Area Sales Manager

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 (40000 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/ 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 ASM ABHFL is responsible for achieving sales targets as agreed with the RSMABHFL in terms of targeted book size profitability growth & customer service objectives.

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 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 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.

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)

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 teams 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

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