General Sales Manager | BMW of Barrington

Position Overview

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.

Key Responsibilities

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.

Metrics and Accountability

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.

Qualifications

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.

Other Requirements

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

Benefits

• Competitive compensation package with base salary and performance-based bonuses tied to gross, volume, and customer experience results.
• BMW Brand Environment: Lead in a premium performance dealership where driving excitement, innovation, presentation, and professionalism shape every customer touchpoint.
• Comprehensive benefits package, including health, dental, vision, 401(k) with company match, and paid time off.
• Career growth opportunities across 13 local Illinois dealerships and 31 dealerships across the group, including access to GM in Training opportunities for proven leaders.
• Employee Discounts: Vehicle purchases, parts, and service.
• Modern retail tools and technology, including Tekion and digital sales platforms.
• Ongoing training and development in leadership, deal structure, customer experience, and emerging retail technology.

$200,000 - $300,000 a year

Salary based on performance and experience. No cap on commissions.