Sm Direct

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 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 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 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 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 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 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 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 optimization 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 favorable closure with customer satisfaction Intervene where required to manage customer complaints grievances effectively and escalate 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 behavioral 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 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 escalate 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 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 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