Head of Boutiques Sales H/F
$130k - $160k per yearPeninsula Ford Lincoln
Peninsula Ford Lincoln is seeking a Sales Manager to join our Owen Sound team! As a leader of the sales team, the Sales Manager is the driving force behind the dealership’s overall sales performance across both new and pre-owned vehicle operations. This role is responsible for developing and motivating a high-performing sales team, executing consistent sales processes, and delivering an exceptional guest experience.
The Sales Manager will work closely with the General Manager to achieve monthly and annual sales targets, maximize gross profit, and ensure strong inventory management across both new and used vehicle departments. This role requires a hands-on leader who is process-driven, performance-focused, and committed to continuous improvement.
This position involves managing both new and used vehicle operations, working directly with the sales team on deals and customer interactions, and leading a high performance, process-driven environment. Evening and weekend shifts will be required to support business needs.
Base salary plus commission and bonus structured pay plan, on target earnings of $130,000 - $160,000 per year.
Established in 1922, Leggat Auto Group is a family-owned business with 12 dealerships across Southern Ontario. With over a century of experience, we are committed to providing exceptional automotive experiences to our community. Whether you're looking for your perfect vehicle, service, repairs, or parts, our team of over 600 dedicated employees is here to help you find solutions. At Leggat Auto Group, we value teamwork, passion, and ingenuity, and we are committed to providing a supportive and motivating environment for our employees to grow their careers.
Customer Satisfaction
Ensure all guests receive a consistent, professional, and high-quality experience.
Address and resolve customer concerns promptly and effectively.
Implement and reinforce processes that improve customer satisfaction.
Train and coach the sales team to deliver a best-in-class guest experience.
Sales Volume & Process Execution
- Forecast and achieve monthly and annual sales targets in collaboration with the General Manager.
- Work directly with the sales team to drive performance with both new and existing customers.
- Ensure strict adherence to dealership sales processes and CRM usage (DealerSocket).
~ Manage and monitor the e-lead process:
- All responses include personalized video communication
- Conduct daily deal reviews and support the team in closing opportunities.
Achieve monthly unit targets (new and used combined)
- 100% CRM usage and activity compliance
- Inventory Management (New & Used)
Maintain an effective and balanced inventory mix to meet customer demand.
Manage used vehicle acquisition through trades, auctions, and other sources.
Monitor inventory daily, ensuring lot presentation is clean, professional, and market-ready.
Live to market within 72 hours
Inventory turn and supply aligned with market demand
Manage pricing strategies to balance competitiveness and profitability.
Review deals and coach the team on maximizing front-end gross.
Maintain or exceed monthly front-end gross targets
Improve gross per unit (GPU) through coaching and deal structure
Recruit, train, and mentor a high-performing sales team.
Conduct daily, weekly, and monthly sales meetings with clear expectations.
Hold the team accountable to performance standards and activity levels.
Sales team performance vs targets
Retention and development of sales staff
Consistent execution of sales process across the team
Marketing & Lead Management
Work with the marketing team to support promotions and advertising campaigns.
Ensure all digital leads are handled effectively and consistently.
Monitor online presence, pricing, and competitiveness of inventory.
Performance Expectations
This is a performance-driven leadership role with clear expectations:
Sales Volume: Achieve or exceed monthly new and used vehicle targets
Maintain strong front-end gross and improve GPU performance
Inventory Management:
Used inventory aging under 60 days
Lead Management:
100% video usage on digital responses
Customer Satisfaction: Process Compliance: Full CRM usage and adherence to dealership sales process
This role is ideal for a leader who takes ownership of results, drives accountability, and consistently delivers performance.
Minimum 3 years automotive sales management experience
Experience in both new and used vehicle operations is an asset
Excellent communication and coaching skills
Strong understanding of inventory management and pricing strategies
Proficient in DMS and CRM systems (PBS and DealerSocket preferred)
Strong work ethic with a focus on continuous improvement
Ability to thrive in a fast-paced, performance-based environment
Why Work for Leggat Auto Group:
Career Growth Potential with 12 Dealerships and 600 Employees strong
Drug, Dental and Extended Health Benefits
Travel, Life Insurance and AD&D
LifeWorks Employee Assistance Program (EAP)
Goodlife Membership Discounted Corporate Rate
Leggat Care Foundation, we support the communities in which we live and work
We represent 80% of the Car Manufacturer Brands
We welcome and encourage applications from persons with disabilities. Accommodations are available upon request for candidates taking part in any aspect of the selection process.
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