General Sales Manager

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.

• 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

• 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