Area Sales Manager (ASM) and his Key Responsibilities

Area Sales Manager or ASM post is higher position from Medical Representative in sales team. All ASM were once a MR in designation and after good work & particular experience company promotes a medical representative as Area Sales Manager. Likewise, MR, ASM is also directly responsible for sale of each and every pharmaceutical company whether it is big pharma or small pharma. Role and Responsibility of ASM is almost same in all companies and similar to MRs with additional responsibility of a team leader. ASM position is more important and crucial as compare to MRs, he is responsible for all work done by his team members.

How can we define Area Sales Manager or ASM?

Area Sales Manager is defined as a team leader who instructs, motivate, handle and work with his team members to persuade doctors to prescribe their drugs to patients, provide product information, answer their queries, provide information about how to use a drug along with dose required, keep doctor upto date about latest changes in medical sciences, deliver products sample etc. with promoting company and products & generate sale for the company. An Area Sales Manager regularly join his team members MR in field and makes calls of important doctors.

ASM is one of the important parts of Pharmaceutical Sales Team:

Key Responsibilities of Area Sales Manager:

  • Making Monthly doctor visiting plan for all MR team members and implements it effectively by regular follow-up and discussions with team members 
  • Organizing special meeting with doctors and healthcare professions through medical representatives according to his daily and monthly planning. 
  • Set-up campaign and awareness programs for patients & healthcare professionals. 
  • Keep in regular contact with team members and maintain healthy communication & relationship 
  • Organizing conferences and seminars for doctors and healthcare professions 
  • Generating New Business through his Team 
  • Fulfill all requirements of his team 
  • Reviewing sale and stock availability in assigned area 
  • Completing monthly, quarterly and yearly sales target 
  • Building relationships with Doctor and Healthcare professions 
  • Daily reporting to seniors about daily work, meetings and performance 
  • Market review of new products and services 
  • Keeping detailed record of contacts 
  • Regular attending monthly, quarterly and yearly meeting of company 
  • Keeping up to date about company products, services and schemes 
  • Monitoring activities, products and services of competitors 


Qualification for an Area Sales Manager varies company to company. Having 3 to 4 years of experience as medical representative is considered good for recruiting a MR as ASM. Most of companies recruit ASM from its medical representative staff member but some time ASM is recruited from outside the company.

Required Character sticks of an Area Sales Manager:

  • Communication skill 
  • Team Leader 
  • Salesmanship 
  • Commercial and Business awareness 
  • Personal Hygiene (Hair, Nail, Beard and Cloths) 
  • Bag 
  • Visiting Cards 
  • Healthy Smiling 
  • Break the Ice 
  • Enthusiasm 
  • Contagious 
  • Self Confidence 
  • Confidence in the company and in the products 
  • Good Listener 
  • Practical and Flexible Approach 
  • Starter 
  • Patience and self motivation 

How can one find Area Sales Manager’s Job?

Companies recruit Area Sales Manager from internal team but some time they recruit from other companies either through consultants or through online job portals. Internal references also play main role in recruitment. One can find ASM jobs at Job portals like and, and other job portals.

How much area is Covered by an Area Sales Manager?

Area coverage of a Area Sales Manager is depend at Company’s Policy. Company may recruit an area manager for 2 or 3 or more medical representatives depend as company sales, turnover, area and many other factors. Many factors effect company recruitment policy for area given to an area sales manager.

To whom does an Area Sales Manager submit his reports?

An Area Sales Manager submits his reports to Regional Sales Manager.

How an Area Sales Manager does submit his Reports?

Now almost all companies have online reporting system. Company provides a unique ID and Password to every area manager to submit his reports at daily, weekly, monthly, quarterly and yearly basis.

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