Job Description

1) Job Purpose:

The purpose of this job is to execute sales operations and source/ manage ground-level client relationships for the Direct channel (builders, connectors, brokers, references, etc.) in line with assigned sales targets and focus areas. It also coordinates with Risk and Operations teams to ensure compliant and efficient sales operations, and portfolio health.



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



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 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 business needs via proactive relationship management and customized solution fitment, while ensuring compliance at all times, are important to gain competitive advantage
• The (Sr.) Sales Officer (Direct) - ABHFL is responsible for achieving sales targets through the direct channels as agreed with the Sales Manager (Direct) and ASM, in terms of targeted book size, growth & customer service objectives.


Key Challenges

• To execute sales operations to achieve assigned targets ensuring adequate sourcing funnel and considering local factors, such as competitor presence, existing relationships, new prospect opportunities, etc.
• To liaise with ground-level client stakeholders for relationship origination and maintenance, focusing energies on key clients/ prospects and escalating cases as required
• To upgrade financial & operational know how on market/ local trends, effective negotiation and relationship building, and efficient loan processing for strengthening customer relationships while ensuring portfolio health and profitability
• To check credit quality via effective portfolio selection/ pre-screening, and work with Risk team members to minimize potential NPAs while driving efficient sales operations
• 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, communication, product-market awareness, and execution skills.
• Education & experience required to fulfil this profile are a graduate with 0 - 2 yrs (3 - 4 yrs for Sr. Sales Officer) of sales experience in the Banking/ NBFC space.


Key Result Areas



Supporting Actions



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)

Sales Planning & Operations



• Work with Sales Manager (Direct) - ABHFL and plan sales operations for achieving targets (including cross-sell), considering competitive forces and local trends
• Scan the local market and competitive offerings on a periodic basis to adapt sales efforts accordingly
• Provide data for and compile periodic MIS reports for disbursements, NPAs, target achievement, etc.


Customer Acquisition/ Engagement



• Work on assigned and identified prospects list for client relationship origination and maintenance activities, interacting with ground-level client stakeholders
• Understand and communicate understanding of product characteristics and benefits to end customers effectively in order to enhance effectiveness of sales efforts
• Attend to customer complaints effectively, escalating critical cases to Sales Manager (Direct) - ABHFL as required


Operational Effectiveness



• Execute operations efficiently across the Customer Lifecycle (Sourcing, Approval, Servicing, Collections)
• Ensure adequate focus on different distribution channels, working with Manager for interfacing with senior stakeholders/ complex cases
• Implement prescribed processes and best practices to enhance operational effectiveness, productivity and sales performance


Self-Development & Internal Stakeholder Management



• 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


Portfolio & Risk Management



• Work with the Risk, Operations and Sales Governance team members to ensure adherence to risk management and control mechanisms
• Ensure compliant sales operations and sound risk management in day-to-day operations
• 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)

No direct reports

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 Sales Manager



Sales Manager (Direct)



Risk function



Operations function



Sales Governance



Builder Segment Team



HR function



IT function



Weekly/ Need Based



Daily



Weekly/ On-going



Weekly



Monthly/ Need Based



Need Based



Need Based/ Process Driven



Need Based



Periodic reviews, updates on target achievement, escalations



Business MIS, review on new market development, progress on target achievement, escalations



Proposal logging, NPA trends



Client servicing issues, TAT reviews, NPA trends



Ensuring compliant sales operations, payout/ incentive design-execution, on-boarding, etc.



Identifying, developing, maintaining builder relationships



Performance Reviews, Training



Back-end/ systems support



External



Existing and Prospective customers



External Forums & Networking platforms



Fortnightly/ Need Based



Annual



CRM for relationship management and understanding needs for customized solutions



Scan market trends/ competition offerings & build awareness




Minimum Experience Level


1 - 5 years


Job Qualifications


Any Graduate