Zonal Sales Manager-Retail – Unsecured Self-Employed BL-Lucknow Full Time

• Job Purpose: Write the purpose for which the job exists (in 2-3 lines)

To execute the business objectives for the zone in line with the national STSL/STUL/BL/PLsegment objectives of book size, profitability, portfolio management, etc. in consultation with the National Head – STSL/STUL/PL/BL

• 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

• 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

Organization Context

Aditya Birla Finance Limited (“ABFL”) is a lending subsidiary of Aditya Birla Capital Limited. ABFL is registered with RBI as a Systematically Important Non-Deposit accepting Non-Banking Finance Company (NBFC). ABFL is one of the top private diversified NBFCs in India. As of 31-Dec’20, ABFL has a pan-India presence with 91 branches and a lending book of Rs. 45,560 Crores.

ABFL offers end-to-end lending solutions to a diverse set of customers – Retail, HNI, MSMEs, and Mid & Large Corporates through secured as well as unsecured loan products. The diverse range of lending products includes Retail Small Ticket Secured and Unsecured Loans, Unsecured Personal Loans, Unsecured Business Loans, Health & Education Loans, Digital B2B2C and B2B2B Small Ticket Loans, Small Business Secured Loans, Loans Against Property (LAP), Lease Rental Discounting (LRD), Construction Finance (to Real Estate Developers), SME Loans, Capital Markets Loans (Loan Against Shares), Supply Chain Finance, Mid and Large Corporate Loans, and Infrastructure Finance loans. ABFL also has a Wealth Management division.

ABFL is rated “AAA” by India Ratings, ICRA and CARE (reaffirmed in 2020). ABFL secured the ABG Business Excellence Award in 2017 (Silver), and 2015 (Bronze), and multiple other Awards on forums like CII.

Job Context

Key Aspects

• The business is highly retail in nature, characterized by high transaction volumes, smaller ticket sizes,
• Given nature of customers, the business also entails stringent controls and monitoring to ensure portfolio health and quality at all times
• While unit of sizing up the business is its loan book size, profitability and minimized delinquency are key business objectives.
• Higher cost of funding impacts profitability as well as competitiveness of loan rates that can be offered to customers
• Understanding of product market characteristics such as channel relationship management, region specific occupations/trade, local financial preferences and practices are important to gain competitive advantage while structuring loans and identifying leads.
• The Zonal Sales Manager – Business Loans is responsible for driving the RSMs to maximize profit, growth & customer service objectives via a series of planned business development and channel expansion initiatives.

Key Challenges

• To build the zonal business in line with the adopted national strategy, i.e. starting with limited team strength/ depth and growing with expanding business operations and performance
• To build and grow the business while remaining cognizant of competitive realities in the following areas:
• Market linked product
• Market average IRR & processing fee levels
• Market average DSA pay-outs
• To originate and develop market share in Tier-I and II locations within the zone, against stiff competition, overcoming competitive pressures with sharp focus on efficiency and stakeholder satisfaction
• 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)

Key Result Areas

Supporting Actions

Business growth through Channel Management- Effectively grow and leverage channel network in Zone to ensure meeting of topline & bottom line targets

Channel types

• Direct Sales Agents
• Online aggregators
• Internal sources that provide qualified leads like marketing department
• Explore & identify potential channel partners in the zone
• Review evaluations of potential channel partners by Regional Heads in zone & approve/appoint them
• Meet & negotiate terms of engagement with potential zonal level channel partners in lines with business potential
• Onboard zonal level channel partners
• Constantly engage with & activate key zonal level channel partners while ensuring targeted ROEs for the channel partners
• Design engagement programs & sales training to develop channel partners
• Monitor SLAs, sales efficiencies and RoI of channels

Business growth through Customer Acquisition- Ensure customers are acquired by selling STUL towards meeting topline targets

• Identify business growth opportunities at a zonal level, drive new account acquisition strategies to achieve business objectives
• Cascade goals to Regions; Set weekly targets with Regional Heads
• Conduct weekly review of Regional Heads
• Manage sales forecasting, planning, and budgeting processes
• Meet zonal level customers along with channel partners
• Effectively deploy schemes and prioritize sales of high revenue products and structures
• Ensure alignment of cases put up by the channel partnerswith the internal policies /guidelines
• Ensure smooth coordination of team with internal stakeholders to process the applications
• Review suggested commercial terms by team for negotiation
• Ensure appropriate Funnel management in the Zone to ensure adequate conversion from login and disbursement
• Ensure fulfillment by team of qualified leads provided by online aggregators, internal sources

Disbursal & MIS- Drive timely disbursement of loans to customers with proper documentation to ensure satisfied customers across Zone; Ensure regular comprehensive MIS

• Ensure smooth coordination of team with vendors for timely submission of relevant customer documents
• Ensure smooth coordination of team with internal teams and response to their queries to ensure faster TAT & accurate disbursal
• Ensure completion of the transaction of team with customer with appropriate documentation
• Analyze and review periodic MIS reports for disbursements, profits, NPAs, channel expansion, new product launches, new branches, new channel development, etc., communicate to RSM as well as down the line, and drive appropriate actions through the team

Market Intelligence-Gather market intelligence towards evolving competitive business strategy, policies & processes

• Ensure systematic gathering of market intelligence in the zone to keep a pulse on industry and market developments, scan the market and its competitive offerings on a periodic basis for emerging trends and business opportunities
• Anlayse the Competition benchmarking done by the team
• Make recommendation to National Head basis competition benchmarking for changes in policy, processes for better customer experience & high quality portfolio
• Ensure geographical/Market expansion in the Zone
• Implement Zonal sales programs

Portfolio quality & Risk Management -Maintain quality of portfolio to minimize NPAs

• Drive compliant Sales Operations and sound risk management via partnership with Risk team
• Liaise with the customers and the Risk team as required to provide regular information required for monitoring the creditworthiness of the proposals
• Manage portfolio activities augmenting and driving alignment with early alert strategies to reduce losses
• Proactively identify risks to maintain portfolio quality and liaise with channel partners, customers and the risk team in escalation cases, supporting coordination with systematic MIS on NPAs and credit trends
• Review over due account on a daily basis in the zone
• Ensure interventions by team to ensure collection for initial overdue accounts on timely basis
• Ensure collaboration by team with Collection teams for remaining over due cases & ensure collection on a timely basis

Profitability-Design measures to ensure profitability of zone

• Drive dual focus on sales volume and value (higher yield and margins) through the team in the zone through right pricing, cross selling & processing fees
• Ensure effective cost management (cost to income ratio) by designing various initiatives like streamlining of processes, higher productivity, digitization of processing, reduction in turnaround time, maintaining appropriate approval ratios(login to approval, approval to disbursal)

Process Efficiency & Operational Effectiveness-Drive process improvements to ensure process efficiencies & operational effectiveness in the vertical in the Zone

• Ensure process adherence by team for pre & post sourcing processes
• Drive process efficiencies and faster TATs through strong relationships with stakeholders across processes and functions, in order to support channel presence and customer base expansion
• Monitor and report on sales operations and productivity metrics to drive a high-performance sales culture
• Participate in internal & external audits and post audits close all open items for the Zone and implement actions/process improvements

People Management – Develop a productive team by recruiting, training, motivating and retaining team members; Develop relationship with internal stakeholders

• Recruit on a timely basis
• Implement training plans
• Complete regular performance reviews and feedback
• Motivate and ensure retention of team
• Proactively build and maintain relationships with key internal stakeholders for smooth cross-functional coordination
• Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)

Regional Sales Managers: Responsible for building the book size for own region of coverage and developing the Short term Unsecured Loans with a robust, balanced portfolio in line with assigned targets; to devise & execute operational tactics for effective DSA engagement, market share enhancement and achievement of business objectives; to work closely with Zonal Head and operationalize end to end lending transactions with superior product delivery while ensuring credit quality of new acquisitions

• 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

RSMs

Risk

Operations

Collections

Policy

Finance

HR

IT

Daily

Daily

Daily

Daily

Monthly

Weekly

Need Based

Need Based

Business MIS, review on new market development & progress on objectives

Proposal evaluations, portfolio monitoring

Client servicing issues, TAT reviews

Coordinate for overdues

Provide feedback/input

Coordinate

Recruitments, Performance Reviews, Training

Back-end/ systems support

External

Channel Partners

(Zonal DSAs/ Representatives)

Existing and Prospective customers

Vendors

Fortnightly

Weekly

As required

Product and business development initiatives

Relationship building

CRM & understanding the need of new products/ positioning changes

Review

• Organizational Relationships: Provide the structure for a level above and below the position for which this job description is written. Use position titles in the structured and indicate all the reports of the position.