Senior Regional Sales Manager

Aditya Birla Group

India

8-10 Years

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Job Description

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 9 th 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. Despite increased focus by banks, HFCs have been able to maintain their share in the mortgage market. and is poised for rapid growth and plans to grow 5X (40,000 Cr) in the next 5 years. This shall take ABHFL within the top 5 percentile of HFCs in the country.
The ABHFL Sales organization works broadly with 3 customer segments – retail (individual) customers, institutional customers (for retail and institutional loan consumers) and builders (for both retail tie-ups and construction finance), with a major share of the business coming from retail customers. Client segments can also be divided into Salaried and Self-employed, with both of these having very different preferences and needs.

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 RSM ABHFL is responsible for driving regional sales operations in line with the strategy devised and agreed with the ZSMABHFL, to achieve targeted book size, profitability, growth & customer service objectives via requisite business development, client engagement and team mobilization initiatives.

Key Challenges

To co-create a regional/ state sales strategy (in consultation with the ZSM-ABHFL), that takes into account state-specific realities and challenges associated with being a new brand in a cluttered marketplace
To drive regional performance, overcoming competitive pressures to grow market share and create book of desired size
To stay up to date on the latest market and sector trends, identifying opportunities/ challenges for the regional business to capitalize on/ prepare for, and provide relevant inputs to the ZH as well
To ensure loan conversion/ sanction/ utilization percentages are high and an appropriate sourcing funnel is built to meet targets
To constantly 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 ensure compliant regional sales operations at all times, despite sales pressures and market cycles
To ensure credit quality and effective portfolio selection/ pre-screening thereby minimizing potential NPAs
To ensure team motivation and engagement in a high pressure work environment and a competitive talent market

Enabling Skill Sets & Qualifications

Critical skill sets required to meet these challenges include business acumen, strong team management and communication, execution skills, product-market understanding, and operations integration & controlling skills.
Education & experience required to fulfil this profile are a postgraduate with minimum 8 - 10 yrs of total sales experience in the Banking/ NBFC space, of which at least recent 5 - 6 yrs experience should be in HFC sales.
Key Result Areas: Write the 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)

Key Result Areas

Supporting Actions

Regional Sales Strategy

Work with ZSM-ABHFL on devising the regional business strategy and operations plan, considering product-environmental factors, competitive forces and sector-specific trends
Ensure cascade of strategy and plans to the team down the line for effective execution and alignment
Ensure branch planning and operations (resourcing, productivity, compliance, etc.) in line with regional strategy
Provide inputs for effective sales incentive/ payout scheme design, considering state level factors, business practices/ norms, etc.
Track industry and market developments, scanning the market and its competitive offerings on a periodic basis; report on and direct team's basis emerging trends and business opportunities
Work with Construction Finance Team on building business volumes for the same, till the time a dedicated team is instated

Business Growth & Customer Acquisition/ Engagement

Identify business growth opportunities at a regional level, drive expansion and new customer acquisition strategies (identifying potential prospect hubs, advising on channel mix, etc.) to create a book of targeted size
Plan and drive efforts towards achieving stated business targets, intervening as required on critical/ complex transactions
Communicate regional objectives and allocate targets to team members appropriately
Track cases in the complaint tracker/ escalations received, liaising with relevant stakeholders as required to drive satisfactory closure
Deploy efforts/ initiatives in consultation with ZSMABHFL, arising from customer satisfaction survey and resulting NPS (Net Promoter Score), targeting identified focus areas
Design and deploy relevant solutions and schemes to drive sales and enhance profitability, ensuring dual focus on sales expansion (product mix, channel expansion, etc.) as well as cost optimization (product optimization, channel optimization, budget adherence, team productivity, etc.)
Proactively manage key account relationships in the region, across customers, distributors and major distributors
Analyze and review periodic regional MIS reports for disbursements, profitability, NPAs, market expansion, etc. and communicate to ZSM - ABHFL as well as down the line