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 cross-selling of ABHFL and ABC products/ solutions as per branch level objectives.
Job Context & Challenges:Key Aspects:
o Part of the Aditya Birla Capital(ABC), 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.
o ABHFL operates in the Rs. 11.4 trillion Indian Housing Finance market, which has grown at a steady rate of 17% CAGR over the last 3 years 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 newer entrants in niche segments like affordable housing 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 has remained stable at ~37% as on December 2015.
o 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.
o 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.
o While unit of sizing up the business is its loan book size, profitability and minimized delinquency are also key business objectives.
o Higher cost of funding impacts profitability as well as competitiveness of loan rates that can be offered to clients
o 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.
o 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
o To drive loan conversion/ sanction/ utilization rates and ensure an appropriate sourcing funnel to meet targets
o 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
o To ensure compliant sales operations at all times, despite sales pressures and market cycles
o Critical skill sets required to meet these challenges include commercial acumen, team management and communication, product-market awareness, and execution skills.
o 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
KRA (Accountabilities) (Max 1325 Characters)
Supporting Actions (Max 1325 Characters)
KRA1
Sales Planning and DSA Management
o Define and execute a plan for target achievement in conjunction with AH (Sales) - ABHFL, considering competitive forces and local trends
o Scan the local market and competitor offerings on a periodic basis, and work closely with DSA network to tweak efforts accordingly
o Constantly review DSA network for effectiveness and drive operational efficiencies to ensure active DSA
KRA2
Sales Planning and DSA Management
relationships are working optimally to achieve business objectives
o 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
KRA3
Customer Acquisition/ Engagement
o Identify local business growth opportunities, and refine DSA engagements accordingly
o 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 favourable closure and customer satisfaction
KRA4
Customer Acquisition/ Engagement
o Communicate with in-process prospects and DSA partners to ensure clarity on transaction status and proactively drive for operational compliance to ensure timely approvals
o Deploy schemes to drive DSA engagement, sales and profitability, ensuring dual focus on sales expansion and cost optimization
KRA5
Operational Effectiveness
o Track and ensure efficient DSA business processes/ operations across the Customer Lifecycle (Sourcing, Approval, Servicing, Collections)
o Drive process efficiencies and faster TATs through interfacing with stakeholders across processes and functions (Risk, Operations, Sales Governance)
o Adopt improved processes and best practices in order to enhance operational effectiveness, productivity and overall business contribution of DSAs for ABHFL
