Role Overview
The General Sales Manager is responsible for leading and driving the performance of the Sales Department, delivering profitable growth through new and used vehicle sales, finance & insurance penetration, customer satisfaction, and team development. You will set the sales strategy, manage departmental KPIs, and ensure compliance with manufacturer and FCA standards.
Key Responsibilities
* Sales Performance & Strategy
o Lead, motivate, and manage the New and Used Car Sales teams to exceed volume, margin, and KPI targets
o Develop and implement sales strategies aligned with manufacturer objectives and dealership goals
o Maximise profitability through effective stock management, pricing strategies, and deal structure
o Monitor and analyse sales performance, forecasting accurately and taking corrective action where required
* Finance, Insurance & Compliance
o Drive F&I performance, ensuring strong penetration and product compliance
o Ensure full adherence to FCA regulations, Treating Customers Fairly (TCF), and dealership compliance standards
o Support and coach Sales Managers and Transaction Managers on compliant deal structuring
* Team Leadership & Development
o Recruit, train, and develop high-performing sales teams
o Conduct regular performance reviews, coaching sessions, and one-to-ones
o Build a positive, professional sales culture focused on customer experience and results
* Customer Experience
o Ensure exceptional customer satisfaction across the sales journey
o Handle escalated customer issues professionally and efficiently
o Maintain strong CSI and online review performance
* Operational Management
o Oversee sales administration processes to ensure accuracy and efficiency
o Work closely with Aftersales and Marketing to maximise cross-departmental opportunities
o Ensure showroom standards and brand presentation meet manufacturer requirements
Skills & Experience Required
* Proven experience in a General Sales Manager or Senior Sales Manager role within automotive retail
* Strong leadership and people management skills
* Excellent understanding of finance, insurance, and FCA compliance
* Commercially astute with strong analytical and forecasting ability
* Results-driven with a hands-on management style
* Excellent communication and stakeholder management skills
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