6 free templates, led by the car-dealership version the title really means, plus new-car, used-car, retail, B2B, and single-rooftop variants, with salary benchmarks and the FLSA guidance generic templates skip. Download as DOCX.
General sales manager is a title most people in the car business know well, and most template sites get generic about. It is overwhelmingly an automotive dealership role: the GSM leads the entire sales operation, reports to the general manager, and sits one rung below running the store. Yet almost every template online treats it as an interchangeable corporate sales title and skips what the dealership owner writing the posting actually needs, the salary reality and the FLSA classification of both the GSM and the team they will help hire.
This page is a hub for that hire, led by the dealership version the title really means. It gives you six templates: a dealership master, new-car and used-car versions, retail and B2B variants, and a single-rooftop owner version. At FirstHR, we build hiring and onboarding tools for small businesses like dealerships. Each template is ready to use, with the salary and FLSA realities built in. For the principles behind any posting, the guide to writing a job description covers the fundamentals.
TL;DR
A general sales manager leads a business's entire sales operation, and the title is overwhelmingly a car-dealership role sitting just below the general manager. The GSM is exempt under the executive exemption, and pay is high: the parent occupation, sales managers, reports a median of $138,060 (BLS, May 2024), with automotive GSMs averaging near $130,000 in base plus bonus. The FLSA complexity is in the roles below the GSM. This page has six templates led by the dealership version; download all as one DOCX.
What a General Sales Manager Does
A general sales manager leads the entire sales operation of a business, and the title is most commonly used at car dealerships. At a dealership, the GSM directs the new and used sales teams, sets and hits volume and gross profit targets, manages the desk and the finance and insurance handoff, develops the sales managers and consultants, and oversees inventory and pricing with the general manager. It is the senior sales leadership role, and often a step before running the whole store.
There is no single federal occupation for general sales manager. The parent occupation is sales managers (SOC 11-2022). For the dealership owner writing the posting, the role is defined by leading the sales floor and the numbers, and the two things templates skip are the pay structure and the FLSA classification, both of the GSM and of the team below them. The six templates split by setting, led by the automotive version, so the document matches the real hire.
General Sales Manager Duties and Responsibilities
General sales manager duties cluster into four areas: team leadership, targets and performance, deals and process, and inventory and standards. A strong job description picks the responsibilities from each area that match the setting rather than listing every possible task. These are the duties grouped the way the templates use them.
Team leadership
Lead, hire, and develop the sales team
Coach managers and consultants
Cover for the GM when needed
Targets and performance
Set and hit volume and gross targets
Track and forecast sales performance
Manage to quotas and goals
Deals and process
Manage the desk and deal structure
Own the F&I handoff
Build a consistent sales process
Inventory and standards
Manage inventory mix, aging, and pricing
Uphold compliance and ethics
Drive customer-experience standards
The emphasis shifts by setting: a dealership GSM leans on desking, gross, and the F&I handoff, while a B2B GSM leans on pipeline, quota, and forecast. For a structured way to scope the role, the guide to defining job responsibilities walks through the process.
Still Using Spreadsheets for Onboarding?
Automate documents, training assignments, task management, and track onboarding progress in real time.
Pick the template by setting. The sales-leadership core runs through all six, but each one frames the duties, targets, and pay structure for a specific kind of business, led by the dealership version the title usually means. Use this guide to choose the closest fit, then adjust.
Dealership GSM (Master)
Most dealerships
The baseline automotive version: leading new and used sales, hitting volume and gross targets, desking, and developing the team. Start here for most stores.
New-Car / Franchise
Franchise stores
The franchise version: manufacturer programs and incentives, factory volume objectives, and the new and used desk in a brand store.
Used-Car / Independent
Independent lots
The independent version: inventory acquisition and pricing, a repeatable sales process, and hands-on leadership close to the owner.
Retail / Multi-Unit
Non-automotive retail
The retail version for non-dealership sales operations: revenue and margin targets, sales process, and team development across one or more locations.
B2B / Company
B2B sales teams
The B2B version: quotas and territories, pipeline and forecast ownership, and coaching reps, for a company-wide sales organization.
Small / Single Rooftop
Owner-operated
A hands-on version for an owner hiring a sales leader at a single store, where the GSM runs the floor and owns the numbers alongside the owner.
Match the Template to the Setting
Most general sales manager hires are at car dealerships, so start with the Dealership Master. Choose New-Car / Franchise for a brand store, Used-Car / Independent for an independent lot, and Small / Single Rooftop when an owner is hiring a hands-on sales leader. If you are not a dealership, the Retail / Multi-Unit and B2B / Company versions fit non-automotive sales operations. Every version is exempt under the executive exemption.
6 Free General Sales Manager Job Description Templates
Download all six as a single Word document or copy individual templates. Each follows the same structure: business and job summary, key responsibilities, qualifications, a classification note, the base-plus-bonus compensation, and how to apply, with an EEO statement built in. Fill in the brackets and post.
Download All 6 Job Description Templates
Dealership master, new-car, used-car, retail, B2B, and single rooftop. All in one DOCX.
Template 1: Dealership General Sales Manager (Master)
The baseline automotive version: leading new and used sales, hitting volume and gross targets, desking, and developing the team. Start here for most dealerships.
General Sales Manager Job Description (Dealership Master Template)
GENERAL SALES MANAGER JOB DESCRIPTION
Dealership: __ ([City, State])
Reports to: General Manager / Dealer Principal
Employment type: Full-time
FLSA status: Exempt (executive exemption; see classification note)
Compensation: $_ base + bonus/commission on targets
ABOUT [DEALERSHIP NAME]
[One or two sentences about your dealership: brand or used, the size of
the team, the market, and what makes it a good place to work.]
JOB SUMMARY
[Dealership Name] is hiring a General Sales Manager to lead our entire
sales operation. You will direct the new and used sales teams, hit
volume and gross profit targets, manage the desk and F&I handoff,
develop sales managers and consultants, and drive a great customer
experience. This is the senior sales leadership role, reporting to the
General Manager, with a path toward dealership GM.
KEY RESPONSIBILITIES
•Lead and develop the new and used vehicle sales teams
•Set and hit unit volume, gross profit, and CSI targets
•Manage the desk, deal structure, and the F&I handoff
•Recruit, hire, train, and coach sales managers and consultants
•Monitor inventory mix, aging, and pricing with management
•Track and report on sales performance and forecasts
•Uphold compliance, ethics, and customer-experience standards
•Step in for the General Manager when needed
REQUIRED QUALIFICATIONS
•Proven automotive sales management experience
•Track record hitting volume and gross targets
•Strong leadership, desking, and coaching skills
•Familiar with dealership CRM and DMS systems
•Valid driver's license and clean driving record
CLASSIFICATION NOTE (read before posting)
A general sales manager is virtually always exempt under the FLSA
executive exemption. Note that subordinate dealership roles such as
salespeople, partsmen, and mechanics have their own automotive overtime
exemptions, and commissioned staff may fall under the Section 7(i)
retail exemption. This is general information, not legal advice.
COMPENSATION AND HOW TO APPLY
Compensation: $_ base + bonus/commission [+ benefits]
To apply, email __ with your resume.
[Dealership Name] is an equal opportunity employer.
Template 2: New-Car / Franchise Dealership GSM
The franchise version: manufacturer programs and incentives, factory volume objectives, and the new and used desk in a brand store.
The B2B version: quotas and territories, pipeline and forecast ownership, and coaching reps, for a company-wide sales organization.
B2B / Company General Sales Manager Job Description
GENERAL SALES MANAGER JOB DESCRIPTION (B2B / COMPANY)
Company: __ ([City, State])
Reports to: VP of Sales / Owner
Employment type: Full-time
FLSA status: Exempt (executive exemption)
Compensation: $_ base + commission/bonus on targets
JOB SUMMARY
[Company Name] is hiring a General Sales Manager to lead our sales
organization and drive revenue growth. You will manage the sales team,
set quotas and territories, build the pipeline and forecast, and
develop reps into top performers. This is a senior leadership role
owning the company's sales results.
KEY RESPONSIBILITIES
•Lead, hire, and develop the sales team
•Set quotas, territories, and sales targets
•Own the pipeline, forecast, and revenue reporting
•Build and refine the sales process and playbook
•Coach reps on pipeline, deals, and closing
•Partner with marketing on lead generation
•Analyze performance and report to leadership
•Drive customer acquisition and retention
REQUIRED QUALIFICATIONS
•Proven B2B sales management experience
•Track record hitting and exceeding revenue targets
•Strong leadership, forecasting, and coaching skills
•Comfortable with CRM and sales analytics
•Excellent communication and strategic thinking
COMPENSATION AND HOW TO APPLY
Compensation: $_ base + commission/bonus [+ benefits]
To apply, email __ with your resume.
[Company Name] is an equal opportunity employer.
Template 6: Small / Single-Rooftop Dealership GSM
A hands-on version for an owner hiring a sales leader at a single store, where the GSM runs the floor and owns the numbers alongside the owner.
Small / Single-Rooftop Dealership GSM (Owner-Operated)
GENERAL SALES MANAGER JOB DESCRIPTION (SMALL / SINGLE ROOFTOP)
Dealership: __ ([City, State])
Reports to: [Owner / Dealer Principal]
Employment type: Full-time
FLSA status: Exempt (executive exemption)
Compensation: $_ base + bonus/commission on targets
ABOUT US
We are an owner-operated, single-rooftop dealership hiring a General
Sales Manager to be the owner's right hand on the sales side. In a small
store this is a hands-on leadership role: you run the sales floor, lead
the team, and own the numbers alongside the owner.
JOB SUMMARY
[Dealership Name] is hiring a General Sales Manager to lead our sales
operation and drive results. You will manage the sales team, own the
desk and deal flow, hit volume and gross targets, and help run the
store day to day. This role suits a hands-on sales leader who wants
ownership and a close working relationship with the owner.
KEY RESPONSIBILITIES
•Run the sales floor and lead the sales team
•Own deal desking, structure, and the F&I handoff
•Set and hit unit volume and gross profit targets
•Recruit, train, and coach sales staff
•Help manage inventory mix, aging, and pricing
•Build and enforce a consistent sales process
•Track and report on sales performance
•Pitch in across the store as a small team
REQUIRED QUALIFICATIONS
•Automotive sales management experience
•Hands-on leader comfortable in a small store
•Strong desking, leadership, and process skills
•Familiar with dealership CRM and DMS systems
•Valid driver's license and clean driving record
COMPENSATION AND HOW TO APPLY
Compensation: $_ base + bonus/commission [+ benefits]
To apply, email __ or stop by.
We are an equal opportunity employer.
What to Include in a General Sales Manager Job Description
Every strong general sales manager job description includes the same core sections. The templates above are built around them, so you can fill in the blanks, but it helps to know what each one is for.
Section
What it covers
Job title and setting
A clear title and whether it is a dealership, retail, or B2B role
Business overview
One or two lines about the dealership or company and team
Job summary
Two or three sentences on leading the entire sales operation
Key responsibilities
8 to 10 duties across leadership, targets, deals, and standards
Requirements
Sales management experience, automotive for a dealership
Compensation
Base plus bonus or commission, with a real range
Classification
Exempt under the executive exemption
EEO and apply
Equal opportunity statement and clear application steps
Keep the language neutral and inclusive throughout. The EEOC prohibits job advertisements that show a preference based on a protected characteristic, and the SHRM guide covers the standard sections of a job description.
FLSA at a Dealership
The general sales manager is the simple part of dealership classification, since the role is clearly exempt. The complexity, and the risk, is in the roles below the GSM, which have dealership-specific FLSA treatment that does not exist in other industries. Here is what a dealership owner needs to know.
The general sales manager is exempt under the executive exemption
Classification is straightforward for the GSM itself. A general sales manager almost always qualifies as exempt from overtime under the FLSA executive exemption, because the primary duty is managing the sales department, the role customarily directs two or more employees, and it carries hiring and firing authority, paid on a salary basis at or above the federal threshold of $684 per week as of 2026. Because GSM pay is well above that threshold and the duties are genuinely managerial, the exemption is rarely in doubt for this role, unlike the assistant-manager roles below it. State the exempt classification in the posting. This is general information, not legal advice.
Dealership subordinate roles have their own overtime exemptions
The reason the FLSA matters on a dealership job description is the roles below the GSM, not the GSM. The Department of Labor recognizes that salesmen, partsmen, and mechanics employed by automobile dealerships are exempt from the overtime pay provisions of the FLSA, a dealership-specific rule that does not apply in other industries. Service advisors have also been treated as exempt under that same provision. When the GSM helps hire and classify the sales and service team, these exemptions are part of the picture, and they are easy to misapply, so it is worth understanding which roles they cover. This is general information, not legal advice.
Section 7(i) covers many commissioned dealership staff
Beyond the salesman exemption, a separate FLSA provision, Section 7(i), exempts certain commissioned employees of retail and service establishments, which includes dealerships, from overtime. To use it, the employee's regular rate must exceed one and a half times the minimum wage, and more than half of their pay over a representative period must come from commissions. This is the exemption many dealerships rely on for commissioned salespeople and some F&I staff. It has strict conditions, and getting the math wrong is a common source of wage claims, so confirm each role against the current rules. This is general information, not legal advice.
Classify by duties, keep records, and confirm current rules
Across all of these, two principles hold. First, job titles do not determine exempt status: the actual duties and pay have to meet the regulations, whether for the executive exemption, the salesman exemption, or Section 7(i). Second, the FLSA requires keeping payroll records, and dealerships face heightened enforcement attention on exemption and commission compliance, so accurate records matter. For a small dealership, the practical move is to classify each role honestly against the right test, document the basis, and check current federal and state rules, since several states add their own requirements. This is general information, not legal advice.
Dealership Roles Have Their Own Overtime Exemptions
The Department of Labor recognizes that salesmen, partsmen, and mechanics at automobile dealerships are exempt from FLSA overtime, a rule unique to the industry. Separately, the Section 7(i) exemption covers many commissioned dealership staff when their pay is mostly commission and above one and a half times the minimum wage. The GSM is exempt as an executive; the team below needs role-by-role classification.
A general sales manager is a well-paid leadership role, paid as a base salary plus a significant bonus or commission tied to sales targets. Set the structure using government and industry data as a baseline, then adjust for your store and market.
Sales Managers Median $138,060 (BLS)
There is no single federal occupation for general sales manager. The parent occupation, sales managers, had a median wage of $138,060 a year as of May 2024, with the lowest 10 percent under $66,910 and the highest 10 percent over $239,200 (U.S. Bureau of Labor Statistics). For automotive GSMs specifically, industry surveys place the average near the $130,000 range in base plus bonus.
At a dealership, the base salary is commonly a portion of total pay, with the rest coming from bonus and commission on gross, sales volume, and finance and insurance targets, so total compensation rises with performance. Pay varies by store size, brand, market, and the pay plan. Because the role is exempt, overtime does not apply, but a clear, motivating pay plan does the heavy lifting. Set the base and bonus structure to your dealership and benchmark it to your market.
Hiring a General Sales Manager for a Dealership
A car dealership is a small business: a single rooftop with a few dozen to under a hundred employees, owner-operated, usually with no HR department. The owner hires across the whole store, and faces three things the generic template farms ignore: the dealership reality the title belongs to, the fact that most hiring is the roles below the GSM, and the paperwork and compliance every hire carries. Here is how to handle all three.
A dealership is a small business, and the owner is the one hiring across the whole store
General sales manager is overwhelmingly a car-dealership title, and the typical franchised or independent dealership is a single-rooftop small business with a few dozen to under a hundred employees, not a corporate enterprise. The owner or dealer principal hires across the entire store, usually with no dedicated HR department. The general sales manager is the senior sales hire, but the same owner also fills a steady stream of other roles: sales consultants, service advisors, technicians, F&I clerks, lot attendants, detailers, and front-desk staff. The templates above are built for that owner, with the automotive framing the generic template farms miss.
The GSM is the senior hire, but most dealership hiring is the roles below it
The general sales manager itself is a high-paid, exempt leadership role, and it is not the hire where a small dealership feels the most hiring pain. That pain is in the volume roles below the GSM, which turn over often and each carry their own paperwork and, in the dealership's case, their own FLSA treatment. A clean, repeatable hiring and onboarding process across all of these roles is what actually saves a dealership owner time. Writing a strong GSM job description is step one, and the same structured approach applies to every role the store hires, from the sales floor to the service drive.
Every dealership hire carries paperwork, training, and compliance that onboarding should handle
Whether it is the GSM or a lot attendant, each hire carries the same after-offer work, made specific by the dealership: a signed offer with the pay plan and classification spelled out, the I-9 and tax forms, sales and compliance training, and organized records. FirstHR fits this people side of dealership hiring: e-signature for offers and pay plans, an onboarding wizard that builds a workflow from the job description, training modules for role-specific and compliance training, task workflows for the hiring checklist, and document management for signed forms and licenses. The flat monthly price suits a single-rooftop store better than per-employee tools. To be clear about scope, FirstHR is an onboarding and HR platform, not a dealer management system, CRM, or payroll tool, and it does not run payroll or administer benefits, so pair it with those providers. Applicant tracking is coming soon.
From Hiring to Onboarding
The job description is step one. Once a candidate accepts, the same document becomes the basis for the offer and onboarding, and at a dealership the offer carries a pay plan, so getting it clear in writing matters. The paperwork comes first: the offer and pay plan in writing, the I-9 with documents verified, and the W-4 and state tax forms per the new hire paperwork guide.
Send the offer and pay plan
Confirm the role, the base-plus-commission pay plan, the exempt classification, and the start date in writing, so a sales leader knows exactly how they are paid and measured.
Collect the paperwork
Gather the signed offer and pay plan, the I-9 with documents verified, and the W-4 and state tax forms, plus any license or compliance acknowledgments.
Train on systems and process
Assign training on your CRM and DMS, the desking and F&I process, and compliance, so the GSM can lead the floor from day one.
Store the records
Keep the signed offer, the pay plan, training acknowledgments, and licenses organized and audit-ready, as the dealership world expects.
Once your offer is ready, the offer letter template handles the next step, and an onboarding template gives the new hire a structured start. FirstHR connects the offer and pay plan, paperwork, e-signatures, systems and compliance training, and the onboarding workflow in one place, with a wizard that builds the workflow from the job description, so a single-rooftop dealership can manage the full process, and every role it hires, from one system. FirstHR is an onboarding and HR platform, not a dealer management system, CRM, or payroll tool, and it does not run payroll or administer benefits, so connect those separately. Applicant tracking is coming soon to FirstHR.
Key Takeaways
General sales manager is overwhelmingly a car-dealership title for the leader of the entire sales operation, reporting to the general manager.
Use the template that matches the setting: dealership master, new-car, used-car, retail, B2B, or single-rooftop.
The GSM is exempt under the executive exemption; the FLSA complexity is in the dealership roles below it.
Dealership salesmen, partsmen, and mechanics have their own overtime exemption, and many commissioned staff fall under Section 7(i).
Pay is high and structured as base plus bonus: the parent occupation, sales managers, reports a median of $138,060 (BLS, May 2024).
A dealership is a small business that hires a steady stream of sub-managerial roles, where a repeatable onboarding process pays off.
Frequently Asked Questions
What does a general sales manager do?
A general sales manager leads the entire sales operation of a business, and the title is most commonly used at car dealerships. At a dealership, the GSM directs the new and used vehicle sales teams, sets and hits unit volume and gross profit targets, manages the desk and the deal structure including the finance and insurance handoff, recruits and coaches sales managers and consultants, and oversees inventory mix and pricing alongside the general manager. The role reports to the general manager or dealer principal and is the senior sales leadership position, often a step before becoming a dealership GM. Outside automotive, the same title appears in retail and business-to-business sales, where the GSM leads the sales team, sets quotas and territories, owns the forecast, and drives revenue growth.
What are the main general sales manager duties and responsibilities?
General sales manager duties cluster into four areas. Team leadership: leading, hiring, and developing the sales team, coaching managers and consultants, and covering for the general manager. Targets and performance: setting and hitting volume and gross or revenue targets, tracking and forecasting performance, and managing to quotas. Deals and process: managing the desk and deal structure, owning the finance and insurance handoff at a dealership, and building a consistent sales process. Inventory and standards: managing inventory mix, aging, and pricing, upholding compliance and ethics, and driving customer-experience standards. A strong job description picks the responsibilities that match the setting, since a dealership GSM focuses on desking and gross while a B2B GSM focuses on pipeline and quota.
Is a general sales manager a car dealership role?
Most often, yes. General sales manager, or GSM, is a defining title in the US automotive retail industry, where it sits just below the dealership general manager and above the individual sales managers. When someone searches for a general sales manager job description, the intent is usually a car dealership. That said, the title is also used in retail and business-to-business sales for the person who leads the whole sales function, so the role exists outside automotive too. Because the dealership meaning dominates, this page leads with the automotive version and includes retail and B2B variants. If you are a dealership, use the dealership templates; if you are a retail or B2B company, the retail or B2B template will fit better.
Is a general sales manager exempt or non-exempt under the FLSA?
A general sales manager is virtually always exempt from overtime under the FLSA executive exemption. The role qualifies because its primary duty is managing the sales department, it customarily directs two or more employees, and it carries hiring and firing authority, paid on a salary basis at or above the federal threshold of $684 per week as of 2026. Since GSM pay is well above that threshold and the duties are genuinely managerial, the exemption is rarely in doubt for this role. The FLSA gets more complicated for the roles below the GSM at a dealership: salesmen, partsmen, and mechanics have their own automotive overtime exemption, and many commissioned staff fall under the Section 7(i) retail exemption. So the GSM is exempt, but the team they help hire needs careful, role-by-role classification. This is general information, not legal advice.
How are dealership salespeople and mechanics classified under the FLSA?
Dealerships have FLSA exemptions that do not exist in most other industries. The Department of Labor recognizes that salesmen, partsmen, and mechanics employed by automobile dealerships are exempt from the overtime pay provisions of the FLSA, and service advisors have been treated as exempt under that same provision. Separately, Section 7(i) of the FLSA exempts certain commissioned employees of retail and service establishments, including dealerships, from overtime when the employee's regular rate exceeds one and a half times the minimum wage and more than half of their pay comes from commissions. These rules let dealerships structure commissioned pay without overtime in many cases, but they have strict conditions and are a common source of wage claims when misapplied. Each role should be classified against the specific test, and current federal and state rules confirmed. This is general information, not legal advice.
How much does a general sales manager make?
A general sales manager is a well-paid leadership role, typically earning a base salary plus a significant bonus or commission tied to sales targets. There is no single federal occupation for general sales manager, but the parent occupation, sales managers, had a median wage of $138,060 a year as of May 2024, with the lowest 10 percent under $66,910 and the highest 10 percent over $239,200. For automotive general sales managers specifically, industry pay surveys place the average near the $130,000 range, with base salary commonly a portion of total pay and the rest coming from bonus and commission on dealership gross, sales, and finance and insurance targets. Total compensation frequently runs higher with strong performance. Pay varies by store size, brand, market, and the pay plan. Set the base and the bonus structure to your dealership and market. This is general information, not legal advice.
What is the difference between a general sales manager and a general manager?
At a car dealership they are different levels. A general sales manager leads the sales operation: the new and used sales teams, the desk, volume and gross targets, and the sales staff. A general manager, or GM, runs the entire dealership, including sales, service, parts, and finance and insurance, plus the overall profit and loss, with the GSM reporting to them. The general sales manager is often the step just below the general manager and a common path to that role. When you write the posting, be clear which you are hiring: if the person will run only the sales side and report to someone above them, it is a general sales manager; if they will run the whole store including the fixed operations, it is a general manager.
What should a general sales manager job description include?
A strong general sales manager job description names the dealership or company and the setting up front, includes a short overview, and a job summary that captures leading the entire sales operation. Responsibilities should be grouped into team leadership, targets and performance, deals and process, and inventory and standards, tailored to whether it is a dealership, retail, or B2B role. State the experience required, including automotive sales management for a dealership, name the compensation structure as base plus bonus or commission with a real range, and note the exempt classification. The additions that generic templates skip, and that genuinely help, are the salary benchmark, the FLSA guidance for the GSM and the subordinate dealership roles, and a setting-specific framing. Close with an equal opportunity statement and clear apply instructions. This is general information, not legal advice.
