Work and Responsibility of Regional Sales Manager

In the  Article of  Work and Responsibility of Regional Sales Manager we will cover following topics:

• Regional Sales Manager Definition ( 2nd line manager )
• How to Work
• Salary Structure 
• Criteria for the Regional Sales Manager Job
• Work and Job Responsibilities
• Qualities for Regional Sales Manager 
• Summary of Regional Sales Manager

First we have to know about sales team in Pharmaceutical Sector. Sales team Includes:

• Medical Representative (Front Line Manager)
• Area Sales Manager(ASM)
• Regional Sales Manager (RSM)
• Zonal Sales Manager (ZSM) or Country Manager ( international location)
• Deputy General Manager (DGM)
• General Manager (GM)
• Vice President (VP)
• President

This post is for the work and responsibility of a regional sales manager ( 2nd line manager). the regional sales manager is Trainer of Trainer ( area sales manager). It is the 2nd forwarded step of a medical representative carrier. A regional manger should have pleasant , good and impressive personality. Because he is ideal for medical representative and area sales manager ( for both, regional manger a complete solution and key leader between company and him). He always reads professional news and publications, articles. Discuss facts and points with his team and customers (doctors, chemists, stockists). Always meeting sales goals, motivations for sales and activity , emphasizing excellence , results driven, managing profitability. he has excellent knowledge of product merits , dose , competitor activity, sku’s knowledge, price, pack.

He conduct the interview for job of medical representative, area sales manager. generally he ask or discuss about the   

• Pharmacology Questions  
• Questions related to human anatomy and physiology
• General, Approach for job , Attitude and Personal detail questions.

REGIONAL SALES MANAGER

He always ready to solve real and on spot queries of his team and customers with all facts and proofs. He always carry the studies of his brand which support the communications present in brand folder of company. He always wear tie , polished professional shoes, formal shirts and pant and try to match the shoe and belt colour. He should have the data ( secondary & stock statement, primary sale, brand wise sales , reporting status, customer coverage and call average) of all territory and discuss the respective data when he go for work in any territory. Also discuss the same thing with area manager and discuss the low activity part and tell to co workers.

• how to improve the sales
• how to improve activity part
• how to correct customer coverage and coustmer related queries
• how to correct rcpa, doctor list, stockist , institutes
• how to represent our product in front of coustmer( training)

QUALITIES OF A REGIONAL MANGER

• He should be good motivator and leader
• good trainer and coach with excellent knowledge
• have good communication skills
• always able to handle the query & objections of dr.
• good team builder and have presentation skills
• good analyser and have ability to handle the live situations
• good knowledge of respective area and core doctors
• others same as  area sales manager
• have clear vision for his work

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The designation of a regional sales manager is very powerful and responsible. The regional sales manger is team leader who always instructs, motivates, handle and work with his team members. He always talks in positive attitude and deliver positive energy in his team.  He always try to improve the skills of his team by taking review and motivation session time to time.  Even during joint working RSM talks only about the field work and try to improve the quality of his subordinates. He always follow 100 % implementation of  the company strategies in field. Never go or promote unethical things. He is like a company for medical representative and area sales manager.

Regional manager makes own tour plan and area sales manager tour plan (TP).  His senior ( zonal sales manager) approved his T.P .  They both working according to T.P. and not deviate this without the permission of seniors. Development of work hygiene and working culture is much important for this level. Regional manager adopted some doctors in all area and future core activity is performed with these doctors. Regional manager timely collect the stock present at all cfa (carrying and forwarding agent) and generate the stock requirement ( which is collected from area manager according to his previous month sales and current month plan) and send to distribution department. so, that distribution sends sufficient stock at cfa timely. which helps the team for achieving the committed figure ( stock allocation).

For the regional sales manager job a person should have minimum 3 year experience as a area manager and after that he can join as a regional manager. A regional manager work in specific area ( 1 to 3 state covered by a regional manger depend on the company and team size). A regional manager work for his people and company. Most of the time he is on tour like monday to saturday. He reports to zonal sales manger and discuss the various issues , corporate orders and special benefits for core customers. Always try to reduce the budget for CME, RTM, REVIEW MEETINGS and ensure to maintain the company policies and ethics. He makes addition and deletion of activities depending on the business situation of a territory.

SUMMARY AND KEY RESPONSIBILITY OF REGIONAL MANAGER

• Forecast & achievement of objectives
• volume sales : region, area, territory
• key focussed product sales : region, area, territory
• ensure growth as per objective of the division
• achieve optiumum market share/ leadership
• enhance productivity
• ensure successful launch of new product
• product promotion
• programme implementation
• core customer coverage by all medical representative and area manager
• utilization of inputs – suggest appropriate reduction or addition of specific product samples or inputs
• new product launch success
• L.O.C. procurement
• stock allocation
• successful conduction of group events
• implementation of promotional strategies and inputs
• effective group event management
• develop relationship with key customer and ensure effective service and satisfaction
• coordination with ZSM / HO
• coordination with organising committee for finalization of company’s participation
• Service VIP customer/ proactive investment plan 
• handle doctor’s opinions/ queries/ objections 
• key stockist management inventory and outstanding
• recommendation for the addition and deletion of stockist based on merits and demerits
• always monitor, control and approve field manager expense
• monitor and control group event management
• suggest for reduction in promotional activity expense
• ensures to maintenance of ” NORMS AND STANDARD OF COMPANY POLICIES”
• Morale and discipline
• Validation of coustmer list, STP &  SFC
• Recruitment, induction, training and development
• Manpower planning and structuring
• Regular joint work with : medical representative ( front line manager) minimum 2 days / MR/ MONTH  and area sales manager ( first line manager) 
• During field work assess their capabilities
• validate feedback which is collected by medical representative ( front line manager) and area sales manager
• correct and improve interpersonal relationships and contribute to team building 
• development of weak territory
• identify the factors related to market, customer, competition, brand performance and contribution
• build strategies and work for improvement of all identified factors
• addition or deletion for activity and input utilization
• core customer relationship

The salary for a regional sales manager  35000 to 60000 INR / month in initial level  and also depend on the company . A part from that almost 30000 to 40000 INR/ month expense ( DA &TA ) given by the company. so, total 65000 to 100000 INR is drawn in the account of a regional manager. Incentive ( in rupees and foreign trip) is also there for a regional manger and it totally depend on the company guidelines. it’s a good position in pharma sales and during this  period a person get lot of things and learnings due to different different situations. if a person spend 3-4 year successfully on this level then he will try for next level (zonal sales manager).

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