Sales Director
Anfal Dalton
Total years of experience :22 years, 6 Months
Reporting to the CEO and manages a total of 125 sales staff in three sales dept. to achieve a total budget of SR 250 Million.
The company is the largest manufacturer and producer of automatic doors of all Types; overhead sectional doors, roll up doors, sliding doors, boom gates, barriers and road blockers. It also produce fire rated hollow metal doors, Sandwich panels and repainted galvanized coils .
Main factories are located in Riyadh and sales offices all over KSA extending North to South, East & west With authorized distributors in Qatar, Oman, Sudan Bahrain.
My job description covers the following activities :
1- Manage sales operation and guide sales team
2- Prepared and followed up management approval of annual sales budget for the division.
3- Consolidated non-sales objectives of the department - automation, administrative improvements, cross-functional initiatives and special assignments.
4- Implemented plans and monitor achievement of predefined departmental objectives aligned to corporate business targets on a regular basis.
5- Managed several major customer accounts, generating targeted sales and ensuring customer satisfaction.
6- Produced weekly & monthly sales reports for review & action by senior management.
7- Participated in quarterly reviews of company P&L reports with the Senior Manager.
8- Supported sales engineers in achieving individual & team targets through guidance in sales forecasting, budgeting, preparing offers, negotiating and closing deals.
9- Reinforced customer relations through regular visits, identification & resolution of problems, issues and expectations.
10- Updated sales strategy to meet the challenges posed by changing market trends, customer behavior and competitive scenario in different market segments.
11- Identified training needs and ensured development of sales team to build required skills & competencies.
Role
• Report to the General Manager and leverage comprehensive market knowledge to develop business in the Eastern Province through identification of potential prospects to clinch contracts.
Responsibilities
Responsibilities
Lead the process of developing proposals against tenders, identifying creative solutions offering cost effective proposals ensuring minimization of manpower requirements for professional on time delivery of customer expectations.
Maintain up to date databases and sales records and produce periodic reports for the management and team.
Formulate contract documents assuring compliance with company policies and standards for GM review and client signature.
Gather market intelligence across the Eastern Province and design strategies to target & acquire potential customers.
Liaise with consulting firms and end-users to obtain prequalification for participation in target projects.
Participate in preparation of tenders and presentations to the client providing required technical inputs and clarifications.
Obtain required clarifications from corporate office on RFCs and support the General Manager in negotiating contracts.
Track competition in the market, evaluate potential impact on company business and recommend appropriate tactical measures.
Analyze customer feedback after completion of each project to collate lessons learnt for future projects.
Participate in trade shows and meetings to build awareness of the company and its brand in the market.
Role
Reports to the Managing Director and manages company sales, estimation depts. and supervise production and project management depts.
Responsibilites
• Contributes to the development of the company turnover from sales
• Enhance company Imaging by reviewing the company’s product catalogues and prequalification document in addition to web site and other social media .
• Highlight company social responsibilities (CSR) and capitalize on that using media publications.
• Establish plans and strategies to expand the customer base in the assigned areas
• Explore new markets in the MENA area
• Build good relation with key clients on the corporate level.
• Work towards the achievement of maximum profitability and growth in line with company vision and values.
• Conducted market studies to track trends and propose required strategic & tactical measures to achieve sales & revenue targets.
• Control & Set up Sales targets, planning and objectives.
• Communicate objectives to the staff and superiors.
• Improve office work environment through office automation and setting KPI and KRA to create professional internal competition.
• Lead, manage & direct all sector of sales team ( Sales operations, motivation and training) to increase the performance.
• Orient the company toward project sales and hire the suitable candidates for this job.
• Improve internal communication between staff and Mgt. through proper reporting system .
• Establish a marketing dept. and assign marketing assistance to look for marketing activities
• Support the Marketing dept. in plans for promotional materials during marketing campaigns and trade exhibitions. Also advise customers of new product and promotional launches .
• Building an effective sales team and review and realizing job descriptions.
• Assist managers, supervisors & representative in planning for the opening of new sales channels
• Developing good customer and employees' relation.
• Report any competitive activities and recommend action to the sales staff.
• Provides timely feedback to senior management regarding performance
• Conducts one-on-one review with all sales team to build more effective communications, to understand the needs, and to provide insight for the improvement of sales function.
• Provides timely, accurate, competitive pricing proposal on all prospect RFQ while striving to maintain maximum profit margin.
• Maintains accurate records of all pricings, sales, and activity reports submitted by his team.
• Creates and conducts product proposal presentations .
• Surveyed the market to assess potential of existing & proposed products and recommended actions plans to the General Manager.
• Established & managed a structured approach to monitor competitor activities, assess impact and recommend suitable countermeasures to protect company’s market position.
ZAI, a member of Zamil Holdings KSA, specializes in production & supply covering design, engineering, manufacturing & installation of facade systems offering solutions for every architectural requirement.
URL: http://www.zamilarc.com
Rolesu**
• Reported to the President and managed sales operations in KSA and GCC covering all 3 divisions of the company - metal works, shade guard and doors & gates - with an average sales target of over SAR 100 million.
Spearheaded the full business development life-cycle to build and sustain a pipeline of opportunities through excellence in formulation of inter market strategy and executable account plans.
• Led a team of Area Managers supervising branch offices in the Eastern Province, Riyadh, Jeddah, Kuwait and Qatar and supported achievement of sales targets.
• Monitored execution of projects in various branches, guiding Area Managers in coordination with the installation team, project engineer & client’s construction manager for on time within budget completion.
Responsibilitiesu**
Sales
• Identified and implemented improvements to sales processes to enhance performance of the sales team.
• Coordinated with Area Managers to analyze competition & market conditions and finalized area-wise sales budget; liaised with finance & production departments to define optimum product mix to maximize profitability aligned to company’s growth plans.
• Evaluated sales performance against agreed targets and recommend required corrective actions.
• Guided sales engineers in achieving targets by generating inquiries, preparing offers, negotiating and closing deals.
• Identified & introduced new KPIs to evaluate sales team performance, identified training needs and enhanced competencies in coordination with Area Managers.
Coordinated with corporate office to cover sales team of various areas in appropriate courses offered by the group.
• Designed & implemented an effective reporting system to provide required communication among area offices, sales manager and senior management.
• Motivated sales team by designing and implementing a sales incentive scheme to reward good performers.
• Built & sustained customer relations through regular visits, capturing & fulfilling requirements and expectations.
• Liaised with human resources department, and defined job descriptions and required qualifications for all positions in the sales department.
• Interviewed prospective candidates for vacant positions and recommended hiring of suitable candidates.
Marketing
• Prepared marketing budget and coordinated its implementation.
• Evaluated current marketing tools and introduced new tools like web site, brochures and pre-qualification dossiers.
• Improved awareness of the company’s brand & products among customers by advertising and participation in trade events.
• Built and maintained an up to date customer database to assist preparation of sales & marketing strategies & plans.
• Followed up for renewal of electronic registration of the company with major end users like Saudi Aramco, SABIC, MODA, SWCC, Royal Commission for Jubail & Yanbu, National Guard and various main contractors.
UNICOIL is a JV between Zamil Holdings & Al Rashed Group. It is the largest steel rolling mill in the GCC producing galvanized & pre-painted steel coils.
URL: http://www.unicoil.com.sa
Roleu**
• Reported to General Manager - Sales & Marketing and led a team of 4 sales engineers in managing sales in the industrial & commercial sectors with sales target of SAR 500 million.
Responsibilities u**
• Prepared and followed up management approval of annual and monthly sales forecasts and budget plans for the division.
• Consolidated non-sales objectives of the department - automation, administrative improvements, cross-functional initiatives and special assignments.
• Implemented plans and monitored achievement of predefined departmental objectives aligned to corporate business targets on a regular basis.
• Coordinated with finance department to review & revise product sales prices considering raw material price movements and company profitability targets.
• Managed several major customer accounts, generating targeted sales and ensuring customer satisfaction.
• Produced weekly & monthly sales reports for review & action by senior management.
• Participated in quarterly reviews of company P&L reports with the General Manager.
• Managed all stages of successful installation & customization of reports in SAP Sales module.
• Supported sales engineers in achieving individual & team targets through guidance in sales forecasting, budgeting, preparing offers, negotiating and closing deals.
• Provided inputs to customers on UNICOIL policies, procedures & strategies to avoid misunderstandings/confusions and possible negative impacts on relationships.
• Monitored customer-wise daily despatch & account position by reviewing SAP reports and coordinated required corrective actions with the dealing sales engineer.
• Reinforced customer relations through regular visits, identification & resolution of problems, issues and expectations.
• Promoted UNICOIL products by participating in various exhibitions, conferences & trade events.
• Updated sales strategy to meet the challenges posed by changing market trends, customer behaviour and competitive scenario in different market segments.
• Identified training needs and ensured development of sales team to build required skills & competencies.
Role u**
• Reported to the General Manager - Sales & Marketing and participated in preparing strategic marketing plans, annual operating plans and implementing agreed business development activities.
Responsibilities u**
• Surveyed the market to assess potential of existing & proposed products and recommended actions plans to the General Manager. Conducted market studies to track trends and propose required strategic & tactical measures to achieve sales & revenue targets.
• Established & managed a structured approach to monitor competitor activities, assess impact and recommend suitable countermeasures to protect company’s market position.
• Reviewed the company’s product catalogues and recommended changes in product mix to meet changing market requirements.
• Coordinated provision of prompt & efficient services to customers to ensure customer satisfaction. Conducted customer satisfaction surveys and recommended action plans to enhance customer satisfaction based on analysis of survey results. Visited customers regularly to monitor expectations and build professional relations.
• Conducted systematic study of customer complaints to identify and rectify root causes through appropriate corrective & preventive actions.
• Planned and executed promotional campaigns to build and reinforce company’s brand awareness and equity in the market.
• Developed & maintained a comprehensive database of products, customers, prices, economy and trends.
• Identified major end users in KSA & GCC and followed up for registration of UNICOIL products.
• Prepared required reports on various aspects of sales & marketing performance to support management decision making.
PFF, a member of Al-Suwadi Holdings, has state-of-the-art facility for manufacturing 7000 T of machined flanges and 5000 T of raw forgings.
URL: http://www.precisionforgings.com
Roleu**
• Reported to the General Manager and headed a cross-functional team of sales coordinator, sales executives, despatch coordinator, despatch assistant and office executive in marketing & sales of forged machined steel flanges.
Responsibilitiesu**
• Managed sales & marketing in a territory covering the Middle East, GCC & Europe with an annual sales target of 15 million per year.
• Prepared and maintained the customer database and developed sales forecasts, marketing plan and sales target for the division.
• Built relations with EPC contractors in local & international markets to generate targeted business volumes.
• Established a distributor network in KSA for stock items.
• Reviewed and updated the sales & marketing plans periodically to reflect current market environment.
• Identified market segments in local, GCC & export areas and implemented specific strategies to drive business growth.
• Followed up and obtained registration of the company with major end users - Saudi Aramco, SABIC, ADNOC, ANOC, Qatar Petroleum, Kuwait Oil Company (KOC), Shell and PDO Oman.
• Generated market leads and enquiries and managed the cycle till processing of enquiries, release of quotations and negotiation and finalization of orders.
• Tracked prices of raw materials on the international markets and ensured on time revision of product prices. Prepared product-wise price tables for use of sales coordinators & sales executives.
• Coordinated with the General Manager in establishing pricing policies and departmental commercial objectives to ensure cost-effective competitive fulfilment of customer requirements.
• Established ERP system in the sales department covering all major functions and oriented staff through training for effective utilization of the system.
• Supervised despatch activities and ensured resolution of all despatch related issues.
• Coordinated the registration, investigation and resolution of customer complaints in association with other departments ensuring customer satisfaction.
• Participated in meetings of weekly core review team and weekly production planning & reviews.
Key Project u**
• Mubarak TV Studio, 6th of October City Project value: USD 450 million
Responsibilities u**
• Reported to the Project Manager and as a member of the commercial department team participated in negotiating, drafting & placing subcontracts for different trades.
• Developed tendering packages for different jobs in consultation with design and estimation departments to elicit offers from multiple qualified subcontractors.
• Coordinated evaluation of bids received on technical & commercial parameters and recommended placement of orders.
Responsibilities u**
• Led a team of qualified engineers and managed sales of the company’s steel products in the markets of Egypt and North Africa to meet Zamil’s expansion targets.
• Developed & implemented effective marketing & sales strategies to penetrate target markets and deliver predefined sales figures.
• Managed operations of Cairo Sales Office covering all technical, commercial, financial and contractual aspects of the business.
Previous Assignments
• November 1991 - January 1992, Sales Engineer, Kuwait Insulating Material Manufacturing Company (KIMMCO)
• February 1992 - January 1993, Sales Engineer, IBS Factory
• March 1993 - November 1996, Sales Engineer, Tiger Steel Engineering
• January 1997 - January 2000, Sales Engineer, Zamil Steel Industries
Masters in Construction Management – Part time (Master thesis not finished)
B.Sc. Civil Engineering – Supervised and accredited by Michigan State University USA
