Area Sales Manager(ASM) - 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 company 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.
• 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.
• Skills : - Area Sales Management, IVD Sales, Diagnostic Sales, Medical Devices, Clinical Chemistry, CLIA, FIA, Hematology, Rapid Test, POCT, Instrument Sales, Reagent Sales, Key Account Management, Distributor Management, Team Handling, Business Development, Territory Management, Sales Planning, Channel Sales, Laboratory Diagnostics, Hospital Sales, Pathology Labs, Commercial Negotiation, Sales Forecasting, Pipeline ManagemenArea Sales Manager, ASM, IVD, Diagnostics, Medical Devices, Clinical Chemistry, Immunoassay, CLIA, FIA, Hematology, Rapid Test, POCT, Laboratory Diagnostics, Instrument Sales, Reagent Sales, Key Account Management, Distributor Management, Team Management, Business Development, Territory Sales, Hospital Sales, Diagnostic Labs, Laboratory Equipment, Healthcare Sales

Job Location : - Gujarat(HQ- Ahembdabad), Karnataka(HQ-Banglore),Panjab(HQ: Bhatinda & Ludhiana)