An Area Business Manager is a professional who holds a crucial role in managing and overseeing business operations within a specific geographic area. They are responsible for achieving sales targets, maximizing profitability, and driving business growth. In this blog post, we will explore the primary responsibilities and the most in-demand hard and soft skills for Area Business Managers.

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Main Responsibilities of an Area Business Manager

The following list describes the typical responsibilities of an Area Business Manager:

Achieve

• Achieve and exceed assigned monthly, quarterly and annual sales targets.

• Achieve brand & product wise target.

• Achieve Division wise primary target and ensure it to be equal to or greater than Secondary.

• Achieve sales targets and revenue goals.

• Achieve sales targets assigned to the area ,territory wise , Brand wise every month.

Anticipate

Anticipate barriers and identify opportunities to overcome the deficit in target achievement.

Attend

• Attend compliance and training sessions as required and conventions and symposia, as necessary.

• Attend local, regional and national meetings as directed.

• Attend training sessions as required and conventions and symposia, as necessary.

Build

• Build a diverse, capable pipeline of talent for future Health & Science Sales roles in the BUs.

• Build and maintain a culture of trust and collaboration with local colleagues.

• Build and maintain strong relationships with key clients.

• Build a network of physicians and industry contacts to improve sales leads and successes.

• Build strong team culture, colleague engagement and morale.

Collaborate with

• Collaborate with cross-functional teams to achieve business objectives.

• Collaborate with marketing teams on promotional activities.

Complete

• Complete all required compliance and corporate policy trainings on time.

• Complete call reporting, business plan updates and expense reports.

Conduct

• Conduct activities and programs as per division strategy.

• Conduct market research and customer surveys.

• Conduct promotional programs for both professional and patient audiences.

• Conduct regular performance evaluations and provide feedback.

• Conduct regular sales meetings and reviews.

Coordinate

Coordinate and participate in industry events and conferences.

Create

Create a high performing organization through talent planning and career development.

Develop

• Develop and execute effective sales and marketing strategies.

• Develop and execute local market and account strategies.

• Develop and implement appropriate contingency plans to defend sales against anticipated challenges.

• Develop and implement strategic business plans.

• Develop and maintain a deep understanding of products and services.

• Develop and maintain relationships with key industry stakeholders.

• Develop Area Plan with a focus on the Equine business priorities and resource allocation utilization.

• Develop and mentor team for next level.

• Develop product and disease state expertise.

Drive

• Drive implementation of the Area business plan through.

• Drive strategy and insight from analytics to tactical execution and measures the results.

Ease

Ease induction and onboarding of Territory Business Managers.

Educate

Educate targeted healthcare providers on the benefits of Aubagio within the assigned territory.

Engage

Engage with cross-functional teams to execute on opportunities with brand pull-through.

Enhance

Enhance Stockiest Capability by engaging them to drive availability at retail for NPI.

Ensure

• Ensure actions of self and team are fully compliant.

• Ensure adequate availability of stocks at stockiest and chemist level.

• Ensure appropriate cross-functional communication and alignment to meet the local market needs.

• Ensure Cheque availability at CFA.

• Ensure compliance with company policies and regulations.

• Ensure DD from Data Boy (DB) in case of Cheque bounce.

• Ensure effective and compliant utilization of promotional materials.

• Ensure high level of customer service and manage any difficult customer situations.

• Ensure implementation of company strategies in the market place.

• Ensure sales forecast and operational budgets are achieved.

• Ensure successful, compliant selling activities of in-line products.

• Ensure that Process adherence & discipline is key to the assignment.

• Ensure that Proof of Billing (POB) from chemists reach stockist.

• Ensure that stock and sales statements have been sent by the distributors on due dates.

• Ensure that the claims of the distributors are settled by the company within specified time limit.

• Ensure timely submission of reports.

• Ensure width & depth of distribution in the secondary channel.

• Ensure zero cases of expiry on stockiest shelf.

Establish

• Establish long term medical - scientific / strategic relationships with Key Opinion Leaders.

• Establish relationship with thought leaders in assigned territory.

Evaluate

Evaluate sales performance and identify areas for improvement.

Execute

Execute a customer centric needs based selling approach with targeted Healthcare Providers.

Facilitate

• Facilitate open and honest conversations with peers and leaders and give candid honest feedback.

• Facilitate Team members to achieve their Territory wise.

Find

Find ways to improve operational efficiency and coverage.

Forecast

Forecast and track sales metrics and key performance indicators.

Guide

Guide TBMs on critical doctor conversion and engagement.

Identify

• Identify and follow established processes and SOPs to appoint stockiest.

• Identify and follow established processes and SOPs to appoint stockists.

• Identify new business opportunities and potential markets.

Implement

• Implement and upholds required Standards with promotional colleagues.

• Implement sales strategies to penetrate new markets.

• Implement Sales strategy to achieve defined targets.

Lead

• Lead and develop all colleagues in Area accordingly based on position.

• Lead and execute strict adherence to Abbott Code of Business conduct.

• Lead and motivate a team of sales representatives.

Leverage

Leverage insights and time management from new analytics tools (e.g., Fit-for-Role Profile).

Maintain

• Maintain control of sales operating budget for the respective region.

• Maintain customer contact of the team to enhance prescription share.

• Maintain high ethical values in the market place.

• Maintain minimum 30 days inventory at all stockiest in turn avoiding crisis and loss of business.

• Maintain stock levels as per norms and share high inventory product details with the division.

• Maintain visibility into individual call planning for direct reports.

Manage

• Manage attrition of customer and resource bases.

• Manage budgets, expenses, and financial performance.

• Manage inventory levels and product availability.

• Manage resource allocation across the Area geography.

Model

Model systematic approach to virtual engagement (e.g., clear agenda, next steps / follow ups).

Monitor

• Monitor and analyze market trends and competitor activities.

• Monitor and analyze sales data and market insights.

• Monitor and ensure customer satisfaction.

• Monitor team performance, identify gaps with divisions and help bridge the same.

Negotiate

Negotiate contracts and pricing agreements.

Organise

Organise outreach activities to capture patient population.

Participate

Participate as a member of the Launch Acceleration Team.

Plan

• Plan and monitor New Product introduction, stocking as per plan and sales progress.

• Plan, organize, and sponsor local promotional speakers programs and activities.

Prepare

• Prepare and deliver sales presentations and proposals.

• Prepare sales plan for the month.

Profile

• Profile stockists effectively to understand each of their strengths and weaknesses.

• Profile towns and customers to improve the productivity of territories.

Promote

Promote the Division's products as per divisional strategy.

Provide

• Provide accurate sales forecast Sales for the upcoming months'.

• Provide feedback to Marketing team in relation to brand promotion and competitors activity.

• Provide guidance and support to team members.

• Provide information in a timely manner about the new product to the stockists.

• Provide site level in-service training as required by account.

• Provide strategic input to target planning for the territory, long term vision and ambition.

• Provide training and development opportunities to the sales team.

Report

• Report field work on daily basis in the assigned online system.

• Report into the Tafamidis Regional Business Director.

• Report status through Planning & Innovation processes.

Resolve

Resolve customer complaints and issues promptly.

Review

Review and analyze market / customer data to support and execute strategic planning.

Set

Set examples on implementation of the code of business conduct, FCPA , Pharmacovigilance to ensure.

Stay updated on

• Stay informed about changes in industry regulations and compliance requirements.

• Stay updated on industry trends and advancements.

Support

• Support design and execution of the sales & marketing strategy in the assigned market.

• Support team to achieve monthly / quarterly / yearly target.

• Support the implementation of the sales representative incentive compensation structure.

Tap

Tap primary distribution in unplugged areas in the territory.

Train

Train and develop knowledge and skills of Territory executives to build competencies.

Understand

Understand people dynamics and interface.

Use

Use analytics and insights to enhance decision-making and tactical execution across area.

Work with

Work closely with all field partners.

Most In-demand Hard Skills

The following list describes the most required technical skills of an Area Business Manager:

1. Proficiency in sales and business development.

2. Knowledge of sales techniques and strategies.

3. Familiarity with CRM software and sales analytics tools.

4. Understanding of financial management and budgeting.

5. Ability to analyze market data and trends.

6. Proficiency in Microsoft Office Suite.

7. Experience with sales forecasting and pipeline management.

8. Knowledge of pricing strategies and negotiation techniques.

9. Understanding of marketing principles and campaigns.

10. Proficiency in data analysis and reporting.

11. Strong presentation and communication skills.

12. Project management and organizational skills.

13. Ability to develop and deliver effective sales training programs.

14. Experience with market research and competitive analysis.

15. Knowledge of sales performance metrics and key performance indicators.

16. Proficiency in using sales automation tools.

17. Understanding of business planning and strategy development.

18. Knowledge of inventory management principles.

19. Familiarity with industry-specific regulations and compliance requirements.

20. Ability to interpret financial reports and metrics.

Most In-demand Soft Skills

The following list describes the most required soft skills of an Area Business Manager:

1. Excellent leadership and people management skills.

2. Strong interpersonal and relationship-building abilities.

3. Effective communication and presentation skills.

4. Exceptional problem-solving and decision-making abilities.

5. Ability to work under pressure and meet deadlines.

6. Strategic thinking and analytical mindset.

7. Adaptability and flexibility in a dynamic business environment.

8. Strong negotiation and conflict resolution skills.

9. High level of integrity and ethical conduct.

10. Customer-centric mindset and focus on customer satisfaction.

Conclusion

By possessing these skills and fulfilling their responsibilities effectively, Area Business Managers can drive business growth, enhance sales performance, and contribute to the overall success of their organization.