Area Sales Manager

Role Purpose

This position is responsible for shaping city or branch-level sales plans and driving business expansion in coordination with the Regional Head of Sales. The role is expected to deliver assigned targets through the team while consistently following sales procedures and internal guidelines.

The role involves making joint approval decisions with the Risk team as per the approved matrix, and working closely with Risk, Operations, and Sales Governance functions to protect portfolio quality. It also supports profitability by correcting underperformance, improving processes, and identifying opportunities to optimize channels. Where needed, it steps in on exceptions, removes bottlenecks, guides team members through complex cases, and promotes cross-selling across ABHFL and ABFSG offerings based on regional plans and individual client needs.

Job Context

The business offers home finance for buyers, loan against property, commercial property purchase, lease rental discounting, and construction finance for builders. It serves multiple customer segments and is heavily retail-led, which means performance depends on strong people practices, efficient processes, organizational effectiveness, product quality, channel management, customer relationships, and risk controls.

Business success is measured not only by loan book size, but also by profitability and low delinquency. Funding costs affect both margins and pricing competitiveness. For retail customers, the focus is on identifying and serving relevant needs quickly while staying compliant with all statutory and regulatory requirements. For institutional and builder customers, the role requires managing more complex requirements through proactive relationship management and tailored solutions, again with full compliance.

The Area Head (Sales) is accountable for delivering the sales plan agreed with the Regional Head (Sales), including book growth, profitability, and customer service objectives.

Major Challenges

• Build a practical sales plan with the team that reflects local market conditions such as competitor presence, current relationships, and new business opportunities.
• Expand market share for a relatively new brand in the face of established competition and create the branch or city book size required.
• Continuously improve the financial and operational understanding of self and team, including negotiation, relationship building, industry trends, and efficient loan processing.
• Maintain healthy conversion, sanction, and utilization ratios while ensuring a strong sourcing funnel to meet targets.
• Use careful pre-screening and portfolio selection to protect credit quality and reduce the risk of NPAs.
• Run compliant sales operations at all times, even when faced with aggressive sales targets and changing market cycles.

Required Capability Areas

The role calls for strong business and commercial judgment, team leadership, communication, execution discipline, product-market awareness, and the ability to integrate sales with operations and controls.

Experience and Education

Candidates should be postgraduates with 6 to 8 years of total sales experience in the Banking or NBFC sector. Of this, at least the latest 3 to 4 years should be in HFC sales.

Additional Information

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