General Sales Manager Dual F&I

About the Role

General Sales Manager / Finance & Insurance (F&I) Manager

Position Summary

The General Sales Manager (GSM) / F&I Manager is responsible for overseeing all sales operations while also managing the dealership's Finance & Insurance department. This dual-role position ensures maximum sales performance, profitability, customer satisfaction, lender compliance, and efficient deal structure from initial customer contact through vehicle delivery.

The ideal candidate possesses strong leadership skills, extensive automotive sales and finance experience, deep knowledge of lender programs, and the ability to drive both front-end and back-end gross profit while maintaining compliance with all federal, state, and dealership regulations.

Essential Duties and Responsibilities

General Sales Manager Responsibilities

• Lead, coach, and develop the sales team to achieve monthly, quarterly, and annual sales objectives.
• Recruit, train, and mentor sales consultants and sales managers.
• Monitor daily sales activities, appointments, inventory presentation, and customer follow-up processes.
• Establish and execute sales strategies to maximize vehicle sales, market share, and profitability.
• Conduct daily sales meetings and performance reviews.
• Manage inventory levels, pricing strategies, aging units, and vehicle merchandising.
• Work closely with marketing initiatives to generate qualified leads and showroom traffic.
• Review deals for profitability and structure before final approval.
• Ensure adherence to dealership policies and customer service standards.
• Monitor CRM usage and accountability for lead management.
• Analyze sales reports, KPIs, and financial performance metrics.

F&I Manager Responsibilities

• Present finance and insurance products to customers in a professional and compliant manner.
• Secure financing through approved lender relationships.
• Structure and submit deals for lender approval while maximizing funding efficiency.
• Prepare and finalize all retail installment contracts, lease agreements, and related documentation.
• Present and sell F&I products, including:
• Vehicle Service Contracts
• GAP Protection
• Tire & Wheel Protection
• Key Replacement Programs
• Maintenance Plans
• Credit Life and Disability Products (where applicable)
• Ensure compliance with:
• Truth in Lending Act (TILA)
• FTC regulations
• State motor vehicle laws
• Privacy regulations
• Lender guidelines
• Maintain high customer satisfaction during the delivery process.
• Coordinate funding and documentation with lenders and title clerks.
• Monitor product penetration and finance reserve performance.

Leadership Responsibilities

• Set clear performance expectations and accountability measures.
• Foster a positive, customer-focused sales culture.
• Resolve customer escalations and complex sales situations.
• Collaborate with executive management to achieve dealership goals.
• Promote teamwork between sales, service, parts, and administrative departments.

Key Performance Indicators (KPIs)

Sales Department

• New and used vehicle units sold
• Gross profit per unit
• Closing percentage
• Lead conversion rate
• Inventory turn rate
• Customer satisfaction scores

Finance Department

• Finance penetration percentage
• Product penetration percentage
• Average back-end gross profit per retail unit
• Lender approval rate
• Contract-in-transit performance
• Funding turnaround time
• Compliance audit results

Qualifications

Required

• 5+ years automotive retail sales experience.
• 3+ years management experience in sales and/or F&I.
• Proven record of sales growth and profitability.
• Strong understanding of automotive financing and lender programs.
• Knowledge of dealership management systems (DMS) and CRM platforms.
• Valid driver's license and insurable driving record.

Preferred

• Experience managing both Sales and F&I departments.
• RV, marine, powersports, or automotive dealership experience.
• AppOne and/or Dealertrack proficiency.
• F&I certification or related industry training.

Required Skills

• Leadership and team development
• Negotiation and closing expertise
• Financial analysis and deal structuring
• Compliance and regulatory knowledge
• Inventory management
• Customer relationship management
• Problem-solving and conflict resolution
• Strong verbal and written communication
• Organizational and time management skills

Compensation Structure

• Base Salary
• Sales Department Performance Bonus
• Front-End Gross Profit Incentive
• Back-End Gross Profit Incentive
• F&I Product Penetration Bonus
• Manufacturer or OEM Incentives (if applicable)
• Benefits Package

Reporting Relationship

Reports To: General Manager / Dealer Principal

Supervises: Sales Managers, Sales Consultants, Business Development Representatives, and F&I personnel (if applicable).

Position Objective

To maximize dealership profitability by effectively leading the sales team, increasing vehicle sales volume, optimizing finance and insurance performance, ensuring compliance, and delivering an exceptional customer experience throughout the entire purchase process.