Job Description

Basic Details:Fill the required information about business, unit, location, position, reports to position and date of updation of JD

Business	Financial Services
Unit	Aditya Birla Finance Ltd
Location	Multiple Locations
Poornata Position Number of the job		Reports to: Poornata Position Number	00133154
Poornata Position Title of the job (30 characters max)	Area Sales Manager	Reports to: Poornata Position Title	Zonal Sales Manager
Function	Sales - SLS	Reports to: Function	Sales
Department	BGFRLSTSL-Retail Lending - STSL	Reports to: Department	Retail Lending-STSL
Designation of the Employee	Area Sales Manager	Designation of the Manager	Zonal Sales Manager
Date of writing/updation of JD	09^th May 2022

1) Job Purpose:Write the purpose for which the job exists (in 2-3 lines)(Max 1325 Characters)

The purpose of this job is:

To deliver on area/ local strategy for the Small Ticket secured Business segment in terms of target segments, strengthening existing relationships and setting up new channels for market penetration, and work towards achievement of sales targets and operational plans.
To proactively address customer/ DSA issues and escalate cases (e.g. fraud alerts, customer complaints or exception handling) as required for smooth operations work on removal of bottlenecks for the achievement of targets for Small Ticket Secured Business segment at the area/ local level
To grow the penetration of the business by actively partnering, negotiating and building relationships with the DSA network, and directing and building the capability of SMs (if any assigned)

To take ownership for end to end Small Ticket Secured business transactions in assigned area of coverage, with efficient internal operations for superior product delivery and credit quality of new acquisitions with compliant sales operations & coordination with Risk team

2) Dimensions:Mention quantitative or qualitative parameters that are relevant for the job and provide a better understanding of the scope and scale of the job.
Business Workforce Number (Max 254 Characters)	Investing & Financing
Unit Workforce Number (Max 254 Characters)	Business Development of lending products
Function Workforce Number (Max 254 Characters)	Expected to sell the retail products like PL/BL/STLS/STUL/THE
Department Workforce Number (Max 254 Characters)	Sales of Retail loans - PL/BL/STSL/STUL/THE
Other Quantitative and Important Parameters for the job: Budgets/ Volumes/No. of Products/Geography/ Markets/ Customers or any other parameter	Managing a team of Sales force of PL/BL/STSL/STUL/THE

3) Job Context & Major Challenges:Write the specific aspects of the job that provide a challenge (internal and external) to the jobholder in the context of the Business/Unit/Function/Department/Section((Max 3975 Characters)

Organizational Context

Key Aspects:

As the debt arm of Aditya Birla Capital (ABC),Aditya Birla Finance Limited (ABFL) offers specialized lending and financing solutions in the areas of Capital Markets, Corporate/ Trade Finance, Commercial Real Estate and Mortgages. Currently ranked within the top 25 NBFCs of India, ABFL has made significant progress and the Company's balance sheet at INR 15,000 Cr plus exceeds that of several mid-sized Banks and NBFCs.
The company has a well-defined vision of being one of the most reputed and material financiers within the lending space - spread across Retail HNI and corporate clientele. It has made significant investments in process and system infrastructure towards preparing for the next level of growth and are one of the only financial entities certified for ISO 9001:2008 across all business processes. Spread across 18 cities, it plans on further diversifying its risk and revenue mix through expansion into new geographies and new product segments allowing customers a one-window shop for all their financing needs.
Having focused traditionally on secured lending verticals and built a strong balance sheet on the same, ABFL has ventured into Small Ticket Secured Business segment in order to effectively capitalize on its financial base with carefully managed exposuresin this higher yield and profit segment.

Job Context

Key Aspects:

The Small Ticket Secured Business segment products line caters to funding short term and medium term working capital needs of Small Businesses and individuals, via a suite of customized short and long tenured products, without any security/ collateral.
Offerings comprise Small Ticket Secured loans to salaried individuals/ self-employed individuals/ non-individual entities, with end use of funds (Medical emergency, Marriage, working capital requirement, business expansion etc.) to be ascertained during the loan appraisal process
The business is highly retail in nature, characterized by high transaction volumes, smaller ticket sizes, and significantly higher spread and profit margins (up to four times that of Secured Lending products)
Given the Small Ticket Secured nature of loans disbursed, the business also entails stringent controls and monitoring to ensure portfolio health and quality at all times
While unit of sizing up the business is its loan book size, profitability and minimized delinquency are key business objectives.
Lending in the Small Ticket Secured segment takes 2 forms - Personal Loans and Business Loans, both of which leverage the ABG ecosystem and channel partners for the major share of business.
Higher cost of funding impacts profitability as well as competitiveness of loan rates that can be offered to customers
Understanding of product market characteristics such as channel relationship management, region specific occupations/trade, local financial preferences and practices are important to gain competitive advantage while structuring loans and identifying leads.
The Area Sales Manager - Small Ticket Secured Business is responsible for operationalizing business transactions and liaises with DSAs and/ or end customers in his/her zone to maximize disbursals, profit, growth & customer service objectives.

Key Challenges

To deliver on operational plan in the assigned coverage area in a differentiated manner considering local factors, channel dynamics and consumer preferences, that can withstand competitive pressures on the ground
To grow the business while remaining cognizant of competitive realities in the following areas:
Market linked product
Market average IRR & processing fee levels
Market average DSA payouts
To originate and increase market share in assigned coverage area against stiff competition, overcoming competitive pressures borne out of better established networks, price undercutting, etc.
To establish a strong local network and leverage the same to generate business leads, and alsoidentify opportunities for cross sell with existing customers
To proactively build new and nurture existing DSA relationships keeping in mind immediate and longer term business interests, and considering the phased manner of team size expansion
To constantly upgrade financial & operational know how of self and team members on efficient loan processing, effective negotiation and relationship building for maintaining credibility with DSA network and profitable target achievement
To keep abreast with the latest market trends and local market preferences and needs
To ensure loan conversion/ sanction/ utilization percentages are high and a broad enough sourcing funnel is built to meet targets
To ensure credit quality and effective portfolio selection/pre screening thereby minimizing potential NPAs
To ensure compliant sales operations despite sales pressures and market cycles

Enabling Skill Sets & Qualifications

Critical skill sets required to meet these challenges include execution excellence, business & commercial acumen, sound product understanding, excellent communication and influencing skills.

Education & experience required to fulfil this profile are a postgraduate with minimum 8 - 10 yrs of total sales experience of which at least recent 4-5 yrs experience should be in Small Ticket Secured lending.

4) Key Result Areas:Writethe key results expected from the job and the supporting actions for each of these key result areas (For a majority of jobs typically there could be 4- 7 key result areas)-Maximum 10 KRAs can be updated
Key Result Areas (Max 1325 Characters)	Supporting Actions(Max 1325 Characters)
Sales Growth & Client Acquisition	Identify and execute sales growth opportunities at a local/ area level, driving channel expansion and new account acquisition Segment the market and identify potential direct clients, approach them and generate business through customized loan structure offerings that meet client requirements and also generate good margins for business Deliver on sales targets by building strong relationships in the DSA network and influencing DSA outcomes Augment the sales volumes of Small Ticket Secured lending, manage channel databases and tap them tactically to ensure healthy sales pipeline Drive faster TATs through effective loan sanctioning by building strong relationships with internal stakeholders in order to expand channel presence and customer base Track & report on sales operations and productivity metrics, and work towards building a high-performance sales culture Actively participate in initiatives and contests driven by Business Development teams
Operational Effectiveness	Work with dual focus on sales volume and value (IRR) through the team Track & ensure SLA adherence, sales efficiencies and RoI Adopt prescribed improvements in processes and best practices in order to enhance operational productivity and suggest improvements as well Analyze and communicate operational information periodically as per agreed timelines and MIS formats for disbursements, profits, NPAs, channel expansion, new product launches, new branches, new channel development, etc. and communicate to ZSM as well as down the line
Sales Growth & Client Acquisition	Identify and execute sales growth opportunities at a local/ area level, driving channel expansion and new account acquisition Segment the market and identify potential direct clients, approach them and generate business through customized loan structure offerings that meet client requirements and also generate good margins for business Deliver on sales targets by building strong relationships in the DSA network and influencing DSA outcomes Augment the sales volumes of Small Ticket Secured lending, manage channel databases and tap them tactically to ensure healthy sales pipeline Drive faster TATs through effective loan sanctioning by building strong relationships with internal stakeholders in order to expand channel presence and customer base Track & report on sales operations and productivity metrics, and work towards building a high-performance sales culture Actively participate in initiatives and contests driven by Business Development teams
Operational Effectiveness	Work with dual focus on sales volume and value (IRR) through the team Track & ensure SLA adherence, sales efficiencies and RoI Adopt prescribed improvements in processes and best practices in order to enhance operational productivity and suggest improvements as well Analyze and communicate operational information periodically as per agreed timelines and MIS formats for disbursements, profits, NPAs, channel expansion, new product launches, new branches, new channel development, etc. and communicate to ZSM as well as down the line

5) Job Purpose of Direct Reports:Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)

Sales Managers - Small Ticket Secured Business ( if any)
Responsible for building the book size for own area of coverage and developing the Small Ticket Secured segment with a robust, balanced portfolio in line with assigned targets to devise & execute operational tactics for effective DSA engagement, market share enhancement and achievement of business objectives to work closely with Area Sales Manager and Zonal Head, and operationalize end to end Small Ticket Secured lending transactions with superior product delivery while ensuring credit quality of new acquisitions

6) Relationships:Describe the nature and purpose of most important contacts or relationship (except superior/team members) with individuals, departments, organizations inside and outside of the organization, that job is required to interact with in order to deliver the job objectives
Relationship Type (Max 80 Characters)	Frequency	Nature (Max 1325 Characters)
Internal
ZSM - Small Ticket Secured Reporting SMs - Small Ticket Secured (If any) HR dept IT dept Risk dept Operations dept	Weekly Daily Need Based/ Process Driven Need Based Daily Daily	Business MIS, review on new market development, progress on objectives, client escalations Reviewing & driving channel expansion, sales strategies, client escalation cases Performance Reviews, Training Back-end/ systems support Proposal evaluations, portfolio monitoring Client servicing issues, TAT reviews
External
Existing and Prospective customers Channel partners (DSAs)	Daily/ Need Based Daily	CRM & understanding the need of new products/ positioning changes Product and business development initiatives

7) Organizational Relationships:Provide the structure for a level above and below the position for which this job description is written. Use position titles in the structured and indicate all the reports of the position.

SIGN-OFF:Provide the name of the Manager and the jobholder. Signature needed for the hard copy of the JD. Hard copy to be maintained in the organizational record.
	Job Holder	Reports to - Manager
Name
Signature(needed for the hard copy)

Location Manager - Retail Secured LAP - Kolkata