General Sales Manager

General Sales Manager

Reports to:

Head of Business / Dealer Principal

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
Lead, motivate, and manage the New and Used Car Sales teams to exceed volume, margin, and KPI targets
Develop and implement sales strategies aligned with manufacturer objectives and dealership goals
Maximise profitability through effective stock management, pricing strategies, and deal structure
Monitor and analyse sales performance, forecasting accurately and taking corrective action where required
Finance, Insurance & Compliance
Drive F&I performance, ensuring strong penetration and product compliance
Ensure full adherence to FCA regulations, Treating Customers Fairly (TCF), and dealership compliance standards
Support and coach Sales Managers and Transaction Managers on compliant deal structuring
Team Leadership & Development
Recruit, train, and develop high-performing sales teams
Conduct regular performance reviews, coaching sessions, and one-to-ones
Build a positive, professional sales culture focused on customer experience and results
Customer Experience
Ensure exceptional customer satisfaction across the sales journey
Handle escalated customer issues professionally and efficiently
Maintain strong CSI and online review performance
Operational Management
Oversee sales administration processes to ensure accuracy and efficiency
Work closely with Aftersales and Marketing to maximise cross-departmental opportunities
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