The challenge
Too Yumm! needed a field sales organisation at launch: more than 40 ASMs and RSMs to build distribution, open retail and drive sales across metro and Tier 2 cities.
Experienced FMCG sales managers judge a move on brand strength, distribution already in place, stability and career prospects. A new brand could not yet offer most of those. It had to persuade people already working for established FMCG companies to join, and then make sure they actually turned up.
The roles also needed real general trade skills: distributor management, territory development and secondary sales. These do not always show on a CV. A candidate from a big FMCG name may never have built a territory from scratch, while one from a smaller brand may have done exactly that.
What TNSL did
Trained recruiters in general trade before they screened anyone. The dedicated team learned primary and secondary sales, distributor appointment and management, beat planning, outlet expansion and territory management, and was tested on it first. They could then spot real market-building experience behind any brand name.
Asked different questions for ASMs and RSMs. ASM screening probed how candidates had expanded distribution, appointed distributors and lifted secondary sales in weak markets. RSM screening probed multi-territory results, distributor network building, managing ASMs and entering new regions.
Gave candidates reasons to believe. Recruiters briefed every candidate on the brand’s business plan, growth ambitions and the scope of building a sales organisation from the start, so experienced managers could make an informed decision to leave an established employer.
Stayed close from offer to joining. For a brand candidates did not know, the risk of an accepted offer turning into a no-show was high. TNSL kept regular contact with every selected candidate through the notice period, aligning expectations and answering doubts until joining day.
Results
- 40+ sales managers hired across ASM and RSM roles, in metro and Tier 2 markets.
- Zero offer backouts, even for a brand candidates had not heard of.
- 32% selection hit rate from focused FMCG sourcing and role-specific screening.
- 100% retention at 90 days: every hire was still in role three months after joining.
Why it matters
For a new FMCG brand, the sales team is the route to market. Recruiters who understand general trade, and who can make the case for a new employer, can build that team quickly and keep every hire through to joining.
Selection hit rate = candidates selected by the client ÷ candidates TNSL shortlisted and presented to the client.