Job Description

AB Housing Finance Limited


Regional Sales Manager


Location: 10thflr R-Tech Prk Goregaon E, Maharashtra



Job Purpose


Job Purpose Description
Job Context & Major Challenges


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

KRA (Accountabilities) (Max 1325 Characters)

Supporting Actions (Max 1325 Characters)

KRA1 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.


KRA2 Business Growth & Customer Acquisition/ Engagement 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


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

Manage distribution in the region across developers, DSAs, Arrangers, IPCs, Connectors and through direct teams, corporate channels

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

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


KRA4 Cross-Selling across ABFSG products Drive activities and initiatives in the team as per Cross-Selling strategy agreed with ZSM- ABHFL

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


KRA5 Team and Internal Stakeholder Management Guide and develop team members to facilitate better client engagement, customer acquisition, and more efficient business operations, helping them achieve superior performance standards via regular reviews, joint visits, etc.

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

Proactively build and maintain relationships with key internal stakeholders for smooth cross-functional coordination and alignment towards achievement of business objectives

Conduct/ ensure relevant engagement and training programs to develop teams and ensure motivation and retention of key talent


KRA6 Portfolio & Risk Management Work with the Risk, Operations and Sales Governance teams' counterparts to ensure mutual alignment on and adherence to risk management and control mechanisms

Support risk and review process in the region through robust appraisals as part of the credit approval process and by reviewing the loan sanctioning, disbursement process and documentation to ensure controlled operations

Review financial risk via analysis of regional operations MIS and Data Analytics reports

Drive compliant Sales Operations and sound risk management via partnership with Risk, Operations and Sales Governance teams, and proactive 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

Review and report systematic MIS on NPAs and credit trends, and proactively identify risks to maintain portfolio quality and liaise with customers, risk team and other internal stakeholders as required


Minimum Experience Level


8 - 12 years
Job Qualifications


Other Degree