A Regional Manager will report to a zonal manager. The incumbent will function in a supportive, advisory and supervisory role to the Medical representatives.
The RMs job functions are:
I Responsible for the achievement of a region's sales targets:
- To assist the zonal manager in sales forecast for the region by giving yearly projections based on the previous years sales and potential of the market.
- To provide the H.O. with a three month rolling forecast on a monthly basis (unit-wise and product/pack-wise).
- To support and guide the MRs in the preparation of the territory-wise sales budget in accordance with Company's objectives/guidelines.
- To monitor the region's achievement, vis-a-vis targets.
- To institute corrective actions, if the achievement does not match the Company's objectives.
- To explore the possibilities of increasing the business of the Company by expanding the market share for the Company's products in his region.
II Responsible to be a vital member of the market intelligence system:
- By reflecting changing trends in customer needs.
- By providing feedback on the effectiveness of the product promotional
- strategies.
- By reporting competitors activities
- By highlighting general market trends and future potential.
III Review the MRs sales performance and to assist the PSOs in reviewing their performance
- To understand the MRs & PSOs behavior, influence their attitudes positively, motivate, provide guidance and knowledge for meeting challenges in the market.
- To support the MRs & PSOs to develop themselves as potential candidates for their career growth, and to recommend and organize their training needs.
IV Responsible to be in direct contact with selected customers exclusively seen by him (doctors, chemists, institutions, etc.) with the objective:
- To obtain hands-on experience and also to assess the effectiveness of the Companys strategies.
- To collect and analyze market information as inputs for developing product promotional strategies.
- To exploit potential business.
- To establish the Companys image.
Note: The RM to select the customers in his region in consensus with his team, determine the visit frequency and inform Head Office. Selection should be done taking into consideration operational efficiency.
V To be a vital link between H.O. and the field activities.
- To support and guide the MR in preparation of Doctor's coverage plan and help him in updating this plan on a regular basis.
- To assist the PSO in preparation of Doctor's coverage plan and help him in updating this plan on a regular basis.
VI Joint work with MRs/PSOs:
- The RM will visit the MR/PSO territories with specific objectives, which will be communicated by writing in advance to the MRs/PSOs/BMs and at the end of each visit, record accomplishments/non-accomplishments of those objectives together with the MR/PSO/BM.
- The manager must provide on the job training/coaching to MRs/PSOs/BMs in the areas of their need
- a. Assess & coach before the start of the field work
- Pre-call briefing
- During the call
- Post-call debriefing
- Coaching session
- Follow-up
VII Promotional strategies & special campaigns
- The RM will guide the MRs & PSOs to conduct special campaigns in their region. He will also liaise with H.O. for this purpose.
- The RM will liaise with H.O. to support the MRs & PSOs to conduct medical camps, seminars and academic sessions in their territories.
VIII Responsible for the launch of new products as per the Company's strategies:
RM will co-ordinate new products launch activities together with concerned field staff in his region. The RM will guide and support his team members in:
- Pre-launch activities
- Launch activities
- Post- launch activities.
IX Stockists work
- To finalize the recommendations for the appointment of stockists in consultation with his zonal manager.
- To ensure that the stockists place advance orders to the Company and promptly execute orders of wholesalers/retailers.
- To monitor secondary sales.
- To ensure prompt collection of dues from his region.
- To do the necessary follow-up of outstandings, if any.
- In consultation with his zonal manager, to facilitate settlement of expiry/breakage claims with the distributor as well as H.O. in accordance with the Companys norms.
X Institutional business/bulk orders
- To assist the MRs & PSOs to exploit business from the institutional sector.
- To assess the potential of the institutions in his region together with the concerned MRs & PSOs, and in consultation with his zonal manager, recommend/quote appropriate rate as per Companys guidelines and liaise with ordering authority for procurement of orders.
XI Responsible to monitor his team members job activities and discharge his administrative duties:
- The RM will submit the required reports such as weekly reports, tour programs of his team, activity reports, monthly feedback & expenses statement, stocks & sales statements, etc. to the H.O. on time.
- The RM will analyze the expenses statement of the MRs & PSOs to monitor compliance to the Companys norms, rules & regulations and communicate noncompliance to the MRs & PSOs and H.O. for corrections.
- The RM will monitor the leave record of the MRs & PSOs.
XII To assist his ZM/SM in the selection of Trainee Medical Representatives and impart training to them as required.
XIII To participate in various projects as and when they come up.
XIV Review his performance periodically as per guidelines both personal and region, and submit all reports and recommendations as required.
