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Business
Aditya Birla Capital Limited
Unit
Aditya Birla Housing Finance Limited
Location
Poornata Position Number of the job
Reports to: Poornata Position Number
Poornata Position Title of the job
Sales Manager
Reports to: Poornata Position Title
Area Sales Manager
Function
Sales
Reports to: Function
Sales
Department
Retail
Reports to: Department
Retail
Designation of the employee
Sales Manager-Direct
Designation of the Manager
Area Sales Manager
Date of writing/ Updation of JD
1
st
February 2023
1) Position purpose:
Write the purpose for which the job exists (in 2-3 lines)
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 assisting the Sales Officer group in reaching targets and overseeing client relationships. This role coordinates with Risk, Operations and Sales Governance teams to make sure 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 qualifications.
2) Dimensions:
Mention quantitative or qualitative parameters that are relevant for the job and deliver a better understanding of the scope and scale of the job.
Business Workforce Number
Unit Workforce Number
Function Workforce Number
Department Workforce Number
2-3 RO/SRO
Other Quantitative and Important Parameters for the job: Budgets/ Volumes/No. of Products/Geography/ Markets/ Clients or any other parameter
3) Position context & Key challenges:
Write the specific aspects of the job that deliver a challenge (internal and external) to the jobholder in the context of the Business/Unit/Function/Department/Section
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 sustain 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 client segments – retail (individual) clients, institutional clients (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 clients. Client segments can also be divided into Salaried and Self-employed, with both of these having very different preferences and needs.
Position context
Key Aspects:
Delivering 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 client segments through its various service offerings. Additionally, being predominantly retail driven, the business is characterized by high volume of loan transactions and client 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 client 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 clients, identifying and acting on relevant needs for target demographics/ client segments/ etc., in an efficient manner making sure process, statutory and regulatory compliance at all times, are key for building business performance and sustainability.
For institutional/ builder clients, understanding and addressing complex business qualifications via proactive relationship management and customized solution fitment, while making sure compliance at all times, are important to gain competitive advantage in this segment.
The Sales Manager (Direct) – ABHFL is tasked with reaching sales targets through direct channels, as agreed with the ASM-ABHFL, in terms of targeted book size, growth & client service objectives.
Key Challenges
To assign sales targets to group members considering local factors impacting business, such as competitor presence, existing relationships, new prospect opportunities, etc., and make sure achievement of set targets
To upgrade financial & operational know how of self and group members on industry dynamics, effective negotiation and relationship building, and efficient loan processing for upholding lasting relationships with clients while making sure portfolio health and profitability
To drive loan conversion/ sanction/ utilization rates and make sure an appropriate sourcing funnel to meet targets
To make sure credit quality, effective portfolio selection/ pre-screening, and work closely with Risk group members to minimize potential NPAs while driving sales
To make sure 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, group management and communication, product-market awareness, and execution capabilities.
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.
4) Core result areas:
Write
the key results expected from the job and the assisting actions for each of these core result areas (For a majority of jobs typically there could be 4- 7 core result areas)
Core result areas
Assisting Actions
Sales Planning & Management
Work with ASMABHFL and plan sales operations for reaching targets, considering competitive forces and local trends, and cascade the same to the group
Scan the local market and competitive offerings on a periodic basis, guiding group members on possible opportunities and challenges
Proactively track target achievement and intervene with sales efforts (personal references, prospecting, etc.) to make sure the same
Communicate sales targets and deliver group members clarity on business goals, role expectations, product characteristics and USPs to enhance effectiveness of sales efforts