Prime - Senior Sales Manager - DSA

Job Purpose

The purpose of this job is to execute sales operations through the DSA channel in line with branch plan and objectives by

interfacing with DSA partners and end customers to achieve targets. 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 crossselling of ABHFL and ABFC products/ solutions as per branch level objectives.

Job Context & Major Challenges

Job Context/ Job Challenges:

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 topup

loans, loans against property and construction finance. The company acquired its license on 9th July 2014 and has

aggressive growth plans.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.

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Annexure I : ABG Job Description Template

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HayGroup

Job Description Template 2011

• 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

• 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.

• The Sales Manager (DSA) – ABHFL is responsible for achieving sales targets through the DSA channel, as agreed with the
  
  

ASMABHFL, in terms of targeted book size, growth & customer service objectives.

Key Challenges

• To build and tap DSA network in order to achieve targets considering factors impacting DSA relationships such as competitor
  
  

offerings/ terms, existing relationships, mutually beneficial propositions, etc.

• To upgrade financial & operational know how on industry dynamics, effective negotiation and relationship building, and
  
  

efficient loan processing for maintaining lasting relationships with DSAs and 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 and maintaining DSA relationships

• 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 6 - 7 yrs of total sales experience in the
  
  

Banking/ NBFC space, of which at least recent 3 - 4 yrs experience should be in HFC sales with good exposure to DSA channel.

Key Result Areas

KRA (Accountabilities) (Max 1325 Characters)Supporting Actions (Max 1325 Characters)

KRA1 Sales Planning & DSA Management Define and execute a plan for target achievement in

conjunction with ASMABHFL, considering competitive

forces and local trends

• Scan the local market and competitor offerings on a
  
  

periodic basis, and work closely with DSA network to tweak

efforts accordingly

• Constantly review DSA network for effectiveness and drive
  
  

operational efficiencies to ensure active DSA relationships

are working optimally to achieve business objectives

• Provide data for and compile periodic MIS reports for
  
  

disbursements, profitability, DSA performance, NPAs,

market expansion, etc.; also use insights to provide DSA

partners feedback proactively

KRA2 Customer Acquisition/ Engagement Identify local business growth opportunities, and refine DSA

engagements accordingly

• Work closely with DSA partners on identified prospects for
  
  

relationship origination by deploying a partnership mindset

and sharing product characteristics and USPs effectively to

drive favorable closure and customer satisfaction

• Communicate with in-process prospects and DSA partners
  
  

to ensure clarity on transaction status and proactively drive

for operational compliance to ensure timely approvals

• Deploy schemes to drive DSA engagement, sales and
  
  

profitability, ensuring dual focus on sales expansion and

cost optimization

KRA3 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

KRA4 Cross-Selling across ABFSG products Drive DSA partner efforts as per Cross-Selling strategy

agreed with ASMABHFL, interfacing with end customers/

prospects as required

KRA5 Self Development and Internal Stakeholder Management Stay up to date on market developments, DSA engagement

practices/ innovations, negotiation and relationship building

skills for enhanced customer acquisition and engagement

efforts through the DSA channel

• Attend 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

KRA6 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