Senior Sales Manager-DSA

Birla Carbon; Pune District; On-site; INR 800,000 - 1,200,000; Full time

Job summary

Aditya Birla Housing Finance Limited seeks a Sales Manager (Direct) to execute sales operations and lead the Sales Officer team, driving targets and maintaining strong client relationships. The role collaborates with Risk, Operations and Sales Governance to ensure compliant, efficient operations and healthy portfolios.

The position involves cross-selling ABHFL and ABC products, coordinating with risk teams, and upgrading the team’s market knowledge and performance while managing multiple

Qualifications

• The purpose of this job is to execute sales operations through the Direct channel (builders, connectors, brokers, references) and lead the Sales Officer team to achieve targets.
• Coordinate with Risk, Operations and Sales Governance to ensure compliant and efficient sales operations and portfolio health.
• Drive cross-selling across ABHFL and ABC products aligned with branch objectives and client requirements.

Responsibilities

• Monitor sourcing, approval, servicing, and collections across the customer lifecycle to ensure efficiency.
• Manage distribution channels, interface with senior stakeholders, and drive process improvements and TAT reductions.
• Lead team development, training, and MIS reporting; ensure risk controls and adherence to sales governance.

Job description

At the Aditya Birla Group, our Corporate Vision is aligned and intricately woven with our People Vision.

Designation : NA

Job Description:

Business

Unit

Aditya Birla Housing Finance Limited

Location

Poornata Position Number of the job

Reports to: Poornata Position Number

Poornata Position Title of the job

Reports to: Poornata Position Title

Function

Reports to: Function

Department

Retail

Reports to: Department

Retail

Designation of the employee

Designation of the Manager

Date of writing/ Updation of JD

1 st February 2023

1) 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.

2) Dimensions: Mention quantitative or qualitative parameters that are relevant for the job and provide 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/ Customers or any other parameter

3) 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 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 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.
• 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 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.
• 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/ utilization 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 minimize potential NPAs while driving sales
• To ensure compliant sales operations at all times, despite sales pressures and market cycles

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
• 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

5) 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 elevate deviations to Manager for prompt resolution

6) Relationships: Describe the nature and purpose of most important contacts or relationship (except superior/team members) with individuals, departments, organizations inside and outside of the organization, that job is required to interact with in order to deliver the job objectives

Relationship Type

Frequency

Nature

Internal

Area Head

HR function

Operations function

IT function

Daily

Need Based/ Process Driven

Need Based

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

Client servicing issues, TAT reviews, NPA management

Performance Reviews, Training

Proposal logging, evaluation and approval; NPA management

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

7) 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.

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