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Territory sales managers (TSMs) offer essential guidance to a business’s sales and marketing departments, helping their operations thrive. They use exceptional communication and problem-solving skills to drive the company’s success, whether through innovative methods of customer outreach expansion or by boosting sales figures. In this guide from Danaher, you’ll learn more about what the role entails, how to get started in medical device and diagnostics sales, and more.
What is a territory sales manager?
A territory sales manager is a sales professional responsible for creating revenue in a specific market area. They help businesses generate higher earnings and manage existing client relationships. This role is crucial for organizations that depend on localized outreach and face-to-face communication.
TSMs plan territory coverage, coordinate product evaluations and deployments, and ensure customers receive the right solutions at the right time. They’re the orchestrators of sales distribution and quota. They also help develop training programs for sales teams.
At Danaher, our territory sales managers represent our range of diagnostics and life sciences solutions. They build relationships with clinical leaders and help bring new technology to the market.
What does a territory sales manager do?
A territory sales manager (TSM) holds many responsibilities, often including account management, contract negotiation, collaboration and pipeline management. These individual responsibilities vary by the industry a TSM serves, but generally, all TSMs oversee the company’s core strategic and tactical territories.
TSMs usually serve as the head of sales in their assigned territory, so their key duty is to maintain strong client relationships and work toward customer goals. They set sales quotas for their team’s sales representatives based on market requirements and customer demand.
Territory sales managers need strong research skills. They typically conduct surveys and market research to refine sales techniques. They also encourage potential customers to climb down the sales funnel and trust the company with their objectives.
TSMs at Danaher overlook sales teams responsible for lab automation, bioprocess tools and coordinating evaluations in the exciting world of life sciences and diagnostics. They align clinical stakeholders with the latest diagnostic tools across a territory.
Daily duties of a territory sales manager
TSMs manage a varied, fast‑moving schedule that blends customer meetings, internal coordination and territory planning. Here’s a typical breakdown of a territory sales manager’s daily tasks:
- Setting daily or weekly goals: TSMs regularly communicate expectations and targets to their team and ensure they’re knowledgeable about product changes and key selling points. They share successful sales techniques with teams and foster a more motivating and productive sales environment.
- Enhance brand awareness: A territory sales manager often provides the marketing team with field insights. They represent the company at industry events, promoting the brand and understanding how it is perceived by customers. Sales teams also receive guidance on how to properly reflect the company’s brand identity.
- Strategize sales tactics: Proactive planning and market trend analysis are what TSMs do best. They tailor strategies that enable the company to enter new markets and expand existing accounts. Their analytical thinking is handy when adapting to changing market conditions and competitor advertising.
- Search for business opportunities: Territory sales managers work every day to expand the company’s presence and boost revenue. They pursue new leads and prospects through various channels, from referrals to networking events. Companies benefit from their ability to uncover untapped product sales opportunities.
- Cultivate positive customer connections: TSMs are at the center of customer connections. They build strong relationships with clients to grow customer loyalty and satisfaction, fostering genuine, impactful partnerships. As part of their daily duties, TSMs are usually the primary point of contact for customer solutions.
How to become a territory sales manager
There’s no singular way to become a territory sales manager. With the correct qualifications and experience, individuals can stand out and work toward achieving this role.
Get the right qualifications
The most common qualifications for a territory manager include a degree in marketing, sales or business. Those who want to pursue further education to prepare for a sales career may be interested in these degree programs:
- Business administration: A business administration degree can equip professionals with the knowledge for financial management, operations and organizational behavior. The skills gained from this qualification can help professionals better manage a territory and enable the company to reach its goals more effectively.
- Liberal arts and sciences: While this qualification isn’t directly related to management or business, a background in the sciences can help professionals better understand different perspectives and industries. This background can also foster strong analytical thinking and problem-solving abilities.
- General studies: A general studies degree can help individuals develop a well-rounded perspective. It equips them with the skills and knowledge to research, understand market trends and solve client challenges.
- Business or commerce: For a solid foundation in economics, business principles and commercial practices, a degree in business or commerce is a good choice. It equips professionals with business-specific skills that can help them understand the financial impact of sales decisions and the complexities of competitive landscapes.
- Marketing: A marketing degree is an excellent choice for anyone wanting to become a territory sales manager. This experience offers insights into consumer behavior and equips students with the knowledge of how to best position products. A marketing degree can help create impactful sales campaigns.
Gain relevant experience
Individuals interested in becoming TSMs will need to prove themselves in sales. Even with a degree, they’ll need to demonstrate a strong knowledge of sales techniques and the ability to lead a team. After entry-level sales or marketing experience, it’s important to seek out additional opportunities to demonstrate managerial skills.
TSMs need a clear track record of closing sales and leading teams to meet KPIs. With more experience, professionals can develop leadership skills that demonstrate their ability to help sales associates push products and maintain and grow client lists. Having at least a few years of experience in supervisory sales roles can help individuals stand out and attain a territory management position.
The skilled individuals who make up Danaher’s sales teams come from an array of backgrounds. Whether a candidate has hands-on experience in the lab or comes directly from a sales position, they’ll likely find a fitting role at one of Danaher’s businesses.
Top skills to become a successful territory sales manager
To be a successful territory manager, individuals must have a range of soft and hard skills. This role involves juggling many tasks and managing sales teams. The right competencies will help professionals stand out when applying for jobs.
Here are some of the top territory manager skills:
- Sales skills: For territory managers, sales skills are essential, as they’ll interact daily with both clients and sales teams. Sales skills also improve negotiation skills, making it easier to handle objections when interacting with customers.
- Strong communication: Territory managers communicate across various platforms, from emails and presentations to meetings and events. Skills like active listening and storytelling can help professionals deliver persuasive client presentations and communicate effectively and empathetically with staff.
- Interpersonal skills: Territory managers build and maintain strong customer relationships. Solid interpersonal skills can help keep clients happy and satisfied with the work they’re receiving. Interpersonal skills are also crucial for staff interactions, as they help keep teams motivated and informed about the company’s offerings.
- Leadership: A TSM with strong leadership skills can help their team meet sales targets and lead them through challenging projects. Candidates should look for opportunities to demonstrate their leadership skills and prove they can lead teams.
- Data analysis: TSMs review sales data and market trends to uncover insights and potential implications for the company. Data analysis skills can help professionals anticipate market changes to build better marketing proposals and understand customer desires and behavior.
Typical career progression
Working up to a territory sales manager position isn’t a straight-line journey. The career progression for someone working toward a territory sales manager position typically starts in an entry-level sales role.
Salespeople prospect and generate new leads and build and maintain relationships with clients. Candidates don’t usually need a bachelor’s degree to get into entry-level sales, but having strong interpersonal and communication skills is crucial to succeed.
With enough time and experience, individuals can venture into the territory manager role, where they’ll typically start by overseeing a small team. In this role, they’ll be responsible for setting up sales targets and coaching sales representatives to align their efforts with campaigns.
As managers develop and implement more successful strategic sales plans and achieve goals in their territory, they can move up to a senior territory manager position, where they’ll be responsible for a larger team and more complex territories. They’ll serve as mentors to less experienced territory managers and develop comprehensive growth strategies. In a senior role, they’ll also work with more high-value accounts and maintain long-term client relationships.
Top industries to work in
Some of the best territory manager jobs are in industries like biotechnology, diagnostics, pharmaceuticals and medical devices — which Danaher specializes in. These fields are characterized by high growth potential and complex sales cycles, where territory managers showcase their strong relationship-building skills and in-depth product knowledge.
Territory managers at Danaher enjoy the fulfillment of contributing directly to advancements in patient care. Here’s a breakdown of what these industries have to offer:
- Biotechnology: TSMs in this industry typically sell specialized laboratory equipment and provide solutions to research institutions, diagnostic labs and pharmaceutical companies.
- Diagnostics: In the diagnostics field, territory managers work with hospitals, physician offices and laboratories to provide the best equipment for disease identification and early detection.
- Pharmaceuticals: Territory sales managers in the pharmaceuticals industry often work with doctors, pharmacists and healthcare organizations to promote medications.
FAQs
Learn answers to commonly asked questions about the TSM career path:
What is the career path of a territory sales manager?
This career path typically starts with a sales representative position, and then moves up to territory manager, senior territory manager, and finally, regional manager. Individuals can also pivot to different sales paths, such as senior sales director or account executive.
How much does a territory manager get paid?
The mean territory sales manager salary is $157,610 annually, according to the Bureau of Labor and Statistics. This figure will vary based on the industry and state you work in, plus your experience. Some industries, like financial investments and related activities, pay higher. At Danaher, we champion a culture where our employees can accelerate their potential, all while enjoying competitive benefits and pay.
How hard is it to break into medical device sales?
Breaking into medical device sales can be challenging, but it’s achievable. There’s significant opportunity in industries like biotechnology and diagnostics for sales professionals. At Danaher, employees can explore impactful sales careers at a range of renowned companies, from Beckman Coulter Life Sciences to Cytiva.
To become a territory manager in any field, you need a track record of successful sales and client management. There are no specific education requirements, but many companies prefer individuals with a bachelor’s degree in business, marketing or a related area of study. You’ll also need soft skills, such as active listening and empathetic communication, to showcase your leadership qualities.
Why choose Danaher?
At Danaher, our employees are our priority. We want them to feel fulfilled in their positions. Career mobility is always within reach with our vast ecosystem of companies, which we encourage professionals to explore to find the right fit.
We provide coaching and standardized tools that help our employees reach their progression goals and improve their skills to become a TSM. At Danaher, we provide the foundation to progress along clear performance paths.
We serve customers in over 60 countries worldwide and have outperformed the S&P 500 by over 5,000% across 25 years. Our employees gain access to competitive salaries and commission structures that reward their performance.
Explore sales careers at Danaher
Danaher is a leading diagnostics and life sciences innovator, dedicated to improving human health through the advancement of technology and science. We’re on the lookout for experienced sales professionals who resonate with that goal and demonstrate strong problem-solving, communication and sales skills.
Start by exploring our open sales jobs and join the Danaher Talent Community to gain access to valuable resources and stay informed about new opportunities.
