Job Description

Job Purpose

The purpose of this job is to execute sales operations through the Direct channel (builders, connectors, brokers, references, etc.) in line with branch plan and objectives, leading and supporting the Sales Officer team in achieving targets and managing client relationships. This role coordinates with Risk, Operations and Sales Governance teams to ensure compliant and efficient sales operations, and portfolio health. It also drives and executes cross-selling across ABHFL and ABC products/ solutions as per branch level objectives and client requirements.

Job Context & Major Challenges

Organizational Context
Key Aspects:
Part of the Aditya Birla Capital Limited, Aditya Birla Housing Finance Limited (ABHFL) is registered with the National Housing Bank as a housing finance company under the National Housing Bank Act, 1987. The company offers a complete range of housing finance solutions such as home loans, home improvement and home construction loans, balance transfer and top-up loans, loans against property and construction finance. The company acquired its license on 9th July 2014 and has aggressive growth plans.
ABHFL has grown at a steady rate while reporting good asset quality despite challenges in the operating environment. While the industry is dominated by five large groups, there has been an emergence of segments like Affordable and self-employed borrowers, given the high potential in these segments.

Job Context
Key Aspects:
Providing housing finance (to buyers), Loan against Property, Commercial Property Purchase, Lease Rental Discounting and Construction Finance (to builders) solutions, ABHFL caters to a diverse range of customer segments through its various service offerings. Additionally, being predominantly retail driven, the business is characterized by high volume of loan transactions and customer relationships. As a result, ABHFL business performance is strongly impacted by people, process and organizational efficiencies, alongside core business drivers such as product/ solution quality, channel and customer relationship management and risk management.
While unit of sizing up the business is its loan book size, profitability and minimized delinquency are also key business objectives.
Higher cost of funding impacts profitability as well as competitiveness of loan rates that can be offered to clients
For retail customers, identifying and acting on relevant needs for target demographics/ customer segments/ etc., in an efficient manner ensuring process, statutory and regulatory compliance at all times, are key for building business performance and sustainability.
For institutional/ builder customers, understanding and addressing complex business requirements via proactive relationship management and customized solution fitment, while ensuring compliance at all times, are important to gain competitive advantage in this segment.
The Sales Manager (Direct) - ABHFL is responsible for achieving sales targets through direct channels, as agreed with the ASM-ABHFL, in terms of targeted book size, growth & customer service objectives.

Key Challenges
To assign sales targets to team members considering local factors impacting business, such as competitor presence, existing relationships, new prospect opportunities, etc., and ensure achievement of set targets
To upgrade financial & operational know how of self and team members on industry dynamics, effective negotiation and relationship building, and efficient loan processing for maintaining lasting relationships with customers while ensuring portfolio health and profitability
To drive loan conversion/ sanction/ utilization rates and ensure an appropriate sourcing funnel to meet targets
To ensure credit quality, effective portfolio selection/ pre-screening, and work closely with Risk team members to minimize potential NPAs while driving sales
To ensure compliant sales operations at all times, despite sales pressures and market cycles

Enabling Skill Sets & Qualifications
Critical skill sets required to meet these challenges include commercial acumen, team management and communication, product-market awareness, and execution skills.
Education & experience required to fulfil this profile are a graduate with minimum 5 - 7 yrs of total sales experience in the Banking/ NBFC space, of which at least recent 2 - 3 yrs experience should be in HFC sales.

Key Result Areas

	KRA (Accountabilities) (Max 1325 Characters)	Supporting Actions (Max 1325 Characters)
KRA1	Sales Planning & Management	Work with ASMABHFL and plan sales operations for achieving targets, considering competitive forces and local trends, and cascade the same to the team Scan the local market and competitive offerings on a periodic basis, guiding team members on possible opportunities and challenges Proactively track target achievement and intervene with sales efforts (personal references, prospecting, etc.) to ensure the same Communicate sales targets and provide team members clarity on business goals, role expectations, product characteristics and USPs to enhance effectiveness of sales efforts Deploy schemes to drive sales and enhance profitability, ensuring dual focus on sales expansion and cost optimization Provide data for and compile periodic MIS reports for disbursements, profitability, NPAs, market expansion, etc. and communicate to ASM ABHFL as well as to team members
KRA2	Customer Acquisition/ Engagement	Identify local business growth opportunities, and refine DSA engagements accordingly Work closely with DSA partners on identified prospects for relationship origination by deploying a partnership mindset and sharing product characteristics and USPs effectively to drive favourable closure and customer satisfaction Communicate with in-process prospects and DSA partners to ensure clarity on transaction status and proactively drive for operational compliance to ensure timely approvals Deploy schemes to drive DSA engagement, sales and profitability, ensuring dual focus on sales expansion and cost optimization
KRA3	Operational Effectiveness	Monitor and ensure efficient business processes/ operations across the Customer Lifecycle (Sourcing, Approval, Servicing, Collections) Work with team for adequate focus on different distribution channels, interfacing with senior stakeholders as required for smooth operations Drive process efficiencies and faster TATs through interfacing with stakeholders across processes and functions (Risk, Operations, Sales Governance) Drive the implementation of improved processes and best practices in order to enhance operational effectiveness, productivity and overall business impact
KRA4	Cross-Selling across ABFSG products	Drive team efforts as per Cross-Selling strategy agreed with ASM ABHFL Drive alignment to the adopted Cross-Selling strategy by supporting team members with requisite communications, training, guidance, and interfacing with clients where required
KRA5	Team and Internal Stakeholder Management	Guide and develop team members for enhanced customer acquisition and engagement efforts, and hand-hold as required Nominate teams for relevant technical and behavioral trainings/ seminars and work on self-development initiatives Coordinate with internal stakeholders for smooth operations and alignment towards achievement of targets
KRA6	Portfolio & Risk Management	Work with the Risk, Operations and Sales Governance teams to ensure adherence to risk management and control mechanisms Drive compliant Sales Operations and sound risk management by training and guiding the team proactively on early alert practices to reduce NPA risks Compile and ensure systematic, accurate MIS on NPAs and credit trends, providing inputs on factors impacting portfolio quality

ABHFL- Senior Area Sales Manager-Noida