Spotlight on job of new car sales manager
Most new car sales managers have had ample experience selling cars at the retail level.
This column is part of an ongoing series in which I highlight different positions within the dealership to educate readers on the many career opportunities, in accounting, fixed operations, human resources, detailing, business development and digital marketing.
This week I will focus on the new car sales manager — in this case, Michael Robertson, a 30-year veteran of the retail auto industry who has been a new car sales manager at my Toyota dealership for three years.
Like many sales managers, Michael is a self-professed “car guy” who started in automotive sales and eventually worked his way into various management positions, including finance and insurance manager, lease renewal manager and new car manager.
Most new car sales managers have had ample experience selling cars at the retail level. This gives them a unique perspective in understanding customers’ needs and working with people of all ages and backgrounds.
As a new car sales manager, Michael is involved in all aspects of the car buying process, and he makes a point of meeting all of our customers in person, welcoming them to our store and, later, congratulating them on their purchase.
This personalized service is something Michael feels strongly about. It is part of building relationships with all of our customers.
Michael’s day-to-day roles fall into three areas: managing the sales team, managing new car inventory and customer service. Each area requires specialized skills in order to meet dealership objectives.
In managing our sales team, Michael is responsible for hiring, training, motivating and monitoring the performance of his team. Managing people requires specific skills and experience, as no two individuals are alike.
Salespeople need to learn about new models, financial incentives and marketing initiatives, and Michael conveys this information to his team through sales meetings, ongoing communication and arranging training seminars. Michael understands that a fully trained and motivated sales team is better able to meet, and exceed, customers’ expectations. After all, we are in the people business!
New car sales managers also communicate with other managers (general sales, fixed operations and used-car managers), manufacturers (when ordering new vehicles) and other dealerships when conducting dealer trades.
The second part of Michael’s role involves managing the flow of new vehicles in and out of the dealership. He must know how many (and when) vehicles are arriving from our manufacturer, and be able to forecast how many vehicles are expected to sell each month. This is part skill, part instinct.
A new car sales manager ensures that all vehicles on the lot and inside the showroom are accounted for and safeguarded at all times. Vehicles must be clean and in good condition, with maximum curb appeal. Customers expect to see clean, professionally displayed automobiles.
Another job requirement that falls under “inventory” is marketing. New car sales managers establish budgets for advertising and marketing, and they must use their budgets wisely to connect with today’s savvy car buyers.
The third part of a new car sales manager’s role is aiding customers at any point in the sales process — during the negotiations, at the time of delivery or after the sale.
He ensures that the flow from purchase to delivery happens in a timely manner and without mistakes, so the guest has a perfect, or close to it, delivery experience, as that last impression sticks with the guest forever. This means working with the service and parts departments to ensure that the vehicle moves through the “get ready” process as efficiently as possible.
Although all three areas of responsibility for a new car sales manager are important, they all revolve around meeting customers and addressing their transportation needs. According to Michael, his job is really all about providing an optimum buying experience for our valued customers. This column represents the views and values of the TADA. Write to president@tada.ca or go to tada.ca.
Susan Gubasta is president of the Trillium Automobile Dealers Association and is president/CEO of Mississauga Toyota. For information about automotive trends and careers, visit carsandjobs.com.