Area Sales Manager

Role overview

The Area Sales Manager will be accountable for shaping sales and business expansion across a city or branch in coordination with the Regional Sales Manager. The role focuses on delivering target performance through the team while consistently following sales policies, approval controls, and governance standards.

This position also partners with Risk, Operations, and Sales Governance teams to keep the portfolio healthy, improve profitability, remove execution bottlenecks, and strengthen team performance on complex cases. In addition, the role supports cross-sell opportunities across ABHFL and ABC offerings based on regional plans and individual client needs.

Key responsibilities

• Deliver the agreed sales outcomes with the Regional Sales Manager, including book size, profitability, growth, and customer service goals.
• Build a local sales action plan with the team by factoring in competition, existing relationships, and new business opportunities.
• Expand market share for the brand in a competitive environment and develop the branch or city book to the required level.
• Continuously strengthen personal and team knowledge of market trends, negotiation, relationship management, and efficient loan processing.
• Maintain strong conversion, sanction, and utilization ratios and ensure the funnel is adequate to achieve business targets.
• Support sound credit decisions through careful pre-screening and quality portfolio selection to reduce the risk of NPAs.
• Keep sales activity compliant with all process requirements, even during high-pressure business cycles.
• Work with Risk counterparts on joint approval decisions as per the defined approval matrix.
• Coordinate with Risk, Operations, and Sales Governance teams to safeguard portfolio quality and business health.
• Identify underperformance, implement process improvements, and use channel optimization opportunities to improve profitability.
• Step in on exceptions and complex cases, removing blockers and guiding team members where needed.
• Promote cross-selling of ABHFL and ABC products and solutions in line with regional strategy and customer requirements.

Business focus

The role is designed to drive sustainable growth while balancing sales performance, portfolio quality, operational discipline, and customer service outcomes.