Sales Manager

Role overview

This position is responsible for driving sales through the DSA channel in Maharashtra, aligned to branch priorities and business goals. The role works closely with DSA partners and customers to meet acquisition, growth, and service objectives, while also partnering with Risk, Operations, and Sales Governance teams to keep processes compliant, efficient, and healthy from a portfolio perspective. A further part of the mandate is to support cross-selling of ABHFL and ABFC offerings in line with local business objectives.

Business context

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

The business has expanded steadily and has maintained healthy asset quality despite operating headwinds. Although the housing finance market is led by a few large groups, segments such as affordable housing and self-employed borrowers have emerged as promising areas. Even with stronger participation from banks, housing finance companies have retained a meaningful share of the mortgage market. ABHFL aims to scale significantly over the next five years and position itself among the leading housing finance companies in the country.

The sales organization serves three broad customer groups: retail customers, institutional customers, and builders. Retail business contributes the largest share, and the customer base also splits into salaried and self-employed segments, each with distinct needs and preferences.

Job context and major challenges

ABHFL delivers housing finance for home buyers, loans against property, commercial property purchase, lease rental discounting, and construction finance for builders. Because the business is largely retail-led, it deals with high transaction volumes and relationship-driven selling. Performance depends heavily on people, process, and operating efficiency, along with product suitability, channel management, customer relationships, and risk control.

Business success is measured by loan book growth, profitability, and low delinquency. Funding costs also affect both margins and the competitiveness of customer pricing. For retail customers, the role requires identifying needs quickly and serving target segments efficiently while maintaining full statutory and regulatory compliance. For institutional and builder customers, the role must manage more complex requirements through proactive relationship handling and tailored solution fitment, again with strict compliance.

Key challenges

The role must build and activate a strong DSA network while staying competitive against rival offerings and terms. It also requires solid financial and operational understanding, strong negotiation and relationship-building ability, and efficient loan processing to sustain long-term DSA and customer relationships without compromising profitability or portfolio quality. Another major responsibility is improving loan conversion, sanction, and utilization rates while maintaining a healthy sourcing funnel. In addition, the role must protect credit quality through pre-screening and close coordination with the Risk team, and must ensure that all sales activity remains compliant even under pressure and changing market conditions.

Key responsibilities

• Plan and execute sales actions with the ASM to meet target goals, taking local market conditions and competition into account.
• Track market movements and competitor activity regularly, and adjust DSA engagement tactics accordingly.
• Review the effectiveness of the DSA network on an ongoing basis and improve operating efficiency so that active relationships deliver optimal outcomes.
• Prepare and share periodic MIS on disbursements, profitability, DSA performance, NPAs, and market expansion, and use the insights to give timely feedback to DSA partners.
• Identify local opportunities for business growth and align DSA efforts to those opportunities.
• Work jointly with DSA partners on qualified prospects, explain product features and value propositions clearly, and help drive closure with a strong service mindset.
• Keep prospects and DSA partners informed about transaction status and push for process compliance so that approvals happen on time.
• Use engagement schemes to improve DSA participation, sales, and profitability while balancing expansion with cost control.
• Monitor DSA processes across sourcing, approval, servicing, and collections to ensure smooth customer lifecycle management.
• Improve turnaround times and process efficiency by coordinating with Risk, Operations, and Sales Governance stakeholders.
• Adopt better practices and process improvements to strengthen productivity and the overall business contribution of DSAs.
• Support cross-selling efforts across ABC products as per the agreed strategy, including direct interaction with customers or prospects when needed.
• Stay current on market changes, DSA engagement practices, negotiation approaches, and relationship-building techniques to improve sourcing effectiveness.
• Take part in technical and behavioural learning sessions and continue building personal capability.
• Coordinate with internal teams to keep operations smooth and aligned to target achievement.
• Work with Risk, Operations, and Sales Governance to maintain risk controls and overall governance discipline.
• Ensure DSA partners and customers understand risk-management requirements and adhere to them.
• Maintain accurate MIS on NPAs and credit trends, and share inputs that may affect portfolio quality.

Dimensions

The source mentions the following scope markers and measures for the role: Business Workforce Number, Unit Workforce Number, Function Workforce Number, Department Workforce Number, and other relevant quantitative or qualitative parameters such as budgets, volumes, number of products, geography, markets, and customers. Specific figures are not provided.

Relationships

The role interacts daily and on a need-based basis with internal and external stakeholders. Internally, the key contacts include the Area Head, Sales Governance, Risk, Operations, HR, and IT teams. Externally, the role works with the DSA network, existing and prospective customers, and external forums or networking platforms.

With the Area Head, the interaction is daily for business MIS, target reviews, market updates, and escalations. With Sales Governance, the contact is weekly or as required for sales compliance, payout and incentive execution, and channel or team onboarding. With Risk, the role engages weekly or on an ongoing basis for proposal logging, evaluation, approval, and NPA management. With Operations, interaction is weekly for client servicing, turnaround-time reviews, and NPA management. With HR, the role connects as needed for performance reviews and training. With IT, the contact is need-based for backend and systems support.

Externally, DSA partners are engaged daily and continuously for lead generation, prospecting, and conversion. Existing and prospective customers are contacted fortnightly or as needed for CRM-based relationship management and tailored solution understanding. External forums and networking platforms are used roughly half-yearly to expand market relationships, strengthen the DSA network, monitor trends, and build awareness.

Reporting structure

The source notes that there are no direct reports for this position. It also references the need to document the manager above the role and the job holder details for sign-off in the hard copy JD record.

Additional information

The source does not specify salary, stipend, notice period, start date, application deadline, or the number of openings. No separate perks or benefits were listed.

Terms and conditions

A hard copy of the job description is expected to be maintained in the organizational records, and signatures from the manager and the job holder are required for approval. The document also mentions fields for name, date of entry or approval, and sign-off control.