What is DSA? As the term mentions, a Direct Selling Agent is hired by a bank or an NBFC to represent them. Their main role is to find potential customers, look out for many banking facilities like account opening and loan requirements. After finding a potential customer, they guide them with many features of the banking products, making it easy for the customers to take the final decision. So, Direct Selling Agents connect the borrowers with the lender. They also take care of all the eligibility and financial documentation required for the loan application. DSAs ensure the paperwork is in order and assist in the verification along with due diligence for the banks.