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 transparent 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.

📌 Area Sales Manager - IVD (Bhopal)
🏢 Reckon Diagnostics
📍 Bhopal