| Detail | For this role |
|---|---|
| Department | Sales and Business Development |
| Level | Mid level |
| Reports to | Institutional Sales Manager |
| Direct reports | None |
| Experience | 2 to 5 years in institutional or B2B sales |
Institutional Sales Executive job description template
Copy this job description, replace the text in square brackets and post it on your careers page or a job portal.
Job title: Institutional Sales Executive
Department: Sales and Business Development
Reports to: Institutional Sales Manager
Location: [City], [office, branch or site]
About the role
An Institutional Sales Executive sells to institutions such as hospitals, schools, colleges, offices and government departments, handling the field work of institutional business. They meet decision makers, present offerings, support tenders and follow up through long buying cycles. A good institutional sales executive builds trust with institutional buyers, keeps the pipeline moving and helps close large orders. The role reports to an institutional or sales manager and focuses on winning and servicing institutional accounts in a territory.
Key responsibilities
- Identify institutions in the territory and reach the right decision makers.
- Present products and solutions to procurement, admin and department heads.
- Support tender preparation and submission with documents and pricing inputs.
- Follow up through long institutional buying cycles until orders close.
- Coordinate demonstrations, trials and samples where institutions require them.
- Build relationships that lead to repeat orders and empanelment.
- Coordinate delivery, installation and after sales service for institutions.
- Follow up on institutional payments that often run long.
- Record account activity and pipeline in the CRM accurately.
- Report pipeline, orders and market feedback to the reporting manager.
Requirements
- Graduate in business, commerce or a relevant field
- Field sales experience, ideally with institutions
- Good communication and presentation skills
- 2 to 5 years in institutional or B2B sales
KRAs and KPIs for a Institutional Sales Executive
Key result areas for the appraisal form, each with a KPI you can measure every month or quarter.
| Key result area | How to measure it |
|---|---|
| Institutional sales | Institutional order value meets the assigned target |
| Pipeline movement | Opportunities advanced through stages within expected times |
| New institutions | New institutional accounts opened as per the plan |
| Tender support | Assigned tenders supported and submitted on time |
| Collections | Institutional payments followed up and collected within terms |
| Relationship building | Key decision makers engaged across target institutions |
Skills and tools
Tools used day to day: CRM platform, E-procurement portals, MS Excel, Presentation tools, Smartphone reporting app.
Reporting line and career path
Next roles: Senior Institutional Sales Executive, Institutional Sales Manager, Key Account Manager
Interview questions for a Institutional Sales Executive
- How do you reach the right decision maker in a large institution?
- How do you keep a long institutional deal moving?
- How do you support a tender submission from the field?
- How do you handle an institution that delays payment?
- How do you build trust with a hospital or college buyer?
- Tell me about an institutional account you opened.
Managing a Institutional Sales Executive in ZeniaHR
Hire and manage your sales and business development team in one place
Post the role, onboard the new hire, and track attendance, leave and KRAs in ZeniaHR. Free for your first 50 employees.
Book a free demoSee pricingFrequently asked questions
What does an institutional sales executive do?
An institutional sales executive sells to institutions such as hospitals, schools, colleges, offices and government departments. They meet decision makers, present offerings, support tenders and follow up through long buying cycles. They coordinate demos, delivery and service, build relationships that lead to repeat orders, and follow up on payments that often run long.
How is institutional selling different from retail selling?
Institutional selling deals with organizations that buy in bulk through formal processes, often tenders, with long cycles and several decision makers. Retail selling reaches individual shops or consumers and is faster and more transactional. Institutional selling rewards patience, relationship building and comfort with procurement and documentation, while retail rewards coverage and quick order booking.
What skills does an institutional sales executive need?
They need patience for long cycles, strong relationship building with procurement and administrative buyers, and comfort with tenders and documentation. Good product presentation, follow up discipline and coordination with delivery and service teams matter. Since institutional payments can run long, receivables follow up is important too, along with clear and professional communication.