General Sales Manager

About the role

The General Sales Manager oversees the full sales operation within their assigned location. This role involves creating and executing sales strategies, managing a high-performing team, and ensuring all sales objectives are achieved.

Responsibilities

• Create and execute comprehensive sales strategies to meet revenue and profitability goals
• Analyze sales trends and data to identify areas for improvement and opportunities for growth
• Set and monitor clear performance goals for all sales roles
• Provide regular coaching, direction, and performance feedback to sales managers and team members
• Manage staffing levels to align with store traffic and turnover
• Oversee onboarding and cultural integration of new team members
• Support development and performance management of all team members
• Ensure consistent execution of the Ashley Proven Sales Process
• Lead prospecting and follow-up efforts to grow the customer base
• Ensure compliance and high standards across all sales activities
• Maintain active presence on the sales floor to coach in real-time (Position to Impact)
• Apply principles from FDE’s Leadership Toolkit
• Participate in leadership and vendor training, manager meetings, and development sessions
• Mentor future leaders including Sales Managers, Assistant Managers, and Trusted Advisors
• Lead daily huddles and coaching scrimmages to set the tone for the team
• Assign team opportunities and assist with guest interactions
• Guide team members in developing sales techniques and exceeding KPIs
• Achieve store-specific sales budgets by managing team execution and staffing-to-traffic ratios
• Improve sales performance in areas such as close rate, average sale, and sales per guest
• Track and manage key metrics including protection plan sales, sleep category, net margin, financing applications, and appointment rates
• Monitor and improve Net Promoter Score (NPS) and reduce Total Piece Exception Rate
• Showroom and Compliance Standards
• Lead weekly Perfect Store Visit meetings to maintain operational alignment
• Ensure the store remains clean, organized, and guest-ready
• Regularly coach, assist, and manage team performance through active engagement

Qualifications

• High motivation, strong leadership mindset, and excellent interpersonal skills
• Experience in retail leadership, sales management, or a similar role required
• Ability to drive performance through accountability, coaching, and team development
• Skilled in managing priorities, solving problems, and making data-informed decisions
• Strong communication and organizational abilities
• Proficiency in Microsoft Office (Word, Excel, PowerPoint); ability to learn internal systems