Senior Sales Manager-DSA

ABC - Aditya Birla Housing Finance Limited; Maharashtra; On-site; INR 1,100,000 - 1,700,000; Full time

Job summary

ABC - Aditya Birla Housing Finance Limited in Maharashtra is seeking a Sales Manager (Direct) to lead sales operations through direct channels (builders, connectors, brokers, references) and to support the Sales Officer team in achieving targets while managing client relationships.

The role requires coordinating with Risk, Operations and Sales Governance to ensure compliant, efficient processes and healthy portfolios.

Qualifications

• Education & experience: graduate with 5–7 years total sales in Banking/NBFC, with 2–3 years in HFC sales.

Responsibilities

• Sales Planning & Management: plan sales operations to achieve targets; track achievement and guide the team; optimize schemes and drive profitability.
• Customer Acquisition/ Engagement: identify growth opportunities; support critical transactions; manage customer complaints and relationships.
• Operational Effectiveness: ensure efficient processes across sourcing, approval, servicing and collections; collaborate with Risk, Operations and Sales Governance to improve TATs and controls.
• Cross‑Selling: drive team efforts to cross-sell ABHFL and ABC products per strategy with training and client interfacing.
• Team and Internal Stakeholder Management: develop team, coordinate trainings, and align with internal stakeholders for target achievement.
• Portfolio & Risk Management: ensure adherence to risk controls; provide MIS on NPAs and credit trends; train team on early alert practices.

Skills

Commercial acumen

Team management

Communication

Product-market awareness

Execution skills

Education

Graduate

Job description

• Job 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 supporting the Sales Officer team in achieving targets and managing client relationships. This role coordinates with Risk, Operations and Sales Governance teams to ensure 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 requirements.

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/ Customers or any other parameter

• Job Context & Major Challenges: Write the specific aspects of the job that provide 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 licence 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 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 characterised by high volume of loan transactions and customer relationships. As a result, ABHFL business performance is strongly impacted by people, process and organisational 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 minimised 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 customised solution fitment, while ensuring compliance at all times, are important to gain competitive advantage in this segment.
• The Sales Manager (Direct) – ABHFL is responsible for achieving sales targets through direct channels, as agreed with the ASM-ABHFL, in terms of targeted book size, growth & customer service objectives.

Key Challenges

• To assign sales targets to team members considering local factors impacting business, such as competitor presence, existing relationships, new prospect opportunities, etc., and ensure achievement of set targets
• To 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 drive loan conversion/ sanction/ utilisation rates and ensure an appropriate sourcing funnel to meet targets
• To ensure credit quality, effective portfolio selection/ pre‑screening, and work closely with Risk team members to minimise potential NPAs while driving sales
• 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 commercial acumen, team management and communication, product‑market awareness, and execution skills.
• 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.
• Key Result Areas: Write the 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)

Key Result Areas

Supporting Actions

• Sales Planning & Management
  Work with ASMABHFL and plan sales operations for achieving targets, considering competitive forces and local trends, and cascade the same to the team
  Scan the local market and competitive offerings on a periodic basis, guiding team members on possible opportunities and challenges
  Proactively track target achievement and intervene with sales efforts (personal references, prospecting, etc.) to ensure the same
  Communicate sales targets and provide team members clarity on business goals, role expectations, product characteristics and USPs to enhance effectiveness of sales efforts
  Deploy schemes to drive sales and enhance profitability, ensuring dual focus on sales expansion and cost optimisation
  Provide data for and compile periodic MIS reports for disbursements, profitability, NPAs, market expansion, etc. and communicate to ASM ABHFL as well as to team members

• Customer Acquisition/ Engagement
  Identify local business growth opportunities, guide customer acquisition efforts, intervening where required for relationship management/ origination
  Work closely with team members, hand‑holding critical/ complex transactions to ensure favourable closure with customer satisfaction
  Intervene where required to manage customer complaints/ grievances effectively, and escalates to ASM ABHFL as necessary to secure customer relationship

• Operational Effectiveness
  Monitor and ensure efficient business processes/ operations across the Customer Lifecycle (Sourcing, Approval, Servicing, Collections)
  Work with team for adequate focus on different distribution channels, interfacing with senior stakeholders as required for smooth operations
  Drive process efficiencies and faster TATs through interfacing with stakeholders across processes and functions (Risk, Operations, Sales Governance)
  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 team efforts as per Cross‑Selling strategy agreed with ASM ABHFL
  Drive alignment to the adopted Cross‑Selling strategy by supporting team members with requisite communications, training, guidance, and interfacing with clients where required

• Team and Internal Stakeholder Management
  Guide and develop team members for enhanced customer acquisition and engagement efforts, and hand‑hold as required
  Nominate teams for relevant technical and behavioural trainings/ seminars and work on self‑development initiatives
  Coordinate with internal stakeholders for smooth operations and alignment towards achievement of targets

• Portfolio & Risk Management
  Work with the Risk, Operations and Sales Governance teams to ensure adherence to risk management and control mechanisms
  Drive compliant Sales Operations and sound risk management by training and guiding the team proactively on early alert practices to reduce NPA risks
  Compile and ensure systematic, accurate MIS on NPAs and credit trends, providing inputs on factors impacting portfolio quality

Job Purpose of Direct Reports

Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)

SRO/RO – Direct

Responsible for building book size as per assigned targets through efficient and effective customer sourcing and servicing, ensuring sufficient sourcing funnel; to execute efficient operations and effective origination and first-level relationship management with existing and prospective clients, and escalating deviations to Manager for prompt resolution

Relationship Type Frequency Nature

Internal

Area Head

Sales Governance

Risk function

HR function

Operations function

IT function

Daily

Weekly/ Need Based

Weekly/ On-going

Need Based/ Process Driven

Weekly

Need Based

Business MIS, review on new market development, progress on target achievement, escalations

Ensuring sales compliance; payout/ incentive design‑execution, channel, team on‑boarding, etc.

Client servicing issues, TAT reviews, NPA management

Performance Reviews, Training

Proposal logging, evaluation and approval; NPA management

Back-end/ systems support

External

Existing and Prospective customers

External Forums & Networking platforms

Fortnightly/ Need Based

Half-yearly

CRM for relationship management and understanding needs for customized solutions

Grow relationships in the market, scan trends/ dynamics & build awareness

Organizational Relationships

Provide the structure for a level above and below the position for which this job description is written. Use position titles in the structured and indicate all the reports of the position.

SIGN-OFF: Provide the name of the Manager and the jobholder. Signature needed for the hard copy of the JD. Hard copy to be maintained in the organizational record.

Job Holder

Reports to – Manager

Name

Date of Entry / Approval