights to unlock growth opportunities.
- Oversees sourcing, recruitment, on-boarding and capability development of team members to drive productivity.
- Guides TSMs/ TSEs for better customer acquisition, retention & helps them achieve superior outcomes by setting performance standards.
- Drive onboarding and training for new channel partners and teams.
- Monitored local market trends and competitor offerings to identify distribution expansion opportunities for the branch.
Territory sales in charge
PIDILITE INDUSTRIES LIMITED, GOA
07.2020 - 08.2024
- Working with “Pidilite industries Limited” under the division of Construction Chemical since 20th July 2020 to August 2024.
- Build and maintain long-term relationships with key clients in the construction sector, including contractors, developers, and project managers.
- Meeting with stakeholder like builder, Influencers (architect & engineer), key contractor and follow up with them for ongoing sites and convert them for product solutioning.
- Develop and execute strategic account plans to increase sales, ensure customer satisfaction, and meet or exceed sales targets. Provide technical support to clients by offering expert guidance on product selection, application, and problem-solving for construction challenges.
- Lead negotiations, propose pricing, and close contracts for large-scale projects, ensuring profitable and mutually beneficial agreements.
- Monitor market trends, competitor activities, and customer needs to proactively adjust sales strategies and identify new business opportunities.
- Collaborate with internal teams (marketing, product development, etc.) to ensure timely delivery and execution of large-scale projects and ensure customer satisfaction.
- Maintain regular communication with management regarding sales progress, forecasts, and pipeline updates. Prepare and present regular reports on account performance.
- Implementing a Sales Target Plan to ensure product, territory and volume wise & value wise target achievement; conducting through market analysis to assess competitor standing.
- Implementing a Sales Target Plan to ensure product, territory and volume wise & value wise target achievement; conducting thorough market analysis to assess competitor standing.
- Dealer and retail expansion strategy and implementation for the region.
- Reviewed performance of distribution channels, highlighted gaps to management, and identified new channel partners to expand reach and enhance market presence.
- Executed promotional activities regularly while identifying outlet-level opportunities for effective placement of POSMs.
- Developing Channel strategies to counter competition & growing market share for all categories.
- Designation: “Territory sales in charge” From July 2020 to April 2023 “Technical Sales Executive” From May 2023 to August 2024.
- Designation: “Territory sales in charge” From July 2020 to April 2023 “Technical Sales Executive” From May 2023 to August 2024.
Territory Sale Executive
ROOTS MULTICLEAN LIMITED, Goa, Karnataka & Western Maharashtra.
12.2018 - 07.2020
- Working with “Roots Multichan Limited” (A Manufacturer of mechanized cleaning Equipment and machinery) since 14th December 2018 to 19th July 2020 as “Territory Sale Executive.”
- Acquired new clients and built long-term relationships to enhance client retention.
- Prospecting, identifying, and generating new business and additional business from existing clients and existing network.
- Experience in B2B sales, B2C Sales, Industrial Sales, Institutional Sales, Business Strategy, Market Planning, Supply Chain Management, Market Mapping, and Business Planning.
- Having existing good network of clients and with HR/Purchase Managers, Retail Sales.
- Prospected, identified, and generated new business opportunities while expanding accounts within existing client network.
- Managing the distribution channel and implementing aggressive sales strategies to support existing and new market segments through network of distributors & dealers.
- Managed distribution channel and implemented targeted sales strategies to grow market segments through distributor and dealer networks.
- Ensuring continuous interaction with the customers to make sure that area of concern can be worked upon for improved service levels
Education
PGDM - Marketing
Welingkar Institute of Management
Mumbai, India01-2018
B.E - Electrical & Electronics
HiraSugar Institute of Technology
Belgaum, India12th - undefined
Department of Pre-University Education Examination Board
Bangalore10th - undefined
Karnataka Secondary Education Examination Board
BangaloreSkills
Channel partner management
Dealer network development
Key account management
Territory sales planning
Sales forecasting
Distributor compliance management
Trade marketing campaigns
Market intelligence
Product portfolio planning
Contract negotiation
Channel financing
Key account planning
Route-to-market strategy
Power BI dashboards
Interests
Interested in Listening NEWS, Reading Books, swimming, listening songs, curious to know and learn new things
AWARDS
Awarded with a Face of CC for the Month of April 2021., Awarded for outstanding performance for Quarter 1 for the financial year 2021-22., Awarded with a Face of CC for the Month of September and October 2021.
Declaration and Signature
I hereby affirm that the information provided in this document is true, complete and correct to the best of my knowledge. (Santosh B. Chavan)
Timeline
Area sales Manager
CERA SANITARYWARE LIMITED, GOA & MAH
09.2025 - Current
Area sales Manager
WATERTEC INDIA PRIVATE LIMITED, GOA
12.2024 - 09.2025
Territory sales in charge
PIDILITE INDUSTRIES LIMITED, GOA
07.2020 - 08.2024
Territory Sale Executive
ROOTS MULTICLEAN LIMITED, Goa, Karnataka & Western Maharashtra.
12.2018 - 07.2020
10th - undefined
Karnataka Secondary Education Examination Board
12th - undefined
Department of Pre-University Education Examination Board
PGDM - Marketing
Welingkar Institute of Management
B.E - Electrical & Electronics
HiraSugar Institute of Technology