Area Sales Manager - IVD at Reckon… · Kochi

Job description Area Sales Manager (IVD)

Role summary:
• The Area Sales Manager (ASM) is responsible for overall business performance in the assigned area for the companys in vitro diagnostics portfolio.
• The role includes business planning, team leadership, key account management, distributor management and ownership of both reagent-led and instrument-led business.
• The ASM is accountable for individual targets as well as overall team targets.

Business planning and target management:
• Prepare area-level sales plans aligned with compan objectives.
• Break down area targets into actionable plans for distributors and sales executives.
• Plan growth across reagents, consumables and all IVD instruments.
• Identify priority markets, customer segments and growth opportunities.
• Monitor performance and implement corrective actions when required.
• Drive competitor conversion and replacement opportunities.

Team leadership and development:
• Plan manpower requirements and participate in hiring of sales executives.
• Ensure proper induction and field training of new team members.
• Allocate territories and define clear performance expectations.
• Conduct regular performance reviews and joint field visits.
• Coach the team in technical selling and key account handling.
• Address underperformance and support capability development.
• Provide structured inputs for performance appraisals and incentives.

Key account management:
• Identify and prioritize strategic and high-value accounts.
• Develop account-wise growth plans for major laboratories and hospital chains.
• Personally manage and grow business with key accounts.
• Drive instrument placements and reagent growth within major accounts.

Instrument business management:
• Own sales and placements of all IVD instruments in the assigned area.
• Drive business across clinical chemistry analysers, rapid test, immunoassay systems (FIA and CLIA), haematology analysers, electrolyte analysers and other laboratory and point-of-care systems.
• Build and manage a structured pipeline for instrument opportunities.
• Lead demos, evaluations, negotiations and installation coordination.
• Ensure post-installation stabilization and reagent consumption growth.

Distributor and channel management:
• Manage distributor performance and primary sales growth.
• Ensure strong secondary sales movement through effective team execution.
• Monitor stock levels and market coverage.
• Coordinate with finance for receivable control and commercial discipline.
• Resolve operational or channel-related issues affecting business.

Pricing and commercial control:
• Ensure adherence to approved pricing and commercial policies.
• Review and recommend special pricing requests within defined authority.
• Protect margins across reagent and instrument business.
• Ensure proper execution of schemes and pricing revisions.

Market intelligence and reporting:
• Track competitor activity, instrument placements, pricing trends and market movements.
• Consolidate structured inputs from team and distributors.
• Share insights, forecasts and pipeline updates with management.
• Ensure timely and accurate reporting.

Operations and compliance :
• Ensure adherence to company processes, systems, and reporting formats.
• Maintain ethical and professional standards across the team.
• Ensure documentation accuracy and audit readiness.
• Lead negotiations and manage commercial closures.
• Ensure retention and prevent competitor penetration.
• Conduct periodic business reviews with key customers.

Instrument business management:
• Own sales and placements of all IVD instruments in the assigned area.
• Drive business across clinical chemistry analysers, rapid test, immunoassay systems (FIA and CLIA), haematology analysers, electrolyte analysers and other laboratory and point-of-care systems.
• Build and manage a structured pipeline for instrument opportunities.
• Lead demos, evaluations, negotiations and installation coordination.
• Ensure post-installation stabilization and reagent consumption growth.

Distributor and channel management:
• Manage distributor performance and primary sales growth.
• Ensure strong secondary sales movement through effective team execution.
• Monitor stock levels and market coverage.
• Coordinate with finance for receivable control and commercial discipline.
• Resolve operational or channel-related issues affecting business.

Pricing and commercial control:
• Ensure adherence to approved pricing and commercial policies.
• Review and recommend special pricing requests within defined authority.
• Protect margins across reagent and instrument business.
• Ensure proper execution of schemes and pricing revisions.

Market intelligence and reporting :
• Track competitor activity, instrument placements, pricing trends and market movements.
• Consolidate structured inputs from team and distributors.
• Share insights, forecasts and pipeline updates with management.
• Ensure timely and accurate reporting.

Operations and compliance:
• Ensure adherence to company processes, systems, and reporting formats.
• Maintain ethical and professional standards across the team.
• Ensure documentation accuracy and audit readiness.

Key account planning and management:
• Identify, classify, and prioritize key accounts in the assigned area based on business potential and strategic value.
• Prepare account-wise business plans for major laboratories, hospital labs, chains, and high-volume customers.
• Drive growth of reagent and instrument business within key accounts through structured engagement.
• Lead negotiations and commercial discussions for high-value opportunities.
• Manage annual business reviews and performance discussions with key customers.
• Ensure retention of key accounts and prevent competitor penetration.
• Drive competitor conversion and replacement opportunities within key accounts.
• Coordinate with application, service, and internal teams to ensure high service standards for major customers.
• Support sales executives in managing secondary relationships within key accounts.
• Monitor revenue concentration risk and ensure diversified growth within the account base.

Additional responsibilities:
• Perform any other responsibilities related to area business management or strategic growth as assigned by the company.

Qualifications and experience:
• B.Sc / M.Sc / B.Pharm / Biotechnology / MLT.
• 5-8 years of experience in IVD, diagnostics, or healthcare sales.