3) Job Context &

- Major Challenges (What are the specific aspects of the job that provide a challenge to the jobholder in the context of the Unit/Zone?

Organizational Context Key Aspects: o Part of the Aditya Birla Financial Service Group (ABFSG), Aditya Birla Housing Finance Limited (ABHFL) is registered with the National Housing Bank as a housing finance company under the National Housing Bank Act, 1987. The company oAers a complete range of housing finance solutions such as home loans, home improvement and home construction loans, balance transfer and top-up loans, loans against property and construction finance. The company acquired its license on 9th July 2014 and has aggressive growth plans.

3) Job Context &

- Major Challenges (What are the specific aspects of the job that provide a challenge to the jobholder in the context of the Unit/Zone? o ABHFL operates in the Rs. 11.4 trillion Indian Housing Finance market, which has grown at a steady rate of 17% CAGR over the last 3 years while reporting good asset quality despite challenges in the operating environment. While the industry is dominated by five large groups, there has been an emergence of newer entrants in niche segments like aAordable housing and self-employed borrowers, given the high potential in these segments. Despite increased focus by banks, HFCs have been able to maintain their share in the mortgage market and has remained stable at ~37% as on December 2015. o The ABHFL Sales organization works broadly with 3 customer segments retail (individual) customers, institutional customers (for retail and institutional loan consumers) and builders (for both retail tie-ups and construction finance), with a major share of the business coming from retail customers. Client segments can also be divided into Salaried and Self employed, with both of these having very diAerent preferences and needs.

Job Context Key Aspects: o Providing housing finance (to buyers), Loan against Property, Commercial Property Purchase, Lease Rental Discounting and Construction Finance (to builders) solutions, ABHFL caters to a diverse range of customer segments through its various service oAerings. Additionally, being predominantly retail driven, the business is characterized by high volume of loan transactions and customer relationships. As a result, ABHFL business performance is strongly impacted by people, process and organizational eAiciencies, alongside core business drivers such as product/ solution quality, channel and customer relationship management and risk management. o While unit of sizing up the business is its loan book size, profitability and minimized delinquency are also key business objectives. o Higher cost of funding impacts profitability as well as competitiveness of loan rates that can be oAered to clients o For retail customers,



identifying and acting on relevant needs in an eAicient manner ensuring process, statutory and regulatory compliance at all times, are key for building business performance and sustainability o For institutional/ builder customers, understanding and addressing business needs via proactive relationship management and customized solution fitment, while ensuring compliance at all times, are important to gain competitive advantage o The (Sr.) Sales OAicer (Direct) – ABHFL is responsible for achieving sales targets through the direct channels as agreed with the Sales Manager (Direct) and AH (Sales), in terms of targeted book size, growth & customer service objectives.

Key Challenges o To execute sales operations to achieve assigned targets ensuring adequate sourcing funnel and considering local factors, such as competitor presence, existing relationships, recent prospect opportunities, etc. o To liaise with ground-level client stakeholders for relationship origination and maintenance, focusing energies on key clients/ prospects and escalating cases as 3) Job Context &

- Major Challenges (What are the specific aspects of the job that provide a challenge to the jobholder in the context of the Unit/Zone? required o To upgrade financial & operational know how on market/ local trends, eAective negotiation and relationship building, and eAicient loan processing for strengthening customer relationships while ensuring portfolio health and profitability o To check credit quality via eAective portfolio selection/ pre screening, and work with Risk team members to minimize potential NPAs while driving eAicient sales operations o To ensure compliant sales operations at all times, despite sales pressures and market cycles Enabling Skill Sets &

Qualifications o Critical skill sets required to meet these challenges include commercial acumen, communication, product-market awareness, and execution skills. o Education &

experience required to fulfil this profile are a graduate with 0 - 2 yrs (3 – 4 yrs for Sr. Sales OAicer) of sales experience in the Banking/ NBFC space.

- Principal Accountabilities Accountability Supporting Actions Sales Planning &
- Operations o Work with Sales Manager (Direct) - ABHFL and plan sales operations for achieving targets (including cross-sell),



considering competitive forces and local trends o Scan the local market and competitive oAerings on a periodic basis to adapt sales eAorts accordingly o Provide data for and compile periodic MIS reports for disbursements, NPAs, target achievement, etc.

Customer

Acquisition/ Engagement o Work on assigned and identified prospects list for client relationship origination and maintenance activities, interacting with ground-level client stakeholders o Understand and communicate understanding of product characteristics and benefits to end customers eAectively in order to enhance eAectiveness of sales eAorts o Attend to customer complaints eAectively, escalating critical cases to Sales Manager (Direct) - ABHFL as required Operational EAectiveness o Execute operations eAiciently across the Customer Lifecycle (Sourcing, Approval, Servicing, Collections) o Ensure adequate focus on diAerent distribution channels, working with Manager for interfacing with senior stakeholders/ complex cases o Implement prescribed processes and best practices to enhance operational eAectiveness, productivity and sales performance Self Development &
- Internal Stakeholder o Attend relevant technical and behavioral trainings/ seminars and work on self development initiatives o Coordinate with internal stakeholders for smooth operations and alignment towards achievement of targets Management Portfolio &
- Risk Management o Work with the Risk, Operations and Sales Governance team members to ensure adherence to risk management and control mechanisms o Ensure compliant sales operations and sound risk management in day-to-day operations o Compile and ensure systematic, accurate MIS on NPAs and credit trends, providing inputs on factors impacting portfolio quality 5) Job Purpose of Direct Reports Nil 6) Relationships (If Applicable) Internal Frequency Nature Area Head Sales Manager (Direct) Sales Governance Builder Segment Team HR dept IT dept Risk dept Operations dept Weekly/ Need Based On-going Monthly/ Need Based Need Based Need Based/ Process Driven Need Based Weekly/ On-going Weekly Periodic reviews, updates on target achievement, escalations Business MIS, review on new market development, progress on target achievement, escalations Ensuring compliant sales operations, payout/ incentive design-execution, on-boarding, etc. Identifying, developing, maintaining builder relationships Performance Reviews, Training Back-end/ systems support Proposal logging, NPA trends Client servicing issues, TAT reviews, NPA trends 6) Relationships (If Applicable) External Frequency Nature Existing and Prospective customers External Forums &
- Networking platforms Fortnightly/ Need Based Annual CRM for relationship management and understanding needs for customized solutions Scan market trends/ competition oAerings & build awareness SIGN-OFF Signature Name Job Holder Job Holder’s Superior Date Job Analyst Signature Name

📌 Relationship Officer and Deputy Sales Manager (Chennai)
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