Area Sales Manager | STSL

Designation: Area Sales Manager Updated: October 04, 2026 Location: Karnataka, India Organization: Financial Services Job Description: The purpose of this job is: To deliver on area/ local strategy for the Small Ticket secured Business 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. 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 Small Ticket Secured Business 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 Small Ticket Secured business... 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 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) Investing & Financing Unit Workforce Number (Max 254 Characters) Business Development of lending products Function Workforce Number (Max 254 Characters) Expected to sell the retail products like PL/BL/STLS/STUL/THE Department Workforce Number (Max 254 Characters) Sales of Retail loans PL/BL/STSL/STUL/THE Other Quantitative and Important Parameters for the job: Budgets/ Volumes/No. of Products/Geography/ Markets/ Customers or any other parameter Managing a team of Sales force of PL/BL/STSL/STUL/THE 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 ((Max 3+75 Characters) Organizational Context Key Aspects: As the debt arm of Aditya Birla Capital (ABC), Aditya Birla Finance Limited (ABFL) offers specialized lending and financing solutions in the areas of Capital Markets, Corporate/ Trade Finance, Commercial Real Estate and Mortgages. Currently ranked within the top 25 NBFCs of India, ABFL has made significant progress and the Companys balance sheet at INR 15,000 Cr plus exceeds that of several mid-sized Banks and NBFCs. The company has a well-defined vision of being one of the most reputed and material financiers within the lending space spread across Retail HNI and corporate clientele. It has made significant investments in process and system infrastructure towards preparing for the next level of growth and are one of the only financial entities certified for ISO +001:2008 across all business processes. Spread across 18 cities, it plans on further diversifying its risk and revenue mix through expansion into new geographies and new product segments allowing customers a one-window shop for all their financing needs. Having focused traditionally on secured lending verticals and built a strong balance sheet on the same, ABFL has ventured into Small Ticket Secured Business segment in order to effectively capitalize on its financial base with carefully managed exposures in this higher yield and profit segment. Job Context Key Aspects: The Small Ticket Secured Business segment products line caters to funding short term and medium term working capital needs of Small Businesses and individuals, via a suite of customized short and long tenured products, without any security/ collateral. Offerings comprise Small Ticket Secured loans to salaried individuals/ self-employed individuals/ non-individual entities, with end use of funds (Medical emergency, Marriage, 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) Given the Small Ticket Secured 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. Lending in the Small Ticket Secured segment takes 2 forms Personal Loans and Business Loans, both of which leverage the ABG ecosystem and channel partners for the major share of business. 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 Area Sales Manager Small Ticket Secured Business is responsible for operationalizing business transactions and liaises with DSAs and/ or end customers in his/her zone to maximize disbursals, profit, growth & customer service objectives. Key Challenges To deliver on operational plan in the assigned coverage area in a differentiated manner considering local factors, channel dynamics and consumer preferences, that can withstand competitive pressures on the ground To 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 payouts 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 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 Enabling Skill Sets & Qualifications Critical skill sets required to meet these challenges include execution excellence, business & commercial acumen, sound product understanding, excellent communication and influencing skills. Education & experience required to fulfil this profile are a postgraduate with minimum 8 - 10 yrs of total sales experience of which at least recent 4-5 yrs experience should be in Small Ticket Secured lending. 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)- Maximum 10 KRAs can be updated Key Result Areas ( Max 1325 Characters) Supporting Actions ( Max 1325 Characters) 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 Small Ticket Secured 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 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 ZSM as well as down the line 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 Small Ticket Secured 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 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 ZSM as well as down the line 5) Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report) Sales Managers Small Ticket Secured Business ( if any) Responsible for building the book size for own area of coverage and developing the Small Ticket Secured segment 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 Area Sales Manager and Zonal Head, and operationalize end to end Small Ticket Secured lending transactions with superior product delivery while ensuring credit quality of new acquisitions Qualifications: Bachelor of Statistics Minimum Experience Level: 5-12 Years Report to: Senior Manager