Area Sales Manager - Retail - Unsecured Self-Employed BL - Ludhiana

Job Purpose

The purpose of this job is:

To deliver on area/ local strategy for the Business Loans segment in terms of target segments, strengthening existing relationships and setting up new channels for market penetration, and work towards achievement of sales targets and operational plans. o To proactively address customer/ DSA issues and escalate cases (e.g. fraud alerts, customer complaints or exception handling) as required for smooth operations; work on removal of bottlenecks for the achievement of targets for Business Loans segment at the area/ local level

To grow the penetration of the business by actively partnering, negotiating and building relationships with the DSA network, and directing and building the capability of SMs (if any assigned)

To take ownership for end to end BL transactions in assigned area of coverage, with efficient internal operations for superior product delivery and credit quality of new acquisitions with compliant sales operations & coordination with Risk team

Job Context & Major Challenges

The Business Loans product line caters to funding short term and medium term working capital needs of individuals, via a suite of customized short and long tenured products, without any security/ collateral.

Offering comprises Business loans to salaried individuals/ self-employed individuals/ non-individual entities, with end use of funds (working capital requirement, business expansion etc.) to be ascertained during the loan appraisal process

The business is highly retail in nature, characterized by high transaction volumes, smaller ticket sizes, and significantly higher spread and profit margins (up to four times that of

Secured Lending products) o Given the unsecured nature of loans disbursed, 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. o The Area Sales Manager – Business Loans is responsible for operationalizing business transactions and liaises with DSAs and/ or end customers in his/her area to maximize disbursals, profit, growth & customer service objectives.

Key Challenges o To originate and increase market share in assigned coverage area against stiff competition, overcoming competitive pressures borne out of better established networks, price undercutting, etc.

To establish a strong local network and leverage the same to generate business leads, and also identify opportunities for cross sell with existing customers

To proactively build new and nurture existing DSA relationships keeping in mind immediate and longer term business interests, and considering the phased manner of team size expansion

To constantly upgrade financial & operational know how of self and team members on efficient loan processing, effective negotiation and relationship building for maintaining credibility with DSA network and profitable target achievement

To keep abreast with the latest market trends and local market preferences and needs o To ensure loan conversion/ sanction/ utilization percentages are high and a broad enough sourcing funnel is built to meet targets

To ensure credit quality and effective portfolio selection/pre-screening thereby minimizing potential NPAs

To ensure compliant sales operations despite sales pressures and market cycles

Key Result Areas

KRA (Accountabilities) (Max 1325 Characters)Supporting Actions (Max 1325 Characters)

KRA1 Sales Growth & Client Acquisition Identify and execute sales growth opportunities at a local/ area level, driving channel expansion and new account acquisition

Segment the market and identify potential direct clients, approach them and generate business through customized loan structure offerings that meet client requirements and also generate good margins for business

Deliver on sales targets by building strong relationships in the DSA network and influencing DSA outcomes

Augment the sales volumes of Unsecured lending, manage channel databases and tap them tactically to ensure healthy sales pipeline

Drive faster TATs through effective loan sanctioning by building strong relationships with internal stakeholders in order to expand channel presence and customer base

Track & report on sales operations and productivity metrics, and work towards building a high-performance sales culture

Actively participate in initiatives and contests driven by Business Development teams

KRA2 Operational Effectiveness Work with dual focus on sales volume and value (IRR) through the team

Track & ensure SLA adherence, sales efficiencies and ROI

Adopt prescribed improvements in processes and best practices in order to enhance operational productivity and suggest improvements as well

Analyze and communicate operational information periodically as per agreed timelines and MIS formats for disbursements, profits, NPAs, channel expansion, new product launches, new branches, new channel development, etc. and communicate to RSM as well as down the line

KRA3 Distribution &

Market

Expansion Develop and strengthen distribution network through liaising and networking efforts, considering product positioning and competitive pressures

Scan the market and its competitive offerings on a periodic basis; report on emerging trends and business opportunities for the unsecured segment

Engage with DSA channel network and execute the agreed touch point management system for faster customer connectivity and loan processing-disbursement; escalate issues appropriately for timely resolution

KRA4 Customer Servicing &

Relationship

Management Coordinate with risk and operations teams to execute robust, customer friendly loan approval and booking processes Recommend improvements to operating procedures and technological tools to enhance customer experience through reduced processing TATs while simultaneously ensuring compliant operations

Ensure customer queries/ complaints are addressed in a timely and effective manner and coordinate personally to expedite the same

Leverage close direct customer relationships to carry out post sanction surveillance and generate early warning signals on NPAs

KRA5 Risk

Management Execute compliant Sales Operations and work in line with risk management principles via coordination with Risk team

Ensure closure of deal documentation and credit administration requirements, including opening of escrow accounts for receivables lending in line with regulatory and financial controls requirements

Support risk management by maintaining focus on prescribed guidelines and process checks at all stages of the unsecured loan transaction and raising potential alarm cases in advance

Proactively identify and report risks in order to ensure portfolio quality is maintained

Liaise with the channel partners, customers and the risk team on specific escalation cases

KRA6 Internal Stakeholder

Management Partner with peer ASMs and reporting SMs (if any) to overcome challenges and support sales growth via effective channel management, customer acquisition

Proactively build and maintain relationships with key internal stakeholders (E.g. Operations, Risk Management) for smooth and efficient transactions and issue resolution