Area Sales Manager

Basic Details: Fill the required information about business, unit, location, position, reports to position and date of updation of JD

Business

Aditya Birla Finance Ltd

Unit

Aditya Birla Finance Ltd

Location

Multiple Locations

Poornata Position Number of the job

Reports to: Poornata Position Number

Poornata Position Title of the job (30 characters max)

Area Sales Manager

Reports to: Poornata Position Title

Function

Sales-SLS

Reports to: Function

Department

BGFPSL-Personal Loan

Reports to: Department

Designation of the Employee

Area Sales Manager

Designation of the Manager

Date of writing/updation of JD

09th May 2022

1) Job Purpose: Write the purpose for which the job exists (in 2-3 lines) (Max 1325 Characters)

The purpose of this job is:

To deliver on area/ local strategy for the Unsecured Business segment in terms of target segments, strengthening existing relationships and setting up new channels for market penetration, and work towards achievement of sales targets and operational plans.

To proactively address customer/ DSA issues and escalate cases (e.g. fraud alerts, customer complaints or exception handling) as required for smooth operations; work on removal of bottlenecks for the achievement of targets for Unsecured Business segment at the area/ local level

To grow the penetration of the business by actively partnering, negotiating and building relationships with the DSA network, and directing and building the capability of SMs (if any assigned)

To take ownership for end to end Unsecured business transactions in assigned area of coverage, with efficient internal operations for superior product delivery and credit quality of new acquisitions with compliant sales operations & coordination with Risk team

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

(Max 254 Characters)

Investing & Financing

Unit Workforce Number
(Max 254 Characters)

Business Development of lending products

Function Workforce Number
(Max 254 Characters)

Expected to sell the retail products like PL/BL/STLS/STUL/THE

Department Workforce Number
(Max 254 Characters)

Sales of Retail loans – PL/BL/STSL/STUL/THE

Other Quantitative and Important Parameters for the job: Budgets/ Volumes/No. of Products/Geography/ Markets/ Customers or any other parameter

Managing a team of Sales force of PL/BL/STSL/STUL/THE

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 ((Max 3975 Characters)

Organizational Context

Key Aspects:

As the debt arm of Aditya Birla Capital (ABC), Aditya Birla Finance Limited (ABFL) offers specialized lending and financing solutions in the areas of Capital Markets, Corporate/ Trade Finance, Commercial Real Estate and Mortgages. Currently ranked within the top 25 NBFCs of India, ABFL has made significant progress and the Company's balance sheet at INR 15,000 Cr plus exceeds that of several mid-sized Banks and NBFCs.

The company has a well-defined vision of being one of the most reputed and material financiers within the lending space – spread across Retail HNI and corporate clientele. It has made significant investments in process and system infrastructure towards preparing for the next level of growth and are one of the only financial entities certified for ISO 9001:2008 across all business processes. Spread across 18 cities, it plans on further diversifying its risk and revenue mix through expansion into new geographies and new product segments allowing customers a one-window shop for all their financing needs.

Having focused traditionally on secured lending verticals and built a strong balance sheet on the same, ABFL has ventured into Unsecured Business segment in order to effectively capitalize on its financial base with carefully managed exposures in this higher yield and profit segment.

Job Context

Key Aspects:

The Unsecured Business segment products line caters to funding short term and medium term working capital needs of Small Businesses and individuals, via a suite of customized short and long tenured products, without any security/ collateral.

Offerings comprise unsecured loans to salaried individuals/ self-employed individuals/ non-individual entities, with end use of funds (Medical emergency, Marriage, working capital requirement, business expansion etc.) to be ascertained during the loan appraisal process

The business is highly retail in nature, characterized by high transaction volumes, smaller ticket sizes, and significantly higher spread and profit margins (up to four times that of Secured Lending products)

Given the unsecured nature of loans disbursed, the business also entails stringent controls and monitoring to ensure portfolio health and quality at all times

While unit of sizing up the business is its loan book size, profitability and minimized delinquency are key business objectives.

Lending in the Unsecured segment takes 2 forms – Personal Loans and Business Loans, both of which leverage the ABG ecosystem and channel partners for the major share of business.

Higher cost of funding impacts profitability as well as competitiveness of loan rates that can be offered to customers

Understanding of product market characteristics such as channel relationship management, region specific occupations/trade, local financial preferences and practices are important to gain competitive advantage while structuring loans and identifying leads.

The Area Sales Manager – Unsecured Business is responsible for operationalizing business transactions and liaises with DSAs and/ or end customers in his/her zone to maximize disbursals, profit, growth & customer service objectives.

Key Challenges

To deliver on operational plan in the assigned coverage area in a differentiated manner considering local factors, channel dynamics and consumer preferences, that can withstand competitive pressures on the ground

To grow the business while remaining cognizant of competitive realities in the following areas:

Market linked product

Market average IRR & processing fee levels

Market average DSA payouts

To originate and increase market share in assigned coverage area against stiff competition, overcoming competitive pressures borne out of better established networks, price undercutting, etc.

To establish a strong local network and leverage the same to generate business leads, and also identify opportunities for cross sell with existing customers

To proactively build new and nurture existing DSA relationships keeping in mind immediate and longer term business interests, and considering the phased manner of team size expansion

To constantly upgrade financial & operational know how of self and team members on efficient loan processing, effective negotiation and relationship building for maintaining credibility with DSA network and profitable target achievement

To keep abreast with the latest market trends and local market preferences and needs

To ensure loan conversion/ sanction/ utilization percentages are high and a broad enough 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 despite sales pressures and market cycles

Enabling Skill Sets & Qualifications

Critical skill sets required to meet these challenges include execution excellence, business & commercial acumen, sound product understanding, excellent communication and influencing skills.

Education & experience required to fulfil this profile are a postgraduate with minimum yrs of total sales experience of which at least recent 4-5 yrs experience should be in unsecured lending.

4) 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)- Maximum 10 KRAs can be updated

Key Result Areas (Max 1325 Characters)

Supporting Actions (Max 1325 Characters)

Sales Growth & Client Acquisition

Identify and execute sales growth opportunities at a local/ area level, driving channel expansion and new account acquisition

Segment the market and identify potential direct clients, approach them and generate business through customized loan structure offerings that meet client requirements and also generate good margins for business

Deliver on sales targets by building strong relationships in the DSA network and influencing DSA outcomes

Augment the sales volumes of Unsecured lending, manage channel databases and tap them tactically to ensure healthy sales pipeline

Drive faster TATs through effective loan sanctioning by building strong relationships with internal stakeholders in order to expand channel presence and customer base

Track & report on sales operations and productivity metrics, and work towards building a high-performance sales culture

Actively participate in initiatives and contests driven by Business Development teams

Operational Effectiveness

Work with dual focus on sales volume and value (IRR) through the team

Track & ensure SLA adherence, sales efficiencies and RoI

Adopt prescribed improvements in processes and best practices in order to enhance operational productivity and suggest improvements as well

Analyze and communicate operational information periodically as per agreed timelines and MIS formats for disbursements, profits, NPAs, channel expansion, new product launches, new branches, new channel development, etc. and communicate to ZSM as well as down the line

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)

Sales Managers – Unsecured Business ( if any)
Responsible for building the book size for own area of coverage and developing the Unsecured segment with a robust, balanced portfolio in line with assigned targets; to devise & execute operational tactics for effective DSA engagement, market share enhancement and achievement of business objectives; to work closely with Area Sales Manager and Zonal Head, and operationalize end to end Unsecured lending transactions with superior product delivery while ensuring credit quality of new acquisitions

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 (Max 80 Characters)

Frequency

Nature (Max 1325 Characters)

Internal

ZSM - Unsecured

Reporting SMs – Unsecured (If any)

HR dept

IT dept

Risk dept

Operations dept

Weekly

Daily

'

Need Based/ Process Driven

Need Based

Daily

Daily

Business MIS, review on new market development, progress on objectives, client escalations

Reviewing & driving channel expansion, sales strategies, client escalation cases

Performance Reviews, Training

Back-end/ systems support

Proposal evaluations, portfolio monitoring

Client servicing issues, TAT reviews

External

Existing and Prospective customers

Channel partners (DSAs)

Daily/ Need Based

Daily

CRM & understanding the need of new products/ positioning changes

Product and business development initiatives

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.

Job Holder

Reports to – Manager

Name

Signature (needed for the hard copy)

Minimum Experience Level

5 - 13 years

Job Qualifications

Under Graduate