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 complete E-T-B-R (Enquiry, Test Drive, Booking, Retail) cycle to achieve sales targets, improve conversion ratios, and drive customer satisfaction. The role involves managing manpower productivity, ensuring dealer profitability, and adopting digital sales tools to enhance customer engagement and efficiency.
Key Responsibilities
Sales & Process Management
Manage the Enquiry → Test Drive → Booking → Retail (E-T-B-R) sales process effectively.
Plan and execute activations to generate high-quality enquiries.
Ensure accuracy, authenticity, and timeliness of booking data.
Achieve sales targets and maintain a healthy VDN (Vehicle Delivery Note) vs. Retail ratio.
Track and ensure accuracy of DMS (Dealer Management System) data.
Plan and forecast monthly and N+1 month sales to ensure steady performance.
Focus on improving conversion ratios (CVR) through strong process adherence.
Manpower Productivity & Development
Identify training needs of sales staff and implement effective training programs.
Motivate, engage, and retain manpower through recognition, rewards, and incentives.
Ensure sales teams follow the Sales Story consistently.
Digital Adoption & Customer Engagement
Drive adoption of digital tools such as:
Test Drive Anytime Anywhere (TDAA)
Personal Voice Assistant (PVA)
Bring Showroom Home (BSH)
Virtual Reality (VR)
Tablets
Maximize conversion ratio through digital channels.
Ensure adequacy, quality, and productivity of Digital Engagement Managers.
Dealer & Inventory Management
Ensure effective dealer working capital rotation.
Reduce outstanding dealer market dues.
Monitor and liquidate ageing stock while maintaining N+1 forecasting accuracy.
Customer Experience & Activations
Ensure test drives are conducted in adequate numbers with superior quality.
Strengthen digital and on-ground customer engagement to maximize enquiries and conversions.
Execute innovative campaigns for enquiry generation and customer connect.
Qualifications & Skills
Graduate / MBA in Sales & Marketing (preferred).
5–10 years of experience in automotive retail sales.
Strong knowledge of sales processes, DMS systems, and digital tools.
Proven track record of achieving sales targets and improving CVR.
Excellent leadership, team management, and interpersonal skills.
Analytical mindset with strong planning and forecasting abilities.
Key Competencies Target-driven and result-oriented.
Strong digital transformation mindset.
Customer-first approach.
Team leadership and motivation skills.
Ability to manage dealer operations effectively.
