Area Sales Manager

Role overview

This position is responsible for running direct-channel sales activities in Maharashtra, working with builders, connectors, brokers, references, and other sourcing partners in line with branch objectives. The role involves leading the Sales Officer team, driving target achievement, managing customer relationships, coordinating with Risk, Operations, and Sales Governance teams, and supporting a healthy, compliant portfolio. It also requires building cross-sell opportunities across ABHFL and other Aditya Birla Capital products and solutions based on branch goals and customer needs.

Business context

Aditya Birla Housing Finance Limited, part of Aditya Birla Capital Limited, is a housing finance company registered with the National Housing Bank under the National Housing Bank Act, 1987. It offers a wide set of housing finance products, including home loans, home improvement loans, home construction loans, balance transfer and top-up loans, loans against property, and construction finance. The company received its licence on 9 July 2014 and has ambitious growth plans.

The business has grown steadily and has maintained strong asset quality despite a challenging market environment. The housing finance industry is largely led by five major groups, while segments such as affordable housing and self-employed borrowers continue to show strong potential. Even with rising competition from banks, housing finance companies have retained their share in the mortgage market. The organisation aims to scale up to 5X growth, reaching 40,000 crore in the next 5 years, with a goal of moving into the top 5 percentile of housing finance companies in the country.

The sales organisation serves three broad customer groups: retail customers, institutional customers, and builders. Retail business contributes the largest share. Customers also differ by salaried and self-employed profiles, each with distinct requirements and preferences.

Key job challenges

The role must balance target setting, local market realities, competition, and team productivity. It also requires strengthening the commercial and operational capability of the team, improving negotiation and relationship management skills, and ensuring efficient loan processing. Another key focus is improving conversion, sanctions, and utilisation rates while maintaining a strong sourcing funnel to meet business goals.

Key accountabilities

The role covers sales planning, customer acquisition, operational efficiency, cross-selling, team development, and portfolio risk oversight.

Additional information

This role expects a graduate with 5 to 7 years of total sales experience in the banking or NBFC sector, including 2 to 3 recent years in housing finance company sales. The position requires commercial understanding, people management ability, communication skills, market awareness, and strong execution orientation.

Key result areas

• Plan branch sales actions with the ASM-ABHFL, take market competition and local trends into account, and cascade goals to the team.
• Regularly review the local market and competitive offerings, and guide the team on emerging opportunities and possible risks.
• Track target progress closely and step in with personal sourcing, references, and prospecting when needed to keep performance on track.
• Explain targets, business priorities, product features, and differentiators clearly so team members can work effectively.
• Use schemes and initiatives that support both sales growth and profitability while keeping costs under control.
• Prepare and share MIS inputs on disbursements, profitability, NPAs, market expansion, and related performance indicators.
• Identify growth opportunities in the local market and support customer acquisition and relationship management wherever needed.
• Handle complex transactions closely to help achieve successful closures and maintain customer satisfaction.
• Address customer complaints and grievances promptly, and escalate to the ASM-ABHFL when required.
• Oversee efficient processes across the customer lifecycle, including sourcing, approval, servicing, and collections.
• Coordinate with stakeholders across Risk, Operations, and Sales Governance to improve turnaround times and process efficiency.
• Promote best practices and process improvements that raise productivity and overall business impact.
• Drive cross-selling in line with the agreed strategy across ABFSG products by guiding and supporting team members.
• Support the team with communication, training, guidance, and customer-facing involvement where required for cross-sell execution.
• Develop and mentor team members, nominate them for relevant technical and behavioural training, and work on self-development as well.
• Collaborate with internal stakeholders to keep operations smooth and aligned with business targets.
• Work with Risk, Operations, and Sales Governance teams to ensure controls, compliant sales practices, and sound risk management.
• Train and guide the team on early warning practices to reduce NPA risk.
• Compile accurate, structured MIS on NPAs and credit trends, and provide inputs on factors affecting portfolio quality.

Terms and conditions

The role requires strict adherence to sales governance, compliance, and risk management standards throughout the sourcing and customer lifecycle. The incumbent is expected to coordinate across functions to protect portfolio health, profitability, and customer experience.

Who can apply

Graduates with 5 to 7 years of overall sales experience in banking or NBFC roles, including recent experience in housing finance company sales, are suitable for this position.