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/ 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
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
- 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.
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