General Sales Manager at BMW of Barrington

BMW of Barrington is seeking an experienced and driven General Sales Manager to lead a high-performing sales operation in a premium BMW retail environment. This role is ideal for a hands-on sales leader who understands how to deliver strong financial results while protecting the elevated, customer-first experience expected from the BMW brand. The General Sales Manager will lead by example across the showroom, desk, and digital channels—engaging customers, coaching managers, closing deals, and setting the standard for a confident, knowledgeable, seamless, and performance-driven sales experience.

This leader will oversee a management structure built around three core areas of the sales operation:

• The Desk: Deal structure, approvals, and gross management
• The Floor: Showroom operations, team development, and customer experience
• The Screen: Digital channels, AI-assisted engagement, connected retail, and remote deal-building

The General Sales Manager will coach, develop, and hold each manager accountable while ensuring that every customer interaction reflects BMW’s premium standard: precise, transparent, personal, and memorable. This is a highly visible leadership role for someone who is comfortable stepping into deals, supporting the team, resolving challenges, and creating a culture of accountability, professionalism, and continuous improvement.

For the right candidate, this position offers a clear path for continued career growth. High-performing General Sales Managers have access to GM in Training opportunities and long-term advancement within our growing dealership group.

Lead from the Front

• →Maintain a visible leadership presence across the showroom, desk, and digital channels.
• →Set the pace for the team by working alongside managers and sales professionals to support performance and accountability.
• →Model effective objection handling, deal structure, and closing practices while reinforcing BMW’s reputation for performance, trust, and customer passion.

Variable Operations Leadership

• →Own the sales department's financial performance: gross profit, volume, expense control, and net contribution.
• →Partner with the General Manager to establish and refine processes that drive results.
• →Establish monthly, weekly, and daily objectives; track progress, identify opportunities, and execute corrective action as needed.

Leadership of the Management Team

• →Recruit, develop, and hold accountable the Desk Manager, Floor Manager, and Digital Sales Manager.
• →Ensure each manager operates with full authority in their domain, and that no domain overrides another without cause.
• →Reinforce a clear authority structure across digital and showroom transactions to protect customer trust and operational consistency.
• →Ensure digital retailing and AI-supported tools are used effectively to support timely follow-up, lead engagement, and smooth handoffs.
• →Eliminate friction between digital and showroom lanes. The customer journey must feel connected, consistent, and effortless from first click to final delivery.

Deal Flow and Gross Management

• →Review deal activity daily to understand gross performance, identify opportunities, and address profit leakage.
• →Support turn-over activity and personally assist in closing deals when needed.
• →Ensure F&I integration is smooth and that PVR is maximized without compromising trust.

Team Development and Talent Pipeline

• →Build a strong internal talent pipeline by identifying and developing future leaders from within the sales organization.
• →Conduct regular one-on-one meetings with the management team to set expectations, provide coaching, and remove obstacles.
• →Support recruiting for sales and management positions, with a focus on hiring team members who fit the dealership’s performance and customer experience model.

Customer Experience and CSI Accountability

• →Set the standard for how customers are treated, digital or in person, with a BMW-level experience that is attentive, knowledgeable, transparent, efficient, and emotionally engaging.
• →Handle escalated customer concerns professionally and decisively, ensuring timely resolution and a positive ownership experience.
• →Ensure the delivery experience matches or exceeds the sales experience, including a premium handoff, thoughtful vehicle presentation, technology orientation, and clear ownership introduction.

Operational Execution

• →Oversee daily operations, inventory presentation, and compliance with company processes.
• →Coordinate with marketing on campaigns, events, and inventory merchandising.
• →Partner with Service and Parts leadership on service-to-sales handoffs and customer retention.

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You will be measured on:

• Gross Profit (Front, Back, Total)
• Unit Volume (New, Used, Total)
• Used Acquisition (Trade %, Street purchases, etc.)
• CSI and Customer Experience Scores
• Conversion Rates (Lead-to-Sale, Appointment-to-Show, Walk-to-Deal)
• Digital Deal Penetration (percentage of deals originated and committed digitally)
• Employee Retention and Development (Turnover, Promotions, Bench Strength)

The General Sales Manager will use Tekion, VinSolutions CRM, and equity mining tools to support disciplined follow-up, performance tracking, and data-informed decision-making.

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Experience

• Proven success as a General Sales Manager or high-performing Sales Manager, preferably with BMW, another performance luxury brand, or a premium customer-experience environment.
• Demonstrated ability to work deals, lead teams, and consistently achieve sales, gross, and customer experience objectives.
• Experience with modern DMS platforms (Tekion preferred) and CRM systems.
• Track record of developing people, building teams, and creating advancement opportunities from within.

Skills

• Strong deal-structuring instincts with the ability to coach managers and sales professionals through complex transactions.
• Leadership style that balances accountability, coaching, and professional development.
• Comfortable with digital retailing, AI-supported tools, CRM discipline, and data-informed decision-making.
• Excellent communication skills with customers, employees, peers, and ownership, with the presence, product confidence, and professionalism to represent BMW’s premium performance brand.

Mindset

• Committed to transparent, customer-focused selling and a BMW-caliber experience that earns long-term loyalty.
• Values responsiveness, follow-through, and efficient execution from first contact through delivery.
• Takes ownership of results and leads with accountability, professionalism, and urgency.
• Comfortable leading change, reinforcing process discipline, and elevating team standards.
• Motivated by continued growth, with interest in long-term advancement toward General Manager.

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• Valid driver’s license and an acceptable driving record.
• Ability to work evenings, weekends, and dealership hours as business needs require.

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