Job Purpose & Overall Contribution
Overall Job Purpose: To lead the Sales team in achieving targets by planning and overseeing all
sales activities, including developing sales strategies, motivating the team, and ensuring consistent
growth in revenue and client base for SAIF Properties.
3.4.3 Key Result Areas (KRAs)
Key Result Areas define the critical outcomes for which this role is accountable, contributing
directly to the overall success of SAIF Properties.

• Sales Performance & Target Achievement: Driving sales revenue growth and ensuring the

sales team consistently meets and exceeds targets.

• Team Leadership & Development: Building, motivating, and managing a high-performing

sales team committed to excellence.

• Sales Strategy & Market Penetration: Developing and implementing effective strategies,

promotions, and lead generation initiatives.

• Client Relationship & Retention: Ensuring high levels of client satisfaction and fostering

long-term client relationships.

• Operational Efficiency & Reporting: Optimising sales processes, managing pipelines, and

providing accurate, insightful reports.
3.4.4 Key Responsibilities and Duties
This role involves major responsibilities and duties, prioritised by importance or frequency, starting
with action verbs.

• Team Leadership & Performance Management:

o Manage overall team performance, setting individual and team sales targets.
o Supervise and guide the sales team daily, ensuring they meet their daily KPIs.
o Oversee and track all meetings conducted by Customer Relationship Officers
(CROs) daily.
o Onboard and train new CROs, providing mentorship and development.
o Resolve any disputes or conflicts between CROs.

• Sales Strategy & Lead Management:

o Develop sales strategies and promotions on a monthly basis.
o Oversee lead generation activities and daily lead distribution to the team.
o Handle high-value negotiations with clients.

• Financial & Performance Analysis:

o Analyse weekly and monthly sales reports, including collections, KPIs, and new
sales.
o Review pipelines for the coming weeks and track all collections made in the
previous week.
o Conduct monthly reviews of collections, KPIs, and new sales made by the team.
o Analyse new strategies for the upcoming month based on performance.

• Budgeting & Forecasting:

o Oversee monthly targets and weekly sales forecasting.
o Manage budgeting in alignment with sales pipelines and review cash flow.

• Client Engagement & Support:

o Provide after-sales service and coordinate with customer service to ensure client
satisfaction.
o Handle client discounts and authorise default notices to be issued.

3.4.5 Typical Tasks
This section describes the typical daily, weekly, and monthly tasks and activities associated with
this role.

• Daily: Review pipelines with CROs, review meeting outcomes and lead engagement, track

and oversee all daily CRO meetings, and distribute leads.

• Weekly: Review pipelines for the coming week, review all collections made for the previous

week, and review all targets given to CROs.

• Monthly: Review monthly collections, KPIs, and new sales made; review progress made

by the team and analyse new strategies for the next month.

• As Needed: Conduct market research and competitor analysis; provide after-sales service.

3.4.6 Complex/Challenging Aspects
This section describes the most complex or challenging aspects or problems regularly faced in this
job.

• Achieving sales targets in a competitive market.
• Motivating and managing team performance under pressure.
• Dealing with high-pressure client situations and complex negotiations.

3.4.7 Key Decisions
This section lists the most important decisions the job holder is authorised to make independently
in this role.

• Approving client discounts.
• Authorising the issuance of default notices to clients.
• Setting individual and team sales targets.
• Determining sales strategies and promotions.

3.4.8 Performance Metrics (Key Performance Indicators - KPIs)-to be reviewed
based on set targets.
These metrics measure the success and effectiveness of the role in achieving the defined Key Result
Areas.

• For Sales Performance & Target Achievement:

o Sales Revenue Growth: Percentage increase in sales revenue (Target: [e.g., 20%
growth per annum]).
o Sales Target Achievement: Percentage of sales targets met by the team (Target:
100%).
o Number of New Accounts Opened (New Sales): Total new client acquisitions
(Target: [e.g., 50 new accounts per month]).

• For Team Leadership & Development:

o Team Productivity: Sales per CRO, conversion rates (Target: [e.g., Increase team
productivity by 15%]).
o Team Retention Rate: Percentage of sales team members retained (Target: [e.g.,
90% retention]).

• For Sales Strategy & Market Penetration:

o Lead Conversion Rate: Percentage of leads converted into sales (Target: [e.g.,
15%]).
o Customer Acquisition Cost (CAC): Cost incurred to acquire a new customer
(Target: [e.g., Reduce CAC by 10%]).

• For Client Relationship & Retention:

o Client Retention Rate: Percentage of existing clients retained (Target: [e.g., 80%]).
o Client Satisfaction Score: (Assumed, based on "Providing after-sales service")
(Target: [e.g., 4.5/5]).

• For Operational Efficiency & Reporting:

o Sales Cycle Length: Average time from lead generation to closed sale (Target: [e.g.,
Reduce by 10%]).
o Report Accuracy & Timeliness: Consistency and promptness of submitted daily,
weekly, and monthly reports (Target: 100% on-time, 98% accuracy).

3.4.9 Skills & Competencies Required
3.4.9.1 Technical Skills

• Accuracy & Attention to Detail: Essential when generating pipeline reports and reviewing

pipelines.

• Numerical & Computational Skills: Utilised for budgeting with pipelines and reviewing

cash flow.

• Data Analysis & Statistical Interpretation: Applied in generating total balances for

collections and overall performance analysis.

• Budgeting & Financial Planning: Crucial for reviewing cash flow and managing sales

budgets.

• Record Keeping & Documentation: Involved in reviewing real-time reports and daily

collection reports.

• Report Writing & Presentation: Required for preparing and presenting various sales

reports.

3.4.9.2 Interpersonal Skills

• Leadership & People Management: Manages the sales team effectively, ensuring they meet

daily KPIs and motivating them.

• Effective Communication (written & verbal): Essential for closing sales deals, onboarding

new CROs, and general team communication.

• Training & Development: Involved in onboarding and mentoring new CROs.
• Conflict Resolution: Addresses any disputes between CROs.
• Negotiation & Persuasion: Crucial for closing new deals and high-value negotiations.
• Customer Service/Stakeholder Management: Provides after-sales service and interacts

with customer service.
3.4.9.3 Conceptual & Strategic Skills

• Environmental Scanning: Conducts market research and competitor analysis.
• Strategic Planning & Objective Setting: Generates targets and develops sales strategies.
• Monitoring & Evaluation: Monitors all KPIs and collections.
• Innovation & Problem Solving: Solves client-related problems on a case-by-case basis,

depending on the situation.

Knowledge Required for the Job

• Formal Education: Bachelor's Degree in Sales, Marketing, Business Administration, or a

related field (Assumed).

• Professional Certifications: Relevant sales certifications (e.g., Certified Sales Professional -

CSP) or marketing certifications are a plus (Assumed).

• Specific Industry Knowledge: In-depth knowledge of the Real Estate market, property

sales cycles, and client acquisition strategies.

• Software/System Proficiency: Proficiency in CRM software (e.g., Salesforce, HubSpot),

MS Office Suite (especially Excel for data analysis), and sales analytics tools (Assumed).

• Legal/Regulatory Frameworks: Basic understanding of consumer protection laws and real

estate transaction regulations in Kenya (Assumed).

• Other Essential Knowledge: Sales forecasting techniques, market segmentation, and

competitive analysis.
3.4.11 Responsibility Level
This section describes the level of responsibility in the following areas:

• People Management: Ultimate (Manages sales team performance, sets targets, guides,

motivates, and develops team members).

• Financial Resources: Ultimate (Manages sales revenue generation, budgeting with

pipelines, and reviewing cash flow).

• Equipment & Assets: Minimal (Limited direct responsibility for physical assets, primarily

office equipment).

• Confidential Information: Significant (Handles sensitive sales data, client information, and

strategic sales plans).

• Data/Information Accuracy: Significant (Ensures the correctness of pipeline reports,

collection data, and all sales-related calculations).

• Health & Safety: Minimal (Primarily office-based, ensuring a safe work environment for

the team).

• Client/Customer Satisfaction: Ultimate (Directly responsible for client satisfaction

through sales processes and after-sales service).
3.4.12 Experience & Complexity

• Minimum Years of Experience: 3+ years of relevant experience in sales management,

preferably within the real estate sector.
Complexity Factors

• Variety of Tasks: High variety of duties, encompassing team management, strategy

development, financial analysis, and client negotiation. Tasks do not change frequently but
involve diverse responsibilities.

• Problem-Solving: Moderate complexity; problems often require analysis and strategic

thinking, though solutions may be readily available or require some in-depth analysis.

• Decision-Making: High complexity; decisions involve client discounts, default notices, and

sales strategies, requiring significant judgment and having a broad impact on revenue and
client relationships.

• Impact of Decisions: Ultimate impact; errors or poor decisions can lead to significant

financial losses, reputational damage, and failure to meet sales targets.
3.4.13 Effort & Work Conditions
3.4.13.1 Effort Type

• Mental Effort: High concentration, extensive analysis of sales data, strategic planning,

multi-tasking across team management and client interactions, and dealing with high levels
of pressure to meet sales targets.

• Physical Effort: Primarily sedentary desk-based work, with occasional movement for

meetings, presentations, or client visits.
3.4.13.2 Work Conditions

• Job Hazards: Minimal hazards, primarily an office-based role. Occasional site visits may

involve minor exposure.

• Monotony/Tediousness: Low, as tasks are varied and involve continuous interaction,

strategy development, and problem-solving.

• Time Pressure/Deadlines: High; frequent, tight deadlines and urgent demands to achieve

sales targets and close deals.

• Physical Environment: Primarily an office environment with controlled conditions.
• Travel Requirements: Occasional local travel for client meetings or site visits (Assumed,

based on "When visiting site").
3.4.14 Relationships & Collaboration
This section describes the nature of interactions with internal and external contacts relevant to this
job.

3.4.14.1 Internal Interactions

• Supervisor(s): Reports to the CEO, receives instructions, and provides strategic updates

on sales performance.

• Peers/Team Members: Informs, advises, and problem-solves with team members (CROs);

supervises, informs, advises, and problem-solves with subordinates.

• Other Departments: Informs and advises other departments (e.g., Marketing, Finance,

Legal) and problem-solves collaboratively.

• Subordinates: Supervises, informs, advises, and problem-solves with the sales team

(CROs).
3.4.14.2 External Interactions

• Clients/Customers: Informs, advises, negotiates, and problem-solves directly with clients.

Provides after-sales service.

• Vendors/Suppliers.
• Regulatory Bodies.
• Professional Contacts.
• General Public.

3.4.15 Training & Development Opportunities

• Training Needs: How to deal with high-pressure situations, advanced negotiation

techniques, strategic sales planning, CRM software optimisation, and leadership
development programs.

• Career Development Goals (Short-term & Long-term):

o Short-term: Enhance current sales management skills, improve team performance
metrics, and deepen understanding of market dynamics.
o Long-term: Progress to a senior leadership role within SAIF Properties, potentially
overseeing multiple departments or contributing to company-wide strategic
initiatives; create a self-reliant team committed to excellence.

• Role Evolution: Expected to evolve by fostering a highly self-reliant and excellent sales

team, taking on more strategic responsibilities, and contributing significantly to the overall
growth trajectory of SAIF Properties.