Job Description

AB Housing Finance Limited


Area Sales Manager


Location: Gift City Gandhinagar, Gujarat



Job Purpose


The purpose of this job is to plan area (city/ branch) sales and business growth with the Regional Sales Manager (RSM) and achieve set targets through the team while complying with sales processes and guidelines at all times. It takes joint approval decisions with Risk counterpart as per approval matrix, and works with Risk, Operations and Sales Governance teams to ensure portfolio health. It works to support business profitability by addressing underperformance, adopting process improvements, capitalizing on channel optimization opportunities, etc. It intervenes as required in specific cases/ exceptions and helps address bottlenecks for the achievement of sales targets, hand-holding team members on complex cases. It also drives cross-selling across ABHFL and ABC products/ solutions as per regional plans and unique client requirements.
Job Context & Major Challenges


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 segment like affordable housing 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.
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.


Key Challenges

To create a sales operating plan with the team, considering local factors impacting business, such as competitor presence, existing relationships, new prospect opportunities, etc., aimed at achieving sales targets To grow market share as a new brand against established competition, overcoming competitive pressures to create book of desired size for the branch/ city To ensure loan conversion/ sanction/ utilization percentages are high and an appropriate 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 at all times, despite sales pressures and market cycles

Enabling Skill Sets & Qualifications

Critical skill sets required to meet these challenges include business and commercial acumen, 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 6 - 8 yrs of total sales experience in the Banking/ NBFC space, of which at least recent 3 - 4 yrs experience should be in HFC sales.
Key Result Areas

KRA (Accountabilities) (Max 1325 Characters)

Supporting Actions (Max 1325 Characters)

KRA1 Branch Sales Planning & Management- Work with RSMABHFL on devising the branch sales plan and team approach for achieving targets, considering product-environmental factors, competitive forces and local trends, and cascade the same to the branch team(s)


- Track industry and market developments, scanning the local market and competitive offerings on a periodic basis


- Oversee end to end branch operations and performance, covering all aspects such as sourcing, effectiveness, governance, productivity, channel management, etc.


- Report on and direct team's basis emerging trends and opportunities


- Manage day-to-day branch operations and administration


Provide data for, compile and review periodic MIS reports for disbursements, profitability, NPAs, market expansion, etc. and communicate to RSM- ABHFL as well as to team members


KRA2 Customer Acquisition/ Engagement- Identify local business growth opportunities, drive expansion and new customer acquisition initiatives to create a book of targeted size


- Work closely with team members, hand-holding critical/ complex transactions to ensure favorable closure with customer satisfaction


- Communicate sales targets and provide team members clarity on business goals, role expectations, product characteristics and USPs to enhance effectiveness of sales efforts


- Track cases in the complaint tracker/ escalations received, liaising with relevant stakeholders as required to drive satisfactory closure


- Deploy efforts/ initiatives in consultation with RSMABHFL, arising from customer satisfaction survey and resulting NPS (Net Promoter Score), targeting identified focus areas


- Propose and deploy approved solutions and schemes to drive sales and enhance profitability, ensuring dual focus on sales expansion and cost optimization


Serve as a point of escalation and manage customer complaints/ grievances effectively, intervening especially for key relationships


KRA3 Operational Effectiveness- To drive adoption of efficient business processes/ operations across the Customer Lifecycle (Sourcing, Approval, Servicing, Collections)


- Manage local distribution across channels, interfacing with senior/ critical partners/ stakeholders as required for smooth operations


- Drive process efficiencies and faster TATs through interfacing with stakeholders across processes and functions (Risk, Operations, Sales Governance) and efficient operations


- Drive high performance by reinforcing focus on business and sales growth objectives, effective client engagement, monitoring sales operations and productivity metrics, and providing support and guidance as required


Drive the implementation of improved processes and best practices in order to enhance operational effectiveness, productivity and overall business impact


KRA4 Cross-Selling across ABC products- Drive activities and initiatives in the team as per cross-selling strategy agreed with RSM ABHFL


Drive alignment to the adopted Cross-Selling strategy by supporting team members with requisite communications, training, guidance, etc. as required


KRA5 Team and Internal Stakeholder Management- Guide and develop team members for enhanced customer acquisition and engagement efforts, helping them achieve superior performance standards and handholding where required


- Nominate teams for relevant technical and behavioral trainings/ seminars and work on self-development initiatives


Proactively liaise with internal stakeholders for smooth cross-functional coordination and alignment towards achievement of business objectives


KRA6 Portfolio & Risk Management- Work with the Risk, Operations and Sales Governance teams to ensure adherence to risk management and control mechanisms


- Support risk and review process through the credit approval process and by reviewing the loan sanctioning, disbursement process and documentation to ensure controlled operations


- Review financial risk via analysis of city/ branch operations MIS and Data Analytics reports


- Drive compliant Sales Operations and sound risk management via partnership with Risk, Operations and Sales Governance teams, and necessary communication and guidance; drive timely PDD closures and collections


- As part of Relationship Maintenance with institutional customers, review reports on client accounts, business performance, etc. and liaise with Risk while guiding team on delinquency cases


- Train and guide the team for alignment with adopted early alert strategies to reduce NPA risks and losses


Ensure systematic MIS on NPAs and credit trends, providing inputs on possible risks that could impact portfolio quality


Minimum Experience Level


5 - 7 years
Job Qualifications


Graduate