Area Sales Head

Company Overview

Aditya Birla Finance Limited (ABFL), part of Aditya Birla Capital Limited, ranks among India's leading diversified non-banking financial services providers. The company offers tailored solutions spanning personal, mortgage, SME, and corporate finance, alongside wealth management and capital market services. Registered with the RBI as a major NBFC, ABFL is among the top five private diversified NBFCs by assets under management.

With a lending portfolio of over Rs. 47,075 crores as of March 2020 and strong financial performance including a net PAT of Rs. 821 crores, ABFL boasts robust credit ratings and steady profit growth.

Role Context

The mortgage lending segment delivers a wide range of financial products including home loans, loans against property, lease rental discounting, and construction finance to a varied client base such as self-employed, salaried individuals, and professionals. Lending decisions consider multiple client and collateral aspects to ensure prudent exposure.

Mortgage sales are largely driven via Direct Selling Agents (DSAs), categorized as corporate (multi-city aggregators) and retail (local teams). Currently, relationship managers (RMs) divide attention between these channels. To increase focus and market share in Tier 1 cities, the organization proposes splitting this into two verticals: an alternate channel business sourcing from corporate DSAs and a retail channel focusing on non-corporate DSAs, with distinct RM productivity and channel management metrics.

Key Challenges

• Increased competition adopting aggressive pricing reducing yields and fee income, heightening acquisition costs.
• Maintaining channel partner loyalty amid competitors offering higher payouts; countered by optimizing turnaround times, payouts, and relationship building.
• Retaining existing customers scheduled to be poached by banks offering lower pricing.
• Adoption of new digitized loan processing systems by the team.

Key Responsibilities

• Drive sales growth and expand client base by scouting business opportunities, building direct and retail DSA channels, and managing client relationships via relationship managers.
• Enhance mortgage lending volumes locally and monitor RM productivity and lead generation to foster high-performance sales culture.
• Analyze competitive landscape and market positioning periodically; report trends and opportunities to headquarters.
• Engage retail DSA partners, implement touchpoint management systems for customer connectivity, deliver engagement programs and sales training for channel partners.
• Oversee adherence to service level agreements, sales efficiency, and channel returns.
• Prioritize sales of high-revenue products and schemes effectively.
• Improve customer satisfaction via monitoring client service metrics, fostering relationship programs, motivating RMs and channel partners to uphold standards, and resolving complaints swiftly.
• Support risk management by supervising loan proposal preparation, keeping operations controlled, coordinating with risk teams on creditworthiness, and generating periodic MIS reports for profits, NPAs, and client acquisition.
• Lead and develop RM teams through guidance, training nominations, and self-development initiatives to enhance acquisition, retention, and support capabilities.