In most cases, an area business manager is responsible for the planning and strategic implementation of sales strategies within a defined territory. Usually, the strategies are already pre-defined at the executive level, but positioning those strategies effectively in an assigned area falls to the area business manager. To carry out the overall responsibilities assigned, the area business manager will often hire, train, and manage both sales and marketing staff to assist in meeting his or her goals. Duties will often include interacting with both potential and current customers during the sales process. Additionally, he or she is expected to establish and protect the company’s brand in his or her assigned area.
Proper planning is essential to ensure success in this position. As such, an area business manager will also attend to forecasting sales within the area he or she works as well as tracking progress and reporting results to higher management. Part of this process is to accurately gauge how well current sales and marketing efforts are working and to make changes when required. Furthermore, the position requires the efficient allocation and management of key resources and budgets needed to accomplish sales objectives.
Within a defined territory, an area business manager will usually have multiple channels in which he or she is responsible for building networks and drawing customers. This means the area business manager will spend a significant portion of time building sales teams to deliver the company’s message to the market. These efforts may involve initiating strategic business development relationships, such as setting up a dealer network, and hiring direct sales representatives.
Most positions will require hiring and managing direct sales personnel and managers. Therefore, career development is an important focus within the position. The area business manager will need to properly identify training requirements and coordinate the implementation as well as access overall effectiveness. Just as importantly, the position will entail ensuring compensation plans are competitive and productive to both retain personnel and ensure that staff members carry out their individual functions efficiently.
Leadership is often considered the most important function required of an area business manager. Every phase of the position will require communication and working with people in a collaborative manner toward achieving the company’s overall business objectives in the area assigned. Typically, companies will seek out candidates who have five or more years experience in sales and often prefer those who have a graduate degree.