Head of Sales - General Trade & B2B

Job description

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]

Work Location

In person

Pay

₹50,000.00 - ₹80,000.00 per month

Work Location

In person