Job Description – Retail Sales Manager
Position: Retail Sales Manager
Department: Sales & Marketing
Industry: Automotive / Retail
Role Overview: The Retail Sales Manager will be responsible for managing the entire E-T-B-R (Enquiry, Test Drive, Booking, Retail) process. The role requires driving sales performance, ensuring superior customer experience, and maximizing conversion ratios through process excellence, manpower productivity, and adoption of digital tools.
Key Responsibilities
Sales & Process Management
Manage the end-to-end sales process: Enquiry → Test Drive → Booking → Retail.
Plan and execute activations to generate quality enquiries.
Ensure accuracy, authenticity, and timeliness of booking and DMS (Dealer Management System) data.
Achieve retail sales targets, maintain VDN (Vehicle Delivery Note) vs. Retail ratio.
Plan monthly and N+1 sales forecasts and drive sales productivity.
Focus on process adherence to improve conversion ratio (CVR).
Manpower Productivity & Development
Identify training needs of sales manpower and ensure continuous skill enhancement.
Motivate, recognize, and retain sales manpower through effective rewards and incentives.
Ensure adherence to company sales story and customer engagement processes.
Digital Sales Enablement
Ensure adoption of digital tools such as Test Drive Anytime Anywhere (TDAA), Personal Voice Assistant (PVA), Bring Showroom Home (BSH), Virtual Reality (VR), and Tablets to maximize CVR.
Monitor adequacy and effectiveness of Digital Engagement Managers.
Dealer & Inventory Management
Ensure effective dealer working capital rotation.
Monitor stock ageing and drive timely liquidation of ageing inventory.
Ensure reduction of dealer market outstanding.
Drive sales forecasting and stock planning for upcoming months.
Customer Experience & Market Engagement
Ensure quality and adequate test drive experiences for customers from all enquiry sources.
Strengthen customer engagement through both physical and digital activations.
Execute innovative campaigns for enquiry generation and improved market penetration.
Qualifications & Skills Graduate/MBA with specialization in Sales & Marketing (preferred).
5–10 years of experience in automotive retail sales.
Strong knowledge of DMS, digital sales tools, and automotive sales processes.
Proven ability to achieve sales targets and manage dealer operations.
Excellent leadership, communication, and people management skills.
Strong analytical and forecasting ability.
Key Competencies Result-oriented with a focus on sales conversions.
Strong digital adoption mindset.
Ability to manage dealer relationships effectively.
Team leadership & motivational skills.
Customer-first approach.
