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.
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)
Unit Workforce Number
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Function Workforce Number
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Department Workforce Number
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2-3 RO/SRO
Other Quantitative and Important Parameters for the job: Budgets/ Volumes/No. of Products/Geography/ Markets/ Customers or any other parameter
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:
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 ing 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 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: 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)- Maximum 10 KRAs can be updated
Key Result Areas (Max 1325 Characters)
Supporting Actions (Max 1325 Characters)
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 s for disbursements, profitability, NPAs, market expansion, etc. and communicate to ASM ABHFL as well as to team members
Customer Acquisition/ Engagement
Identify local business growth opportunities, guide customer acquisition efforts, intervening where required for relationship management/ origination
Work closely with team members, hand-holding critical/ complex transactions to ensure favorable closure with customer satisfaction
Intervene where required to manage customer complaints/ grievances effectively, and escalate to ASM ABHFL as necessary to secure customer relationship
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
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
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
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
of Direct s: Describe the job purpose of the direct /s to the job (in 2-3 lines for each )
SRO/RO – Direct
Responsible for building book size as per assigned targets through efficient and effective customer sourcing and servicing, ensuring sufficient sourcing funnel; to execute efficient operations and effective origination and first-level relationship management with existing and prospective clients, and escalate deviations to Manager for prompt resolution
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
Area Head
Sales Governance
Risk function
HR function
Operations function
IT function
Daily
Weekly/ Need Based
Weekly/ On-going
Need Based/ Process Driven
Weekly
Need Based
Business MIS, review on new market development, progress on target achievement, escalations
Ensuring sales compliance; payout/ incentive design-execution, channel, team on-boarding, etc.
Client servicing issues, TAT reviews, NPA management
Performance Reviews, Training
Proposal logging, evaluation and approval; NPA management
Back-end/ systems support
External
Existing and Prospective customers
External Forums & Networking platforms
Fortnightly/ Need Based
Half-yearly
CRM for relationship management and understanding needs for customized solutions
Grow relationships in the market, scan trends/ dynamics & build awareness
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 s 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
s to – Manager
Name
Signature (needed for the hard copy)
Qualifications:
Post Graduate
Minimum Experience Level:
8-15 Years
to:
Senior Manager