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UpMan Placements Private Limited
Branch Manager - Direct
UpMan Placements Private Limited · posted 4 months ago
Indiainsurance
About the role
Branch Manager – Direct Sales
Basic Details
Business: Health Insurance
Unit: Aditya Birla Health Insurance Company Ltd
Location: Bangalore
Poornata Position Number: 151867
Reports to: Poornata Position Number: 00129612
Poornata Position Title: Branch Manager – Direct Sales
Reports to: Poornata Position Title: Area Manager – Direct Channel
Function: Sales
Reports to: Function: Sales
Department: Sales – Online
Reports to: Department: Sales
Designation of the Employee: Branch Manager – Direct Sales
Designation of the Manager: Area Manager – Direct Channel
Date of writing/updation of JD:
1) Job Purpose
The purpose of the job is to develop and ensure execution of the sales distribution strategy for the allotted channel, ensure achievement of the given sales targets by ensuring that the team capacity is fulfilled and the team is adequately trained and hand-held to ensure achievement of desired productivity.
2) Dimensions
Team Size
| Particulars | FY 18 | FY 19 | FY 20 |
|---|---|---|---|
| Direct | 12 | 12 | 15 |
Topline (GWP)
| Metric | Units | FY18B | FY19 | FY20 |
|---|---|---|---|---|
| GWP | Rs Cr | 20 | 38 | 45 |
Business Ratios
| Measure | FY18B | FY19 | FY20 |
|---|---|---|---|
| Claims Ratio | 14% | 17% | 17% |
| Expense Ratio | 108% | 47% | 28% |
FLS Productivity
| Channel | FY 18 | FY 19 | FY 20 |
|---|---|---|---|
| Direct | 1.5 | 1.65 | 1.8 |
Market Share
| FY | Share |
|---|---|
| FY18 | 1.3% |
| FY19 | 3.2% |
| FY20 | 6.4% |
3) Job Context & Major Challenges
About the Health Insurance Industry:
While the current market sees more than 15 non-life players in the private space and 5 exclusive private players in the health insurance space trying to capture a sizable market share, the nationalized service provider (6) remains a strong competitor. In addition to this the business dynamics are such that the overall market on an annual basis which is to the tune of roughly 10,000 Crs sees close to 85 % of the business renewing with the existing service provider itself. This narrows down the opportunity of the fresh business actually being seriously fought in the market to approximately 1500 odd Crs. With the SME and the start-ups being the driving force of Indian economy, the opportunity to cater to these segments is immense and is increasing manifold year on year. The challenge here therefore remains as to how we capture a larger share of the opportunity by developing specific solutions to cater each segment of the business. Also by creating an inexpensive and standardized solution to increase the reach into the pockets of channel partners across the country to harness on their captive business and explore new opportunities with them.
Market Opportunities:
With the advent of medical advancements, lifestyle changes, change in Indian socio-economic scenario and Indian healthcare space, and the insurers are facing challenges to cater to the needs of this diverse clientele. Increasingly Indian customers have started considering health insurance partners as extensions of health advisers. In this scenario it becomes extremely important to understand their psyche and then provide tailored solutions with wellness benefits which would help them meet their end objectives and bring in profitable revenue source for the company.
About the Aditya Birla Health Insurance:
Aditya Birla Health Insurance Co. Limited (ABHICL) was incorporated in 2015 as a 51:49 joint venture between Aditya Birla Capital Limited (ABCL) and MMI Strategic Investments (Pty) Ltd. ABHICL commenced its operations in October 2016. ABHICL has entered the competitive health insurance market with an aim to expand the category to wider customer segments, beyond the ones that health insurance companies traditionally have marketed to. As the 6th entrant in a category with well-established players, ABHICL is creating differentiation and equity for itself through the unique business proposition of “Health Insurance for All”, a one of a kind proposition in India at the moment. This is a philosophy that is being built through every single consumer touch point and into every single backend process of the company to ensure a customer’s experience of our proposition is continuous and seamless.
ABHI’s unique offering to market includes proposition includes:
- A Comprehensive Incentivized Wellness Program that will attract the young and health conscious and will motivate, guide and reward them to stay healthy.
- A Chronic Care Management Program to cater to the unmet needs of a growing Indian population of those suffering from chronic lifestyle conditions like Diabetes, Asthma, High Cholesterol and Hypertension from Day 1.
ABHICL serves as an enabler and influencer of health and healthcare choices that customers make, in addition to being a payer of healthcare expenses. Thus, ABHICL would act like a much needed catalyst to grow the prevalent health insurance landscape in India through product innovations and a wider choice of consumer relevant products. ABHICL’s vision has always been digital. The company has been successful in adopting paper-less approach right from identifying to on-boarding to delivering seamless experience of its customers & employees.
Key Challenges for the role:
- With a new company – and lower product awareness – there is minimal base to receive references from and therefore number of in-house leads generated is much lesser.
- Competition with 5 existing SAHI companies and also with all other 53 insurance players, because RFB is marketed by all insurance companies (including non SAHI).
- Leads are expensive and therefore it is extremely important to maintain a high lead conversion ratio. It is also therefore also important to develop alternate sources of lead generation to optimize cost.
- The natural market is limited and team-members tend to find it extremely difficult to generate sales after exhausting natural market – leading to high attrition.
- Manage attrition and ensure higher vintage via upskilling and proper career planning.
- Upskill the recruited workforce and enable them to do concept selling as against hitherto habit of price based selling.
- Soft Insurance Market: Considering the soft insurance market in India, offering solutions to price-sensitive clients may turn risky. Such clients may negotiate hard on the unique solution offered which eats away the cost profitability and may opt to place the business with other provider/s. It is extremely important to design and customize the right solution for the right set of clients catering to multiple income segments.
4) Key Result Areas
| Key Result Areas | Supporting Actions |
|---|---|
| Planning & developing monthly, quarterly & annual business plans & accordingly fixing the business strategy for specified region/s | Developing of the monthly, quarterly & annual business plans & identification of short & long term focus areas. |
| Ensure timely communication and discussion on targets assigned. | |
| Conduct periodic review of the plans to identify gaps and incorporate changes due to prevalent market conditions/business performance. | |
| Identify business opportunities through market intelligence & penetrate in underdeveloped market to enhance distribution reach and profitability for the channel | Understand market dynamics and offering of other providers. |
| Gain market intelligence. | |
| Put in place strategies to tap market potential. | |
| Ensure recruitment of advisors in the areas having unexploited potential. | |
| Plan to build brand awareness for future businesses. | |
| Drive & deliver sales and profitability targets of the region to capture market share and deeper brand penetration. | Plan people capacity for the region to meet the Topline targets. |
| Focus on creating pipeline of leads to increase number of touchpoints and therefore secure deeper market penetration. | |
| Capture client visit to identify conversion ratio and publish the same along with incentives. | |
| Conduct daily huddles leading to knowledge sharing and increased engagement. | |
| Conduct periodic reviews and take corrective action where necessary. | |
| Ensure tight control on cost aspects to drive better profitability | Ensure high levels of quality in business sourced. |
| Put in place proactive checks and balances to enhance the quality of business. | |
| Conduct periodic reviews and audits. | |
| Take corrective actions as and when any malpractice/market conduct issues are found. | |
| Monitor & take necessary corrective action to ensure high levels of persistency | Designing & Management of Sales Collaterals. |
| Ensure uniform understanding & communication of Sales Progression across the team. | |
| Plan and schedule periodic Training programs for self and team development. | |
| Ensure continuous on the job training and facilitate skill enhancement of team members. | |
| Identify and develop a team of sales professionals for the Channel. | |
| Recruit best talent from surrounding markets. | |
| Coach and Develop team members. | |
| Build People capability. |
5) Job Purpose of Direct Reports
FLS: To convert leads of potential customers through frequent meets and periodic follow-ups and ensure achievement of the given sales targets.
6) Relationships
Relationship Type:
- Internal: Daily - MIS, Reporting, Sales coordination, Claim issuance, service concern
- External: Daily - Sales Coordination, Channel management, New source identification
7) Organizational Relationships
Provide the structure for a level above and below the position for which this job description is written. Use position titles in the structured and indicate all the reports of the position.
SIGN-OFF
Job Holder: Arvind Prabhu D
Reports to – Manager: Namita Jaya Shetty
Signature (needed for the hard copy):