Instruments Category Sales Manager East of England

Role Purpose

The Instruments Category Sales Manager is responsible for delivering profitable growth across a defined territory by driving the sales of diagnostic, clinical, and equipment solutions. Reporting into the Head of Regional Sales, this role owns the full commercial lifecycle of instrument opportunities – from identifying and developing pipeline, through to demonstration, negotiation, and successful installation. Operating in a high‑value, solution‑led environment, the role requires strong commercial acumen, technical credibility, and disciplined pipeline management to convert opportunities into revenue and long‑term customer partnerships.

Scope & Role Positioning

• Owns all instrument sales opportunities within a defined territory
• Focuses on pipeline generation, solution selling, and deal conversion
• Works as part of a cross‑category commercial team alongside Lenses and Frames partners
• Collaborates with Sell‑Out Specialists to support post‑sale adoption and usage

Key Responsibilities

Territory Ownership & Commercial Growth

• Own and deliver net sales, margin, and growth targets for instruments across the territory
• Identify and develop new business opportunities within existing and prospective customers
• Build and maintain a strong pipeline of qualified opportunities
• Prioritise accounts based on potential, readiness, and strategic importance
• Maintain consistent territory coverage and engagement

Pipeline Development & Opportunity Management

• Proactively generate demand through customer engagement, prospecting, and networking
• Qualify opportunities effectively, understanding customer needs, timelines, and decision processes
• Manage multiple opportunities at different stages of the sales cycle
• Maintain clear next steps, timelines, and ownership for all pipeline activity
• Ensure accurate forecasting and visibility of future business

Solution Selling & Commercial Conversion

• Conduct structured discovery to understand customer clinical, operational, and financial requirements
• Position instrument solutions as part of a broader business and patient care improvement
• Deliver compelling demonstrations and presentations tailored to customer needs
• Build and present business cases including ROI, efficiency gains, and patient outcomes
• Lead negotiations and close deals in line with commercial targets

Installation, Training & Customer Success

• Ensure smooth installation and handover of equipment in partnership with internal teams
• Deliver or coordinate training to ensure customers are confident and capable in using solutions
• Support early‑stage adoption to maximise utilisation and customer satisfaction
• Maintain strong relationships post‑sale to drive repeat business and referrals

Cross‑Category Collaboration & Value Creation

• Work closely with Lenses and Frames partners to identify opportunities where instruments can enhance overall customer value
• Support cross‑category solutions that integrate clinical, retail, and technology elements
• Align activity with broader regional and commercial priorities
• Collaborate with Sell Out Specialists to ensure effective in‑practice integration

Market Insight & Competitive Awareness

• Maintain strong awareness of competitor products, pricing, and positioning
• Stay informed on clinical and technological developments within the market
• Provide structured feedback on market trends, opportunities, and risks
• Support the introduction of new products, technologies, and innovations

Data, Reporting & Performance Management

• Maintain accurate CRM records including pipeline, forecasts, and customer interactions
• Use data to track performance and identify opportunities for growth
• Report regularly on activity, performance, and market insights
• Ensure strong discipline in pipeline and performance management

Compliance & Professional Standards

• Operate in line with company policies, industry regulations, and ethical standards
• Ensure accurate and transparent reporting of activities and results
• Maintain professionalism and credibility in all customer interactions

Key KPIs / Success Metrics

• Net sales and margin performance vs target (instruments)
• Pipeline value, quality, and conversion rate
• Number and value of new equipment sales
• Forecast accuracy
• Customer satisfaction and post‑installation success
• Cross‑category contribution to wider account growth
• Adoption and utilisation of installed equipment

Profile & Experience

• Proven experience in field sales, ideally within medical devices, optical equipment, or technical B2B environments
• Strong track record of managing and closing high‑value sales opportunities
• Ability to build and present commercial and clinical business cases
• Strong understanding of sales pipeline management and forecasting
• Technically capable, with the ability to understand and explain complex products

Core Competencies

• Strong commercial and closing capability
• Structured pipeline and opportunity management
• Technical credibility and product understanding
• Consultative, solution‑led selling
• Relationship building and stakeholder management
• Resilience and persistence in longer sales cycles
• Data‑driven decision making

Summary

This role is critical in driving growth within the instruments category by converting high‑value opportunities into commercial outcomes. Success will be defined by the ability to build a strong pipeline, deliver compelling solutions, and consistently close deals that enhance both customer performance and patient care.

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