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 Location
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
BGFRLSTUL-Retail Lending – STUL
Reports to: Department
Designation of the Employee
Area Sales Manager
Designation of the Manager
Date of writing/updation of JD
09 th May 2022
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
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
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 8 - 10 yrs of total sales experience of which at least recent 4-5 yrs experience should be in unsecured lending.
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 require

Work arrangement
No