General Sales Manager

About the role

The General Sales Manager is responsible for overseeing the full sales operation within their assigned location. This role involves developing and executing sales strategies, managing a high-performing team, and ensuring all sales objectives are achieved. The General Sales Manager leads by example, staying Positioned to Impact (P2I) on the floor, driving results through coaching, planning, and collaboration with other departments.

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