Senior Manager - Sales (L2)

The L2 Sales Manager is responsible for driving business growth through effective management of L1 sales managers and frontline sales teams across assigned channels. The role focuses on achieving revenue targets, recruitment and productivity of distributors, capability building, compliance adherence, and customer-centric sales execution.

Key Responsibilities

1. Business Strategy & Sales Achievement

• Drive new business premium (NBP), policy count, and persistency as per assigned targets.

• Translate annual and quarterly business plans into actionable sales strategies for the team.

• Monitor daily, weekly, and monthly sales performance against targets.

• Identify growth opportunities across products, geographies, and customer segments.

• Ensure achievement of multi-channel sales targets (Agency, Bancassurance, Direct, etc.).

2. Channel & Team Management

• Manage, guide, and coach L1 Sales Managers / Channel Managers.

• Ensure optimal span of control and workforce productivity.

• Drive advisor / RM / relationship officer productivity through structured interventions.

• Support channel partners and branches to maximize business potential.

• Ensure smooth coordination between sales, operations, and underwriting teams.

3. Recruitment, Onboarding & Capability Building

• Drive recruitment of quality agents, relationship managers, or distributors as per channel norms.

• Ensure timely onboarding, licensing, and activation of new hires.

• Conduct regular training, joint field work, and sales coaching.

• Identify skill gaps and implement learning initiatives focused on:

  • Need-based selling

  • Product knowledge

  • Closing skills

  • Compliance & ethics

4. Distributor / Partner Relationship Management

• Build and strengthen long-term relationships with:

  • Agency leaders

  • Bank branches & bank officials

  • Corporate / institutional partners

• Act as a key point of contact for resolving partner issues and escalations.

• Drive engagement programs, contests, and recognition initiatives.

• Ensure partner satisfaction and retention.

5. Customer Focus & Sales Quality

• Promote customer-first, need-based selling practices.

• Monitor sales quality indicators such as persistency, complaints, and cancellations.

• Support resolution of customer escalations in coordination with internal teams.

• Ensure adherence to IRDAI guidelines, company policies, and sales governance standards.

6. Operational & Compliance Oversight

• Ensure accurate and timely completion of:

  • Documentation

  • Login quality

  • Issuance and post-sale service requests

• Maintain strict compliance with regulatory and internal audit requirements.

• Review MIS, dashboards, and performance reports regularly.

• Ensure zero tolerance for misselling or unethical sales practices.

7. Market Intelligence & Reporting

• Track competitor activity, product trends, and market developments.

• Provide insights and feedback to senior management.

• Prepare regular reports on:

  • Business performance

  • Recruitment & productivity

  • Risk indicators and challenges

Key Skills & Competencies

Functional Skills

• Strong understanding of life insurance products (Protection, Savings, ULIP, Retirement)

• Knowledge of end-to-end sales lifecycle and channel operations

• Ability to interpret sales MIS and drive performance

Behavioral Competencies

• Leadership & people management

• Result orientation and execution excellence

• Stakeholder management

• High ethical standards and compliance mindset

• Problem-solving and decision-making ability