Job Title : Head of Sales - General Trade and B2B
Reports to : Brand Head/VP Business Operations
Location : Hyderabad
Experience : 5-6 years in sales, with at least 3 years leading teams in medical devices, mobility aids, orthopedic products, homecare, or healthcare consumables
Purpose of the Role
Own revenue, market reach, and profitability across General Trade and B2B channels for the company's mobility and healthcare range (wheelchairs, walkers, rollators, mobility scooters, hospital and homecare beds, orthopaedic supports, and related aids). Build a strong dealer and institutional network so that more people with mobility needs have access to reliable products, fitting support, and after-sales service.
Key Responsibilities
Strategy and P&L
- Set channel strategy, annual targets, and the operating plan for GT and B2B
- Own channel P&L: sales, gross margin, trade spends, and cost of sales
- Plan the product-channel fit (for example, entry-level wheelchairs through dealers, premium and powered mobility through specialists and institutions)
- Identify new geographies, segments, and partnerships
General Trade
- Build and manage the network of medical equipment dealers, surgical and orthopaedic stores, chemists, and distributors
- Drive primary and secondary sales, dealer appointments, and tier 2-3 city expansion
- Run dealer training on product features, correct sizing and fitting, and basic demo skills
- Set up display, demo units, and POSM at key dealers
- Manage dealer schemes, pricing discipline, stock health, and credit limits
- Ensure spares availability and a clear warranty and service process through the network
B2B and Institutional
- Build business with hospitals, nursing homes, rehab and physiotherapy centres, and homecare and elder care providers
- Win government and NGO business: tenders, rate contracts, ADIP-type schemes, and CSR-funded distribution programmes
- Develop corporate, insurance, and e-commerce/marketplace partnerships
- Manage long sales cycles, bids, empanelments, and annual rate agreements
- Lead high-value negotiations and set pricing, credit, and payment terms for institutional clients
Clinical and Customer Engagement
- Build relationships with doctors, physiotherapists, occupational therapists, and rehab specialists as influencers
- Support product trials, demos, and awareness programmes in hospitals and rehab centres
- Ensure compliance with applicable standards, certifications, and labelling requirements
Team Leadership
- Hire, train, and retain managers and field teams, including technically trained demo and service staff
- Set KRAs and KPIs, run monthly and quarterly business reviews, and coach for performance
- Build succession plans for key roles
Systems and Cross-Functional Work
- Drive adoption of SFA, DMS, and CRM, and use data for forecasting and territory planning
- Work with supply chain, service, finance, and product teams on demand planning, launches, and collections
- Control receivables and credit risk, especially in tender and institutional accounts, where payment cycles are long
Requirements
- Graduate required; MBA/PGDM preferred
- Proven record scaling sales in medical devices, mobility aids, orthopaedics, or healthcare consumables
- Experience with both dealer/distributor models and institutional or tender selling
- Understanding of government procurement processes (GeM, tender documentation, empanelment)
- Empathy for the needs of persons with disabilities and elderly users, with a consultative selling approach
- Strong leadership, negotiation, and analytical skills
- Willingness to travel extensively
KPIs
- Revenue and volume vs target (by channel)
- Gross margin and trade spend %
- Dealer count and active dealers; tier 2-3 expansion
- Tender win rate and order value
- Institutional pipeline and conversion
- Collection efficiency and outstanding days
- Dealer training coverage
- Service TAT and warranty claim rate
- Team attrition and productivity
Compensation:
Pay : Rs. 50,000 - Rs. 80,000
[Fixed CTC + performance bonus linked to revenue and margin + ESOPs if applicable + vehicle/travel benefits]
Pay: ₹50,000.00 - ₹80,000.00 per month
Work Location: In person
