Job Purpose
The purpose of this job is to plan regional sales and business growth with the Zonal Sales Manager and meet stated targets considering local variances and competitive dynamics. This role takes joint approval decisions with Risk counterpart as per approval matrix, and partners with Risk, Operations and Sales Governance teams to ensure portfolio health. It supports business profitability by identifying and addressing underperformance, adopting/ proposing process improvements, capitalizing on channel optimization opportunities, etc. It serves as a point of escalation for specific cases/ exception handling and supports the removal of bottlenecks at the regional level. It also drives cross-selling across ABHFL and ABFSG products/ solutions in the region as per agreed zonal plans and unique client requirements.
Dimensions
Business Workforce Number
Unit Workforce Number
Function Workforce Number
Department Workforce Number
3-4 ASM
Other Quantitative and Important Parameters for the job: Budgets/ Volumes/No. of Products/Geography/ Markets/ Customers or any other parameter
Job Context & Major Challenges 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 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 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.
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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 Max 1325 Characters
Supporting Actions (Max 1325 Characters)
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.
Track industry and market developments, scanning the market and its competitive offerings on a periodic basis; report on and direct team’s basis emerging trends and business opportunities.
Business Growth & Customer Acquisition/ Engagement
Identify business growth opportunities at a regional level, drive expansion and new customer acquisition strategies (identifying potential prospect hubs, advising on channel mix, etc.) to create a book of targeted size.
Plan and drive efforts towards achieving stated business targets, intervening as required on critical/ complex transactions.
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.
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.
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 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.
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.
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.
Job Purpose of Direct Reports Area Sales Manager – ABHFL
Responsible for building book size as per assigned targets while ensuring sufficient sourcing funnel, revenue generation, profitability, MIS, portfolio management, as per desired levels; to devise effective client prospecting and relationship maintenance tactics as per distinct needs of target constituents; to ensure the end to end management of solutions and transactions with superior delivery and credit quality.
Relationships Internal
Zonal Sales Manager
Area Sales Manager
Sales Governance
Business Development Team
Builder Segment Team
Risk Function
Operations Function
HR Functions
Marketing Function
IT Function
Frequency
Daily
Daily
Weekly/ Need Based
Monthly/ Need Based
Monthly/ Need Based
Weekly
Weekly
Need Based/ Process Driven
Need Based
Need Based
External
Existing and Prospective customers
External Forums & Networking platforms
Frequency
Fortnightly/ Need Based
Monthly/ Ongoing
Organizational Relationships SIGN-OFF Job Holder Reports to – Manager
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