About the role

Area Sales Executive – Consumables Division

1. Position Overview

The Area Sales Executive (Consumables Division) is responsible for driving sales growth of laboratory equipment within an assigned geographical territory. The role involves developing distributor networks, managing key institutional accounts, promoting technically advanced equipment, coordinating demonstrations, and ensuring revenue targets are achieved while maintaining strong customer relationships.

This position plays a critical role in promoting technically intensive equipment that requires application understanding, installation coordination, and post-sales support alignment.

2. Key Requirements

A. Sales & Revenue Generation
- Drive sales of laboratory consumables in its region.
- Achieve assigned monthly, quarterly, and annual sales targets.
- Identify and develop new customers.
B. Territory & Channel Management
- Develop and manage distributors within assigned territory.
- Conduct distributor performance reviews including secondary sales, stock planning, and target tracking.
- Ensure proper territory coverage and expansion planning.
C. Technical Selling & Application Support
- Develop strong understanding of product specifications and applications.
- Conduct product presentations and demonstrations independently or with support team.
- Coordinate with Service, Product Management, and R&D teams for technical alignment and feedback.
D. Key Account Management
- Manage key accounts in its region.
- Participate in tenders.
- Support technical documentation and compliance submissions.
E. CRM & Reporting
- Mandatory usage of CRM system for lead management, opportunity tracking, and forecasting.
- Submit weekly sales reports, pipeline updates, and market feedback.
F. Payment & Commercial Discipline
- Ensure timely collection of receivables.
- Monitor credit exposure and coordinate with accounts team for resolution of billing issues.
G. Travel Requirement
- Extensive field travel within assigned territory (60–70%).
- Participation in exhibitions, training programs, and product launches.

3. Required Qualifications

Bachelor’s degree in Science / Engineering / Biotechnology / Instrumentation / Management.
MBA (Marketing) preferred.
5–10 years of experience in laboratory equipment sales.
Strong techno-commercial understanding and presentation skills.