Alumni Speak
‘Every interaction with clients needs patience, empathy, and consistency’
ITC’s Area Executive, Sourav Chopra, opens up about managing seven cities, handling a 30-member team, and why relationship-building is at the heart of FMCG success.
Sourav Chopra, an Area Executive with ITC Ltd., is managing a complex network of distributors, outlets, and team members. The Apeejay School of Management (ASM) alumnus shares the raw realities of his sales profession, the unexpected lessons it teaches one, and what keeps him motivated on the field. Read edited experts:
Sourav, walk us through what a typical day at work looks like for you.
I work as an Area Executive in the Foods Division of ITC Ltd., handling territory sales across seven cities in Punjab—Bathinda, Moga, Muktsar and others. I manage a field team of 28 DSs (Delivery Salesmen) and 3 Team Leaders. Every morning starts with a GATE meeting with the team in whichever city I’m in, followed by market visits to 20–30 outlets daily. The job is demanding, but it keeps me on my toes.
What would you say are your core responsibilities?
Apart from sales tracking, I oversee market execution, territory expansion, and relationship management with retailers. Motivating the team, resolving on-ground issues, and ensuring product visibility—these form my day-to-day priorities.
Sales can be high-pressure. What do you find most challenging?
Team handling is a big challenge—keeping everyone aligned and motivated is not easy. Relationship management is equally crucial, especially with retailers. Every interaction needs patience, empathy, and consistency.
How did your MBA at ASM prepare you for this role?
Almost everything I studied—be it the 4Ps of Marketing or strategic case studies—is applicable today. More importantly, ASM trained me in managing people, communicating effectively, and staying calm under pressure.
But what got you interested in sales in the first place?
Honestly, it wasn’t a planned decision. But once I entered the field, I realized I naturally enjoy connecting with people and building relationships. That’s what sales is about, beyond numbers.
What’s one golden rule of sales, in your opinion?
Never get angry. Sales is 80% about relationship-building and 20% about closing numbers. Losing your calm can cost you trust, and in sales, trust is everything.
