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C.A. Russell Ford is looking for an experienced, motivated, and results-driven New Car Sales Manager to lead our New Vehicle Sales Department.

We are looking for more than someone who can simply manage the sales floor. We want a leader, motivator, marketer, and customer-experience champion who knows how to build a successful sales team, drive traffic, increase volume, maintain profitability, and create customers for life.

• Lead, motivate, coach, and hold the new car sales team accountable for performance.
• Establish daily, weekly, and monthly sales goals and actively manage the team toward achieving them.
• Work deals effectively while maintaining both customer satisfaction and dealership profitability.
• Monitor closing ratios, lead response, appointments, showroom traffic, demonstrations, and sold performance.
• Recruit, train, develop, and retain high-performing sales professionals.
• Conduct regular sales meetings and ongoing product and process training.
• Maintain strong knowledge of Ford vehicles, incentives, programs, inventory, and competitive products.
• Work closely with Finance, BDC, Service, Parts, Marketing, and dealership leadership to create a seamless customer experience.

• Must have a proven ability to achieve and maintain excellent CSI (Customer Satisfaction Index) scores.
• Create a customer-first culture throughout the sales department.
• Ensure customers receive consistent communication before, during, and after the sale.
• Personally address customer concerns when necessary and work quickly toward positive resolutions.
• Coach salespeople on proper follow-up, delivery procedures, survey expectations, and relationship building.
• Understand that every sale should lead to repeat business, referrals, and a long-term relationship with C.A. Russell Ford.

• Must possess strong marketing skills and understand that today’s Sales Manager plays an active role in generating business—not simply waiting for customers to walk through the door.
• Work closely with our marketing and BDC teams to develop promotions, campaigns, sales events, and strategies that generate traffic and leads.
• Be comfortable participating in and helping create engaging social media and video content.
• Recognize opportunities to market specific vehicles, inventory, Ford programs, dealership services, and special events.
• Understand digital retailing, internet leads, social media marketing, CRM follow-up, online reputation, and modern automotive shopping trends.
• Encourage the sales team to build their individual brands and actively prospect for new business.
• Develop creative ideas to increase dealership visibility throughout Anniston and surrounding communities.

• Monitor new vehicle inventory, aging, turn rate, market demand, and pricing.
• Ensure inventory is properly merchandised online and on the dealership lot.
• Identify vehicles that require additional marketing or sales focus.
• Assist with ordering and inventory planning based on market demand and dealership objectives.
• Maintain an attractive, organized, and customer-ready sales lot and showroom.

• Automotive sales management experience, preferably in a franchised dealership environment.
• A strong and proven CSI track record.
• Excellent leadership, coaching, communication, and people‑management skills.
• Strong closing and deal‑structuring abilities.
• Excellent marketing, social media, and business‑development instincts.
• Experience working with CRM systems and internet leads.
• Strong organizational and time‑management skills.
• The ability to analyze sales reports, inventory, trends, and performance metrics.
• A positive, professional attitude and the ability to lead by example.
• High standards for accountability, integrity, follow‑up, and customer service.
• The ability to create energy and excitement within the sales department.
• A team‑first mentality and willingness to work across departments to accomplish dealership‑wide goals.

Our New Car Sales Manager should be visible, involved, energetic, and engaged.

We want someone who understands that great sales management means knowing the numbers, knowing the inventory, knowing the customers, knowing the market, and—most importantly—knowing how to lead people.

This individual should constantly be looking for ways to:

• Sell more vehicles.
• Increase gross profit.
• Improve CSI.
• Generate more traffic.
• Strengthen our marketing.
• Develop our salespeople.
• Create repeat and referral business.
• Build the C.A. Russell Ford brand.

At C.A. Russell Ford, our goal is not simply to sell someone a vehicle. We want to provide an experience that makes customers want to return and recommend us to their family and friends.

C.A. Russell Ford