Version 1, March 2015
Sales Leader
COMPETENCE PROFILE
JOB TITLE / FUNCTION:
REPORTS TO:
MATRIX:
Sales Leader/Sales
Country Sales Manager
Sales Responsible IKEA of Sweden AB
PURPOSE OF FUNCTION
To develop sales in an efficient and effective way in all media in order to attract more customers to
come more often and buy more. We do this by optimising our sales priorities, commercial activities
and ensuring the right forecasts for our total offer. Our main responsibilities are developing and
executing sales steering, selling the IKEA way, range grouping, pricing, range management and
launches. This ensures an enjoyable, convenient and successful shopping and buying experience,
which leads to increased sales and sustained long-term profitability.
PURPOSE OF THE JOB
I optimise sales and gross margin and profit within my home furnishing businesses (HFB) through
competitive pricing. I do this by understanding the IKEA business and range priorities, my national
market, national competition and my consumers’ living situations. I analyse current trends, predict
and optimise current and future commercial opportunities in a close working partnership with my
stores and IKEA of Sweden. I work with the shopkeepers in my home furnishing business to ensure
they understand the strategies and how best to present the range in a commercial way.
ASSIGNMENT
Customers
 I understand my market, our consumers and their living situations and use this to improve
how our customers’ meet our range.
 I work with my stores and IKEA of Sweden to use our knowledge of our customers in our
market, to ensure our customers` home furnishing needs are reflected in the IKEA range
now and in the future.
 I use the knowledge of the local market and competition to proactively secure the
competitive advantage of our products.
 I see the stores through the eyes of my customers and give constructive, honest feedback
to my shopkeepers on how they can improve the shopping experience for our customers.
 I analyse individual store performance/customer feedback. I use this information to
identify good solutions and ideas for improving the IKEA mechanical sales system and easy
buying process. This allows me to best assist my shopkeepers in securing that our
customer can Search, Find, Choose and Buy in order to sell more.
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© Inter IKEA Systems B.V. 2012
Commercial/Business
My overall objective is to grow sales and sustain long term profitability. I do this by:
 knowing our global priorities, my range, the national market and competition. I use this
information to define and agree with my manager my home furnishing business plan,
thereby contributing to the country business plan.
 clearly communicating business strategies and priorities to my shopkeepers in a way which
motivates them to take ownership for their part in achieving the overall goals and the IKEA
objectives
 support the business growth by contributing to a commercial calendar which supports the
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Sales Leader
commercial priorities and inspires more people to visit the stores.
proactively monitoring national competition and competitors, taking fast actions to ensure
that the IKEA store secures the lowest price, so as to be the first choice for home
furnishings.
leading the national pricing process in my home furnishing business, based on my local
competition, according to our pricing direction.
actively encouraging my shopkeepers to understand their local markets and provide
feedback to me, so that together we can maximise commercial opportunities.
working with my shopkeepers by giving them constructive feedback in order to develop
their commercial skills.
analysing current trends in order to predict and optimise current and future commercial
opportunities. This is achieved by working in co-operation with stores, IKEA of Sweden and
the IKEA supply chain
supporting the stores in their drive to sell their volume commitments, monitoring their
sales results and following up on deviations in order to improve poor performance and
share good examples.
ensuring the timely implementation of product launches, through engaging and
encouraging the shopkeepers and supporting functions to take ownership for the success
of these activities.
keeping my stores updated on their performance, good examples, major stock availability
issues and important product information.
networking with my colleagues in other countries and IKEA of Sweden, sharing good
examples and successes.
ensuring that all product information in all media is correct and complete and that the
appropriate volumes are available in the supply chain.
ensuring the future perspective for my home furnishing business is taken into account
when new stores and rebuilds are being planned.
using my matrix to develop my own and their competences in order to capitalise on
commercial opportunities for IKEA within my market.
ensuring that all my actions are aligned with our objective of becoming the leader in life at
home and growing with sustained long term profitability.
Low Price in Reality Survey
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© Inter IKEA Systems B.V. 2012
People
 I actively work with my shopkeepers and understand their business development needs
and work with them to secure their competence development.
 I visit my stores and work with my shopkeepers to help them identify commercial potential
that will improve performance. I set goals with them and agree follow ups. I also keep the
store sales manager updated on agreed actions.
 I communicate my home furnishing business priorities to my shopkeepers and motivate
and support them in achieving their goals.
 I create an environment of trust by encouraging open, constructive, honest, two-way
feedback with my shopkeepers and colleagues.
 I take an active part in the recruitment process of shopkeepers. I recruit using the IKEA
values and by identifying what skills are needed to get the job done.
 I take responsibility with the store sales managers to support the development of the
shopkeepers’ performance.
 I work with the country sales manager to identify my successor.
 I encourage my shopkeepers to work as a team, networking between stores and sharing
good examples and successes.
 I ensure product training and services for my home furnishing business.
 I am responsible for my own development and look to my manager and my matrix for
support in improving my competences.
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Sales Leader
Financial
 I decide, agree and deliver national sales, gross margin, gross profit and other Key
Performance Indicators (KPI) and goals which reflect my home furnishing business
priorities.
 I price my range competitively, securing the lowest price in my market and have the
appropriate forecast to achieve:
o agreed turnover.
o agreed profit.
o agreed gross margin.
o volume commitments.
 I ensure all initiatives grow our sales and support the sustaining of long-term profitability.
 I co-ordinate national price deviation actions, optimising commercial opportunities and the
handling of outgoing products and overstock.
 I regularly analyse and follow up on sales to steer my shopkeepers towards achieving their
sales targets and gross margin goals and take actions accordingly.
 I control costs through working in a lean, simple, cost-conscious way using best practise
and continually look to find more effective ways of working.
MOTIVATION
It is essential that I have the following motivations:
 The IKEA values really reflect my own values.
 I am driven to exceed my goals.
 I am passionate about selling and getting the best for my customer.
 I am interested in people’s everyday life at home and in home furnishings and identify myself
with the IKEA range.
 I enjoy working in a fast-paced and future-oriented environment.
 I am hungry for knowledge and want to increase my skills and learning, using this to benefit
IKEA and grow personally.
RECOMMENDED KEY PERFORMANCE INDICATORS (KPIs)
Customer
Commercial/Business
People
Brand Capital
Sales targets
Succession
(shopkeeper and sales
leader)
Financial
Brand Capital – lowest
price
© Inter IKEA Systems B.V. 2012
Gross margin/gross
profit
Starting news
SPECIFIC KEY PERFORMANCE INDICATORS
Situational and personal KPIs agreed with my line manager.
PREVIOUS EXPERIENCE AND SKILLS
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Sales Leader
Essential
Preferred
Interest in people’s everyday life at home and in
home furnishing
Experience of a management role in the
IKEA store. Minimum 2-5 years experience
Experience of working in a customer-focused
service industry
Experience of setting and implementing action
plans, setting budgets and following up goals
Proven record of consistently meeting agreed
budgets and goals, and working on plans over a
number of years
Ability to prioritise and organise work in order to
make the most efficient use of time available
Ability to set expectations and provide clear
direction
Ability to communicate confidently and clearly in
English
Experience of using knowledge of customer
shopping behaviour to develop business plans
Ability to engage your receiver and create a
passion for your plans
Ability to generate healthy competition
A considered decision-maker
Self-reliant and motivated with proven ability to
work as part of a team as well as independently
Ability to influence in a matrix organisation
Good analytical and numerical skills
Ability to develop knowledge of the local market
and business decisions
Experience of actively selling through
understanding your customers and their needs
Experience of selling gained in the retail
industry, specifically the home furnishing
market
Computer proficient
Must have strategic , tactical and analytical
capabilities
Proven ability to drive profitability
Proven ability to build and maintain an effective
network
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© Inter IKEA Systems B.V. 2012
Planned revision date T3/FY14