Area Sales Manager

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

The purpose of this job is:

o To execute the business objectives for the area in line with the regional Small Ticket Unsecured Loans

segment objectives of book size, profitability, portfolio management, etc. in consultation with the

Regional Sales Manager – Small Ticket Unsecured Loans

o To deliver on the area strategy in terms of target segments, strengthening existing relationships and

setting up new channels for market penetration, and set business objectives and operational plans for

the area organization.

o To act as a point of escalation for specific cases, fraud alerts, customer complaints or exception

handling and support the removal of bottlenecks for the achievement of business targets for Small

Ticket Unsecured Loans segment at an area level

o To grow business penetration in the area by directing and building the capability of SMs, and ensure

cascade of plans and strategies down the line

o To ensure the end to end management of Small Ticket Unsecured Loans business transactions in the

area with superior product delivery, and to monitor the credit quality of new acquisitions with

compliant sales operations & partnership with Risk team

o To develop and manage the regional team to ensure motivation and focus towards achieving business

results

2) 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

(Max 254 Characters)

Unit Workforce Number

(Max 254 Characters)

Function Workforce Number

(Max 254 Characters)

Department Workforce Number

(Max 254 Characters)

Other Quantitative and Important

Parameters for the job: Budgets/

Volumes/No. of Products/Geography/

Markets/ Customers or any other parameter

3) 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

Job Context

Key Aspects

o The business is highly retail in nature, characterized by high transaction volumes, smaller ticket sizes,

o Given nature of customers, the business also entails stringent controls and monitoring to ensure

portfolio health and quality at all times

o While unit of sizing up the business is its loan book size, profitability and minimized delinquency are

key business objectives.

o Higher cost of funding impacts profitability as well as competitiveness of loan rates that can be offered

to customers

o Understanding of product market characteristics such as channel relationship management, area

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 – STUL is responsible for driving the SMs to maximize profit, growth &

customer service objectives via a series of planned business development and channel expansion

initiatives.

Key Challenges

o To build the area business in line with the adopted regional strategy, i.e. starting with limited team

strength/ depth and growing with expanding business operations and performance

o To build and grow the business while remaining cognizant of competitive realities in the following

areas:

o Market linked product

o Market average IRR & processing fee levels

o Market average DSA pay-outs

o To originate and develop market share in Tier-I and II locations within the area, against stiff

competition, overcoming competitive pressures with sharp focus on efficiency and stakeholder

satisfaction

o To drive dual focus on growing volume and ensuring sourcing quality, given nature of the customer

profile (individuals/ MSMEs)

o 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

o To keep abreast with latest market trends through focused market intelligence, as well as regulatory

changes for inputs on requisite amendments to policies, processes, etc.

o To ensure loan conversion/ sanction/ utilization percentages are high and an appropriate sourcing

funnel is built to meet targets

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

NPAs

4) 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 the channel network in

Area to ensure meeting of topline &

bottom line targets

Channel types

1. Direct Sales Agents

2. Online aggregators

3. Internal sources that provide

qualified leads like marketing

department

· Explore & identify potential channel partners in Area · Evaluate potential channel partners in Area · Meet & negotiate terms of engagement with potential channel partners in lines with business potential · Onboard the channel partners · Constantly engage with & activate key area level channel partners while ensuring targeted ROEs for the channel partners · Implement 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 area level, drive new account acquisition strategies to achieve business objectives · Cascade goals to Sales Managers; Set weekly targets with Sales Managers · Conduct weekly review of Sales Managers · Meet customers along with channel partners · Ensure alignment of cases put up by the channel partners on a daily basis with the internal policies /guidelines · Ensure smooth coordination of team with internal stakeholders to process the applications · Negotiate commercial terms · Ensure appropriate Funnel management in the Area 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

Area · 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 timely & accurate disbursal · Ensure completion of the transaction of team with customer with appropriate documentation · Collate Area level Sales MIS & circulate

Market Intelligence-Gather market

intelligence towards evolving

competitive business strategy,

policies & processes · Gather market intelligence personally and push team to do the same · Carry out competition benchmarking · Share with Regional Head the above along with recommendations for improvements in process, pricing, policy